If you don’t already know, Hyundai has a new premium brand called Genesis, something in the mould of Toyota’s Lexus and Nissan’s Infiniti. The upper rungs of the new Genesis range have already been filled, by the flagship G90 (a.k.a. EQ900, now with a stretched limo version in Korea) and the G80 sedan, a rebranded Hyundai Genesis.
That’s just the beginning of Hyundai’s plans to have six models in Genesis showrooms by 2020, and next on that list will be a compact sports sedan (could be called the G70) that will dive into a competitive segment dominated by entrenched German stalwarts. This is the land of the BMW 3 Series, Mercedes-Benz C-Class and Audi A4, with the Lexus IS and Infiniti Q50 on the periphery.
Tough job ahead, but first you got to look good. And from this official teaser of a “New York Concept” for next week’s NYIAS, things look promising. According to Genesis, this four-door sports sedan “expresses the design direction that will distinguish forthcoming Genesis products.” An SUV and halo coupe would be logical future models.
The NYC has a bold face, dominated by a huge grille in Genesis’ signature shape. But instead of the chrome horizontal slats on the G90 and G80 grilles, the one on this smaller and sportier sedan gets honeycomb-style inserts; the pattern duplicated on the front wings. The headlamps are slim and the face chiselled for a strong impression.
“The New York Concept is a progressive concept car that showcases the design quality of the brand. With its expressive volumes and refined design, it truly embodies the athletic elegance, which characterises Genesis products,” said Manfred Fitzgerald, head of the Genesis brand.
The New York Concept looks a little sharper than its bigger siblings, which may have been influenced by Fitzgerald, who was previously a director of brand and design at Lamborghini. Also in Hyundai is ex-Lamborghini and Bentley designer, Luc Donckerwolke, who is leading the Prestige Design Division. Overseeing things is of course Hyundai president and chief design officer Peter Schreyer.
A Korean 3 Series, what do you think?
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I’m so proud with this new concept Genesis NY, finally the really genuine Asia’s answer to BMW 3-Series.
Only owners of asian luxury cars compare themselves with MB, BMW, Audi but never these continental owners compare themselves with them asian pretenders. Why ah?
Because established brands already have their confidence high up in the sky and didn’t really bother when new emerging brand for an example the Genesis penetrating their territory. Comparison is they key of selling their goods.
Lexus take note…
That is how u design the front end of a compact exec car……
the genesis once won the NACOTY, will the boy able to repeat the same feat….?
A very2 very2 tall order to match and beat the germans….lexus is still trying…
Well, Lexus top the luxury car sales in US for the past 10 years. Please get the fact right. Btw I’m not a Lexus Fanboy. I’m a happy F10 owner.
the genesis sedan once won the north american car of the year award in 2009 , a feat which lexus has yet to achieve ,
of course in the end sale numbers is what keeps the brand afloat , im not discrediting that ,
I’m just pointing out that the IS is just too ugly at the front end, the rear and interior is beautiful tho…
and now the compact executive segment throne ( as voted by critics) is battled between the 3er, C class, ATS , and jag xe…. no mention of the lexus IS, or infiniti Q50
Its a very tall order for this new genesis to enter the fray and be mentioned in the same breath
can’t wait to see more competitors to 3-series! exciting, in deed.
How many of us here will choose a Genesis instead of a QX70 at RM380k, if there are only these two options?
From this question, you know already how people look at you here in Malaysia.
Why do you even compare a brand to a car model?
Go search YouTube on the Genesis brand. They did a double blind test and come out with 2 thumbs up.