Launching a luxury car brand is no small matter, especially for a company like Hyundai, historically associated with producing economical cars. As 2018 gets underway, the automaker’s high-end Genesis banner, which was first established in Canada in November 2016, is starting to make its presence felt.
The 525 units the brand sold in this country in 2017 is an encouraging number in the view of Patrick Danielson, Manager, Product Strategy & Public Relations at Genesis Motors Canada, given that those sales were racked up solely on the strength of the G90 and G80. The sportier and more-compact new 2019 G70 sedan, which made its debut Canadian appearance this week at the 2018 Montreal Auto Show, promises to send those sales figures skyrocketing when it goes to market this coming spring.
The G70 was designed with a focus on challenging the BMW 3 Series, Audi A4 and Mercedes-Benz C-Class. To be sure, luring consumers away from the well-established German heavyweights promises to be a herculean task, but the company is counting on gaining the attention of many first-time luxury car buyers.
According to Patrick Donaldson, the G70 will be the sportiest model in its segment, and fully incarnates what the Genesis seeks to represent. Its styling, in fact, constitutes the design template upcoming models will base themselves on (the company plans to add two SUVs and a coupe by 2021). Inside, the cabin is centered around sporty, cockpit-type driver’s seat and positioning. Luxury touches include perforated Nappa leather and brushed-aluminum elements, while among the advanced technologies owners will benefit from are colour head up display, multi-angle camera system and customizable drive modes.
As with the new Kia Stinger, the 2019 Genesis G70 offers a choice of either a 3.3L twin-turbo V6 (365 hp) wedded to an 8-speed automatic transmission with launch control and all-wheel drive, or a 2.0L turbo 4-cylinder (252 hp), which in Sport version can be combined with a 6-speed manual gearbox and rear-wheel drive. Performance is enhanced by the presence of a multi-link independent suspension, Brembo brakes and Michelin Pilot Sport 4 tires. The car was tested on the celebrated Nürburgring track in Germany.
It is possible that the company will eventually produce performance versions of its models, in the style of BMW’s M vehicles, but Patrick Donaldson told us that for the moment, Genesis will continue to focus on developing and marketing its base models.
New vision of luxury
From now until March 31, Canadian buyers can pre-order the 2019 Genesis G70 ahead of its spring launch. As with all Genesis models, sales are strictly online, with Genesis Motors Canada managing the inventory; distribution will be done not via traditional dealerships but at service points and through a new boutique concept. Two of the latter have already opened in the Toronto area, and two others in Quebec (in Montreal and in Laval, just north of the city) will be joining them soon.
Worth noting as well is that Genesis vehicles are sold in Canada with an all-included price, which includes scheduled maintenance for five years, the Genesis at Home concierge service (with home delivery after purchase), map updates and much more.
Learn how the newest Genesis performs on the road and on the track by checking out our review of the 2019 Genesis G70, following a road test carried out in South Korea by our contributor Denis Duquet at the end of last summer.