Where’s Affordability?

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Prices keep going north, not south. . .

By Gary S. Vasilash

Apparently vehicle affordability is like the weather, with lots of talk and not much else.

According to the just-released JD Power and GlobalData report for February 2026 new vehicle sales, the average retail transaction price is expected to be $46,303, a 2.7% increase over last year.

That’s a 2.6% bump for EV prices (to $46,528) and a 3% bump for the rest (to $46,097).

Isn’t that a move in the wrong direction for consumers?

What is surprising is that discounts for EVs in February are expected to average $10,356—and that’s a reduction of $1,664 from February 2025.

So that would mean that last February there were an average $12,020 in discounts and potentially a $7,500 tax credit. With all that on offer, on the order of $19,500, it would seem that lots of EVs would have been sold in February 2025, yet the firms note that for this February EV sales will be off only 1.8% from last year, to 6.6% of the market.

Didn’t some auto execs last February look at those numbers and consider that maybe the consumer demand wasn’t turning out the way they thought it would? Yes, the elimination of the tax credit was a huge blow, but when big discounts aren’t getting it done, you’ve got to wonder.

And here’s something that speaks to the K-shaped economy that is now manifest in the U.S.

Speaking to the issue of the decline in EV sales, Tyson Jominy, senior vp of OEM customer success at JD Power, said:

“The pullback is concentrated in the mass market, where EV share contracted to 1.9% from 4.0% a year ago. In contrast, EVs represent over 26.4% of premium sales year to date – a figure which includes direct-to-consumer brands – and only 5 percentage points below last year’s pace.”

Apparently the premium space has plenty of EV sales, comparatively speaking.

Another affordability-related finding is that even though the average interest rate for new-vehicle loans is 6.72%, a decline of 0.31 percentage points from February 2025 the average monthly finance payments are up $32, to $811.

Also up in the finance space is the percentage of loans that are greater than or equal to 84 months (a.k.a. seven years): 12.7%, an increase of 5 percentage points from February 2025.

Again, a move in the wrong direction if affordability is what everyone would like to achieve.

Makes you think “everyone” isn’t all that interested in achieving it.

Toyota 2026 bZ XLE

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Something to know about some numbers. . .

By Gary S. Vasilash

Some people spend a lot of time searching out stats before buying a vehicle, which is certainly a good thing to do because there is that very big stat, which is the MSRP, which then comes along with plenty of additions that make what might have started out as a reasonable number a whole lot higher.

When it comes to electric vehicles, one of the stats that is highly significant is range: how many miles the vehicle is expected to go on a full charge of its battery.

(It has occurred to me that there are few vehicles powered by gasoline that ever even talked about range. Miles per gallon, which is more about efficiency than anything else, yes, but range? The only ad I can remember touting range was in the mid-teens, pre-Dieselgate, when two guys were driving a VW Golf TDI across country and refueling wasn’t an issue because the vehicle had a combined range of nearly 500 miles.)

So if someone looks at the range stat for a 2023 Toyota bZ4X XLE FWD they’re going to see a range of 252 miles. Since that 2023 model Toyota has dropped the last two alphanumerics on the name and made some other changes.

Like the range of the 2026 bZ XLE FWD being 235 miles.

Toyota bZ. Charged up. (Images: Toyota)

Clearly a move in the wrong direction, right?

What’s more (or less) is that the power output of the 2023 model is 201 hp. It is 168 hp in the 2026 model.

But then we get to the really important number, the base MSRP for each of the vehicles.

For the 2023 XLE FWD it was $42,000.

For the 2026 XLE FWD it is $34,600.

Toyota did something else for the 2026 model.

It added the XLE FWD Plus model.

It provides 314 miles of range. It generates 221 hp. And it has a starting price of $39,100.

And it—and the other bZ trims—has the NACS charging port (a.k.a., the Tesla port) so the bZ can use Tesla Superchargers. (It also comes with an adapter so it can use the non-Tesla CCS stations, too.).

A most interesting feature of the bZ is it offers support for Apple Maps EV Routing via Apple CarPlay. What this means is that Apple Maps has access to real-time vehicle information so that drivers can get routed to chargers on their way to wherever they’re going. Not only does it take into account the battery performance and charge, but any elevation changes along the way (which, again, is something that drivers of ICE vehicles pay little attention to unless they are traversing the Alps or something). This is displayed on the bZ’s 14-inch multimedia screen.

Know that Toyota has developed its own operating system (Arene) so it is not wholly relying on third parties like Apple.

Apple Maps connect to the system to help drivers find charging stations along their routes.

