Hyundai Plans To Take Down Lexus With The Genesis

Hyundai will present the world debut of Concept Genesis during a press conference at the New York International Auto Show on April 4. The concept car heralds the future architecture and design of a rear-wheel drive premium sports sedan scheduled to grace the Hyundai lineup in 2008.

"Concept Genesis extends our product range into new territories from a performance, design and packaging perspective," said Steve Wilhite, chief operating officer, Hyundai Motor America. "When it arrives in 2008 it will catapult Hyundai into competition against some potent rivals, and Genesis is up for the challenge."

Concept Genesis rides on a prototype of Hyundai's all-new rear-wheel drive platform, signaling the brand's desire to broaden its appeal to discerning driving enthusiasts. Concept Genesis is powered by Hyundai's newly developed Tau DOHC 32-valve V-8 powertrain. Concept Genesis marks the beginning of premium performance for the Hyundai brand.

"Concept Genesis is a manifestation of Hyundai's extraordinary desire to deliver world-class products across all model segments," said John Krafcik, vice president, Product Development and Strategic Planning, Hyundai Motor America. "With Genesis, we've got a unique product position -- an all-new, highly capable, rear-wheel drive platform; a high-performance powertrain; and premium, progressive design -- all at a price starting well under $30,000."

NEW REAR-WHEEL-DRIVE ARCHITECTURE IS A FIRST FOR THE U.S.

Concept Genesis features a rear-wheel-drive architecture, its first application in a U.S. Hyundai model. Rear-wheel drive provides a 53:47 front/rear weight distribution for optimal handling as well as more refined steering characteristics. Concept Genesis' premium handling and steering performance is further controlled by Electronic Stability Control (ESC), the industry's most important new safety technology. Hyundai leads all popular car brands in the standard application of ESC, with more than 70 percent of 2007 Hyundai sales volume featuring this life-saving technology as standard equipment. ESC continually analyzes road speed, steering input, throttle position, lateral yaw rate and other factors. An onboard microprocessor determines if the vehicle is starting to understeer or oversteer, and can brake appropriate wheels and reduce engine power to keep the vehicle safely on course.

Utilizing ultra high-tensile steel in critical areas in the unibody provides Concept Genesis with a 12-14 percent higher dynamic torsional rigidity and a lower body-in-white weight than the BMW 5-series and Mercedes-Benz E-Class. This stiffer, lighter, larger body provides a terrific foundation for world-class dynamics and lowering noise levels inside the vehicle.

TAU V-8 POWERTRAIN

Adding to the Concept Genesis' performance factor is the all-new Tau 4.6-liter V8 engine mated to a ZF 6-speed automatic transmission with SHIFTRONIC(R) manual control and a limited-slip differential. The Tau delivers well over 300 horsepower to fit the demands of performance-oriented consumers. This powertrain combination will launch Genesis to 60 miles per hour in well under six seconds. The Tau engine is built with flexibility for the future. Future Tau variants may offer larger displacement, forced induction options and other technology enhancements.

INNOVATIVE AND SOPHISTICATED SPORT-TUNED SUSPENSION

Genesis features a suspension design that is among the most sophisticated and refined anywhere, at any price. The front five-link suspension features upper and lower arms linking the front wheels to the chassis. This artfully articulated arrangement creates a virtual king pin axis which dramatically reduces unwanted kickback through the steering wheel as well as improving responsiveness. The five-link independent rear suspension is equally sophisticated, enabling precise suspension geometry for an incredible level of ride and handling prowess. The capabilities of the advanced front and rear-suspension are maximized through driver selectable dynamic settings allowing tailored ride and handling characteristics according to need ... or desire.

MODERN DESIGN

Genesis' design is a progressive interpretation of the modern rear-wheel drive sports sedan. To match its dynamic powertrain capabilities, Genesis combines strong, sculpted forms which integrate precise details, natural materials and innovative lighting to provide a well-crafted, premium design aesthetic.

