Genesis, the Hyundai Motor Group’s premium luxury brand, is adding a sportier model to its G80 range. To be known as the G80 Sport, it will be launched in the third quarter of this year. No doubt, this model will be an important one for the European market which the Korean brand has just begun entering.
Genesis design identity
The G80 range was launched last March and the G80 Sport uses the same Genesis’ design identity of ‘Athletic Elegance’ but has its own front end design. Additionally, the radiator grille has a dark glossy chrome, and a 3-dimensional wing-shaped front bumper accents the intake grille. Black bezels around the LED headlamps also contribute to the bold and sporty look.
Lower down, the G80 Sport will have exclusive 20-inch dark sputtering alloy wheels with their G-Matrix Pattern and two additional caliper colours offered in black and red.
There is also a unique bumper design at the rear to give a powerful and aggressive appearance. The Genesis designers adjusted the colour of the bootlid molding too, while adding a new diffuser design to the bumper.
The G80 Sport will be available in Cavendish Red, an exclusive new colour. The name is inspired by a cliffside on the north coast of Prince Edward Island in Canada, while the colour was drawn from the area’s famous red cliffs.
Sport-specific equipment
Inside, the G80 Sport receives the Sport model-specific 3-spoke steering wheel, and the dashboard garnish comes in 3 different designs including Sport-exclusive real aluminium, real carbonfibre, and a diamond-patterned hybrid weaving pattern, which will debut for the first time ever in the G80 Sport.
Customers will also be able to choose exclusive seat quilting designs based on their choice of a diamond or V pattern. They have a choice of three interior colour themes, including black monotone with a choice between grey or red stitching, and Sevilla red.
Technical details are likely to be similar to the G80 sedan with additional emphasis on driving dynamics. The G80 Sport will also have Rear Wheel Steering to enhance cornering capabilities. The petrol powertrains available for the sedan are a 304 ps 2.5-litre turbocharged Inline-4 and 380 ps 3.5-litre turbocharged V6, as well as a 2.2-litre turbodiesel with 210 ps.
The Genesis story
Genesis initially began as a model name, used for high-end luxury sedan under the Hyundai brand. However, in 2015, the carmaker decided that it should become a standalone brand. This followed the same sort of approach taken by Honda (Acura), Toyota (Lexus) and Nissan (Infiniti) when they wanted to move higher up in the market.
Until this year, Genesis has focussed on the Korean, North American and Russian markets. This year, it has entered China and since last month, it started its entry into Europe. The first European markets are the UK, Germany and Switzerland. Since 2015, Genesis has sold more than 500,000 vehicles, with the G80 accounting for more than half of that number.
Genesis, like Lexus and Infiniti, was created as a sub-brand for Toyota and Nissan to more effectively enter the premium luxury segments. The parent brands, while having gained strong reputations for reliability, durability and quality over many decades, were not necessarily acceptable in the upper strata of the market. By creating new brands with no historic ‘baggage’ and even an ‘unknown’ origin, they stood a better chance of being more accepted.
Hyundai Motor used the same playbook with the Genesis brand, which had originally been used for its flagship models. It became a standalone brand in 2015, from which a more sophisticated design and product philosophy was developed so it could compete in the segment beyond what Hyundai’s models reached.
The Shooting Brake shares architecture and design language with the G70 Sedan (below) but its roof extends further back over the cargo area.
Primarily for Europe
The Genesis line-up currently consists of 3 model lines, some with variants. For the G70 line, the brand will soon add a Shooting Brake which has been revealed recently. The primary market for this new variant is Europe, which will see the Genesis brand for the first time in July this year.
The G70 Shooting Brake is based on the G70 sedan revealed last year, adding enhanced practicality with its stationwagon form. The ‘Shooting Brake’ name refers to a bodystyle firmly rooted in European automotive history and favoured by customers in the premium luxury sector.
Though it looks long in the pictures as a result of its profile, the G70 Shooting Brake is actually the same size as the G70. It measures 4685 mm long, 1850 mm wide and 1400 mm tall, with a 2835 mm wheelbase. The dimensions are slightly smaller than those of the Hyundai Santa Fe SUV but the design offers a similar level of storage versatility.
