In a car as packed with equipment as the new Genesis, there’s something very obvious missing in it: any sign that it is made by Hyundai. That’s right, there’s no squiggly H badge to be found anywhere, rather the nomenclature is Genesis throughout and that, to my mind at least, is a shame.
It’s almost as though its maker doesn’t believe in itself, doesn’t think that a car called Hyundai would be taken seriously by a market built on badge snobbery.
I can understand the approach, even if I don’t necessarily agree with it. Fighting among the crowded waters occupied by Audi, Mercedes-Benz, BMW, Jaguar, Lexus, Cadillac et al, could a South Korean company expect to win? Probably not right now, even after the incredible advances made by the company and its sister, Kia, over the past decade.
No longer a laughing stock, these companies now make some of the most stylish cars on the road and driving dynamics are getting better all the time, too. But while a potential Toyota Corolla owner might think nothing of swapping keys for a Hyundai these days, at the luxury end of the market there’s a whole new set of challenges to be faced by any company trying to elbow its way in, no matter how good its product happens to be.
And the Genesis really is a good product. Really good. In fact, remove its low-rent Genesis badges and you’d be forgiven for thinking this was a mildly restyled Audi A8. Such is its smooth, effortless performance, its unabashed luxury and its thoroughly modern design.
Unfortunately more pedestrian in its appearance than the concept car Hyundai unveiled three years ago to worldwide gasps, nevertheless the Genesis is a handsome craft that won’t cause anyone the slightest shame in the company car park. Just don’t mention the H word, obviously.
Incidentally, you can buy a Genesis with Hyundai badging, and personally speaking, that’s what I would choose to have it with because it shows everyone else up as being suckers for marketing rhetoric rather than savvy consumers getting value for money – for the Genesis interior is easily a match for cars that cost twice its asking price. Soft touch surfaces, beautifully soft and supple leathers and cutting-edge technology abound, lending an atmosphere of hushed excellence. Everything looks and feels premium, trashing even the likes of Lexus, which has never quite managed to disguise its cheap Japanese saloon car origins.
Hyundai claims the Genesis is more of a BMW 5 Series rival, but given its physical dimensions, it could lock horns with the bigger 7. Where it falls down, however, in ultimate terms against its rivals is in the way it drives. Two engine options are available in the UAE: the V8 I’m driving and a V6, both of which are hooked up to eight-speed automatic transmissions. There’s no difference between them, visually, except for the boot badges and different-shaped exhaust pipes, but there’s plenty of difference when it comes to power.
The six-pot offers 311hp and 397Nm of twist, while this eight-cylinder flagship punches out 420hp and 519Nm. Stamp on the throttle and the V8 does make its presence felt, with a hint of wheel spin at the rear and quite rapid acceleration, accompanied by a muted roar from the business end. Yet the overly light steering the too softly sprung chassis and its overall feeling of remoteness, means it’s nowhere near as engaging for drivers as BMW’s equivalent, never mind Jaguar’s or Merc’s. It’s more similar to Lexus in experience than its European competition, and that, to many owners, won’t be any issue whatsoever. It’s not unpleasant to drive, far from it. It’s comfortable, quiet, refined and there’s an overriding feeling of being ensconced away from all of life’s harsh realities when you’re inside the Genesis.
It is festooned with gadgetry and safety tech that’s useful and unobtrusive and the sound system is excellent. It’s just missing that certain “something” to set it apart from the rest but, just maybe, its price can do that. With prices starting at just Dh148,000 for the V6 and Dh205,000 for the silky smooth V8, the Genesis represents a huge amount of car for relatively little financial outlay.
The brand’s reputation for rock-solid reliability is now well established and resale values for its other models are reassuringly strong. But the one thing still standing in its way when it comes to forecourt success is still the unspeakable truth that the market still isn’t ready to embrace a luxury Hyundai. Not here, anyway.
Which is a crying shame because it is an excellent mode of transportation that, while not setting any new standards, still manages to exceed the expectations of anyone who gets to see it or drive it. And, as Hyundai and Kia have done in the saloon and crossover market, you can guarantee that, some day soon, we’ll be talking about its luxury barges in the same way we talk about the establishment.
motoring@thenational.ae