SAFETY FEATURES

Maintaining Hyundai's emphasis on delivering leading safety technology, Concept Genesis boasts world class active and passive safety features to both prevent accidents, and maximize the well being of its occupants in the event of a collision. The Genesis continues the Hyundai tradition of standardizing key life-saving active safety technology such as Electronic Stability Control (ESC) with traction control, eight airbags and active headrests.

Concept Genesis is brought to a halt by large four-wheel anti-lock disc brakes with Brake Assist and Electronic Brake Distribution (EBD). The 12.6-inch front rotors have single-piston floating calipers and the rear brakes feature 12.4-inch rotors with single-pistons.


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EL34 - 3/26/2007 9:01:20 AM

+2 Boost

For sure it looks just like a Lexus.

bdub245 - 3/26/2007 10:38:33 PM

+2 Boost

This car is very stylish I hope it will offer premium features like a navigation,bluetooth, rear seat that reclines,and headrest television.

mitchatlexusofmarin - 3/26/2007 10:57:43 PM

+1 Boost

This will be a nice step up for ambitious Elantra owners.

Agent63 - 3/26/2007 4:38:23 PM

+1 Boost

"If you can't beat them join them" that's what Lexus has down with the Germans. and now it's what the Koreans are doing with Japan.

I don't know how the Koreans are going to do but it does show some sign of future success

david999 - 3/26/2007 9:18:15 AM

+4 Boost

You are right. Someone looking to spend 100 grand on a Lexus Ls would also consider this $30,000 car. Please, use common sense. This is more likely aimed at North American car producers, or VW.

xboyjan9 - 3/29/2007 4:21:49 PM

+1 Boost

you are right about the price, if u were to compare it to the Avalon. there is NO WAY that hyundai is going to take down toyota/lexus at all! it's just what it tried to do with the azera, c'mon, even the damn leather seats look cheap, they have no support at all! i am pretty sure that if the Avalon were a rear-drive V8 sedan, it would have difficulty taking it DOWN first, before chasing after the luxury automakers!

ctsang - 3/26/2007 9:20:00 AM

+1 Boost

Check out and compare Hyundai and Lexus/MB/BMW dealerships as well as services before buying a Hyundai. It's like, does one want to buy a luxury car from VW?

david999 - 3/26/2007 9:20:44 AM

-1 Boost

I wish the Germans would try to copy Japanese reliability.

Ironman273 - 3/26/2007 9:43:25 AM

+8 Boost

Funny that the only mention of Lexus in the article was Agent009's title. The original article doesn't mention it. In fact, when competition is mentioned, the names BMW and Mercedes appear and apparently it's competing with the 5 and E, middle class, not top of the line.

1970toyotamarc - 3/26/2007 12:14:17 PM

+2 Boost

Of course the article has nothing to do with Lexus. 009 just cant help himself, he thinks that if he writes Lexus and Hyundai in the same headline that it is a jab at Lexus. 009 has missed his calling, he could make a killing at Fox News with all his spin doctoring.

M53R - 3/26/2007 12:48:35 PM

-1 Boost

How ironic... lexus being put in the same sentence as prestige... makes me wanna laugh! lmao.
Its like everything is going around..... who knows... maybe hyundai will be the next lexus? lol

markusck - 3/26/2007 1:18:29 PM

+1 Boost

and history? what history? Oh, yes the history of imitation. Don't go out and earn your right to be compared to the best just copy copy copy and market market market...it works. Hyundai should take an idea out of the Lexus playbook..

Zackary - 3/26/2007 1:17:26 PM

+1 Boost

Looks just like all those Lexus "LF" concepts from a few years ago when the brand introduced L finesse or whatever.

Lexus having a target on their back is nothing new. Audi debadged an A8 as a VW to take on the Lexus LS and look where it got them. Buick aimed the Lucerne dead at the ES and look where it got them. Hyundai is aiming this dead at a Lexus? Shame...

izfuney - 3/26/2007 2:57:05 PM

+3 Boost

First of all to all those who think this a "bogus" topic . It is . So is every topic on this site. You know it, I know it, Agent001 to 009 knows it. At no point is any information presented here with even a modicum of integrity, most of them are links off other websites.
So why the surprise !? Contentious topics like "Hyundai aims to Kill Lexus" ... "Buying a BMW makes your kids grow taller" , "Porsche increases your sperm count" are all par for this website. Think of it like a fantastic mud fight.
Neither are the responses to these topics any better. Partisanship is acrimonious and fraught with childish finger pointing. Please note that i dont excuse myself or point that i do better, hell no. I love a good mud fight every now and then .

