The 2019 Genesis G70—can a good car overcome brand snobbery?
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The Genesis G70 is an attractive car, but in this part of the market, can good looks overcome brand snobbery? [credit: Jonathan Gitlin ]
It has been fascinating to watch the progression of the Korean car industry-these days all under the umbrella of Hyundai Group-over the past decade. Not too long ago, Kia and Hyundai were known for cheap and potentially unreliable cars that felt a generation behind the competition from Japan. Today, the brands top annual surveys for reliability, and some of their products are among the best in class; we've been particular fans of the Kia Niro hybrids, and the Hyundai Nexo fuel cell EV even made me forget about my hydrogen skepticism while I was driving it.
Perhaps the hardest hill to climb is in the luxury end of the market. At first, Genesis was a name for a particular Hyundai model, but in 2015 a decision was made to set up a new brand of its own. Or, as an SAT question might phrase it, Genesis is to Hyundai as Lexus is to Toyota.
But the luxury market is a tough nut to crack; sales of sedans are in freefall, they tell us, and with these cars, badges matter. Plenty of people want an Audi, BMW, or Mercedes-Benz because it's an Audi, a BMW, or a Mercedes-Benz and because of the way other people perceive those marques.
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