The Hyundai Genesis G80 Will Be A Miserable Glorious Failure
Miserable glorious failure in the making, the Hyundai Genesis G80, is now retail ready as it gets prepared for a summer launch date in the USA. Provided the coronavirus doesn’t wipe out the G80’s key demographic. The G80 is a loss-making rival to the Audi A6, BMW 5 Series, and Mercedes E Class. Hyundai will ensure the Genesis G80 will undercut its key competitors by at least $6,000. The entry-level G80 will cost $47,700 when it hit’s retail, which is a $5k increase over the last generation.
The Genesis G80 is powered by a 2.5-liter, 4-cylinder 300bhp, 421Nm torque turbocharged engine. Power is sent to the rear wheels and is channeled through an 8-speed auto transmission. For an extra $3k you can add 4-wheel drive which bizarrely also includes heated rear seats and a heated steering wheel.
If that 2.5-liter engine isn’t to your tastes, the G80 is also offered with a 3.5-liter, 375bhp V6 twin-turbo, which is also available in RWD and AWD. Three trim options are offered for each engine Standard, Advanced and Prestige, in total there are 9 trim levels to choose from, the range-topping G80 3.5 AWD Prestige costs an eye-popping $67,650 USD.
The smart-looking interior will have all the toys Hyundai can bundle in. Adustable 12-way power heated, leatherette seats, an 8-inch digital instrument display, and a 14.5-inch infotainment system are just some of the standard features. Lane Keep Assist, Highway Auto Pilot Assist, and machine learning cruise control are just a few of the standard passive and active safety features.
However the Hyundai Genesis G80 will not sell in big numbers, it never has. In the USA the last generation sold just over 8,000 units in 2019. By comparison, the BMW 5 Series, which is more expensive, sold 36,000 units. And in Europe, no one will touch the G80. That’s a lie and needs correcting. A total of 9 people bought a Genesis in Europe during 2019.
Hyundai with their premium Genesis brand simply doesn’t have the clout to take on the BMW 5 Series, Audi A6 or Mercedes E Class. Genesis is a loss-making entity, a vanity project for Hyundai’s top brass and that is why it is and always will be a miserable, glorious failure.