As for the constant attacks on Toyota/Lexus.
Toyota/Lexus is a target for the entire industry at this point . They make waay to much money and have taken the gloves off in terms of raising their global stake. They have left behind the defferential attitiude against pushing GM/domestics too far or the Germans in terms of market segment. Mercedes/BMW/GM/Ford are very very aware of what Toyota /Lexus is upto . And so is the Toyota management.
Like every monumental shift in power, change is accompanied with nationalistic cries, bigotry and the worst excesses of human behaviour. I am pretty sure those in Toyota HQ are very well aware of the challenges.

k . My 2 cents.
Vishal

jt716 - 3/26/2007 5:34:19 PM

+2 Boost

Well...i guess it wud be competition for the Lincoln MKZ or something even tho its a midsize..Ill take an MKZ over this ne day

Lexus - 3/26/2007 5:36:15 PM

0 Boost

Lexus has nothing to worry about, the Genesis is aiming their gun at the German brand. And so is their Audi TT killer which was posted two weeks ago.

Why get this when you can get a Lexus, BMW, Acura, Audi, Infiniti, and MB. I really doubted if someone who is looking to buy a MB E-class and the BMW 5 Series would consider this. Not only that, the German fanboys and Japanese fanboys are very loyal to their brand as well. So it would be really tough for them to steal customer. I betcha alot of older people would be fool into buying this.

Agent63 - 3/26/2007 6:05:41 PM

+3 Boost

The current top end Hyundai owners will be looking into this car as it is designed to be a luxury car. It would be more affordable for people in the lower priced market and it would suit their needs. Of course no MB, Audi, BMW or Lexus owner would consider down grading to a Hyundai. At least not in the next 10 years. Not until they actually develope a full-on luxury brand with good quality/design and good reputation along with great marketing. Marketing that Lexus has been successful with.

-Agent63

gsh23 - 3/27/2007 1:19:13 AM

+1 Boost

youre mistaken, korean people will buy it. national pride or something....

Agent63 - 3/27/2007 3:39:26 AM

+1 Boost

What you said has nothing to do with what I said. I didn't say anything racial.

Anyways, I disagree on that. You would be surprised on how many Koreans like the Japanese cars and European cars. It doesn't come down to national pride. It comes down to what they like and what suits their needs and their tastes. Now that doesn't mean a Korean won't buy a Hyundai or a Kia but I think generally speaking if a Korean wasn't so tight on money they would find an alternative brand to look into.

gsh23 - 3/28/2007 4:29:20 PM

+1 Boost

thats becauase i wasnt replying to your comment Agent63...

enthusiastx11 - 3/29/2007 1:55:52 PM

+1 Boost

lexus has lots to worry about,
they're just copying the lexus strategy.

Agent63 - 3/26/2007 6:29:41 PM

+1 Boost

The battle can't begin unless it's fair game for both. Right now Hyundai is far from the league of what Lexus has accomplished. I'm not saying their not capable because any company with the right people and right business people can fund developments that can make them very successful. We can't underestimate Hyundai but we can't praise them at this very moment either as they haven't done anything spectacular.

To say Hyundai or KIA is going to surpass Lexus in the Asian market would be a huge over statement. A huge false over statement at that.

To say Hyundai or KIA will never get up to par with the luxury brands in the world market that's an under statement. Why? Lexus has grown apart from Toyota. Why wouldn't a Hyundai/KIA luxury brand do the same with proper managing.

Never doubt the unknown. And as us readers here look at that rough draft of what may be to come, it is pretty much unknown.

-Agent63

Lexus - 3/26/2007 6:59:24 PM

0 Boost

That the scary thing about it, remember Asian are very good with business and math; well majority of them are.