Similar design language with sedan
Viewed directly from the front, the Shooting Brake would not be easily differentiated from theG70 Sedan as it has similar design language, including the signature Crest Grille. However, with a longer look, it will be seen that the grille is set lower than the Quad Lamps, which spread outward to evoke a sprinter’s pre-race posture and give the model an athletic image.
The athletic look is also communicated in the side view. This is achieved by the combination of the single-piece glass hatch extending to the rear. Basically, it is a variation of the sedan with the roof extended further back over the cargo area. The luggage space is maximised by moving the tailgate hinges forward.
Technical details are not revealed at this time although they can be expected to be similar to the sedan. A close look at the official pictures shows that the car has a 2-litre engine and AWD. The sedan is available with 3.3-litre and 2.0-litre turbocharged petrol engines and a 2.2-litre turbodiesel, as well as rear-wheel drive.
Electric G80 for Europe in 2022
The G70 Shooting Brake will be part of the full line-up for the European market, and sales will start in Germany, followed by the UK and Switzerland. Besides the G80 and G70 Sedans and their SUV variants, Genesis also plans to offer electrically-powered models in 2022.
Genesis will introduce the brand in Europe this year starting with the G80 and in 2022, it will also start selling the electric version of the same model (below).
Although Genesis was originally a Hyundai flagship model name, the company decided to spin it off as a stand-alone brand name for a line of more luxurious models. The name is fairly ‘neutral’ in the same way that Lexus, Infiniti and Acura do not immediately register as Japanese brands.
Since being established in 2015, Genesis has steadily built up its portfolio of products, mainly with the American market in mind. There are obviously other models to come and the design language that they may have has been shown in the Genesis X, an EV GT (Gran Turismo) concept car.
Unveiled on a rooftop in Los Angeles, the presentation depicted the dynamism of California’s car culture and the brand’s pioneering spirit, with the promise of a sustainable future for all. It is the brand’s fifth concept car, following the New York, GV80, Essentia, and Mint concepts.
“The Genesis X Concept embodies the essential elements that Genesis pursues in its designs. Meet the future of Genesis design through this concept car, which embodies our brand’s progressive and audacious spirit” said Jay Chang, Global Head of the Genesis Brand.
In particular, the new concept car is a high-performance GT that maximizes use of the Two Lines design element that Genesis is known for. The Two Lines theme, which is applied throughout the interior and exterior, including electric charging devices, embodies the design language of future Genesis EV models. The name is a combination of ‘Genesis’ and the letter ‘X’, which symbolizes a ‘hidden hero’.
“The Genesis X Concept can be described as the ultimate vision of Athletic Elegance, the inherent design language of Genesis,” said Sang-Yup Lee, Head of Genesis’ Global Design. “The signature Two Lines theme and sustainable luxury will be blueprints for the futuristic designs and state-of-the-art technologies that Genesis seeks to adopt in its future models.”
Inherent dignity and pride
The front of the Genesis X features a low, yet broad silhouette thanks to the combination of the shield-shaped Crest Grille, which represents the brand’s inherent dignity and pride, and the two-lined headlamps, which cut through the wheelarch. The double-layered bumpers also create a strong impression.
The two-lined Quad Lamps symbolize Genesis’ unparalleled technology and design, while a 3-dimensional G-Matrix pattern was applied to the sharp and intricate metal structure of the Crest Grille, the symbol of Genesis, to accentuate the imagery of a futuristic electric car. The internal pattern of the grille has been painted in the same colour as the exterior in order to create a sense of unity.
Simple design with sophisticated image
The styling has a simple, yet sophisticated image by integrating the bonnet and the fender to create a single panel-based Clamshell bonnet, resulting in one clean, sensual and uninterrupted surface. The bottom front air vent intake features a thin and sophisticated mesh form that not only creates a sturdy impression, but also helps cool down the vehicle, facilitates airflow, reduces air resistance, and helps extend mileage.
The side profile follows the traditional GT model design with a long bonnet and short rear, and the two-lined lamps leading to the headlamps and taillights are impressive. In addition, the arching Parabolic Line that runs along the side, and the fender’s maximized volume, create a dynamic and elegant impression.
The rear design, incorporating the shape of a horseshoe, exudes a simple and sleek image, while the voluminous fender creates a sophisticated, yet strong impression. In addition, the taillights, which feature a two-lined design like the headlamps, evoke a sense of unity with the front, and create a sophisticated and sensual image with diffusers that accentuate the Two Lines aesthetic.
