Does the World Need Another Luxury Car?

At a time when auto sales are struggling, Hyundai is introducing its Genesis luxury car. The timing is bad, but the car is surprisingly good

Hyundai Motor (HYMLF), a little Korean startup company just over 40 years ago, grew into a global brand by selling inexpensive vehicles. Now the company is entering the highly competitive luxury-import market to go toe-to-toe with such automakers as BMW (BMWG), Lexus, and Mercedes-Benz (DAI). Hyundai is offering startling prices, too.

There could not be a worse time to introduce a new brand of luxury car. Oil costs more than $130 a barrel, the economy is in a shambles, unemployment is rising, salaries are stagnating, the housing market is a disaster, and most industries are suffering. As the "R" word circulates broadly, the new car business is sluggish. "Stinks" is the description I've heard from some dealers.

Despite the obstacles, Hyundai will start selling a new luxury car in just a few weeks! A new luxury car?

Do words like "nuts," "gutsy," and "crazy" come to mind? Obviously not to the Koreans. "It's just challenging," Dong Jin Kim, Hyundai's vice-chairman, said at a recent meeting in Seoul. "We have invested a significant amount in time, resources, and money to assure the Genesis is a successful marketing launch."

More Than a Word
"Luxury" is a disruptive, troubling term with significant socioeconomic resonance. The go-go 1980s and '90s firmly established the credo: "You are what you eat, drink, wear, think, read, and of course, drive."

Arguably, the most opulent automotive brands are Rolls-Royce and Bentley now owned by BMW and Volkswagen (VOWG), respectively. With sticker prices ranging from $25,000 to $400,000 depending on the extras, these are the epitome of high-priced wheels. For most drivers, though, luxury begins north of $35,000.

Mike Jackson, president and CEO of Fort Lauderdale's AutoNation (AN), one of the nation's biggest sellers of luxury cars, detailed in a speech earlier this year the benchmark characteristics customers seek in a luxury automobile.
Starting with many of AutoNation's specifics, I've added a few details to capture the vagaries and subtleties that collectively contribute to a customer's appreciation of the luxury cars previously mentioned. There is no ranking order, merely a simple thumbs-up for yes, or a thumbs-down for no. It seems the Genesis stacks up pretty well. As it should: In creating the Genesis, Hyundai closely studied the competition's features and design cues. Many drivers may find the look derivative of more established luxury brands but this charge has been aimed at automotive upstarts since the birth of the internal combustion engine. But just because Hyundai wants to build a luxury car, that doesn't mean it can. It takes more than clever copyists to deliver the goods. To find out for myself if the Genesis is the real deal, I traveled to Hyundai's Namyang, South Korea, research and development center a few weeks ago to put the vehicle through its paces. Here are my perceptions:

Visual Impressions

• Showroom stance: sleek and smooth. Stylish without being over the top. Looks distinctive, with vague reminders of something I can't quite name. Looks expensive. Ready for snobbish valet parking attendants' front row, but will probably start out in the second line.

• Interior on first glance: uncomplicated with nonglaring accents and accoutrements. Colors are quiet, but not boring. Appears spacious. Not ostentatious, but certainly distinctive.

• Amenities: technological playground. Big-sound HD audio with XM, iPod, and Bluetooth functions. Hands-free phone, nav system, rear camera, rain-sensing wipers, and lots more.

• Driver's-seat perspective: instrument panel uncluttered, with a clear typeface on dials. Wish I'd inspected the car at night. Not overly complex. Good viewing area. Several seat adjustments to accommodate drivers of varying height.

• Passenger's-seat perspective: similar to the driver's.

• Rear seating: a big surprise. These seats are not just for munchkins, but for adults, too. I suspect my 6'5" son would be unusually comfortable.

Driving Impressions

Driving was done in a sterile format on a variety of test tracks, with no urban challenges. There were a smooth surface for high-speed straightaways, cone courses, and sudden stops; a bumpy, rutted surface reminiscent of most bad roads in Michigan; a short, undulating surface designed to make the person in the rear seats sick; and not least, a high-speed oval. All of the benchmark competitors' vehicles were on-site for comparison testing. My comments are based on driving and/or riding the rear-wheel-drive Genesis models in both the 3.8-liter V6 and the new 4.6-liter V8 versions.

• Engine startup: literally turn the key and go, without noticeable engine startup noise. Barely a whisper.

• Acceleration: kicked it at once to test speed and noise. Moved out quickly and quietly but not especially memorable or exceptional. After all, this is not a sports car, but a sports sedan. The Genesis will accelerate as needed to merge at high speed with traffic.

• Steering: during the acceleration test, made a quick switch halfway down the track to drive through a tightly spaced series of cones. This required weaving in, out, and around. Handling was light, quick, and responsive. Felt comfortable and confident, even on a very tight (over 30°) left turn of the wheel, and at a higher speed. Balanced, without heavy swaying, or side-to-side tossing, in the driver's or rear seat.

• Handling: on a customized road course that included a variety of twists and turnsboth right and left and was several hundred yards long. Drove the course four times, first to get the general layout and then in three runs at ever-increasing speed. The electronic stability control on the tightest turns, at what seemed nearly unsafe speeds, straightened the vehicle out with little more than some tire squeal. That's all. Very nice.

