Genesis:

Genesis G90 Luxury Car Sets New Satisfaction Record

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Source:  George PetersonG90 Satisfies its Owners to the Max  Launching a new brand with an all new car is a huge challenge.  Launching in the luxury space is even more of a challenge.  Hyundai, the top Korean manufacturer,  launched its Genesis brand in late 2015.  The 2017 Genesis G90 Luxury Car followed in 2016.  Owners of the new Genesis G90 have rated their satisfaction with their car.  Their ratings have the G90 achieving the all-time highest score in AutoPacific’s 2017 Vehicle Satisfaction Award research.  Hyundai has established a new benchmark with the Genesis G90 in its first year out.

Most vehicles are well-made today.  The key is in the execution.  Is the vehicle intuitive to use?  Are the electronics easy to understand?  Is the powertrain smooth and seamless?  Is the interior quiet and comfortable?  Is the dealership experience special?  For the G90, the execution is excellent. Excellent car.  Excellent experience with the dealer.  This is from a Korean manufacturer that just began building its quality mojo in 1999.  Job well done.

Satisfaction Results Distributed Across Segments  The rest of the industry has not been standing still.  All major automakers have at least some design and engineering capabilities in the United States.  Winning vehicles show product design that caters to American tastes.  Winning vehicles also show that the sales organizations are listening to their customers to provide a satisfying sales experience.

The top brand in the satisfaction research is Lincoln closely followed by Cadillac and Genesis.  The top popular brand is General Motors’ GMC truck brand.

There are twenty-three segments in AutoPacific’s Vehicle Satisfaction Award research.  Eight were won by American brands.  Seven were won by Japanese brands.  Four were won by Korean brands. Four were won by European brands.

Nissan is the top brand with five category wins.  Kia is second with three.

Only one American CAR won its class.  The Dodge Challenger is the top ranked in the Sporty Car category.  The other nine car categories were won by Japanese, Korean and European brands.  Seven of the eight awards won by the American brands are in truck and SUV categories.

One surprise is that the Nissan Titan won the light duty full size pickup truck award.  The new Titan was a dark horse in a race including the vaunted aluminum Ford F-150 and the Chevrolet, GMC and Ram half-ton pickups.  Another interesting result is in the Compact Pickup category.  The Honda Ridgeline handily won top spot.  While “real” truckers disdain the Ridgeline’s small pickup bed (that is integral with its body) and plush ride, Honda has provided a pickup that is luxurious and quiet like a SUV but with adequate pickup capability.  The “trunk” in its pickup bed is a great idea.


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Genesis G90 – Genesis Flagship – Worthy Premium Luxury Competitor?

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2017 Genesis G90 F34 VVThe Genesis G90 is the flagship of the new Genesis lineup.  It will be on the market in September, 2016.  Genesis is positioning the G90 against the top-of-the line Mercedes-Benz, BMW and Lexus sedans.  The question is can it compete?

Size is Competitive with Lexus, Mercedes, BMW  From a size perspective, the Genesis G90 is within inches of its competitors.  It is a bit bigger than the Lexus LS460.  It is about the same size as the Lexus LS460L, however.  That is the extended length LS.  It is a couple of inches shy in wheelbase and overall length to the BMW 7-Series.  It is a couple of inches shorter than the Mercedes S-Class.  Its interior volume is a bit bigger than the S-Class.  Let’s call it a toss up when looking at size.

Powertrain Choices – Base V6 TT with Optional V8  The base Genesis G90 powertrain is a 3.3L Twin-Turbo GDI (gasoline direct injected) V6 with 365 horsepower and 376 lb.ft. of torque.  About 80% of G90 volume will be the V6.  Base-to-base, G90 loses to the competition with standard V8s.  Lexus’ 4.6L V8 has 386 horsepower.  The Mercedes 4.7L bi-turbo V8 has 449 horsepower.  But Genesis’ V6 has more horsewpower than BMW’s base 3.0L Twin-Turbo V6 that has 320 horsepower. The optional Genesis engine is the 5.0L GDI V8 with 420 horsepower and 383 lb.ft of torque.  The BMW 750i with its 4.4L Twin-Turbo V8 has 445 horsepower.  So Genesis’ V8 is a bit below the German V8s.

