Skip advert
Advertisement

'I was cynical about Hyundai's aim to be the world's 2nd biggest carmaker, not now'

Steve Fowler is impressed by Hyundai's electric cars, its N division and now its luxury Genesis brand

Opinion Genesis Hyundai Ioniq

Being a journalist means you have a healthy dose of built-in cynicism. So I’ll admit to turning up at the launch of the new Genesis GV80 and G80 models not expecting them to be serious premium car contenders.

How wrong I was. Both cars are seriously impressive and – straight out of the box – serious contenders against serious rivals.

I guess I shouldn’t be surprised, having seen how the Hyundai Motor Group has transformed itself and its brands (Hyundai, Kia and Genesis) over the past few years. I’ve been lucky enough to spend some time in Korea, where I’ve always been struck by Hyundai’s eagerness to listen, learn and react – fast.

Advertisement - Article continues below

I remember being asked to feed back my thoughts on quality in a new product to Kia engineers some years ago. Two days later they presented their plans to me on how they’d be addressing my comments – starting on production cars in just a few months’ time. Wow!

While Hyundai and Kia products have been improving at a rate of knots recently (and the Hyundai Tucson I’ve got at the moment has been described by my wife as one of the best cars I’ve ever had!), we’ve been massively impressed by the brand extensions: Hyundai’s hot N models, the Hyundai Ioniq 5 and now Genesis.

Hyundai Motor Group is acting shrewdly and wisely, whether that’s its investment in companies like Rimac, Arrival and Canoo, or choosing partners like Ineos to work with on hydrogen power – it all makes sense.

On another trip to Korea, I was shown a chart of the world’s biggest car makers and told how Hyundai Motor Group was aiming for the number two slot. And yes, I was cynical about that at the time, too. Not now.

By focusing on what consumers really want – great-looking, great-driving, efficient, affordable, high-quality cars – Hyundai Motor Group is showing other car makers the way ahead right now. And there’s much more to come. 

Check out our review on the new mild-hybrid Hyundai Tucson...

Skip advert
Advertisement

Steve Fowler has previously edited Auto Express, Carbuyer, DrivingElectric, What Car?, Autocar and What Hi-Fi? and has been writing about cars for the best part of 30 years. 

Find a car with the experts

Skip advert
Advertisement

Recommended

Best new cars coming soon: all the big new car launches due in 2025, 2026 and beyond
New cars coming soon header image

Best new cars coming soon: all the big new car launches due in 2025, 2026 and beyond

These are the most important new cars headed our way, from brands including Audi, BMW, Dacia, Ferrari, Ford, Skoda and more
Best cars & vans
23 Jun 2025
Best electric car deals: today's top discounts and incentives on new EVs
Best electric car deals - header image

Best electric car deals: today's top discounts and incentives on new EVs

Making the switch to an EV? These car brands have an offer (or two) for you
Best cars & vans
29 May 2025
Hyundai Ioniq 9 2025 preview: walkaround, specs, prices and on-sale date
Hyundai Ioniq 9 - front

Hyundai Ioniq 9 2025 preview: walkaround, specs, prices and on-sale date

The new flagship Hyundai Ioniq 9 electric SUV gets a slippery shape and nearly 400 miles of range
News
27 May 2025
All-new Hyundai Elexio: Bizarre design, huge 435-mile electric range
All-new Hyundai Elexio - front static

All-new Hyundai Elexio: Bizarre design, huge 435-mile electric range

The Elexio is Hyundai’s latest all-electric SUV, but this one has been designed exclusively for China
News
8 May 2025

Most Popular

New Skoda Epiq vRS to headline brand’s hot-SUV onslaught
Skoda Epiq vRS exclusive image

New Skoda Epiq vRS to headline brand’s hot-SUV onslaught

Every future Skoda will get the go-faster treatment, with the brand also working on making cars sharper and more engaging
News
27 Jun 2025
Marcos is back! British sportscar brand’s big plan, and swirling controversy
Marcos, interior

Marcos is back! British sportscar brand’s big plan, and swirling controversy

Development is already underway on the first all-new Marcos cars in roughly 20 years
News
27 Jun 2025
Car Deal of the Day: 717bhp BMW M5 Touring super-estate on a tasty lease deal
BMW M5 Touring - front action

Car Deal of the Day: 717bhp BMW M5 Touring super-estate on a tasty lease deal

The BMW M5 Touring is M car royalty, with a thoroughly impressive PHEV powertrain. It’s our Deal of the Day for 29 June
News
29 Jun 2025