While the slick, slide-to-open charging door, which features no parting lines, creates a progressive and high-tech image, the Two Lines design element is emphasized through the two-lined lights around the charging port.
Genesis designers maximized the concept car’s sporty sensibility by incorporating two-layered, turbine-type alloy wheels with 5 spokes. The lime accenting on the brake calipers hints at the high-performance character of the Genesis X Concept.
The concept car’s Lençois Blue finish was developed to express the level of sustainable luxury that Genesis pursues. It is inspired by the lagoons of Maranhenses National Park in Brazil, where a lake forms only during the rainy season.
Driver-oriented interior
Inspired by the Beauty of White Space, the Genesis X Concept’s interior features a driver-oriented design with a cockpit that surrounds the driver with all operating systems and displays. Differentiation of space by colouring the driver’s seat scotch brown and the passenger seat an ocean-wave green-blue helps emphasize the concept car’s unique design.
The design of the dashboard creates the sense that it is enveloping passengers and is connected to a floating center console. Again, using the Two Lines design element, the slim and indirect air vents that surround passengers, as well as the side window molding, provide a sense of unity with the exterior design. Interior materials showcase the type of sustainable luxury that the Genesis brand pursues.
In addition, the Free-Form display, which manages various functions such as clusters, navigation and air conditioning system, and the Crystal Sphere Electronic Shift Lever, which integrates driving mode settings, add a high-tech atmosphere to the interior.
The use of upcycled materials adds unique character to the Genesis X’s interior. A weave-patterned fabric made out of leftover pieces of leather from previous manufacturing processes was used for the safety belts, parts of the steering wheel, and the airbag cover, highlighting the concept car’s eco-friendliness.
Genesis made its official entry into China this week with a spectacular Brand Night at Shanghai’s International Cruise Terminal. The company will use an all-new business model for the Chinese market and gradually develop its presence through an omnichannel approach based on direct sales, supported by trusted agents and online sales.
Hyundai Motor Group and NVIDIA have developed the NVIDIA DRIVE ‘connected car’ platform which will be incorporated across all new models from the Hyundai, Kia and Genesis brands from 2022 onwards.
The technical cooperation with NVIDIA, a well known name in the computer industry, will enable Hyundai Motor Group to develop high-performance ‘connected car’ computing systems for its next-generation models.
In-vehicle infotainment systems
From entry-level to premium vehicles, all future models will have in-vehicle infotainment (IVI) systems powered by NVIDIA DRIVE as standard. This includes a hardware and software stack, enabling the Korean carmaker’s IVI systems to combine audio, video, navigation, connectivity and artificial intelligence (AI)-based ‘connected car’ services.
Using the high-performance, energy-efficient NVIDIA DRIVE platform for its future models will allow the three brands to offer customers continuously enhanced in-vehicle AI user experiences. This will see a feature-rich, software-defined AI user experience that is perpetually updateable – and without the owner having to go to a service centre too.
Already in Genesis models
Hyundai Motor Group has been working with NVIDIA for the past 5 years. In fact, the NVIDIA DRIVE platform already underpins the advanced IVI systems found in the Genesis GV80 and G80.
“At Hyundai Motor Group, we are committed to delivering greater value, safety, functionality and enjoyment over the lifetime of the car,” said Paul Choo, Senior Vice-President of Electronics Tech Unit at Hyundai Motor Group. “The NVIDIA DRIVE platform is proven – it is scalable, energy-efficient and has the performance to support our next generation of software-defined vehicles.”
The companies have also been collaborating on an advanced digital cockpit, due to be launched in late 2021. The relationship will go further with the development of foundations for IVI systems that can support a wide range of future apps and features for all models.
“NVIDIA brought consumer electronic functionality and a graphics-rich user interface to infotainment systems more than a decade ago,” said Ali Kani, Vice-President of Autonomous Vehicles at NVIDIA. “Now, we are once again transforming these systems through the power of AI, helping Hyundai Motor Group increase safety and value, along with enhancing customer satisfaction, throughout the lifetime of the vehicle.”
Creation of new ccOS
The partnership with NVIDIA will enable Hyundai Motor Group to roll out its new ‘connected car operating system’ (ccOS) in future models. Developed in-house by Hyundai Motor Group, the new ccOS will bring together the large amount of data generated by the vehicle and its network of sensors, as well as external connected car data centres, enhancing motoring experiences.