But it clearly recognizes lots of customers—including customers of EVs—are part of the Apple ecosystem and want to use it, something that General Motors thinks isn’t particularly important.

The 2026 bZ is a competent car crossover. (It looks like an enlarged hatch, not like any of the other Toyota crossovers, with the exception of the Crown, which also seems very car-like to me.)

Going back to the spreadsheet, there are a total five variants of the bZ, the two mentioned, as well as the XLE AWD (288 miles; 338 hp), Limited FWD (299 miles; 221 hp), and Limited AWD (278 miles, 338 hp).

A Visit to the Service Department

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People smile about as much when waiting for their vehicles to be serviced as they do while waiting for an appointment with an endodontist

By Gary S. Vasilash

Once upon a time, General Motors’ Saturn had the kind of customer satisfaction—both in terms of the showroom and in the service department—that other brands (including GM brands) could only dream of. And evidently they did more dreaming than modeling those excellent Saturn methods.

Remember: Saturn was selling to the mass market.

While Lexus, which was also renowned for service in its early days, had a cappuccino machine for people who were waiting for their vehicles to be serviced, Saturn had a popcorn machine.

That’s the difference between “premium” and “mass market.”

Still, even if it is a great service department, no one really wants to have to take their vehicle in. It is generally inconvenient. And that is just one issue.

For 46 years JD Power has been conducting its U.S. Customer Service Index (CSI) Study.

This year it found that consumers are rating their service experience higher this go than last year: on a 1,000-point scale it rates 868, a three-point increase.

That has more than a little something to do with the experience in the premium segment, which is up eight points to 886.

Meanwhile, in the mass market, the score is 865, another three-point rise.

In the premium space the top three for overall customer satisfaction are:

  1. Porsche:                           915
  2. Infiniti:                             912
  3. Lexus:                               900

But what’s interesting to consider is that in 2025 Porsche sold 76,219 vehicles in the U.S., Infiniti sold 52,846, and Lexus sold 370,260 vehicles.

In other words, you could add Porsche and Infiniti together and then double that number and it still wouldn’t reach the Lexus 370,260 (it is 258,130).

Presumably there’s something to be said for fewer vehicles when it comes to service.

This is almost as clearly borne out in the mass market segment:

  1. MINI:                                887
  2. Subaru:                            886
  3. Buick:                               882

In this case, MINI had 2025 U.S. sales of 28,749, Subaru 643,591, and Buick 198,155.

It is worth noting that Ford came in 4th—and it sold 2,204,124 vehicles in the U.S. in 2025. And had 153 recalls (not all of which required a visit to a service department because there were some modifications made via over-the-air updates).

One of the things that OEMs are banging on about as they justify their developments of autonomous driving technology is “giving back” time to the driver.

They should probably have a chat with their franchised dealers about that notion.

JD Power found that when people bring their cars in for maintenance—oil changes, tire rotations—it takes three times longer at a dealer than it does at an aftermarket service center.

One thing that seems somewhat unusual is the finding that 64% of customers want photo/video documentation along with multi-point inspection results. It is almost as though they are a bit suspicious of what was—or wasn’t—done.

An interesting finding is that customers who have purchased a vehicle from a brand like Tesla or Rivian, direct-to-consumer (DTC) brands, and then go back to a traditional brand for their next vehicle have less satisfaction with that tradition service experience, having had things like mobile service from the DTC brands: in the premium segment the score is 855, or 29 points lower than the mass-market average.

Given that service departments account for as much as some 50% of a dealership’s gross profit, keeping customers satisfied is essential.

Saturn, incidentally, ceased to exist in 2010. Of the four GM brands that the corporation decided to concentrate on as a result of its 2009 bankruptcy, as noted, Buick did well in the 2026 U.S. Customer Service Index Study, coming in third in the mass-market category. Chevrolet came in seventh; GMC came in 10th (at 862, below the segment average of 865); and Cadillac, in the premium category, came in fifth, tied with Lincoln.

Wonder what GM’s numbers would have been like if there was still that “Different Kind of Company” in its portfolio. . . .

2026 Lexus GX 550 Overtrail+

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You can, but would you?

By Gary S. Vasilash

The Lexus GX 550 is a vehicle that seems to be a finely orchestrated mashup of two different things.

On the one hand it is a Lexus. And as such it has all of the craftsmanship and amenities that the marque has been known for since it first became available in the US in 1989. Remember the pyramid of 15 champagne coupes on the hood of the LS 400 that held their places even when the vehicle went to a simulated speed of 145 mph in that early TV ad?