I hate to admitted but Hyundai had a really good chance of becoming successful. Especially, the newer generation are more open to trying new thing.

To be honest if Hyundai ever successfully make a luxury brand, I wouldn't still consider it. I would rather get a BMW, Lexus, Audi, MB, Acura, and an Infiniti instead.

Rupert - 3/27/2007 10:59:18 AM

+2 Boost

Asians are very good with business and math?

Bit of a generalised statement don't you think?

Lexus - 3/26/2007 8:38:03 PM

0 Boost

And yeah! in the future Lexus, BMW, Audi, Acura, Infiniti, and MB product will get better too. Don't you really think everyone is just going to stand still? I think not.

I really doubted if anyone would trade in their BMW, Audi, MB and Lexus for the Hyundai. It the other way around my friend; if they have the money that is.

gsh23 - 3/27/2007 1:24:55 AM

+1 Boost

good comment. this is why you have german fanboys now (and now lexus fanboys when it comes to newcomers), those who clung on despite the ups and downs. good thing is that competition fuels innovation, so those who did hang on can say their brand continues the excellence they were originally known for (though not necessarily known for right now).

trd1 - 3/26/2007 9:28:30 PM

+1 Boost

lexus thats what i was about to say, because everybody is like in 10 years hyundai might be luxurious as a lexus. its not like lexus is just going stand around for 10 years and plus lexus is moving real fast right now.

lexusis350 - 3/26/2007 9:29:57 PM

0 Boost

Hyundai is not going to take down Lexus with this car. For one thing, they're selling it as a Hyundai, not another name. Big mistake. And, Toyota and Hyundai models compete with each other. Who comes out at the top between the two? Why, I think Toyota does. Toyota, or Lexus apparenlty, will definitely destroy the Genesis. I mean, it's Lexus vs. Hyundai. That's 10 models against 1. I could see the Avalon competing with this, but not anything Lexus produces except the ES.

Lexus vs. Hyundai. That sentence is almost laughable.

TheGenius - 3/26/2007 9:55:34 PM

0 Boost

I'm pretty sure this will beat Lexus. Same Econobox pedigree, but looks better will surely handle and stop better. Should be better value too. I said it a year ago and most people didn't get it. I see some Lexus fans getting defensive, but how many Lexus fans will buy it? Maybe now you're beginning know why "real" luxury buyers care about pedigree, especially when the Mongrel in question

Here's what the premium Luxury car landscape will look like in 5 years:


Tier 1 Mercedez, Audi, BMW, Porsche
Tier 2 Hyundai, Lexus, Suzuki, Kia, Infinity, Acura,
Tier 3 Sangsyong, Maruti, SAAB, Geely

lexusis350 - 3/26/2007 11:42:56 PM

+1 Boost

Lexus is in tier 1. They're every bit as nice as Mercedez, BMW, Audi, or Porsche. Just because Lexus supposedly doesn't handle as well as a BMW doesn't mean it should be counted out, or compared to Suzuki for that matter.

Rupert - 3/27/2007 11:01:19 AM

+1 Boost

KIA is the budget brand, Toyota rivalling.
Hyundai is the upmarket one, they're not both premium.
Volvo?

enthusiastx11 - 3/29/2007 1:54:53 PM

+1 Boost

sure they are.
that's why they're value priced.

iamdabest1 - 3/26/2007 11:28:37 PM

+2 Boost

i dont think any CEO or pimp or wanabe big shot business man will think he can impress someone with a hyundai.
i dont care if this car has 1,000 horsepower or 0-60 in 3 seconds. most people will never consider a hyundai when looking for luxury car unless they really dont have money.
if you want luxury its saab and volvo at the minimum.
then comes lincoln,caddy,acura,infiniti,lexus,jaguar,audi,bmw,benz,maserati,bentley,maybach, rolls.
for 30,000 u have to be crazy not to get an avalon over a hyundai.

gsh23 - 3/27/2007 1:28:51 AM

+1 Boost

im gonna say theyre really bad at marketing...after all isnt lexus just a giant marketing exercise? :rolls eyes:

trd1 - 3/27/2007 12:52:20 AM

+2 Boost

HYUNDAI owner (^), lol.