So what?  The Genesis G90 with the Twin-Turbo V6 performs very well.  Teamed with an 8-speed automatic transmission, the G90 has excellent performance.  Power is delivered smoothly and continuously.  The powertrain is seamless and unobtrusive.  There are only two options – V8 and All wheel drive.  Driving the V6 with both rear and all wheel drive, we did not feel any noticeable difference.  It wasn’t snowing.

Genesis planners want to have an interior that is “whisper quiet” and the NVH of the car delivers.  The interior is quiet.  Conversation is easy at any speed.

Rumor has it that Hyundai called in Lotus Engineering to help fine tune the G90s suspension.  True or not, the suspension feels biased towards a German feel – purposeful and taut.  It is not the cushy, absorbent feel provided by the Lexus LS.  Handling is stable with little body lean.  Nothing not to like.

On the Road to Autonomous Driving  The Genesis G90 is loaded with standard driver assist and safety features.  Many standard features on the G90 are in optional packages on the competition.  As more and more is being written about autonomous driving, the G90 has some features that qualify.  With standard adaptive cruise control and lane keeping assist the G90 can cruise in heavy traffic pretty much autonomously.  But, if the driver has their hands off the wheel for longer than 13-seconds, the car insists you touch the wheel again.

I found the lane keeping assist pretty accurate on twisty mountain roads in British Columbia, but there were a couple of times the car was obviously going to overshoot a lane marker and I had to take over.  I would be confident in using this in heavy Los Angeles Freeway gridlock, but would stay attentive when on the twisties.

Base Pricing Guess – $65,000 – $70,000  Genesis is not ready to divulge pricing for the G90 yet.  As brands usually say at a press event prior to introduction, pricing will be set closer to the release date.  But the pricing of the competition can show the general area the G90 will be priced.  The more-powerful V8-only S-Class has a base price of $95,650.  G90 will not be that high.  The less powerful in-line 6-cylinder BMW is priced at $81,500.  A 750i V8 is priced at $97,600.  The lowest priced facing competitor is the Lexus LS at $72,520.  But lets look at the Genesis sister ship the G80.  The G80 starts at $41,400 with a 311-horsepower 3.8L V6.  Check all the boxes and you get the G80 up to $50,350.  The V8 G80 is $54,550 fully equipped.  Any guess at what the base price for a rear wheel drive G90 with the V6 would be?  Our guess is the base price will be between $65,000 and $70,000.  For a V8 G90 with All Wheel Drive?  Maybe $75,000.  I could be high.


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New Genesis Brand – Bbalee Bbalee

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Image Source: Genesis Motors USA

Image Source: Genesis Motors USA

The new Genesis brand of luxury vehicles has been launched with Hyundaispeed!  Bbalee!  Bbalee!  Quick, quick in Korean.

Finally, Hyundai Launches a Luxury Brand  After years of deliberation, argument, and negotiation, Hyundai has launched the new Genesis brand.  Hyundai officially announced the new Genesis brand in November 2015.  Erwin Raphael was appointed head of Genesis in March 2016.  The new Genesis brand goes public in September, 2016.  That is quick – bbalee, bbalee!

In reality, the new Genesis brand is not a big deal.  The brand will have only six vehicles by 2021.  This does not approach the dozens of models offered by Mercedes-Benz, BMW and Lexus.

But wait.  That is wrong, Genesis is a BIG DEAL!  Genesis is the only luxury car brand launched after 1990 that has a deep pockets major manufacturer behind it.  Tesla, launched in 2004, is questionably viable in the long term.

Hyundai has decided after years of consideration that a stand-alone luxury brand is a BIG DEAL.  The resources of Hyundai are committed to guarantee its success.  Hyundai presently has about 835 dealers in the United States.  The new Genesis brand will launch with about 300.  These have been selected with great care.  The Genesis Institute will train dealer salespeople across the country.

Aggressive Launch Marketing  The new Genesis brand launches with all guns blazing.  Genesis launches as the luxury car sponsor for the National Football League.  They are the sponsor for the Los Angeles Open golf tournament at the Riviera Country Club.  These sponsorships are sure to make a splash.  By early 2017, awide cross-section of American car buyers will know Genesis as a brand.  They will know Genesis now exists as a brand rather than just a few car lines resting atop the Hyundai Motor America lineup.  This will get the new Genesis brand and the two vehicles it will initially have to sell – the G90 and G80 – on the radar of people who have money to spend on their next new vehicle.

