Hyundai recently put this
question to a selection of the nation's legal professionals, when it presented
the new machine at the annual Devil's Own golf tournament, a legal get-together
the brand sponsors.
The
verdict? Quite a few looked and many were impressed. None, however, showed
immediate inclination to renounce their current Audi, BMW, Mercedes, Jaguar and
Lexus model choices.
Hyundai New Zealand boss
Andy Sinclair wasn't surprised. Those he calls badge devotees and
traditionalists won't be easily swayed into taking a risk on a pedigree-less
new opportunity. ''They'll stick with what they've got.''
So
who's left? Sinclair is banking on ''astute thinkers''. These being? ''People
who look beyond a badge and actually look at the dynamics, the safety and the
technology. Some will already drive Hyundai and want the next
step.''
Hyundai is heading to a niche
spot with this new machine, for these days a prestige car is more likely to be
an elite sports utility than a conventional saloon: Last year, just 680 sedans
priced over $70,000 found homes (a tally almost exceeded by 2014's BMW X5 sales
count alone). Most were bought by city-dwelling men, aged 50-plus.
So it's
a small circle. Yet Sinclair maintains he will find five to eight homes a month
for the Genesis,
which, if achieved, will be sufficient to outsell Jaguar's XF here.
Can you
see it? Actually, after a first drive, I kind of can; though not a landmark in
the way the original Lexus LS was back in 1990, the new Genesis is still an
enticing car.
You can
quibble over some aspects - for me the dynamics are a little soft and the
styling similarities with some other offers (plus the Aston Martin-ish
signature badge) will see it tagged ''the Generic'' - yet it's hugely
impressive, nonetheless.
Does
the lack of pedigree matter? No more than it did when Lexus was fresh, and look
at Toyota's toff division now.
After
time behind the wheel, it is certainly easy to appreciate the quality and,
obviously, the value.
Impressive
refinement and a full luxury feel are backed by quality equipment and finish
and a smart Ancap safety score.
Standout
on-road characteristics are the ride quality and the quietness; drivetrain,
wind and road noise, even on coarse chip, are remarkably hushed; the
eight-speed automatic slurs through its movements in particularly fine style.
That
eight-speed automatic is an impressive in-house effort and the engine is silky
and quite reactive (0-100kmh in 6.5sec), though thirst and relative lack of
sophistication (no self-activating stop/start technology) are less compelling.
But the
vehicle's dynamics are a mixed bag.
Steering
feel isn't overly obvious but it is accurate. The 19-inch Dunlops offer
excellent grip, but the Genesis
is heavy at two tonnes, and the level of body movement when hustled shows it is
no sports sedan.
The
customer support package is light: the warranty is the same three-year cover as
for any Hyundai and there
is none of the usual luxury car talk of free tyres, service folk at any hour or
tickets to the opera. But maybe that is reflected in the price.
Aside
from the fastback shape only slightly restricting headroom in the rear, it is
generously roomy. Beyond a few ergonomic niggles, there's a palpable feel of
premium luxury and it is comprehensively equipped.
Hyundai is still in the
button age, so no i-Drive central controller, but the key is a fancy card that
detects when you're near the car and prepares accordingly.
There
is little that is truly new - though a CO2 sensor (this detects when carbon
dioxide levels rise in the cabin and reduces them to avoid drowsiness) and the
autonomous emergency braking that allows the car to self-brake to a complete
stop from less than 80kmh are rare - but very little is left out.
Hyundai is
well-regarded here in brand studies but this exercise asks for uber-allegiance.
Perhaps that's why there is just one H logo on the entire car, and it's on the
boot.
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