The Driver - Summer 2016 The Driver - Summer 2016 | Page 14

six new Genesis models
by 2020 including two
crossovers and will
compete with the world’s
most renowned luxury
car brands. Each vehicle
will, on its own unique
merits, have the ability
to directly compete dynamically with
brands which cost many thousands
of dollars more in a genuine and
authentic manner that will please
the performance pragmatist and the
wallet-weary consumer.
On January 18, 2016, the normally
reclusive Hyundai Vice Chairman,
Chung Eui-sun, made a rare
appearance in Detroit at the 2016
North American International Auto
Show (NAIAS) to introduce the world
to the Genesis G90 flagship sedan.
Remember, Hyundai was originally
perceived—and presented—as an
entry-level automaker who, over
time, has managed to continually and
successfully adjust their corporate,
engineering and design DNA to
develop into today’s powerhouse.
“What we are unveiling,” he
specified, “is an uncompromising
commitment to luxury.”
A bold statement, to be sure.
But one which the parent company’s
recent actions can attest. Back in
2006, Peter Schreyer was brought
in from Audi and his mark as a
designer is all over current Hyundai
and Kia models. Other recent hires
to bolster the Genesis roster include
Christopher Chapman from BMW,
Luc Donckerwolke of Bentley, Albert
Biermann from BMW’s M division and
Manfred Fitzgerald from Lamborghini.
In automotive circles, this is as close
to a dream team as it gets. This
leadership speaks volumes within
the industry. The intent is to make a
mark and have all its products today

“The demand for luxury,
often performance-oriented
vehicles is there.”
Consequently, Japanese
manufacturers saw an opening, a chink
in the armour, if you will, of some auto
makers. But not those from North
America. Sights were set on premium,
luxury brands from Germany: Audi;
BMW; and, Mercedes-Benz were seen
as vulnerable and open to “friendly
competition.”
Back in 1986, Honda introduced the
world to the next level of quality and
innovation with their premium brand,
Acura. Throughout the years, it had
some moments in the sun, but of late,
it has had trouble determining an
identity.
As for the other Asian luxury brands,
Infiniti has just had its best global sales
year ever and appears to be on the
rise. But the one Asian luxury mainstay
that has prospered and grown has
been Toyota’s Lexus.
Obviously, the demand for luxury,
often performance-oriented vehicles
is there and the Japanese were
generally able to draw a line in the
sand when compared to their Teutonic
competition.
But wait, there’s more…
Perhaps customers are more aware
than before? While they may make
demands of their vehicles, they are,
brand loyal.
This may soon change.
Created for a new generation of
discerning consumers, Genesis will
be a stand-alone brand that operates
alongside the company’s popular
Hyundai marque. Capitalizing on its
success in the fast-growing global
car market, Hyundai Motor will launch

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THE DRIVER

and into the future, live up to the new
brand’s commitment and expectations.
One vehicle, one customer at a time.
It’s clear that Genesis will do things
quite differently from other Asian
manufacturers with this dedicated
premium luxury brand. So much so
that Genesis will distance itself from
the traditional technological overload
of other, brand-focused competitors.
Just as they did when the Equus
brand was introduced to Canada
in 2011, Genesis will be a customerfocused brand with best-in-class
luxury refinement, technological
innovation, refined performance and
a style that harmonizes beauty and
elegance of movement with dynamism
and an explosion of energy.
All Genesis platforms and
powertrains will be unique to the
brand—no sharing of chassis, engines
with the Hyundai brand; a plan unlike
its Japanese competition.
Further, while rear-wheel drive will
be the “driving force” behind each
vehicle in most world markets, Canada
will benefit from the innovative
HTRAC all-wheel drive (AWD)
system as standard equipment. In
slippery conditions, the HTRAC AWD
system can direct up to 100 per
cent of available torque to the front
axle, for enhanced traction. In more
ideal conditions, the HTRAC Sport
calibration features a high degree of
rear-drive bias for sportier cornering
and acceleration characteristics, with
up to 90 per cent of available torque
distributed to the rear axle.
The G90 has been designed and
engineered from the ground up.
With technological innovation at its
core, everything has been broken
down, tested and broken down again.
Regardless of the driver’s seated
position to the comfort of passengers
in the front and rear, no detail has