While Genesis vehicles promise to be outstanding, the brand’s commitment to its customers is a cornerstone of its existence.  Genesis wants to take the customer experience to a whole new level beyond Lexus, Mercedes and BMW.

Respect for Time  Respect for the Genesis Customers’ time is of paramount importance.  Time is precious and cannot be replaced.  So lets call this the Genesis “Respect Initiative”.  Tthe features of this “respect initiative,” hovever, last only for 3-years and 36,000 miles.  The 3/36 commitment results from Genesis management estimates that up to 80% of Genesis vehicles will be leased and the majority of those leases will be for 3-years and 36,000 miles.  During the “respect period” Genesis owners/lessees will get full maintenance, valet service, SiriusXM Traffic and Travel Link, navigation map updates, 24/7 roadside assistance with concierge service, and Genesis Connected Services.  It would not be a surprise if Genesis has a comprehensive CPO (certified pre-owned used car) program in place by the time the first vehicles come off lease that would extend the “Respect Period” for subsequent owners.

Genesis Uses Hyundai’s In-House Advertising Agency – Innocean  While Genesis is a stand-alone brand, it accelerated its launch by using Innocean as its advertising agency.  Innocean is owned by Hyundai and also handles advertising for Hyundai brand vehicles.  By using Innocean, Genesis gets a known quantity without lengthy reviews to select from numerous agencies vying for the job through lengthy and expensive reviews.  Also, there is likely a “family discount” for using the in-house agency in there somewhere.

When asked by an advertising-savvy media member how the new Genesis brand will target its buyers after the NFL and LA Open hoopla, Genesis and their agency will “respectfully” target anyone who can afford to buy their cars.  Genesis head Erwin Raphael contends they have no specific target buyer in mind – no age range, gender, or ethnicity.  They are just targeting the ability to pay a certain lease fee for their G90 and G80 sedans.  And after the brand is launched with heavy advertising and sponsorships, specific groups will be emphasized using Internet messaging and social media.

Product is the Foundation Leading to The Genesis Customer Experience  Presently, there are six vehicles planned for the Genesis lineup.  There are four cars and two SUVs.  The G80 luxury sedan is on sale now.  It is a 5-Series/E-Class competitor.  The all new G90 (formerly Hyundai Equus) luxury sedan goes on sale in September.  It is a competitor to the Lexus LS, Mercedes S-Class and BMW 7-Series.  Later comes a BMW 3-Series competitor – the Genesis G70.  Then a near luxury sport coupe is launched.   There will be a mid-luxury sport utility vehicle and a near luxury SUV.  Frankly, they cannot get these SUVs on the market quickly enough.

Based on driving the G90 and G80, Genesis products promise to give the best entries in the competitive set a solid run for their money.  Initially, they will be value propositions.  You will get more features and content for your money.  Such a deal!


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Autopacific Announces 2010 Vehicle Satisfaction Awards

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AutoPacVSAlogo10.jpgNational Survey Reveals Cadillac as Top Premium Brand, Buick as Top Popular Brand, Ford Motor Company Has Most Awards with Seven, Suzuki Kizashi as Top Car and Lincoln MKT as Top Truck
TUSTIN, Calif. (May 20, 2010) — AutoPacific today announced its 14th Annual Vehicle Satisfaction Awards (VSA) to help consumers make informed vehicle purchase decisions.
“While the auto industry is showing signs of improvement, more than ever before, manufacturers need to be able to differentiate themselves. Proof of satisfied customers is as good as gold,” says George Peterson, president of AutoPacific. “We’ve found that more than 25% of new car buyers are positively influenced by owner-based awards like the VSA when deciding on a new car or truck.”
AutoPacific’s Vehicle Satisfaction Award is an industry benchmark for measuring how satisfied an owner is with his/her new car or light truck. This study by the Southern California-based automotive research firm summarizes the results of over 42,000 new vehicle owners.
“Vehicles that score highest in the Vehicle Satisfaction Awards are delivering value and satisfaction across a wide range of attributes,” says Peterson. “The winners perform well in 48 separate categories that objectively measure the ownership experience.”


