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| Hyundai Motor CEO Lee Won-hee, third from left, and Genesis Global Head Lee Yong-woo, second from right, pose with the Genesis GV80 during its launch event in Goyang, Gyeonggi Province, Wednesday. Yonhap |
By Nam Hyun-woo
GOYANG, Gyeonggi Province ― Hyundai Motor's luxury brand Genesis launched the much-anticipated GV80 SUV in Korea, Wednesday, seeking a further boost in the rapid growth of the six-year-old brand.
"Genesis, which was launched six years ago, and sets a milestone today by introducing its first SUV," Hyundai Motor Executive Vice President and Genesis Global Head Lee Yong-woo said during the launch event in Goyang.
"Last year, Genesis' global sales grew 9 percent from a year earlier, bolstered by a whopping 106 percent growth in U.S. market sales. And we believe this will see a faster growth this year buoyed by the GV80," he said adding the brand seeks to sell 24,000 GV80s this year.
The Genesis brand retails cars in various regions including Korea, the United States, Canada, Russia, Australia and eight countries in the Middle East. Lee said the brand is in preparation to enter the European and Chinese markets in the near future.
Not only volume carmakers but also luxury automobile brands are quickly expanding their SUV portfolio, to cope with the global trend toward SUVs. Genesis had three sedans in its lineup ― the G70, the G80 and the G90 ― and it will add SUVs from this year with the GV80 released Wednesday and the smaller GV70 in the second half of this year.
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| The Genesis GV80 is in action during a test drive session near Incheon, Wednesday. Courtesy of Genesis |
The GV80 has been drawing anticipation as its design has been revealed through concept and spy shots while its debut was delayed ― it was initially planned to be released by the end 2019. As the launch continues to be delayed, Genesis unveiled the exterior and a number of drive techs of the vehicle Jan. 1, while keeping the detailed measurements and powertrain specifications.
The GV80 is 4,945 millimeters long, 1,975 millimeters wide and 1,715 millimeters high, providing a three-row cabin. Launched on Wednesday was the six-cylinder 3.0 diesel rear-wheel drive model, creating 278 horsepower and maximum 60 kilogram-force meter torque.
Genesis said gasoline 2.5 liter gasoline and 3.5 liter gasoline turbo powertrains will follow the diesel vehicle.
The GV80 lies in the large SUV segment in Korea, but showcases a coupe-like roofline and noticeably long nose. Surrounded by quad lamps running parallel in two lines, its crest-shape grille completes the car's face. The vehicle's flank is also carved with two lines, which the brand said embody the car's volume and dynamism.
Highlighting GV80's driving performance was its extraordinary silence. Genesis said the GV80 is the world's first vehicle to feature Hyundai's Road-noise Active Noise Control, which reduces noise by emitting sound waves within 0.002 second, and the technology faithfully did its job.
Despite sitting on a large 3.0 liter diesel engine, noises and vibrations were hardly felt inside the car during a test drive course between Goyang and Incheon. This helped drivers to enjoy the solid torque at low speeds and at the same time enjoy a comfortable and pleasant ride.
The vehicle's interior focuses on minimalism, despite its technology. The cockpit is surrounded by high-mounted control surfaces, which are highlighted by silver dials, allowing the driver to tweak the features. Though the control panel showcased a type of luxury that Genesis believes in, it was hard to call it intuitive due to a complex mix of buttons and touchscreen options.
There are also a slew of new driver-assist technologies. Among them was a machine learning-based smart cruise control that uses the vehicle's artificial intelligence to analyze the driver's driving pattern and mimic it. Other technologies include a navigation-based auto slow down, lane change assist and several features in Hyundai's Highway Drive Assist II package.
GV80's price starts from 65.80 million won and is expected to go up to 83 million won. Officials at Genesis said the price is competitive compared to its German rivals, but it seems uncertain whether customers will put the Genesis brand on par with them.
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| Inside of the Genesis GV80 / Courtesy of Genesis |
