Hyundai's Genesis Brand Poised To Take On BMW's Vaunted 3 Series

The Genesis New York Concept from Hyundai. Introduced at The New York International Auto Show, the sedan is meant to take on the BMW 3 Series.

Hyundai is serious about the luxury category. As the South Korean company builds out its dedicated luxury brand, Genesis, it unveiled a concept design this week at the New York International Auto Show that is aimed squarely at the market leading compact luxury sedan–the BMW 3 Series.
The Genesis New York Concept will morph into an actual production car, called the G70. We will have to see what survives from the show car to the showroom car, but one interior item that caught our eye was a 21-inch 4K curved screen from fellow South Korean LG. Given Hyundai’s propensity to try and over-deliver to wow doubters who recall the dark days of the 1990s, I would expect some “wow” execution in the dashboard and connectivity of this car when it goes on sale.
Anyone who thinks that Hyundai is going to be a mere poser in the luxury space hasn’t observed this company over the last 15 years. Not only has it often bested Toyota on quality, but some of its designs, like the Elantra and Sonata sedans, have rocked their respective categories.
Indeed, the only sign of Hyundai hedging its luxury bets is its decision to make the Genesis showrooms an appendage of their Hyundai showrooms. I think this could hold the brand back, as luxury buyers tend to prefer their own retail atmosphere. But I also bet this is a transition strategy, and that one day Genesis dealerships will be in the same dealer parks as BMW and Lexus .

The interior of the Genesis New York Concept features a curved screen from LG.

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Genesis will launch with the 2017 G90, which is an updated Hyundai Equus and the 2017 G80, a facelifted Hyundai Genesis sedan. They both go on sale this summer.
Hyundai, or should I say Genesis, is currently undergoing a process to figure out how to position the brand relative to its core Hyundai brand, as well as its target brands–BMW, Mercedes-Benz , Audi and Lexus. All of the Genesis vehicles, say company officials, will be rear-drive cars. But there is more to taking on the Germans than rear-drive platforms