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2009 Hyundai Genesis Wins AutoPacific 2009 Ideal Vehicle Award

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2009_Hyundai_Genesis_IVA.jpgThe Hyundai Genesis wins AutoPacific’s 2009 Ideal Vehicle Award in the Aspirational Luxury Car segment. In its first year on the market, the Hyundai Genesis swept AutoPacific’s owner awards. “The most recent win by Genesis is of AutoPacific’s Ideal Vehicle Award shows that Hyundai expertly targeted its owners when designing this luxury sedan,” said George Peterson, president of AutoPacific, Inc. “That Genesis won both Vehicle Satisfaction and Ideal Vehicle Awards is testament to the Hyundai product-development process and fine-tuning the marketing message to attract the right buyers to the car.” Categories in which the Genesis excel include:
* Passenger room
* Cargo space
* Power and acceleration
* Ease of getting in and out


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2009 Hyundai Genesis: Does Upmarket Work Here?

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As you may have gathered when we covered this car’s concept (click here) and then production (click here) introductions, Hyundai has just begun offering their U.S. rear-wheel-drive sedan with their first in-house-developed V8 under the hood. Just as the first cars were arriving at dealerships, the company invited media out for a spin, including some track time at Buttonwillow Raceway Park and the chance to drag race Genesis against a V8 BMW 7-Series.

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Supporting the Genesis launch, which has the mission of improving Hyundai’s overall image as much as it does of selling strongly, is an $80 million dollar budget that includes everything from the SuperBowl ads in January (click here), to national customer experience events in Discover Genesis, to training 6250 dealer personnel, to a website, to traditional and non-traditional advertising campaigns. Hyundai is serious about this car and its ability to prove that the accolades and increased placement in more recent third-party awards from the likes of AutoPacific and JD Powers is deserved and repeatable.
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Hyundai Genesis – Detroit Auto Show New Vehicle Intro

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The Hyundai Genesis is the new flagship for Hyundai Motor America. Slated for launch in Spring 2008 as a 2009 model, Hyundai will try to position the Genesis more as a luxury sport sedan than Korean land barge it really is. Let’s talk about that a moment. The Genesis – or BH – is designed as the Hyundai flagship in Korea. As such, it will usually be a chauffer-driven conveyance with the chairman or president regally reclined in the doily covered rear seat. Big, comfortable, quiet. That’s the ticket.

Hyundai Genesis F34.jpg

Mainstream Brand/Luxury Entry
Now, for a luxury car from an import-brand manufacturer to succeed, Americans expect the car to be more of a sport sedan. Like a Mercedes or BMW. Well, the Genesis largely delivers the specifications to be competitive, but it’s an image game. Of course, Honda, Toyota and Nissan sell luxury cars in the USA, but they sell them under luxury channel badges – Acura, Lexus and Infiniti. Hyundai is selling Genesis as a Hyundai – not a second channel – so Genesis carries the baggage of Hyundai’s market positioning.
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Can Hyundai, a Korean manufacturer once known for building low quality econoboxes but now getting credit for making some of the highest quality vehicles in the market compete against luxury marques? Hyundai hopes it has the right product and can find the right way to position and communicate that product to make it a success in the market. Hyundai likes to compare its $30,000 – $40,000 Genesis to $60,000 – $70,000 competitors from Germany and japan.
Editor’s note: I did see Hyundai’s Vice President of Product Planning, John Krafcik ogling the upcoming Pontiac G8 at the Los Angeles Auto Show. V8-powered (360HP), rear wheel drive, priced below $30,000, the G8 may steal some of Genesis’ thunder when they both hit the market at about the same time. John was kinda pale after looking over the Pontiac G8.
Hyundai Genesis F34 2.jpg

The Genesis is not a head-turner, but a relatively safe, contemporary design and will offend no one. It looks modern, but not risky. In many ways it will blend in with its competition so Hyundai will have to depend on Genesis succeeding based on price and specifications. On the specifications side, Genesis promises to be very competitive.
Top Notch Interior with all the Required Luxury Filips
The instrumentation uses Hyundai’s blue glow gauges and ergonomics appear to be pretty good. The double cockpit instrument panel is modern and reminiscent of the new Cadillac CTS and other contemporary luxury cars.
Hyundai Genesis Interior.jpg