That is the level of quality and refinement that is indicative of Lexus in real life.

In 2002 Lexus launched the GX in the US market.

It is now in its third generation.

Then as now there’s the other part of that mashup: the GX is a vehicle that functionally and capably drive on and in places that aren’t country-club manicured.

The current model is based on the company’s GA-F global body-on-frame platform.

That’s right: not a unibody structure. Something engineered to take it.

In fact, that GA-F platform is also used by the Toyota Land Cruiser 250, and while the word “legendary” is often thrown about in articles like this, the Land Cruiser has absolutely earned its illustrious status.

The GX is available as Premium and Premium+, Luxury and Luxury+, and Overtrail and Overtrail+.

While that desert surface is flat, the GX 550 Overtrail+ is engineered to go places that aren’t. In comfort. (Image: Lexus)

All of them come with a 349-hp 3.4-liter V6 that produces 479 lb-ft of torque. There is a 10-speed automatic.

There is standard full-time 4WD.

There is a Torsen limited-slip locking differential.

There is the ability to tow over 9,000 pounds.

If you looked at those attributes and they were associated with some sort of work truck you’d agree they’re appropriate.

But this is a Lexus.

The Overtrail+ driven here has all of the lux amenities, but a 9.34-inch ground clearance. Even with the optional running board rock rail I suspect that anyone wearing an evening dress to a country club fete is going to have one heck of a time trying to clamber into the SUV.

However, that challenge might be more than mediated by the fact that when rolling up to that country club the purposeful exterior design will undoubtedly cause more than slight pangs of jealousy by those who arrived in something less fashionable and less functional.

The Overtrail+ has something called an “Electronic Kinetic Dynamic Suspension System.” It will lock or unlock the front and rear stabilizer bars as needed, based on the driving conditions, speed, steering input and the setting the driver selects (when in four-low there are Auto, Sand, Mud, and Rock; when in four-high there are Auto, Dirt, Sand, Mud, and Deep Snow) through the Multi-Terrain Select lever. There are 26-degree approach, 24-degree breakover and 21-degree departure angles, which aren’t Jeep-like, but then again Jeeps aren’t Lexus-like.

The GX 550 Overtrail+ starts at $82,845.

And here’s the thing: What is the likelihood that very many people are going to take a vehicle like that out in the wild where the paint might get scratched?

One could, of course. But would one? I surely wouldn’t, but I must admit liking the idea that while cossetted in Lexus quality I could.

2026 Genesis G80 3.5T Sport Prestige

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Sleek, statement-making and fun to drive. . . .

By Gary S. Vasilash

In 2025, some 76% of the vehicles sold in the US were either light trucks—as in those things with boxes on the back—or SUVs—as in things that are either bodies-on-frames that can actually drive under more demanding (sometimes sporty) conditions or vehicles that are exceedingly car-like in their underpinnings although a bit higher than cars such that they seem more robust when, in many cases, they aren’t what they seem.

Yes, if you have four vehicles sold in 2025 next to one another, three of the light truck/SUV variety and one in the car category, then there is a 100% chance there will be two adjacent light trucks/SUVs and a 50% chance there will be three light trucks/SUVs in consecutive order.

This isn’t a recent development. People have been buying these bigger or higher vehicles for the past few years. They are now familiar with them. Comfortable with them. Accepting of them.

And they don’t realize that “them” probably subtract significantly from the pleasures of driving.

The Genesis G80 is a sedan. In the 3.5T Sport Prestige it is a sport sedan.

On the exterior it has stylish lines that many SUV designers can only wish they could active on the skin of their vehicles:

(Image: Genesis)

On the interior it has a look that is certainly not something you’re going to find in a whole lot of vehicles of any configuration.

Look—there’s red Nappa leather, quilted seats, not the usual desaturated colors that are found inside vehicles of all varieties:

(Image: gsv)

And also look—there isn’t what simply “appears” to be carbon fiber material used for the trim: that is the real stuff, not the result of hydrographic printing:

(Image: gsv)

What’s more, the vehicle is enjoyable to drive.

Yes, you are sitting lower than you would be in an SUV (like, say, the GV80: yes, Genesis has on offer SUVs, too).

Which means you are closer to the surface you are driving on, which provides a better sense of where you need to be pointing your vehicle.

As this model so happens to have AWD and 375-hp (there is a twin-turbo V6 under that long hood), it provides the stuff needed—and I should also mention that this package has a rear limited-slip differential and rear steering—to put the car where it needs to be among the behemoths that are likely surrounding you as you drive.

