BIRTH OF THE NEW HYUNDAI

The Genesis is a true luxury car that won’t break—or even dent—the bank, and it’s turning heads in the most well-heeled circles

By Aaron Atwood

Hyundai isn’t the first car that materializes in most minds dreaming of luxury machines. Such is the fate of an automaker with a sordid past. But the Hyundai Genesis is a leaf turned over by the automaker, giving luxury models with centuries of awards real competition for the hearts and minds of us discerning buyers.

Is the Genesis truly a new beginning?

Let your imagination run wild with this new arrival on the main stage of high-end cars. The Genesis sedan is a rear-wheel drive auto with spirit and grace. Mature beyond its years, the Genesis was only released last year, and immediately Hyundai captured North American Car of the Year honors with the sleek powerhouse.

The 2010 sedan’s 4.6-liter V8 bundles a 375 horsepower engine with a six-speed, automatic transmission. The Genesis coupe packs 306 horsepower in its V6 engine and has the look of a lion after a gazelle. Both are bold moves for the South Korean automaker whose reputation has been more discount than debutant.

The sedan’s interior feels upscale—think Audi or Lexis. Leather, wood and chrome trim out a spacious cabin, and all-leather seats say executive level position if not, perhaps, of a Fortune 500 company. State-of-the-art controls compete on every level in their simplicity and functionality.

“The Genesis comes fully loaded for thousands less than the competitors,” says Elias Mearz, sales associate at Wiley Hyundai in Cathedral City, Calif. “I’m more impressed by this one car than any of the other cars I’ve sold.”

Ripping through the six gears, the sedan feels like it always has a little more to give. The redesigned V8 engine that helped captured Car of the Year awards is long in power, while the rear-wheel drive gives the car an aggressive feel even though it weighs more than 4,000 pounds.

“When customers see it, they say, ‘wow,’” comments Mearz. “Then they drive it and realize how quiet and smooth it is and they are 100-percent sold.”

Everything in the Genesis is made to compete with the Big Dogs on the road, from the touch-screen navigation system to the laser-guided cruise-control system. The stereo is one of only two models on the market made by Lexicon. The other: in a Rolls Royce. It’s a 14-speaker system that pours into the cabin like sunshine. Clear and pure, there appears to be no expense held back on this sometimes overlooked feature.

The cooled driver’s seat is a nice touch on those Indian summer days, while the heated seats make a drive to Tahoe enjoyable even on the worst of winter mornings. The rear seat has a ski pass-through that makes the trip to Tahoe even easier.

An optional rear backup camera gives an added touch and shows that Hyundai isn’t backing down from adding features that many of its higher priced competitors offer. Tack on the famous Hyundai ten-year, 100,000-mile power train warranty and you have a keeper. As one sales manager said, “Hyundai isn’t offering that warranty because they have to. They are offering it because they believe in the product they are putting on the market.”

An interesting fact about the 2009 Genesis that has some dealerships a bit stuck: there are very few models being traded in. Hyundai’s certified used car sales departments can’t seem to find any owners who want to get rid of these cars, which makes reselling them very difficult. It’s unlikely the 2010 model will have any higher trade-in ratio as its added interior features and growing cachet have only helped Hyundai.

“We’ve had owners trade in their Audi, Mercedes and BMWs for a Genesis,” says Mearz.

The trend is likely to continue as consumers realize that the Genesis is the beginning of a beautiful friendship between car and driver—all the amenities you want with none of the bloated price tag.

The Genesis sedan comes fully loaded for about $42,000, while a base model coupe is around $22,000. Try that in a BMW 328i and you’ll shell out nearly $50,000 for about 150 less horsepower. 

Of course, you’ll have that really cool emblem on the hood. 

Where to test drive and buy your own
Genesis in Colorado

McDonald Hyundai
6500 S. Broadway
Littleton, CO
303.795.1100
mcdonaldag.com

Shortline Hyundai
500 S. Havana Street
Aurora, CO
303.785.0218
shortlineonline.com

Phil Long Hyundai
170 W. Motor Way
Colorado Springs, CO
719.575.7600
myphillonghyundaisouth.com

Aaron Atwood is a staff writer with
Colorado Golf Magazine