As expected in a luxury class car, there are high-tech features available such as aLexicon Logic 7 audio system with USB and iPod inputs, XM satellite radio (a standard HMA feature), HD radio, Bluetooth for hands-free cellphoning, and an optional navigation system with a huge, eight-inch screen.
RWD Platform with IRS. V8 Available
The Genesis is a front-engine, rear wheel drive 4-door sedan with independent rear suspension and an available V8 engine. Genesis has a larger interior than either the Mercedes E-Class or the BMW 5-Series.
There are three different powertrains, the base engine is a 3.3-liter, all-aluminum V6 with 264 horsepower and 233 pound-feet of torque. The first level engine option is a 3.8-liter version of the engine with 290 hp and 264 lb-ft. The V6s use an Aisin 6-speed automatic transmission.
The big news is the 4.6-liter V8, which is paired with a six-speed automatic with manual mode. The 4.6L V8 has 368 horsepower and 324 lb-ft of torque (on regular fuel; with premium, the numbers jump to 375 hp/333 lb-ft), it’s one of the most powerful engines in the segment, besting competitors like the Infiniti M45, Lexus GS460, BMW 7-Series.
Price has not yet been announced, but Hyundai has tipped the base price to be under $30,000 and it appears a fully equipped V8-powered Genesis should top out at over $40,000. After all, a fully optioned Hyundai Veracruz SUV can hit $40,000, so this is not completely uncharted waters for HMA. Remember our early comment about the Pontiac G8. It’ll be interesting to comparably equip G8 with the Genesis. Our guess is that they are pretty similar at the bottom end, but G8’s V8 entry will be substantially less expensive than V8 Genesis.
Will Hyundai Positioning Strategy Succeed Against Luxury “Brand” Vehicles?
With Genesis being part of the mainstream Hyundai lineup, it tests a positioning philosophy that no other mainstream brand has succeeded with. Sure we have big RWD V8 sedans at Dodge and Chrysler, Ford and Mercury and soon Pontiac. There are FWD V8s at Chevrolet and Buick. On the import side, VW tried it with a W8 Passat and the Passat bombed. The VW Phaeton – a much more expensive proposition than Genesis – bombed too. So, the jury is out. How will folks be attracted to a Hyundai “Luxury Sport Sedan” at an attractive price, with conservative styling, with a 100,000 mile warranty and powerful V8? Stay tuned.


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Concept Hyundai Genesis: New York Auto Show

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Next, Hyundai Takes on Luxury Sport Sedans
As VehicleVoice reported earlier (click here), Hyundai revealed an upcoming rear-drive sedan as the Genesis concept at the New York Auto Show, and at what must have been one of the best-attended end-of-day press conferences ever. There was surprisingly little traffic around Genesis the next day during my walkaround. It was more difficult to get post-conference photos of the Infiniti EX or Ford Flex than the Hyundai, and we see the Genesis as one of the most significant introductions at this year’s show. (Click for our posting of Hyundai’s official Genesis photos.)

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Genesis, known internally at Hyundai as “BH”, telegraphs Hyundai’s intention to seriously go after rear-drive sports sedans. The exterior design builds on styling credibility Hyundai has been developing, but the interior and the driving dynamics that will make or break this car are still under wraps. A miss on the exterior styling would keep people away, but even with strong styling the car will not make it all the way to consumer driveways if the interior is a disappointment.
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Hyundai designers have created a smooth and elegant design, but Genesis does have one risk: It could blend in with the pack. Genesis takes styling cues from luxury brands all over the world (long, thin taillights much like the Lincoln Zephyr concept, though the MKZ production lights are taller; decklid bump from BMW; narrow headlights similar to Acura; lower LED fog lights along the lines of the Audi S6) and shown off on a silver car, created a credible look for their upcoming sports sedan. The wheels are sharp, as is the subtle character line running from front fender, over the door handles, and into the taillights. Though the grille is among the elements that may be revised before production, it is clearly a Hyundai grille and shares some relationship to the Azera.
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Hyundai gave no hints as to the interior, but the exterior design is ready to play. There’s a fine, fine line between hitting the mark and going too far. Genesis won’t be accused of moving the needle and does not offer new design elements. But Hyundai is working its way into relatively conservative segments, and Genesis takes the safe route. Luxury sedan buyers look for elegance, simplicity, and style and don’t seem to adapt quickly to dramatic style shifts; witness the brouhaha that surrounded the latest 7-Series introduction. Hyundai is wise to start off with something elegant but that does not push the envelope just yet.


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