The Auto Writer

The Genesis sedan stretches the Hyundai brand to encompass cars from the budget to the luxurious. Will selling this car alongside the likes of the Accent and Elantra hurt Hyundai or will customers simply not care?

I’m thinking that it was 1987 when I first laid my eyes on the subcompact Hyundai Excel Pony.  Those were the days when Americans were trying to figure out how to pronounce the name of the newest car maker on the block, the Korean upstart that many people were pronouncing as Hon-day.

For their part, Hyundai ran an ad campaign which repeated over and over again, “Hyundai rhymes with Sunday,” but it didn’t seem to have much effect. Import buyers of that decade were enamored with all things Toyota and Honda, scarcely giving Hyundai a second thought.

Fast forward two decades and the Hyundai brand has made a name for itself. Like the original Excel, Hyundai cars are priced cheaper than comparable European, Asian and American cars, but unlike the Excel, Hyundai models of today have a much higher quality rating, frequently ranking at or near the top of many consumer and industry surveys.

Making Luxury More Affordable

Yesterday, I finally had the opportunity to test drive the Hyundai Genesis Sedan, the all new flagship of the Hyundai fleet. The sedan’s reputation has preceded it, having garnered lofty awards including winning the prestigious 2009 North American Car of the Year award among others.

From the outset, let me say this about the Genesis sedan: the car is too nice to sport the Hyundai moniker. True, the only evidence on the outside of the car that it is a Hyundai is on the wheel covers, otherwise a Genesis badge is fixed on the truck deck with no Hyundai badge on the grille. This doesn’t mean that I think any less of Hyundai, rather the Korean automaker probably should have developed a separate line of cars, ala Lexus for Toyota.

No matter, the Hyundai sedan is a beauty in its own right. Competing against the likes of the Lexus GS, Cadillac STS, Mercedes E Class and BMW 5 Series, the Genesis is as elegant, well appointed and enjoyable to drive as its competitors, but priced thousands of dollars less.

Standard Engine Is Strong

Powered by its rear wheels — the first Hyundai sold in America as such — and sporting a standard 3.8L V-6 engine (290 h.p.) paired with a six-speed Aisin automatic transmission, the Genesis offers all of the power you could want with an optional V-8 (368 h.p.) to sate those who crave even more.

Inside, the cabin matches the best of Germany’s luxury sedans offering heated leather seating, a leather dash, plenty of head and leg room, and all of the creature comforts Mercedes, BMW and Audi owners demand.  

The standard XM satellite radio with 17-speaker Lexicon surround audio was the best yet, a six disc DVD changer completed the listening experience. 

My test Genesis was outfitted with the navigation system, an option that pushed the base price up to $36,100.  That package also includes a rear back up warning camera, rear sliding sunshade, and a host of other features that were too numerous to count.

Plenty of Go and Plenty of Stop

Engaging the transmission, the Genesis shifted quietly into gear, offering plenty of power as I approached the first stop sign. Yes, the brakes are very responsive, almost too sensitive to the touch, but working firmly to bring the nearly two ton sedan to a quick stop. Press on the gas and there is no hesitation with the V6, pushing up to sixty miles per hour in about six seconds.

Like so many sedans in its class, the Genesis comes loaded with all of your favorite safety features including eight airbags (front and rear side impact bags), ABS, brake assist, traction control, active front head restraints, HID headlights with adaptive lighting, and more.

The trunk space reminds me of some of the biggest American sedans including cars I drove many years ago. Flat and wide, the 16 cubic foot trunk is only slightly smaller than the class leading Lincoln MKS and offers a generous sized opening.  I’ve seen enough trunks lately with odd protrusions and wasted space, the Genesis has neither one of these faults.

Will customers rush to the Genesis sedan? Current owners of a Hyundai Azera, Toyota Avalon, Buick Lucerne and other near luxury sedans will likely consider the car. But, as for Lexus, BMW and Mercedes owners will they still think “budget car” when they consider Hyundai? That remains to be seen. All in all, the Genesis sedan is a lovely car even if it shares showroom space and a moniker with the likes of the Accent and Elantra.

Related Reading: Hyundai Doesn’t Understand the American Consumer