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
Editor-in-chief

Steve Fowler has been editor-in-chief of Auto Express since 2011 and is responsible for all editorial content across the website and magazine. He has previously edited What Car?, Autocar and What Hi-Fi? and has been writing about cars for the best part of 30 years. 

Skip advert
Advertisement

Recommended

Mercedes-AMG’s Porsche Taycan killer powerslides into view
Mercedes-AMG EQ Supersaloon - front
News

Mercedes-AMG’s Porsche Taycan killer powerslides into view

The new electric Mercedes-AMG super saloon will use AMG’s own unique platform, and is likely to produce 1,000bhp
18 Mar 2024
Hot Volkswagen ID. Buzz GTX to be revealed on 21 March
Volkswagen ID. Buzz GTX teaser
News

Hot Volkswagen ID. Buzz GTX to be revealed on 21 March

The high-performance minibus is likely to feature 335bhp dual-motor setup from new VW ID.7 GTX Tourer
14 Mar 2024
Best new cars coming in 2024
Best new cars coming in 2024 - header image
Best cars & vans

Best new cars coming in 2024

There are some big new models from the likes of BMW, Citroen, Dacia, Ford, MINI, Skoda and more on the way in 2024
12 Mar 2024
New Dacia Spring to be revealed in full on 21 February
Dacia Spring teaser
News

New Dacia Spring to be revealed in full on 21 February

Dacia’s budget EV will come with a new look and upgraded technology for its UK launch
19 Feb 2024

Most Popular

“MG is easily outselling Jaguar, Land Rover and Bentley combined”
Opinion - MG4
Opinion

“MG is easily outselling Jaguar, Land Rover and Bentley combined”

The wave of Chinese cars has arrived in the UK, and Mike Rutherford thinks it’s not about to stop any time soon
17 Mar 2024
Car Deal of the Day: breathtaking Lotus Emira V6 for £45k and an I.O.U.
Lotus Emira - driving
News

Car Deal of the Day: breathtaking Lotus Emira V6 for £45k and an I.O.U.

Our Deal of the Day for 15 March is a half-now, half-later plan for the last-ever petrol-powered Lotus sports car
15 Mar 2024
New Audi A5 Sportback and Avant: prices, specs and info on sleek new compact execs
New Audi A5 Avant - exclusive image
News

New Audi A5 Sportback and Avant: prices, specs and info on sleek new compact execs

The new ICE and hybrid Audi A5 is due by year’s end in hatchback and estate forms
15 Mar 2024