The ccOS will use NVIDIA’s software frameworks to implement core IT competencies. It will provide ‘high-performance computing’, using NVIDIA GPUs to process large amounts of data inside and outside the vehicles and optimize system performance to support advanced IT technologies, such as deep learning.
‘Seamless computing’ will also be possible, providing uninterrupted service regardless of the vehicle’s online or offline state. The vehicle connects with the surrounding infrastructure and smart devices to bring the user experience from external devices into the vehicle environment.
Furthermore, recent breakthroughs in AI and accelerated computing have opened the door for next-generation vehicles to benefit from new functionality, capabilities and enhanced safety features that can be added after the car is purchased. With a centralized, software-defined computer architecture, future vehicles can be updated throughout their lives to feature the latest in advanced digital cockpit technology, as well as other features.
Genesis, Hyundai Motor’s premium brand, has a brand new SUV under final stages of development. It has been announced publicly in Korea so that the R&D guys can start running real-world tests on public roads.
QR code on camouflage
However, the vehicle, designated GV70, is camouflaged as the teaser pictures release show. To use the testing exercise to do a bit of promotion, there’s a QR code on the bodywork which leads those who scan it to a web page that explains the camouflage pattern referred to as ‘G-Matrix’.
G-Matrix is inspired by the diffused reflection of light from precision-cut diamonds and is a core part of the Genesis brand identity. Drivers can look forward to the creative application of the pattern on the GV70 in different ways, emphasizing the details that are emblematic of the Genesis brand.
Second of three SUVs
While specific details are presently hidden by the G-Matrix camouflage pattern, the continued evolution of Genesis’ signature “Athletic Elegance” design language is evident. The new midsize SUV will join the GV80 in the model line-up for 2021, after which will come a smaller model (GV60?).
“We are thrilled to share this early sneak preview of our second SUV, the Genesis GV70,” said a Genesis official. “It telegraphs an exciting new design and reinforces the core brand values that run through our line-up. We look forward to sharing full details on GV70 with everyone in the near future.”
Shared platform likely
Given its size and positioning, the GV70, which will challenge SUVs like the BMW X3 and Audi Q5, is likely to share architecture with the new Hyundai Tucson. It obviously doesn’t make sense for Genesis to have its own platforms, an approach which manufacturers discarded after the 1980s when it proved more and more expensive to develop a platform. The key nowadays is how many models can be derived off a platform with minimal modifications.
Like some other carmakers that have become established in the high-volume lower segments, Genesis (Hyundai’s luxury brand) is aiming higher to come level with the German brands. Its G70 sports sedan is an example which is suggested as an alternative to the Mercedes-Benz C-Class and BMW 3-Series.
Athletic Elegance
To go on sale in Korea next month, the 3-year old model has received enhancements that enhance its looks, in line with the Athletic Elegance design philosophy used for all current models. The signature crest grill is now set even lower than the Quad Lamps which spread outward. This evokes a sprinter’s pre-race posture and highlights the new Genesis G70’s positioning.
The air extractors on the sides, styled with the form-follows-function approach, are optimized for efficiency, while the surfacing around the front wheels emphasises the promise of sporty performance.
At the rear are Quad Lamp taillights inspired by the soaring wings of the Genesis logo. The full width G-Matrix mesh and body-coloured diffusers surround the oval exhaust tips add finishing touches to the exterior design.
3 engine choices
Depending on the market, the G70 can be ordered with a 2-litre 4-cylinder petrol engine producing 252 ps, 3.3-litre V6 twin turbo petrol engine with 365 ps, or 202 ps 2.2-litre turbodiesel engine. Transmissions are manual or 8-speed automatic and all-wheel drive is also available.
Continuing with the design evolution are the driver-centered architecture is said to resemble a fighter jet cockpit while also having an ambience of luxury. The new model has state-of-the-art technology updates with a 10.25-inch infotainment system and latest connectivity features.
An exclusive Genesis UI design supports the latest over-the-air (OTA, wifi update feature) wireless updates, Valet mode and CarPay. In addition, the wireless charging system has been changed to a horizontal layout, increasing convenience for those with ever-changing smartphone sizes.