And on the subject of being surrounded by what is largely a sea of sameness (if we just consider the number of pickups sold in 2025 by Ford and GM it is on the order of 1.8 million so odds are there is a truck in the lane next to you), the number of G80s sold in the US in 2025 was rather small (on the order of 4,000 units), which is great for you if you get one (sameness is something you won’t be about), but not so good for Genesis and its retailers.

2025 Toyota Tacoma TRD Pro

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Even if you have no intention of taking on trying conditions, this truck has got to make you smile just looking at it

By Gary S. Vasilash

If there is any television segment that is more popular than “Saturday Night Live’s” “More cowbell!” it has to be that of Jeremy Clarkson in the early days of Top Gear—series 3, episode 5—when he takes a beat-up Toyota Hilux pickup truck and beats the you-know-what out of it.

If you haven’t seen it, here you go.

It is amazing what that midsize truck can take.

Now the Toyota Hilux and the Toyota Tacoma are relatives, but they are not the same vehicle.

While the Hilux is engineered for an array of global markets—including places on the globe where demanding circumstances are just the order of the day—the Tacoma is engineered for the North American market where, let’s face it, there is a desire for comfort, the latest tech, and the like.

But let’s face it: when you have the Hilux in your bloodline, the engineers who put together the Tacoma aren’t oblivious of what can be accomplished.

The 4th generation Tacoma, which debuted in model year 2024, is available in eight different trim packages–SR, SR5, TRD PreRunner, TRD Sport, TRD Off-Road, Limited, TRD Pro, and Trailhunter—each providing its own packages and available options.

Arguably because of the variety there was the possibility to tailor the Tacomas to their likely use, from daily driving to, well, traveling in extreme conditions.

Some times you just want to get out there. (Images: Toyota)

Which brings me to the TRD Pro.

The thing about this truck is that it is a toy dream-come-true for grownups. Grownups who can look at the base MSRP of $64,450 and see it as nothing unsurmountable, just as the truck seems as though there’s little it can’t overcome.

There’s cool stuff galore on the TRD Pro.

Like TRD-tuned FOX Quick Switch 3 adjustable internal bypass shocks with rear remote reservoirs. External FOX Internal Floating Piston (IFP) rear bump stops. An ARB steel rear bumper with recovery hook. Rigid Industries LED fog lights.

And a plethora of Toyota tech, too.

One of the elements that indicates just how serious this all is: the IsoDynamic Performance front seats.

You know when the seat is engineered to this extent, this truck is built to take it.

Yes, there are those clever shocks to deal with the structure of the truck, but in the case of this seat, there is an air-over-oil shock absorber system that accommodates lateral and vertical seat movement so that the head and neck stay better aligned with the spine.

Yes, under some driving conditions that isn’t a quick run for some milk, the head, neck and spine are certainly considerations.

And here’s another feature that just seems incredible: This model is a hybrid.

It has the i-FORCE MAX 2.4-liter turbocharged four that is integrated with a Toyota hybrid setup. It produces 326 hp and 465 lb-ft of torque. The vehicle—and note it is a double-cab 4×4—is EPA stickered at 22 city, 24 highway, 23 mpg combined.

Yes it has a solid 10-speaker JBL audio system (and one of the speakers, the one on the top of the IP, can be removed for listening outside the truck. It has a 14-inch infotainment screen. Apple CarPlay and Android Auto. A moonroof. And, of course, the Toyota Safety Sense 3.0 system with pre-collision.

One can only think that the engineers who put this truck together—especially this TRD Pro truck—had one hell of a good time.

2026 Mazda CX-70 3.3 Turbo S Premium

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What’s in a name? Plenty.

By Gary S. Vasilash

A slightly unusual aspect of the 2026 Mazda CX-70 3.3 Turbo S Premium is the name of the 2026 Mazda CX-70 3.3 Turbo S Premium.

Mazda CX-70: More styling than most two-row crossovers (Images: Mazda)

Not the CX-70 part because that’s the naming nomenclature that Mazda uses for its vehicles. Alphanumerics rather than names.

There is one exception. The Miata. Its “official” name is the “MX-5 Miata.” Initially the third-generation of the sports car was labeled simply “MX-5.” That didn’t last long and the word was reapplied.

But I digress.

No, the thing that seems odd about this handsome, two-row crossover’s name is that it includes a truncated designation for the vehicle’s engine.

The engine’s full name is the “e-SKYACTIV-G 3.3 inline six turbo.”

