The 2021 Genesis GV80 is about to head down a rough road. The new three-row crossover from the fledgling luxury brand is set to compete with some of the most respected marques in the business: Audi, BMW, Jaguar, Lexus and Mercedes.
But, uphill battles are not new to Genesis.
For those of you unaware of Genesis, apart from a religious publication, Genesis Motors is a new luxury brand created by Hyundai in an ambitious bid to compete with established luxury marques. Genesis Motors Canada distinguishes itself by eliminating the conventional dealership.
The consumer buys from the company, online in most cases. A vehicle is brought to the prospective customer for consideration. Purchase paperwork is completed at the customer’s home or place of business. When it comes time for service, a loaner is provided. Scheduled maintenance is complimentary for five years or 100,000 km.
Respect and reputation are the keys to marketing luxury products. Consumers are willing to pay a premium for a brand bathed in a well-earned “market presence.” It is all but impossible for a newcomer to gain traction until they have garnered such respect, which Genesis has earned from the outset. It has been named the #1 brand in initial quality for two year’s running by J D Power.
Consumer Reports rates it the #1 luxury brand. The Insurance Institute for Highway Safety has awarded Genesis vehicles (G70, G80 and G90 sedans) its Top Safety Pick+ award. The Genesis G70 was named the North American Car of the Year with similar accolades from numerous enthusiast magazines.
Cars traditionally defined the luxury segment and Genesis cars have started to gain traction. But, crossovers are now the main players. Audi offers four, BMW seven and Mercedes has eight. Porsche has a pair and even Bentley, Rolls Royce and Lamborghini have one on offer. In every case, crossovers are the best sellers for the brand.
Hindsight is 20/20. I am sure Genesis wishes it had come to market three years ago with a brace of crossovers, allowing it to ride that rising wave. But cars were all it had.
Until now.
The three-row GV80 (V for versatile) is an all new vehicle, sharing its underpinnings with no other brand. It is based on a rear-drive architecture unique to the brand. As befits the market, the GV80 to be sold in Canada starting this summer, will come in AWD form only powered by turbocharged four or six-cylinder engines.
The GV80 will come with the expected displays of luxury and features. Apart from that and the unique purchase/ownership experience, it will boast technologies not found elsewhere. All this at what is expected to be a more-than-competitive price.
The GV80 will come with electronic suspension with road preview and active noise cancellation. The system uses information from eight microphones and an algorithm that analyzes road noise in real time, producing opposite phase sound waves in 0.002 seconds. The driver’s seat contains seven air cells and an active motion system designed to reduce fatigue.
The adaptive cruise control system uses an artificial intelligence-based technology to learn the driving characteristics of the driver with respect to the desired distance between vehicles. The forward collision warning system includes provision for vehicles approaching from the left or right side of an intersection.
The styling, inside and out, is the result of a collaboration among design studios in South Korea, the United States and Germany. The interior is dominated by a 37-cm wide split screen information display atop the console featuring handwriting recognition.
The GV80 will arrive in Canada and the United States mid-to-late summer.
Pricing will be released closer to that date, but we can expect value to be a significant factor. The GV80 will also be sold in Australia, Russia, and eight Middle Eastern countries. Genesis will add two more crossovers in 2021, a smaller one called the GV70 and a pure electric one.
Genesis Motor’s first entrant in the crowded field faces an uphill battle. But, I would not bet against success. Consumers looking to move into a more exclusive club would be well advised to give the Genesis experience a close look.