• Sudden stopping: fast and faster halting! During my acceleration test, the ride-along engineer ordered "Stop!" I did, without swerving or feeling at all loose.

• High-speed track: Unlike Nascar's left-turn ovals, this was a banked, right-turn-only track, five lanes high and a mile long. This road's rule is simply the faster one goes, the higher the groove. While a couple of velocity-obsessed writers favored speeds in excess of 140 miles per hour, I opted for a prudent 100-110 mph, feeling comfortable and in control throughout.

Now for price: The Genesis will make its debut in a few weeks at several thousand dollars less than its rivals cost. The V6 will sell for $33,000, and the V8 for $38,000. In comparison, the BMW 535i commands just under $50,000, while the Mercedes-Benz E350 goes for a little more than $52,000.

Frankly, it will take time for Hyundai's name to become synonymous with luxury, privilege, and quality—if it ever does. But the team that designed the Genesis has taken a commendable leap into the luxury market. Assuming people are still buying luxury cars in 10 years, I'd love to see what Hyundai will be producing then. Some people once laughed at Lexus and Acura.

Hyundai India sets new record in exports

The 1 lakh export orders for i10 have created a record as it has come in less than 7 months and from diverse countries spanning different continents.

Hyundai Motor India, the country’s second largest passenger car manufacturer and the largest exporter, on Wednesday achieved yet another significant milestone in its decade old journey in India. Since the time the i10 made its European debut in Bologna, Italy in December, the total export orders have reached the remarkable figure of 106,749 units from as many as 98 countries.

Hyundai i10 is creating ripples across the globe ever since its European launch with leading automotive magazines like Autocar UK voting it the best car in its segment in a group test. The 100,000 units of export orders have created a record as it has come in a record time of less than 7 months and from diverse countries spanning different continents, making it one of the most popular cars to be launched recently.

Commenting on the achievement, H S Lheem, MD, HMIL said, ” We are extremely delighted as we reach the fastest one lakh unit export mark for the i10. We always believed that the i10 is a world class car and can compete with all other global compact cars on even footing. The one lakh export orders in such a short time are a confirmation of our belief. Even in the domestic market the demand is very strong with sales of over 65,000 units and to meet the expectations of both the markets we are trying very hard to produce as many i10’s as possible. The i10 undoubtedly is on its way to becoming a segment leader.”

Following the stupendous response in the domestic market both by the consumers and the media which conferred upon the i10 all the ‘Car of the Year 2008’ awards making it the first car to win all the Car of the Year awards including the coveted ‘Indian Car of the Year’ (ICOTY) from a jury comprising of the most respected automotive journalist in India – the i10 is truly on its way to becoming a true global car.

Hyundai to launch $3,500 small car in China by 2011

Shanghai, Korean auto giant Hyundai Motor is planning to launch a small car in China and India by 2011 with a price tag of $3,500, which the company said is to meet the demands for small cars in the two fast-growing large markets and other areas.

"We do not have immediate plans to fight with Nano, but are planning a new small car keeping in mind consumers' demands in India as well as China. Pricing is crucial for us as we want to deliver an affordable product to our customers," Hyundai Motor India Managing Director and CEO H. S. Lheem said on Friday. The project is now in the development stage in Korea. He said there was demand for a smaller model than its Santro being produced in India. The new small car will be first made in India, both for the local market and for export.

Earlier in January, Tata Motors had launched world's cheapest car 'Nano,' priced at $2,500. India's second largest two-wheeler maker Bajaj Auto also joined hands with Renault-Nissan to launch a small car in India by 2011 that would be priced at the same level of 'Nano.' Chinese carmaker Chery's QQ hatchback model is priced at $4,800, making it the second-cheapest car in the world, after Indian firm Tata's $2,500 Nano model, and it has been well received in domestic and global markets.

Hyundai is currently exporting i10, Santro, Getz and Accent small-cars in 95 countries worldwide. The Korean automaker has plans to introduce a $5,000-less economy sedan into China in 2010. However, Beijing Hyundai, Hyundai's joint venture with Beijing Auto, does not plan to bring the smaller hatchback Santro. It remains to be seen whether Hyundai will produce its $3,500 small car in China as well by 2011.

China and India, two largest emerging markets, have over one third of the world's population, which represents huge potentials for global automakers.

Hyundai to spend $80m on Genesis sedan launch, pre-sales top 700 so far

Hyundai has big plans for its luxury Genesis sedan, and the Korean automaker is willing to pony up $80m to get the word out. Rich appointments, rear-wheel-drive, a choice of powerful engines, and a starting price of $30k is a good story to sell customers on, and the Genesis sedan is being looked at as the halo car in Hyundai's lineup. That helps justify spending the most launch money on any Hyundai ever, even though only 30,000 Genesis sedans are scheduled to be sold per year. Genesis marketing begins with a 15-city tour involving about 100 sedans, and will include television ads plus the Internet and plenty of viral events.

We're very anxious to see if Hyundai can deliver a legitimate Lexus GS competitor for over $10,000 less, and if the Genesis is as good as advertised, the $80m will be money well spent. Hit the jump to see the Hyundai Genesis sedan Super Bowl commercials.