Lawrence Ulrich on the Hyundai and the Genesis.
Even when your peers, like that cheater Volkswagen, bullied you, I knew you had a future if you just stuck to the mantra of your mentors: Good values, fine qualities. Even Auntie Toyota would be proud. And now look at you! So smart, so successful, even the critics had to admit they were wrong. And look where Herr Volkswagen is now, that little German prick; he’s probably pumping diesel at some truck stop, while you outsell him by better than two to one in the U.S., with 761,710 feathers in your cap in 2015.
How does the Genesis luxury line compare?
So where does the Genesis slip into the flagship sedan stream? Even with six cylinders aboard, the Audi A8 and BMW 7-Series cost $10,000 more than Hyundai’s priciest AWD V-8, and a good $25,000 extra when comparably equipped. The Lexus LS 460L starts at $89,000. Mercedes’ S-Class is the standard bearer and runaway sales leader, but it also starts above $97,000.
The problem here is the same one Volkswagen had with the Phaeton model, a problem overcome by Nissan’s Infiniti, Toyota’s Lexus, and Honda’s Acura. The luxury brand is sold by luxury dealers, separate from the parent nameplate. Nobody wanted to buy a $70,000 Volkswagen. Who wants to buy a $75,000 Hyundai?