Hyundai, South Korea's largest manufacturer and a rapidly growing powerhouse in the global market, set their sights on the executive sedan market about two years ago – culminating in the establishment of the Genesis brand. Since then, they've launched the G90 flagship and the mid-range G80 model, aimed at the traditional German marques currently dominating the segments. Their latest, the G70, completes the model range as the entry-level executive sedan.
The G90 is aimed at the Mercedes S-class, BMW 7 and Audi A8, while the G80 goes up against the 5-er, E-class and A5. While Genesis can hope to sell a few of the G80 and 90 in their home market and a small number in China by beating the prices of established models like the BMW 7 and Merc S, the G70 is going to be the make or break model for the brand. A lot hinges on the G70, since the BMW-3 series is a veritable giant, and entry level models make or break luxury brands in the early years of inception.
Power comes from a 3.3 V6 in the top end model, along with 2.0 turbo 4-cylinder and a 2.2 diesel 4. Inside, there's the expected tech – highway driving assists, plenty of airbags, connectivity and voice command. It also looks pretty good, aside from the awkward grilles that have somehow planted themselves on the Genesis model line. It's the right balance of aggression and streamlining, and we think it'll be a hit in the emerging markets where Genesis will surely make a play.