'Dynamic Elegance'... Targeted from Benz to BMW SUVs

Genesis Luxury SUV GV80 Launch
Top-tier Competitors Include Mercedes-Benz GLE, BMW X5, Audi Q7
Diesel 3.0 Starting at 65.8 Million KRW, Cheaper Than Imported Rivals but...

Hyundai Motor Group's luxury brand Genesis has officially launched its first SUV (Sport Utility Vehicle), the 'GV80'. On the 15th, Hyundai Motor Group held a new car launch event at KINTEX in Goyang, Gyeonggi Province, unveiling the actual vehicle. The 'GV80' is Genesis's first rear-wheel-drive based large SUV.
Goyang=Photo by Kim Hyun-min kimhyun81@

[Asia Economy Reporter Kiho Sung] The Genesis brand's first sports utility vehicle (SUV), the 'GV80,' has finally been unveiled. Hyundai Motor Group, having targeted European premium cars from the design and development stages, is drawing keen attention as to whether the GV80 will cause a seismic shift in the global large SUV market, which is dominated by imported cars.

On the 15th, at the GV80 launch event held at KINTEX in Goyang, Gyeonggi Province, Hyundai Motor Company President Wonhee Lee stated, "Genesis has developed the GV80, launched today, with differentiated design and cutting-edge technology compared to existing SUVs, incorporating new safety and convenience features so that customers can drive more safely and comfortably." He added, "Going forward, we will focus solely on customer needs to create differentiated design, quality, and services that only Genesis can provide."

The newly introduced GV80 is evaluated as a worthy competitor to European premium models. Its competitors include the Mercedes-Benz GLE, BMW X5, and Audi Q7.

The GV80 embodies the concept of 'Athletic Elegance' in its exterior design. It features the grandeur typical of large SUVs combined with a sleek, coupe-like roofline.

In addition, it has achieved technological advancements such as the world's first application of technology that analyzes and reduces road noise in real time during driving. It also boasts top-class driving performance in its class with advanced infotainment convenience features like Highway Driving Assist II (HDA II), augmented reality navigation, the Genesis Integrated Controller (handwriting recognition control), and preview electronic controlled suspension.

The GV80's 'heart,' the powertrain, comes in three variants. The diesel 3.0 model, unveiled first, features the first inline six-cylinder engine introduced in a domestic car. The inline six-cylinder engine is characterized by low vibration and noise and smooth driving. Its combined fuel efficiency is 11.8 km/L.

Soon, two gasoline models (2.5 turbo and 3.5 turbo) will be introduced, along with an electric vehicle model in line with the electrification trend, establishing a solid lineup.

The price for the diesel 3.0 model starts at 65.8 million KRW. While many consider this a reasonable price range for the first SUV introduced by a top domestic luxury brand, some opinions suggest it is difficult to give high marks in terms of price competitiveness. Based on the starting price, it is cheaper than imported car brands occupying a similar segment in the domestic market. The domestic sales prices of the Mercedes-Benz GLE and BMW X5 start around 90 million KRW and 100 million KRW, respectively. However, considering that the GV80 aims to be a luxury large SUV and sales are likely to focus on higher trims rather than entry-level models, the actual purchase price is expected to be higher. Initially, the industry predicted that the GV80 would set a starting price in the low 60 million KRW range to secure price competitiveness.

With the launch of the GV80, Genesis aims to enhance its brand status in the global luxury car market by offering a premium lineup spanning from sedans to SUVs. To this end, Genesis announced that from today it will change its logo design to a clearer form symbolizing the brand and expressed its commitment to actively respond to the upcoming digitalization and electrification era. The mid-size SUV GV70 will be released this year, and electric vehicles will be added by next year. The GV80 is expected to target the U.S. market starting this summer.

Since its inception in 2015, Genesis has solidified its identity as a global luxury brand and plans to expand its presence by entering markets in North America, Russia, eight Middle Eastern countries, Australia, followed by China and Europe.