Search Car Reviews



See all makes



Hyundai moving up

Firm targets Lexus and Infiniti with Genesis luxury brand, new range promises top value

Hyundai moving up

By James Baggett

18th October 2010

Korean giant Hyundai is aiming to create a premium rival to Lexus and Infiniti when it brings its Genesis range here in 2013.

The firm’s UK managing director, Tony Whitehorn, has said he wants Genesis to be a standalone brand sold by dealers chosen from the current network. “Lexus did a great job in the States, although it never quite took off in Europe,” explained Whitehorn. “But the premium route is interesting, and it could work for Genesis here.”

Trials in Europe are testing the water for the shift upmarket. “We would have to be careful as there is no successful model in the UK of a mainstream brand making a move into the premium sector,” added Whitehorn. “It would be brave, but a good route to market.”

The Genesis models are a world apart from the cut-price runabouts that have helped Hyundai boom in the UK. The Coupé – available in the US with a 2.0-litre turbo or a 3.8 V6 – is a rival to the Nissan 370Z, while the Mercedes E-Class-sized Genesis Saloon was 2009 North American Car of the Year. Top of the pile is the Equus limousine. All these cars undercut rivals by as much as 10 per cent.

“It’s an interesting strategy. The idea has worked in America and could work here,” explained Whitehorn, adding that he would want 20 per cent of his 152 dealers selling Genesis cars.

The boss of the most successful Hyundai dealer in Europe, Richmond Cars in Hampshire, thinks it could work. Dealer principal Michael Nobes said: “Hyundai buyers are ready for a move like this.”

What Next

Sponsored Results

11 Comments

Samson

Sorry, I could never ever consider buying a Hyundai, if their TV adverts are to go by, absolute rubbish, they make no sense to why someone should buy one of their cars,

By grandsons on 21 October, 2010, 1:00pm

Considering buying a car because of their adverts, are you a WAG?

Who rates a car company on their TV advertisements? If so, Honda and Renault should be top of the sales charts........
I've owned two Hyundai Coupes and a Santa Fe and found them all excellent in their pleasure of ownership and value for money. My Hyundai's just kept clocking up the miles while my friends motors (obviously not Hyundai) clocked up faults and expense. Lots of good cars out there from lots of brands so best not to depend on impressions, just check the magazines and the net for what is selling worldwide.

By BruceThe on 21 October, 2010, 4:45pm

Sampson - Don't knock em until you try em!
I'm on my second Tucson and have 52000 miles on the clock and just two years old and no problems!
Being an ex company car driver, I've had loads of different cars & makes over the years and can thoroughly recommend a Hyundai!
Some of the lower models can seem a bit basic but then so are many modern cars, the one thing they are is terrific value for money and for the mileage I do it means the five year unlimited mileage warranty is a big bonus! (but not had to use it yet)
Look at the new models and you will see their upping there game even more!
Mind you aiming at the higher end might be a bit of a gamble!

By SUCARBS on 21 October, 2010, 4:55pm

I'll take the bus before I would ever find myself in a Hyundai, but I admit on a rainy day it's one notch above an umbrella.

By twistydriver on 22 October, 2010, 12:47am

Re: Sampson (grandsons) & twistydriver

Speaking from a strictly neutral point of view (having never owned a Hyundai but having driven the Tiburon and the Genesis Coupe 2.0T), I can atleast say this much - grandsons & twistydriver seem to be the kind that buy their cars for other people. If they knew any shit about cars, they'd not make such foolish statements.

By vazirncars on 22 October, 2010, 2:56am

contd.

These are the kinds of fools that wouldn't buy Corvettes because 'they're American' or because of 'cheap plastics'. I'd say - if you want a performance car, you shouldn't be looking for anything else. If you want luxury, go buy an Aston - it'll get you the chicks and you'll get your ass kicked royally on the street, on the strip and on the track by real cars.

By vazirncars on 22 October, 2010, 2:58am

Re: vazirncars, I've been a mechanic a long time, most of my years with GM division cars, also VW, Porsche and Audi.
I am also an American and love many of our cars past and present.
We took on Hyundai as an extra car line once so we have seen many, and not just for a quick spin around block.
Why would I buy one of these crap boxes with so many better choices available.

By twistydriver on 23 October, 2010, 6:03am

@twistydriver

Try driving the last model Hyundai Coupe it's a real drivers car, especially with the peppy V6 motor on-board. It's also a very good looking vehicle both inside and out. It's unlikely to go wrong and even if it does, you have the security blanket 5yr warranty to fall back on. Also, the bodywork isn't manufactured from recycled Coke bottles, unlike the 'Vettes'. GM's European dealers are worse than useless, as are most of their cars. I speak from experience, and it wasn't pleasant.

Hyundai 4x4's are pretty decent too, although their styling tends to look a little awkward. Top Gear tested a Hyundai soft-roader a few years back (I forget which model), alongside a Land Rover Freelander. One of the tasks involved a race across a boggy field towing a fully laden caravan. I felt sure the 'Landy' would win hands down. It didn't... In fact, the Hyundai won by a good 5 car lengths.

By sgtgrash on 24 October, 2010, 10:37pm

This is great news

It's about time the established brands and the 'premium' brands in the UK had some decent competition and Hyundai are just the firm I'd like to see provide it. The brand is all about quality and reliability. They don't spend a fortune on poncy infrastructure and 'up-market' sales strategies. The latest Coupe was a cracker and very well put together. The i20 an i30 are smashing little cars.

Go for it Hyundai. Save us from the boredom of euro-boxes.

By jcrowley012 on 25 October, 2010, 8:54pm

Genesis Coupe 2.0T

I'll jump in from the other side of the pond to defend the Genny Coupe. We have a 2011 2.0T (our only Hyundai of 4 cars) and it is more refined and far better put together than competing cars like the Mustang and Camaro here in N America. We also own an Infiniti G so we have a good comparison day to day. Hyundai may be the # 4 or 5 seller in N America right now but they have all the buzz and activity...Most conversations are: WHY would you buy a Honda Accord or Toyota Camry when you could have a Hyundai Sonata? Right now, Hyundai only has a slight price advantage but a HUGE value advantage. The perception - with in the know people - is that they are equal to Honda and Toyota in reliability and exceed them both in interior fit n finish. Plus they have a far better warranty. Hyundai is really the juggernaut right now in the States & Canada.

By jbklossner on 2 November, 2010, 3:25pm

New 2.0T Theta II Power Plant

BTW, just drove the *NEW* 2.0T Theta II Turbo in the Sonata (just delivered in the States)...274 bhp and 269 lb-ft...Awesome power plant. A TRUE replacement for a V6...and 22 city/33 hwy (US mpg/gallon rating). The Genny Coupe has the older tech 2.0T (Mitsu/Hyundai/Chrysler joint project found in Mitsu Ralliart, EVO, etc). A solid engine - just not the refinement of the new Theta II.

By jbklossner on 2 November, 2010, 5:59pm

You need to register to post comments. Existing members can log in below to comment, otherwise click here to join.



Sponsored Results

- Advertisement -

Sponsored Results

- Advertisement -