2019 North American Car of the Year
In 2019, besides being voted the ‘North American Car of the Year‘, the G70 received a ‘Top Safety Pick+’ rating from the independent US Insurance Institute for Highway Safety for 2019. Its safety technologies include blind spot monitoring, adaptive cruise control with stop-and-go capability, automated emergency braking and lane-departure warning.
The Genesis range in 2020
G70 for Malaysia?
Six years ago, when Genesis was still a model name and part of the Hyundai range, Hyundai Sime Darby Motors (HSDM) brought in a unit. Its size (body and engine) and RM400,000 price were not appreciated but HSDM might try to offer the new G70 as a flagship model since Genesis said last year that it can produce righthand drive variants as well. Generally, Hyundai and Kia place a lower priority on righthand drive given that the markets are less so the potential volume may not be worth additional development cost.
COVID-19 has impacted the world in many ways, forcing us to change the way we go about doing things in our daily lives. At the same time, it has also directed carmakers towards addressing issues that were not a high priority before. Air quality is one of them and the Hyundai Motor Group has developed new technologies to improve the quality of air in vehicles and create a more pleasant indoor environment for customers.
The Korean group has unveiled three new air-conditioning technologies – After-Blow, Multi-Air Mode, and Fine Dust Indicator. The technologies will be introduced initially on certain models sold in Korea and then included in the export models of the Hyundai, Kia and Genesis brands later on.
After-Blow Technology
Moisture that collect in the air-conditioning system’s evaporator enables mold to grow, especially if the weather is hot. The mold can give off an odour which is unpleasant to the occupants. To address this issue, After-Blow dries the condensate on the evaporator to suppresses mold growth.
Normally, after the engine is turned off, the condensate on the evaporator drains naturally for about 30 minutes (that’s the puddle of water you see under the car). The After-Blow system then activates for 10 minutes to dry the evaporator and any condensate leftover in the air passage. The air-conditioning system automatically allows influx of outside air during this time to prevent humidity from building up.
The technology uses an intelligent battery sensor to monitor the battery condition and stops functioning when the battery is low. This will avoid the battery going flat and causing inconvenience to the vehicle owner. It also de-activates when the air conditioning system is not in use for a certain period of time, or when the outside temperature is low.
Multi-Air Mode Technology
Multi-Air Mode uses multiple vents for air conditioning and heating to create a more pleasant indoor environment with a gentle wind. When this mode is activated, the air is dispersed to the newly added multi-air slots in the driver and passenger seats in addition to the normal air vents.
The overall wind volume remains the same, but the dispersion of wind reduces direct air contact and softens the air. This mode can be switched on and off based on the preference of the driver.
Fine Dust Indicator Technology
Dust is all around us in the air and with the Fine Dust Indicator, it is possible for the driver to get information on the dust levels inside the vehicle in real time. With the digitized information, the driver can better manage the air quality.
The indicator displays the concentration and pollution level of ultrafine particles (PM 2.5) inside the vehicle using integer numbers and colours for better visibility to the user. Blue is for 0 to 15 μg/m3, green for 16 to 35 μg/m3, orange for 36 to 75 μg/m3, and red for 76 μg/m3 or higher.
If the level of ultrafine particles exceeds 36 μg /m3 while the function is active, the air-cleaning mode will run to purify the air in the vehicle. The air-cleaning system automatically sets the air volume between 3 and 8 and switches to air-recirculation mode and activates the air conditioning system to reduce indoor humidity. If the air does not improve in air-cleaning mode, it can also serve as a reminder to the driver to replace air-conditioner filters or to clean contaminated seats and mats.
Even with the COVID-19 pandemic on, Genesis (Hyundai Motor’s luxury division) has not postponed one of the major activities it would have planned long before the pandemic started: the launch of its all-new G80 executive sedan. The original plan may have been to have the global debut in America but since that is not practical or appropriate anymore, the company did its world premiere online.
The new G80 enters it third generation with this model that is the centrepiece of the Genesis range. This time, its athletic and elegant characteristics represent the clearest interpretation yet of the brand identity.
On the side is the Parabolic Line, a design feature which begins at the front Quad Lamp and gradually runs lower to the rear through the top of the doo. Inspired by the elegant look of several venerable classic cars, this elegant line is counter-balanced by athletic ‘power lines’ emphasizing the strength of fender volume and the upfitted 20-inch wheels.
In addition, the chrome trim beginning from behind the front wheels stretches out along at the bottom of the door, crosses the side sills and swells upwards to the rear, strengthening forward visual motion.
