And
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| Frowny-looking grille on Hyundai concepts like the HCD Talus, hints at a new trend. (Photo: Trevor Hofmann, Canadian Auto Press) |
like that Santa Fe, which will join the Sonata in North America, Europe and other markets, the Genus could be an all-market vehicle if produced. So, don't let the fact that the new crossover is being introduced in Geneva, Switzerland after being conceived in the Hyundai European Design Centre in Rüsselsheim, Germany, located just outside of Frankfurt, lower your hopes of getting your hands on one.
No doubt, the attractive model would sell well no matter where it was put to market. It follows a similar "frowning" grille treatment to Hyundai's Talus concept, which debuted in Detroit this January, at least in overall shape, but executes the design language in a slightly happier demeanor thanks to a bisecting body-colour bumper. It's not as sporty as the Talus, purposely, but rather more upscale - almost premium-like.
This upward mobility is an important one for Hyundai, a brand that
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| Hyundai is serious about its lineup; it made good with the Portico concept, delivering us a slightly less radical production van called the Entourage. (Photo: Hyundai Auto Canada) |
needs to force itself and its customer base upscale since purchasing its entry-level rival, Kia. The two companies share a lot of components as well as chassis architectures between models, which is hardly unusual amongst automakers, although Hyundai needs to stop competing directly with Kia and start taking on other brands that are steadily moving up-market. There's a limit, however, to how far peoples' perceptions will allow Hyundai to increase its stature. Volkswagen and its ill-fated Phaeton luxury sedan is the most obvious example - Volkswagen sold just one in all of Canada last month. Just the same, the iconic German economy brand (Volkswagen translates into peoples' car after all) has done very well with its Touareg luxury SUV, so anything is possible.
Styling, such as that applied to the Genus, could work toward increasing Hyundai's
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| Crossover, diesel, attractive styling; the Genus could be Hyundai's next smash hit. (Photo: Hyundai Auto Canada) |
status amongst new car shoppers, mind you, and then factoring the improvements made to the brand's interiors, the new Azera leading the way, it could be well on its way to targeting entry-level premium buyers.
Those who might take the bait in North America probably wouldn't want the Genus concept's drivetrain, mind you, at least not as the sole choice. U.S. buyers tend to vote for gasoline or hybrid electric powered SUVs and crossovers, not oil burners, and their Canadian counterparts, while more diesel-centric, would probably want similar more often than not. Some, however, would want Hyundai to bring its 2.2-litre Common-Rail Diesel engine (CRDi) to Canada. These would like its fat torque curve and thriftier fuel economy combination, and thanks to Hyundai's smooth five-speed automatic transmission and four-wheel drive capability, appreciate its easy acceleration and top-level refinement.
While Hyundai doesn't say which chassis architecture the Genus is
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| Now that's one functional addition... an extension from within the bumper is handy for bikes. (Photo: Hyundai Auto Canada) |
riding on, if indeed it is the Sonata under these graceful five-door lines, it wouldn't sacrifice handling competence for a smooth ride, or vice versa. Of course, the 20-inch aluminum rims might give it a slightly more rigid feel than the optional 17s fixed to a top-line Sonata, but these should improve reaction to a driver's input beyond the sedan's deft capability.
And with that, will Hyundai build the Genus? The fact that it fills a nice between the Sonata and the Santa Fe is both a boon and a bane for the stylish prototype. While it could present the perfect balance of each, it might also find few buyers with the majority opting for convention over innovation. Mercedes-Benz's R-Class is struggling to find buyers, despite its roomy interior and sleek although unorthodox lines, while its E-Class models, at one end, and ML on the other, are selling well. Of course, Mercedes-Benz buyers are different than Hyundai buyers, or at least their incomes, more often than not, are. But when it comes to changing the way buyers purchase, or more correctly, the way buyers think, something entirely new can often be a tough sell.
