Hyundai aims high

Hyundai aims high

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Photos by -Autonet.ca
Annette McLeod
Published: 13 01 2008

Hyundai is taking square aim at … BMW.

Yes, BMW.

With the debut of its new flagship luxury sedan, Genesis, Hyundai is gunning for not only BMW, but Mercedes-Benz, Acura and Lexus as well.

Hyundai Motor America’s vice-president of national sales, Dave Zuchowski, touted the marque’s ninth consecutive year of record sales before introducing a clever video that throws down the gauntlet quite graphically.

In the middle of a bare parking lot, a group of people of all ages peer into windows and kick the tires of a BMW, a Mercedes, a Lexus and an Acura until a voiceover asks, “How impressive is it if it remains out of reach.” Doors slam as the crowd backs away agape, and the luxury cars take off. From the other direction, a new kid in town, clad in red to contrast with the silver of the other vehicles, plays chicken, headed straight for the retreating fleet of luxury cars.

The fleet part like the Red Sea as the new kid sails straight through, coming to a stop in front of the eager luxury buyers.

“Some build cars for people who have more,” says the voice. “We build cars for people who deserve more.”

Enter Genesis, a luxury sedan with three available engines: a 4.6-litre V8 offering 375 hp and 333 lb.-ft. of torque, and two V6’s, a 3.3-litre and a 3.8-litre offering 264 hp and 233 lb.-ft. and 290 hp and 264 lb.-ft. respectively. It also offers five-link front and rear independent suspension, smart cruise control, adaptive headlights, Bluetooth connectivity, and heated and cooled seating.

If you’re an audiophile, the name Lexicon should send a chill up your spine. The high-end audio maker is currently only offered in Rolls Royce vehicles.

But it’s BMW at which the company clearly takes aim.

Says Zuchowski: “It offers the performance of a 5 Series, the interior package of a 7 Series, and a price more like the 3 Series.”

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