Panoramic ambience
Within the spacious cabin, the steering wheel and sleek, thin air vents run across the passenger compartment splitting it into the panoramic area above and the control area below. The number of hard buttons and switches was intentionally kept to a minimum, both for aesthetic purposes and ease of use.
In the panoramic area, a heads-up display, 12.3-inch cluster and 14.5-inch infotainment system display necessary information while driving. The control area is equipped with an intuitive suite of interfaces to allow management of the various systems easily and safely.
The 12.3-inch 3D cluster recognizes the driver’s eyes and provides various driving information and can also be converted to 2D screens on the driver’s preference. The driver’s seat is equipped with an ergo motion seat function featuring seven air cells, which enables optimum seating for each driving mode and reduces fatigue via a stretching mode and automatic posture correction functions.
Solid foundation with powertrain innovations
The new G80 sits on a brand-exclusive, third-generation, rear-wheel drive platform with a design that lowers the body and the centre of gravity. This new platform makes possible a wider cabin while improving driving stability.
The use of lightweight materials was as extensive as possible, with aluminium used for about 19% of the bodyshell. This helps to reduce the overall weight by 125 kgs, compared to the previous generation, increasing fuel efficiency and performance.
Engineered for world markets
Three engine options are available, depending on the market – a 2.5-litre turbocharged 4-cylinder (304 ps/422 Nm); 3.5-litre turbocharged V6 (380 ps/530 Nm); and a 4-cylinder turbodiesel with a 2.2-litre displacement (210 ps/441 Nm).
Understanding that performance doesn’t mean acceleration to everybody, the Genesis engineers focussed on lowering NVH (noise, vibration and harshness). Acoustic glass is utilized for the windshield and all doors and improved door sealing, new engine compartment sound insulation and resonant sound-reducing wheels ensure interior quietness. In addition, the Electronically Controlled Suspension with Road Preview enhances ride quality by reducing road impacts using information supplied through the front camera.
Advanced safety technology
In addition to the safety platform integrating communications between around 40 controllers in real-time to help ensure the right response in various scenario, the new G80 introduces state-of-the-art advanced driver-assistance systems (ADAS). These are Highway Driving Assist II, Smart Cruise Control with Machine Learning, Pre-active Safety Seat, Forward Collision-Avoidance Assist, and Blind-Spot Collision Avoidance Assist. No less than 10 airbags are located around the cabin, including a centre airbag (between the front seat occupants) that helps prevent secondary contact between occupants in a side impact.
Depending on how the pandemic situation goes, the original plan was to begin export sales and deliveries during the fourth quarter of the year. However, if suppliers and factories have extended shutdowns, the schedule may be changed.
Car manufacturers, like any other company, are going through a very difficult time now as the COVID-19 pandemic has created great uncertainties for consumers that have impacted sales. Understandably, there are other priorities to commit money to so a new car purchase, if planned, will have to be deferred.
Some of the car companies do not forget their customers too and look for ways which can ease their burdens, even if it does incur costs. In 2009, Hyundai Motor offered Hyundai Assurance in America to help protect owners who lost their jobs. The 2008 financial crisis had caused the biggest economic downturn since the Great Depression. Home values dropped and many people could not service their loans.
Hyundai Motor America understood that without knowing what would happen to their jobs, people would be reluctant to buy new cars. So it offered a simple deal: If a purchaser of a new Hyundai lost his or her job within a year, the company would take it back. “If you find that you cannot make your payment because of a covered life changing event, we’ll allow you to return your vehicle and walk away from your loan obligation – and in most cases we will cover most, if not all of the difference,” the company advertised at that time.
In 2009, when new car sales in the US market fell so severely, Hyundai Motor offered a more meaningful incentive instead of just rebates.
This meant that a customer would be less worried being stuck with a car that could not be sold off and at the same time, have to keep paying the instalments. Hyundai would accept that car, cancel the loan and pay the difference between the car’s trade-in value at the time and any remaining balance on the loan up to a maximum of US$7,500.
In 2020, to give buyers peace of mind, the Hyundai Assurance program is brought back in response to uncertainties caused by the COVID-19 pandemic. However, it differs from the 2009 incentive as Hyundai dealers will not take back cars.
