And in the beginning, there was Genesis. Concept Genesis, that is, the prototype for what could be the most dramatic transformation change in the Hyundai brand since the Korean carmaker first started selling its pint-sized Excel in the
Concept Genesis is the name given the high-line prototype Hyundai unveiled at the New York Auto Show on Wednesday. The long-rumored, coupe-like luxury sedan is sized somewhere between the BMW 5- and 7-Series or, if you prefer, the Lexus GS and LS lines. But when a production version hits showrooms, little more than a year from now, Hyundai expects to bring Genesis in for a “base” price of around $30,000 – with an updated version of its 3.8-liter V-6 – stretching up to a top end of under $40,000 for the V-8-powered version, top product boss John Krafcik told TheCarConnection.com.
The Genesis was perhaps one of the worst-kept secrets at the
But Genesis doesn’t end Hyundai’s upmarket aspirations. Far from it. The automaker has been studying its options in the luxury market, and at one point considered using Concept Genesis to anchor an all-new, up-line brand that would go up against the likes of BMW or, more specifically, arch-rival
But the reception given the Genesis could help build internal momentum for moving ahead on a luxury brand. And at the very least, Hyundai officials are hoping that the Concept will further their efforts to erase the old image of a brand that was little more than a cheap and cheerful substitute for motorists who might otherwise have to settle for what is euphemistically referred to as a “previously-owned” vehicle. The challenge, said Krafcik, is “getting (the) respect” of opinion leaders who influence a dramatically disproportionate share of automotive purchases.
2007 New York Auto Show Index by TCC Team (4/3/2007)
GM concept, Buicks, WRX on tap.
Hyundai Details Concept Genesis by Marty Padgett (3/26/2007)
Rear-drive sedan concept coming to
Hyundai Azera Gets New Base Model by Marty Padgett (3/19/2007)
Smaller V-6, lower price tag.
Hyundai Plans U.S. Engine Plant by Marty Padgett (3/13/2007)
Factory will supply