Hyundai’s Genesis line rewrites the book on getting new buyers

Genesis is Hyundai’s exclusive diffusion line, a known quantity of high quality in the domestic market and the United States, which now aims to disrupt the business in the UK and Europe. Many have tried and failed, but the South Koreans lock swords with the big players as a matter of honor. Their play – and perseverance – is strong; do not knock that they lose heart.

The disturbance here centers on the fact that the cars themselves are only part of the equation. Almost as important is how customers acquire them and what happens after they do. The company rejects the conventional retail model and prioritizes customer service over smooth, commission-incentive sales patterns. Genesis uses the Internet and a small network of retail “studios” to lure buyers in, then assigns customers an individual personal assistant, most of whom have been recruited from non-automotive spheres. There is a five-year warranty, service and roadside assistance package, and the car is picked up and returned on covered transport.

The Genesis G70 is one of four models released in the UK

This indicates confidence and the cars deliver for the most part. GQ has driven all four of the first in a product wave that will soon also include a smaller hatchback and a pure-electric sedan. Yep, you read that right: this newcomer lands only armed with gasoline and diesel engines. The sales targets are extremely modest, suggesting that it is what comes down the pipe that really matters. This is about making demands.

Still, there is plenty to like here. The G80 and GV80 are a large sedan and SUV, respectively. The smaller G70 and GV70 are less characteristic, but still deliver the characteristics that characterize Genesis: mindfulness. The GV70 makes a potent case for itself against Audi, BMW, Jaguar, Lexus and Mercedes compact SUV competitions: you get road-scanning adaptive suspension, a fabulous 14.5-inch infotainment screen, a confusing array of safety technology and class-leading construction quality. The 2.5-liter petrol engine produces 300 hp and comes sweetly enough along the way, but you can almost sense that your Genesis personal assistant is gently suggesting that you slow down. Not quite a revelation, then, but worth seeing. From £ 39,450. genesis.com

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