Hyundai's incredible growth over recent years into a hugely competitive manufacturer is not in question, but the decision to weigh into the executive market might just be a step too far, a bit too soon. Can the Genesis saloon, receiving its European debut in Geneva, really compete against the 5 Series et al?
Exterior
If a BMW 7 Series and Mercedes-Benz S-Class produced offspring, they might look a bit like the front end of the Genesis. It's not an obvious copy of anything Germanic but there are enough recognisable design signatures there to make you feel a little bit uneasy about the Hyundai's nose. The rest of it, however, is pretty enough and the rear end ties in with other Hyundai family members, as this is the latest evolution of the company's 'fluidic sculpture' design ethos.
Interior
It's luxurious enough inside, with good clean lines on display and plenty of premium-ness, thanks to leather and some attractive materials. Plus, there's a controller in the centre console - similar to BMW's iDrive or Audi's MMI - and its attendant screen dominating the dash, which will be essential if the Genesis really hopes to challenge the establishment. Hyundai says it has the biggest, plushest cabin of anything it has ever made and you'll be able to option it up with things like adaptive cruise control, emergency pre-braking... and a world-first CO2 sensor inside the cabin, which monitors the interior environment and helps to prevent drowsiness, so we're told.
Mechanicals
With use of words like 'refined', 'comfort performance', 'smooth' and even 'calm' in the bumf, you can probably guess what Hyundai is claiming as the Genesis' USP. So it's unlikely the Koreans will be claiming any 'Ring lap records with the car, or even trying to compete on handling dynamics with the Germans. It's all going to be about the velvet ride. In order to deliver such an unruffled experience, Hyundai has seen fit to include a 3.8-litre V6 petrol engine under the bonnet, married to an eight-speed automatic transmission.
In a vaguely Rolls-Royce-esque way, Hyundai hasn't given us specific power and torque figures, but is happy to say it has a 'plentiful' amount of both 'across a broad range of engine speeds'. There's multi-link suspension front and rear, and Hyundai also claims near-50:50 weight distribution, which is nice.
It will be built at the Ulsan plant, Korea, in limited numbers and Hyundai promises it will be excellent value, despite its high level of opulence. It needs to be a success, because the company has sunk €342 million over four years into the genesis of Genesis.
Anything else?
While some markets get the Genesis in HTRAC all-wheel drive format - and the UK will get a two-wheel drive variant with a 3.8-litre V6 - it is unlikely that the Genesis will come to Ireland. Though if you do want a Korean 7 Series rival we are sure your local dealership could source one for you.