XYZZ - 3/27/2007 12:58:19 AM

0 Boost

hyundai only competes against toyota, and barely at that.

if they expect to take on lexus, they need the IMAGE of a more (new) upmarket nameplate.

XYZZ - 3/27/2007 1:05:15 AM

-1 Boost

TheGenius (about the stupidest name i ever saw. one who has to brag about SUPPOSED higher intelligence simply LACKS it!)

what you place in your "tiers" reflects your prejudices and ignorance, and has NO relation to REALITY.

until mercedes (spelled with an "s" not "z" learns better than to build a car that after ONE year, is less reliable than an EIGHT year old lexus, they will NEVER be in the class as lexus. despite "luxury trappings" and doodads that fail repeatedly.

vw and audi also have "luxurious interiors" for the price. that does NOT make them superior cars either.

germeezy2 - 3/27/2007 1:15:21 AM

+4 Boost

Ok maybe we should group it like this

Heritage Luxury

Mercedes, Audi, BMW, Porsche, Cadillac, Bentley, Maserati etc.

Marketed luxury

Hyundai, Lexus, Acura, Infiniti

There best bet would be to name this car Genesis, if Toyota can make up a way to sell rebadged Toyotas and have Americans buying them like lemmings then Hyundai should follow!

XYZZ - 3/27/2007 4:00:16 AM

0 Boost

considering that unlike the euro brands with their CHEAP entry level models, there are NO LEXUS models with a mere four-cylinder engine.*

therefore, REGARDLESS of heritage, Lexus is a more prestigious brand. with NO cheapo 4-banger entry models diluting the image.


*sole exception being an 4-cyl diesel IS strictly for pennypinching euros who want luxury too.

Rupert - 3/27/2007 3:25:49 PM

+2 Boost

Prestige doesn't need a 6 cylinder.
Prestige comes from image, and Lexus lacks that in Europe. In America, it's different, but they're different markets and cannot be treated the same.
And why shouldn't you be able to have luxury and a small engine? You can spec them exactly the same, and a 320d or even an S320cdi is plenty quick enough.
And the IS220d counts for 70% of IS sales in Britain.
And honestly, if Lexus wants to make headway, they need to strip out the base car. Why offer rear seat entertainment? Nobody buys that, no one else offers it. Ventilated and heated seats should be options, not standard, as should be the 6 cd changer, keyless entry, climate control and electric seats.
And make things real options, not in packages! More induviduality! We don't like buying in big value packs like the US here.
Also, the 250 isn't quick enough, the 325 beats it to 60 by a second (both manuals), the 320d is quicker to 60 by half a second and gets 5 mpg more combined, and costs the same.

Gennissen - 3/27/2007 5:12:20 AM

+1 Boost

LMAO. Reminds me of a song by Justin Timberlake. "What goes around comes around". Damn, that car sure looks like a lexus, will probably be slightly cheaper as well.

Gennissen - 3/27/2007 6:31:28 AM

+1 Boost

Yes, Lexus is moving fast right now but remember that demand is limited and hence once another supplier is put into the equation, everyone else has to adjust their strategy to factor that in. The same people who are buying the lexus for value reasons, will have a look at that hyundai.
Personally, i think Hyundai has many opportunities of attack. I see most of their sales coming from 1) China 2) India 3)ASEAN region 4) between USA and Europe 6) Africa. You will notice that 1 to 3 are the super emerging markets where a small but significant percentage of automobile buyers will buy out of loyalty and a many times larger percentage will buy for value . of course there are overlays and hence to keep it simple and short, i'll use two ends - brand loyalty and value. The opportunity is to create loyalty amongst the value buyers so that as their pockets grow as with their economy, they will be more likely to buy your higher end car.
i think rebadging will be necessary. Not because you are trying to hide the car's past or origins, but that you are openly stating that any car with this badge on it is of outmost quality - whether that be a lie or not, who knows.

david999 - 3/27/2007 8:57:46 AM

+1 Boost

There is no reason to mention this vehicle along the Lexus Brand. The article clearly states that it has attributes of a Mercedes and BMW. I think Audi better beware in Asia.

enthusiastx11 - 3/29/2007 1:57:35 PM

+1 Boost

david:

so lexus, bmw and mercedes are all in the same class according to you.
but this car will only compete with bmw and mercedes.

does lexus have an invisible shield around it?

