All-new Hyundai Genesis challenges notion of luxury

Hyundai Motor Company China Business Strategy President Choi Sung-kee (2nd left), Hyundai Motor (China) director Jung Chang-ho (2nd right) and two Hyundai Motor's top executives, models pose with All-Neww Genesis for a photo on Aug 18, 2014, at the launch event in Beijing. [Photo provided to chinadaily.com.cn]

Hyundai Motor Company launched its all-new luxury Genesis sedan in China on Monday. The introduction of the second generation imported sedan is a sign of the South Korean carmaker's move into the luxury automobile sector.

Hyundai Motor Company China Business Strategy President Choi Sung-kee said at the launch event that "The Genesis in the Chinese market is a high-end sedan powered by the company's most advanced technology from Hyundai."

The full-size luxury Genesis can be loaded with two kinds of motor engines, the Lambda 3.0-liter GDi or the 3.3-liter GDi. The manufacturer suggested retail price ranges from 378,000 to 648,800 yuan ($61,500 to $105,600). There is also the option for Rear-Wheel Drive or All-Wheel Drive.

"Genesis breaks the rules that high-end car prices must be extremely high," said Hyundai Motor (China) director Jung Chang-ho.

Hyundai Motor also offers premium assurance services for Genesis owners. The service mainly covers vehicle maintenance, value guarantee, vehicle replacement subsidy and exclusive service for the customer when traveling in South Korea.

The sedan has a length of 4.99 meters with a width of 1.89 meters and a height of 1.48 meters; it is bigger and longer than the first generation. The longer wheelbase, at 3.01 meters, creates a larger interior space for passengers.

The All-new Genesis is the second generation of its series. The first generation was named Rohens in the Chinese market.

The new technology found in the vehicle concentrates on the customer experience. Communication is integrated into the operation interface. The All-new Genesis was the 2014 IIHS Top Safety Pick+ by the Insurance Institute for Highway Safety in the US.