Genesis GV80 3.0D Luxury Line

The story of creation, a prog-rock band, a game console and a bicycle brand. And now there’s another thing called Genesis. This Genesis GV80 is the product of the chic car branch of the Hyundai Motor Group. That is certainly not a company that often goes wrong. But the fact that you can build good and honest ordinary cars does not mean that you can also be successful as a manufacturer in premium terrain. That’s because a brand needs a hook, something that grabs, captivates and intrigues. And frankly, the first batch of cars from Genesis doesn’t really have a hook.

They may be “distinctive Korean,” but few Europeans will know (or care much) what that means. Or maybe there are enough people who have had it with the obvious competition from Germany. We hope for them that they won’t get irritated easily if everyone asks them who or what a Genesis is.

Not for sale here yet

Genesis cars are currently not for sale in the Benelux – the brand will first be rolled out on our continent in Germany, Switzerland and the UK. The approach is interesting and perhaps even more distinctive than the cars they offer. That way you never have to go to a dealer – there aren’t even any. Most of the orientation and purchase process takes place online, but ‘online’ here means more than just digital.

This is how you are introduced to a person of flesh and blood who is not trained to sell cars, but to assist you: by answering your questions and delivering a test copy to your door. And later by bringing you a replacement car and taking yours for service. Five-year warranty and service are included in the price.

The idea behind the Genesis GV80

The Genesis GV80 is comparable in size to a BMW X5. A third row of seats is an option. Its design process was led by Sangyup Lee, formerly of Bentley. So it’s not entirely far-fetched to think of this car as a better-looking Bentayga: chrome and flowing lines on the outside, with leather, serrated surfaces and wood on the inside.

It seems like a good proposition. Until you drive it. The six-cylinder diesel is quite refined, but it doesn’t propel you forward with the kind of authority you find in the competition. Yet it consumes a comparable amount of fuel. The handling and handling are mildly reassuring, but many rivals do better.

Difficult case

The biggest problem is chassis comfort. The Genesis GV80 is quite technophile, so a camera scans the road surface and prepares the dampers for bumps. It is not noticeable that this actually works. There is simply too much commotion. Bumps and potholes make the whole chassis shiver, big dips and hills cause the body to sag and sway. That said, on highways with nice asphalt, it’s all right, with good straight-line stability and the necessary modesty.

“We are aware that Europe does not need another premium brand,” said one of Genesis. Uh, indeed. That can be deduced from the failure of Cadillac and Infiniti and the muddling through of Alfa, Jaguar and Maserati. Genesis will be getting electric models soon, and if we’re to take those from the parent company as an indication, those will be excellent things. Genesis could possibly have caused a furore if they had come here as a full EV brand. The GV80 doesn’t do much.