What works well once often works well again — even if it's not you who's doing it this time around.
As, for example, what Toyota did back in the late 1980s.
Back then, Toyota management figured that selling a less expensive, better-equipped Mercedes/BMW rival would be a great way to sell more Toyotas. But not as Toyotas. Thus, Lexus, which became the luxury division of Toyota. It worked very well. Lexus went on to outsell Mercedes and other established luxury car brands and is now among the most established of luxury car brands.
Enter Genesis — Hyundai's recently launched luxury division — which aims to become the same, on the strength of models like the G80.
What It Is
The G80 is a midsize, rear-wheel-drive (all-wheel-drive optional), luxury-sport sedan similar in general layout and characteristics to the established players in the segment, including the BMW 5 Series and Mercedes E-Class.
Prices begin at $48,250 for the 2.5T trim, which comes standard with a 300 horsepower, 2.5-liter turbocharged four-cylinder engine driving the rear wheels. AWD is available optionally, bumping up the MSRP to $51,400.
The 3.5T Sport trim comes with a turbocharged 3.5-liter V6 and standard AWD — plus the 21-speaker Lexicon premium audio system that's available optionally in the 2.5T trim. This version of the G80 stickers for $63,700.
What's New
The AWD system that was previously optional with the 3.5T is now standard and a rear-wheel-steering system is available with the 3.5T, as part of the Prestige package.
What's Good
Larger, stronger standard engine than the ones that come standard in several more costly rivals, including the BMW 5 Series and Mercedes E-Class sedans.
Expansive backseat legroom.
Base price is thousands less than "established" rivals.
What's Not So Good
Much smaller trunk (13.1 cubic feet) than the BMW 5's (18.7 cubic feet).
V6 is no longer available with rear-wheel drive.
Massaging seats aren't available. (They are in the Benz.)
Under The Hood
One of the ways Lexus chewed away at BMW and Benz back in the day was by surpassing their reputation for being well-built and reliable. Today, those are givens — or rather expected. It is why today's "economy" cars are built to a standard higher than the luxury car standards of the late 1980s, when Lexus made its debut.
So, how to impress luxury car buyers today?
By offering them more engine for less money, for starters.
Thus, the G80 2.5T comes standard with a 2.5-liter turbocharged four-cylinder engine that makes 300 horsepower and 311 foot-pounds of torque, as opposed to the smaller 2.0-liter turbocharged fours that come standard in the BMW 5 and Benz E that only make 248 and 255 horsepower, respectively.
And which cost $54,200 and $54,950, respectively — which amounts to about $6,000 more, respectively.
Even at the luxury car level, that isn't loose change.
The G80's optional engine is a turbocharged V6 that develops 375 horsepower and 391 foot-pounds of torque, compared with the smaller (3.0-liter) in-line sixes that are available optionally in the BMW 5 and Benz E that make 335 and 362 horsepower, respectively.
On The Road
The G80's V6, though not a V8, produces the same (or more) torque of a V8 and almost immediately. The peak output of 391 foot-pounds of torque is reached at 1,300 RPM, which effectively means immediately, since the engine idles not much faster than that. This delivers the feeling — and the fact — of instantly effortless acceleration.
But it's the standard 2.5 four that really sells the G.
It is much more powerful than the engines that come standard in rival models, which means it's not necessary to spend the extra thousands to get the optional engine to get the kind of power/performance befitting a $50,000 car — especially since it doesn't cost $50,000.
At The Curb
On the more for less money front, the G80 is a slightly larger, slightly roomier car than its main rivals from BMW and Mercedes. It is 196.7 inches long versus 195.8 inches for the BMW 5 and 194.2 inches for the Benz E. These are incremental differences, of course — and not apparent to the eye. But you'll be able to tell the difference in backseat legroom as soon as you sit down back there — especially if you are a taller person and an extra inch or two is the difference between your knees rubbing up against the backs of the front seats or not.
The G's back seats offer 38.7 inches of backseat legroom versus 36.5 inches in the back of the BMW 5. The Benz E sedan's backseats are slightly tighter at just 36.2 inches of legroom.
That's 2.5 inches more backseat legroom — and that's no small thing.
On the other hand, the G has the smallest trunk of the bunch — just 13.1 cubic feet versus the BMW's very generous (almost full-size) 18.7 cubic foot trunk — and this weakness is made worse by the fact that the G's rear seatbacks cannot be folded forward.
The Rest
The G is better equipped as it sits than its pricier rivals. That Lexus formula again. You don't pay extra to get a power-adjustable steering column, a very good 12-speaker audio system or a 14.5-inch LCD touchscreen. The BMW 5 and Benz E both come standard with smaller 12.3 inch secondary screens.) And you don't have to go up to the top-of-the-line 3.5T to get the available 21-speaker Lexicon audio system, three-zone climate control, soft close doors or a Digital Key that lets you unlock or lock your car remotely via your smartphone.
The Bottom Line
Just as Toyota did back in the '80s with Lexus, so has Hyundai done — again — with Genesis.
Eric's latest book, "Doomed: Good Cars Gone Wrong!" will be available soon. To find out more about Eric and read his past columns, please visit the Creators Syndicate webpage at www.creators.com.
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