XYZZ - 3/27/2007 10:14:59 AM

+1 Boost

precisely.

XYZZ - 3/27/2007 10:20:30 AM

+1 Boost

some domestic fan was speculating and gloating, in responding to an article mentioning hyundai's huge gains in market share, that they must've been taking sales away from the japanese brands.

had to point out that the japanese were ALSO gaining market share. hyundai's growth was coming at the expense of the domestics!

the 2nd biggest market, and fastest growing on the planet, is China's. vw/audi has one of the larger pieces of the pie there currently.

i project hyundai is gonna be eating their lunch, AND DESSERT in china.

Rupert - 3/27/2007 3:10:34 PM

+1 Boost

I don't think Hyundai are, but that's how they are positioning themselves.
I actually like the new Santa Fe, think it looks good.

drdonrs - 3/27/2007 5:44:18 PM

+2 Boost

Unless you have driven a top of the line Sonata and or Azera, and I own both 06 cars you can't really comment, realistically. I can compare both cars to Acura TL's ,of which I leased 6 over the last several years. My Azera is a truly quality car with good performance, and ditto my Sonata LX6. You have to be able to shed the badging snobbery. Just as an aside back in the early 60's I owned one of the first Toyota Celicas. In less than a year it began to look like Swiss cheese with rusted rocker panels. The fact is the first Japanese cars introduced into this country were rusting econoboxes, though I did love my Celica, sort of a cult status. Hyundai has made significant progress and their present lineup of cars compare favorably with most all manufacturers. I think the Genesis concept can be successful if they follow their concept of packing value, safety features, good quality at a competitive price point.

germeezy2 - 3/27/2007 7:13:20 PM

+2 Boost

Cadillac nor Jaguar has any 4 cylinder cars in the US. The simple fact is Lexus will never have the emotional angle that the heritage car makers do. And maybe the LS could be a better car than the S class but it doesn't matter because of the heritage and history behind the S class.

gsh23 - 3/28/2007 4:33:04 PM

+2 Boost

the brand lexus is in japan, maybe if you came out from under the rock you live in you wouldnt sound so stupid.

Gennissen - 3/28/2007 4:11:17 AM

+1 Boost

LOLOL. girls don't dig guys who dig girls that dig nice cars... especially the ones that call a mercedes a 'BMW with a star on top'. This is for real, i know a girl who said that once. Its a shame though because she was quite awesome.

david999 - 3/28/2007 8:30:11 PM

+2 Boost

Hyundai will have a problem convincing anybody that it can be a serious player in the luxury car market. When it origanally entered the North American market, it was terrible quality wise. People will always remember this. Audi has had a tough time in North America because of their quality issues in the 70s and 80s,even though they make decent cars now. I do think Hyundai will be successful in markets like China and India, where it will hurt the German and American car companies.

Denali - 3/28/2007 10:21:29 PM

+1 Boost

is yall stupid, against an Lexus ha, maybe an avalon but not no Lexus, u jerks is silly, its like the genesis handle better then a 7 series, please, not in a million years, please surpass toyota before claiming this, but that motortend link got some big boy stats for this sexy thing, that s*(t made me raise an eyebrow,

btw nice car hyundai but this car going flop like the VW w-12

enthusiastx11 - 3/29/2007 1:54:26 PM

+1 Boost

watch out lexus!

a value-priced luxury brand. not original, but a good way to move metal.

clarkflowered - 12/20/2010 1:28:17 AM

+1 Boost

Has anyone seen the new coupe? Here is a video
http://zautos.com/carvideo/2011-hyundai-genesis-coupe-2-0t-coupe-2dr-hr/