Seoul stirrer

GENESIS’ TWIN-TURBO ART DECO BEAUTY IS CERTAINLY NOT SHORT ON SNOT, BUT CAN IT FILL AN HSV GRANGE-SIZED HOLE IN OUR HEARTS?

- TIM ROBSON

AS I HALF-LISTEN TO the Genesis press conference, racking up bingo-worthy phrases like ‘visual strength’, ‘reductive design’ and ‘the beauty of white space’, I’ll admit my mind began to wander a bit. And it wandered directly to one question: Has Genesis really got what it takes to achieve its lofty goals?

There’s no doubt that the cars – including the brand spanking new G80 sedan that we’re in Canberra to drive – are very good; fabulous interiors, loads of clever tech to both protect and entertain, and genuinely considered exterior styling.

As well, parent company Hyundai is certain to back its bet on its fledgling luxury upstart for as long as it takes – especially given that new global president Euisun Chung formed the brand under his watch as vice-president in the early part of this decade.

Add to that list bulletproof powertrains and the Australiancentric bespoke ride/handling set-ups that its rivals dispensed with eons ago and on paper at least Genesis is starting strongly in a race that won’t be won in the first year. Or even, in the case of Lexus, the first 20. Or perhaps ever.

It has the job ahead of it… somewhat ironically, it’s in danger of being outsold in 2020 by a brand that also figured on its chances of claiming a slice of the premium pie, Infiniti, which bolted the doors closed late last year.

The phrases ‘large sedan’ and ‘growth area’ are also mutually exclusive, with sales figures decimated by the rise and rise of the SUV, while the COVID calamity hasn’t helped things. The segment presents challenges, admits Genesis Australia.