by Paul A. Eisenstein

(2008-01-07)

Click for High-Res Photo Gallery: 2009 Hyundai Genesis

Luxury car buyers are a fairly conservative lot, which is one reason why Japanese automakers initially struggled breaking into the U.S. luxury market. But even that notion is changing - Lexus now leads the segment, along with the German marques, while Lincoln and Cadillac are in the throes of revivals, small and large.

Are luxury buyers ready to have their perceptions shattered again? Can a South Korean carmaker once known for building econoboxes suddenly play with the big boys in the high-line market? That's what Hyundai hopes to do as it transforms its Genesis concept vehicle into a real sports sedan. The Korean carmaker is emphasizing that the $30,000 price tag on what it claims will compare with $60,000 German and Japanese products.
 
The car making its debut at this year's Detroit Auto Show has a lot in common with the show car that made its debut in New York in 2006. The automaker says the design is, "a progressive interpretation of the modern rear-wheel drive sports sedan."

What that translates into is a relatively safe, yet attractive design, with a look that might, at first glance, pass for a Mercedes-Benz, though there's a wee bit more of an Asian flourish to the cross-wing grille.  The roof has a sweeping, somewhat coupe-like roll that flows into a BMW-like, high decklid.

The interior features a sort of double-cockpit layout that also borrows from BWM, down to the center console-mounted electronic systems control knob. (We'll wait for a drive to see how it compares with the German marque's oft-maligned iDrive system).
 
The cabin is lavishly swathed in leather, including a new, UV-reflective cowskin that is supposed to remain cool, even in a bright summer sun. A variety of other standard-issue luxury touches are offered, from the keyless start button to rear sunshade and an optional backup camera.
 
There are plenty of high-tech features, including the Lexicon Logic 7 audio system, with USB and iPod inputs, XM satellite and HD radio, Bluetooth for hands-free cellphoning, and an optional navigation system with a huge, eight-inch screen.
 
The 2009 sedan will carry a reasonably impressive safety package, including eight airbags, anti-lock brakes, stability and traction control. A new, electronically-controlled active headrest system updates conventional mechanical designs and should reduce even further the likelihood of whiplash and other head injuries, the manufacturer claims. Meanwhile, xenon adaptive front lamps improve visibility at night. Meanwhile, the optional radar-guided active cruise control system allows the sedan to maintain a safe distance as traffic ahead changes speed.
 
Hyundai has adopted a front-engine, rear-drive layout for the new Genesis. Though offering more interior space than either the Mercedes E-Class or BMW 5-Series, Hyundai notes Genesis is lighter than either of its competitors, with a curb weight ranging from 3732 to 4006 pounds, depending on engine.
 
There are three different powertrain options, starting with the 3.3-liter, all-aluminum V-6, which makes 264 horsepower and 233 pound-feet of torque. A 3.8-liter version of the engine turns out 290 hp and 264 lb-ft. Both engines are mated to Aisin six-speed automatics

But the attention-getter is likely to be the big 4.6-liter V-8, which is paired with a six-speed automatic with manual mode. With an output of 368 horsepower and 324 lb-ft of torque (on regular fuel; with premium, the numbers jump to 375 hp/333 lb-ft), it's one of the most powerful engines in the segment, besting competitors like the Lexus GS450, Audi A8, and BMW 750i.
 
The real weapon, however, is price. Hyundai hasn't announced specific details, but it hints that a Genesis sedan, with the base 3.3-liter engine will start at "under" $30,000, a significant discount compared with European and Japanese competitors. Expect the V-8 to drive the price well into the $40,000 range.

But will that be enough to win over what are typical quite skeptical luxury segment buyers? Senior Hyundai insiders admit to TheCarConnection.com that it won't be easy. Remember, this is a brand that used to be synonymous with basic transportation - to put it politely. Hyundai's products have improved remarkably, over the last decade, but even so, barely one in five U.S. consumers will consider one of its offerings. So, just as it was in the entry segment, price will likely play a critical role in giving Genesis momentum in the luxury market.

 
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