Now Hyundai is helping its American customers again but is not offering to take back vehicles. Instead, it will cover up to 6 months of payments for Hyundai owners who purchased or leased a Hyundai vehicle between March 14 and April 30, 2020 if they lose their job due to COVID-19 this year. The first payment is also deferred for 90 days for those shoppers.
In 2020, Hyundai also has a luxury brand, Genesis, which was not in existence 11 years ago. Genesis is also offering a similar program called the Genesis Cares Job Loss Protection. As with the Hyundai incentive, anyone who purchases a new Genesis vehicle between up till April 30, 2020 and then has an involuntary job loss any time this year due to COVID-19 can get their payments deferred for 90 days. However, the vehicle must have been financed of leased by Genesis Finance.
More importantly, Genesis Cares Job Loss Protection provides up to 6 months of payment relief for customers who lose their job this year after purchasing a new Genesis vehicle between March 14 and April 30, 2020.
The 2009 campaign scored points for the brand, building customer loyalty which helped to strengthen sales after the recession. “We understand the extreme uncertainty created by the coronavirus and the anxiety experienced by our customers, and wanted to tap into Hyundai’s legacy of having people’s back,” said Jose Munoz, COO, Hyundai Motor Company & President and CEO, Hyundai Motor North America. “Bringing back the job loss protection program in this unprecedented time will allow our customers to have one less thing to worry about if something unexpected happens to their employment status.”
Genesis, Hyundai Motor’s luxury division, used the first day of the new year to share the first official images of the GV80, its first SUV. It will become the fourth model in the Genesis line-up, joining the G70, G80 and G90 sedans. Sales will commence in South Korea this month and progressive launched will take place in other markets during 2020.
Like its sedan siblings, the 3-row GV80 will have a rear-wheel drive platform unique to the Genesis brand; all-wheel drive will be optional. The ‘V’ in the GV80 designation will appear on SUV models, denoting ‘versatility’.
“Over the last 4 years, Genesis has established itself as a respected luxury brand with superior vehicle quality and a line-up of class-leading sedans with charismatic and discriminating style,” said William Lee, Executive Vice-President and Global Head of the Genesis Brand. “With the launch of GV80, Genesis will elevate expectations for excellence within the luxury SUV market.”
The first images of long-rumoured GV80 provide a complete picture of the first SUV created by Genesis Design. The interior and exterior styling are based on the GV80 Concept displayed at the 2017 New York Auto Show, which was a collaboration between Genesis Design studios located in South Korea, the USA and Germany.
The GV80 Concept displayed at the 2017 New York Auto Show.
“GV80 allows us to expand our definition of Athletic Elegance design language to a new typology, while retaining sublime proportionality and sophistication of form,” said Luc Donckerwolke, Executive Vice-President, Chief Design Officer of Hyundai Motor Group.
Signature Genesis design elements
Signature Genesis design elements are immediately visible on the GV80. Surrounded by the high-tech Quad Lamps, the Crest Grille emphasizes gravitas consistent with the positioning of model. The Parabolic Line runs smoothly along the side with precise execution, accentuated by ‘power lines’ above each wheel emphasizing stance and presence.
“The Quad Lamp, our design signature, introduces an unmistakable visual impression completely unique to Genesis,” explained Sang Yup Lee, Senior Vice-President, Head of Genesis Design. He added that the G-Matrix pattern that appears in light fixtures throughout the exterior, as well the design of the wheels, is inspired by beautiful orchids seen when diamonds are illuminated by light.
South Korean architectural aesthetic interior
The interior focuses on the beauty of open space, characteristic of the elegant South Korean architectural aesthetic. Minimalism is in the details, with a commanding driving position surrounded by high mounted control surfaces. The slim air vents stretch across the front to highlight the width of the cabin featuring minimal physical buttons with the new touch screen climate control. The centre console is equipped with a jewel-like, rotating electronic gear selector, providing an exquisite balance of simplicity and glamour.
The Genesis name was originally used for a flagship Hyundai model between 2007 and 2016. It was then used as the name for a division which would focus on luxury models, just as Toyota has Lexus and Nissan has Infiniti. As the company has indicated that South Korea, the Middle East, USA, China, and Europe are its target markets, it would unlikely have right-hand drive variants.
The carmaker recruited a number of experienced designers from European companies who work with Peter Schreyer, a company President responsible for design management of all brands in the group.
