2021 Genesis GV80

Genesis prices up G80 and GV70 ahead of imminent UK arrival

Hyundai's new premium marque gears up to sell £37,460 G80 saloon and £56,715 GV80 SUV from summer

Ahead of its European market launch in the coming months, Hyundai's new luxury brand Genesis has priced up the first cars it will launch in the region: the G80 saloon and its GV80 SUV sibling.

Priced from £37,460 and £56,715 respectively, the G80 and GV80 will arrive in UK dealerships in summer, ahead of the arrival of the G70, GV70 and Europe-specific G70 Shooting Brake.

The G80 is initially available with either a 199bhp 2.2-litre diesel driving the rear axle, or a 296bhp 2.5-litre petrol engine which drives all four wheels. Both send their reserves through an eight-speed automatic gearbox. The all-electric G70 Electrified is due to follow shortly afterwards.

The all-wheel-drive-only GV80, available with either five or seven seats, is also offered with the 2.5-litre engine, as well as a 3.0-litre turbodiesel. As expected, neither car is offered with the petrol V6 option sold in other markets.

Hyundai launched its premium brand in Korea and the US in 2015, and its European expansion will now begin with sales in the UK, Germany and Switzerland.

 
How Genesis is following its own path in Europe

Genesis, Hyundai’s premium brand, is poised to launch in Europe. It hopes to follow in Lexus’s footsteps but will strike its own way

Genesis, Hyundai’s premium brand, isn’t strictly new to the UK. The Hyundai Genesis executive saloon arrived in 2015 as a BMW 5 Series and Mercedes-Benz E-Class rival. When it was axed from Hyundai’s UK line-up in 2017, only 50 had been sold in the market.

Yet just four years later, Genesis is back – and it’s now a full stand-alone premium brand, Hyundai Motor Group’s intended rival to Audi, BMW and Mercedes-Benz. It’s a brazenly ambitious undertaking, and not just because of the history of that earlier Genesis saloon. Introducing a premium brand in Europe is a hugely tough task. The best-case scenario would be something similar to Toyota’s Lexus brand, which has taken considerable investment and decades of patience to become fully established in the UK, with sales still dwarfed by those of European rivals. The worst-case scenario? Infiniti, Nissan’s premium offshoot that finally gave up on Europe in 2019.

Genesis bosses are well aware of the task they’re facing. Tyrone Johnson, Genesis Europe’s vehicle development chief, says launching in the region will be “our greatest challenge”. Dominique Boesch, its Europe boss, calls the region the “spiritual home of the premium car market”. But he says: “We believe we have the ingredients to stand out.

The returns are encouraging: the brand sold around 130,000 cars worldwide last year, although the vast bulk were in South Korea. Growth has been patchier in the US, but the arrival of the GV80 SUV has given a huge boost to sales this year (seemingly helped by inadvertent publicity from Tiger Woods’s accident in one during a golf event the brand sponsored). And the higher margins of Genesis models relative to Hyundais has been reflected in increased revenues for the group.

 
New Genesis G80 and GV80 land five-star Euro NCAP ratings

Hyundai’s premium division scores well in crash tests as it nears its European market la

The new Genesis G80 and GV80 have gained a five-star safety verdict in Euro NCAP’s latest round of testing, while the Citroën C4 earned four stars.

The recent tests focused on “crashworthiness and crash avoidance evaluation”. The new BMW 4 Series Coupé and 4 Series Convertible matched the five-star level achieved by the 3 Series upon which they're based.

Both Genesis models were credited for the effectiveness of their head, chest and centre airbags.

The G80 saloon scored a 91% adult occupant score and 87% child occupant score, as well as a 91% safety assist rating.

The larger GV80 SUV also earned 91% and 87% adult occupant and child occupant scores respectively and 88% for safety assist.


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Genesis GV80 2021 UK review

Should I buy one?

Whether you should consider the GV80 will depend, I suspect, on how you feel about Europe’s more established premium automotive players; whether you’re quite ready for a fresh take on modern luxury; and whether you like Genesis’s own bold but slightly generic interpretation of exterior design.

I for one quite like the idea of a luxury car that's turned into a kind of personal service. To me, though, the GV80 and its peers currently look a bit like those doctored cars that you see in insurance adverts; they’re handsome enough, if a little, well, strange. But of course they're strange-looking now; ask me again in a year’s time, when we’re used to them, and Genesis well could have the best-looking range of luxury cars on the road.

If you do find the GV80’s looks growing on you over the coming months, there’s plenty else to recommend it. For mechanical refinement, versatility and lavish luxury ambience, it would take some beating by any SUV in its class. In other ways, it’s a biggish mid-life improvement away from really hitting its straps on ride comfort, body control and intuitive good handling.

We should remember, though, that this is as large and heavy as Genesis’ cars will get – on European roads, at least. Perhaps that grants it permission to ride and handle with a certain old-school luxury flavour.


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Genesis GV80 Review 2021

WHAT IS THE VERDICT?

“Big plush SUV from new-to-Britain Genesis, part of Korea's Hyundai Group. Lots of on-paper promise, a let-down on the road”

It's one of those cars that's perfectly OK for people who don't much like cars.

Shopping - for nearly everything – is changing. Add to basket, click for home delivery, online support. Genesis is bringing that to to car shopping. There's the Genesis difference.

The car itself has less to distinguish it from rivals. Oh, it's static qualities are satisfactory. Its design is well executed, its detailing well conceived, its cabin well finished, its technology well-developed. But those things aren't unique.

Sorry, but the lacklustre performance/economy balance, numb handling and shonky ride comfort would keep annoying us long after the caring purchase experience had been forgotten.


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