'All-Time Full Change' G80 Launch Gives Wings to Genesis

Genesis G80, Full Model Change After 7 Years
GV80 Gains Popularity, G90 and G70 Perform Well, G80 Launches
Genesis Prepares for Entry into China and Europe
Raises Brand Sales Target to Over 100,000 Units This Year

[Asia Economy Reporter Suyeon Woo] Hyundai Motor Company's premium brand Genesis is accelerating its brand expansion by launching the fully redesigned G80 model for the first time in 7 years. Following the introduction of the brand's first sport utility vehicle (SUV), the GV80, earlier this year, which caused a significant shift in the premium SUV market, the addition of the new flagship G80 is expected to further strengthen the brand's competitiveness.

Genesis launched the 3rd generation fully redesigned G80 model, 'The All-new G80,' on the 30th. On the same day, the new G80 was simultaneously unveiled worldwide through online streaming platforms such as YouTube and Facebook.

The mid-size sedan G80 led the birth of Genesis with its 1st generation model (BH) in 2008 and 2nd generation model (DH) in 2013. Until Genesis was launched as an independent brand in 2015, it was sold under the 'Genesis' model name. Starting with the 2nd generation facelift model in 2016, the unique naming system 'G+number' was introduced for the first time, and the model began to be released under the name G80. Since then, it has established itself as the brand's best-selling model with over 170,000 units sold globally.

The Genesis lineup consists of the mid-size sports sedan G70, mid-size sedan G80, flagship sedan G90, and SUV GV80. The GV80, launched earlier this year, surpassed 30,000 cumulative contracts, easily exceeding this year's sales target of 24,000 units within just over two months of release. The G90, which had a facelift model released at the end of 2018, saw domestic sales increase by more than 80% last year, and the G70 continues to be a steady choice among consumers in their 30s and 40s, recognized for its sporty appearance and performance.

With the fully redesigned G80 model introduced after 7 years, Genesis is expected to gain momentum in expanding its global brand market share. Following its entry into the Australian market last year, Genesis plans to enter China and Europe, and by 2021, it aims to strengthen its lineup by adding an SUV one class below the GV80 and electric vehicle models. This year, Genesis has set a global sales target of 116,000 units, marking the first time since the brand's launch that it has set a goal exceeding 100,000 units.

The evolution of the Genesis G80 by generation. From the top: ▲1st generation G80 launched in 2008 ▲2nd generation G80 launched in 2013 ▲3rd generation G80 launched in 2020 / Photo by Genesis

The newly introduced G80 presents the value of a premium brand in various aspects such as design, driving performance, and customer service. It features an elegant and dynamic exterior design and an interior space emphasizing the beauty of simplicity. Through technological innovation, the vehicle's body weight has been reduced by 125 kg compared to the previous generation, maximizing fuel efficiency and power performance.

Advanced technologies such as 'Highway Driving Assist II (HDA II)' and the country's first 'Pre-active Safety Seat' have been applied to enhance product appeal. Highway Driving Assist II supports not only driving assistance but also lane changes and responds to vehicles cutting in at close range even in traffic congestion at speeds below 20 km/h, aiding the driver's convenient driving. The Pre-active Safety Seat adjusts the passenger seat by pulling the backrest forward to position occupants safely in anticipation of a frontal collision or sudden braking.

At the online launch event, Albert Biermann, President of Hyundai-Kia Motor Company R&D Division, said, "We have developed next-generation sensor fusion technology for Genesis models," adding, "This is one of our core achievements to provide best-in-class safety."

The powertrain is offered with three engine options: gasoline 2.5 turbo, gasoline 3.5 turbo, and diesel 2.2. The gasoline 3.3 turbo model boasts best-in-class power performance with a maximum output of 380 horsepower (PS) and maximum torque of 54.0 kgf·m. Prices for each engine start at 52.47 million KRW for the gasoline 2.5 turbo, 59.07 million KRW for the gasoline 3.5 turbo, and 54.97 million KRW for the diesel 2.2.