So the model includes the amount of displacement (3.3), which probably means very little to anyone who is in the market for a family-oriented crossover, and the fact the engine is turbocharged, which carries more meaning.

Perhaps this is in keeping with what, say, a BMW does with its naming approach, which also includes a number for displacement.

But the CX-70 is not the sort of thing that would get cross-shopped with a BMW.

It just isn’t.

And the Mazda that could be cross shopped with a BMW by an enthusiast, the MX-5, doesn’t stick to that approach. The name refers to “Mazda Experimental Project – Number 5.”

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It might be a better idea if the name of the vehicle included “AWD,” as in “all-wheel drive.” All CX-70 models come with it.

I think that would be something to shout about.

No one cares.

Instead, Mazda goes so far as to put an “INLINE 6” badge on the front left quarter panel.

Do people who are shopping for a midsize SUV know what that means?

Do they know that the long engine block provides for superior mechanical smoothness than a V-block?

Do they know there is an improvement in things including exhaust gas flow?

Do they care?

And if they do care, would they care more about AWD?

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Another thing that’s not indicated by that name is that the 340-hp engine (non-S CX-70s produce 280 hp) happens to be a mild hybrid. It features “M-Hybrid Boost.”

Which is to say that it is a 48-volt system that supplements performance when accelerating from a stop and improves the smoothness of the engine restart during stops.

It also provides a bit of oomph at the other end: when you are on the throttle, hard.

And it is said to improve miles per gallon, which are EPA estimated 23 city, 28 highway and 25 mpg combined.

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Unless the model you happen to be looking at is fitted with Mazda Genuine Towing Accessories you might not know that the CX-70 3.3 Turbo S Premium can tow.

Capacity: 5,000 pounds.

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There is another number that would be important for someone in the market for a two-row, five-person crossover:

39.6.

That’s the number of cubic feet of cargo capacity with the second row in place for use.

Fold it down and there are 75.3 cubic feet.

Again, a displacement number may be of interest to a handful of people.

A cargo capacity number is of interest to a whole bunch.

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One of the things about Mazda is that it has an earned reputation for nimbleness in ride and handling.

This is something widely hailed, especially by auto journalists.

The CX-70 is 200.8 inches long, 78.5 inches wide, and 68.2 inches high. It has a 122.8-inch wheelbase.

The multilink suspension system does its job well.

But this is not something you’re going to throw through corners like an MX-5 or even Mazda3 (a name that also has nothing to do with powertrain nor with anything someone outside of a carspotter would be interested in knowing about. Trust me.).

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Another number to know about the 2026 Mazda CX-70 3.3 Turbo S Premium: base MSRP is $53,240.

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The “Premium” part of the name designates that, especially on the interior, this is a model with the goods, standard.

Like Nappa leather seating that’s heated and ventilated up front. (In the back just heated.)

Bose 12-speaker audio.

A 12.3-inch infotainment screen that can be used for the wireless Apple CarPlay and wireless Android Auto.

There’s a vast suite of safety tech, including some that is not widely found, like “Smart Brake Support Rear with pedestrian detection”—yes, the sensors will alert the brakes should something untoward seem to be happening.

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There is a vast array of branding companies out there that might add a little something to the name of this vehicle because looking at the vehicle and then looking at how it is doing in the market indicates to me that there are a whole lot of people who are overlooking a good thing.

2026 Volvo EX30 Single Motor Plus

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Looks go a long way even if the vehicle doesn’t. . . .

By Gary S. Vasilash

The Volvo EX30 received a “Best of the Best” design award in the RedDot 2024 design competition. While the small electric SUV has won other awards—like the World Urban Car from the World Car of the Year jury and the Eco Warrior of the Year award from Top Gear—arguably this design award is something that is more significant, for the simple reason that when you walk up to a vehicle you’re looking at the exterior styling, and, of course, when you get in it, the interior cues make a tremendous difference.

The RedDot jurors said of the EX30:

“Typical design elements have been convincingly reinterpreted and integrated into the EX30 – both on the exterior and in the interior. This vehicle is clearly recognisable as a Volvo, even without resorting to too many quotes. It is a product as if cast from a single mould with a consistent, very high design quality that convinced us across the board.”

So from the outside is a stylish small hatch (while it might be in the subcompact SUV category, that probably has a lot more vis-à-vis market positioning than anything else, and whereas “SUV” is acceptable, hatches have a growing but limited acceptance), measuring 166.7 inches long, 72.3 inches wide, 61.2 inches high, and with a 104.3-inch wheelbase. Sometimes designing a small vehicle can be tough to pull off, but this is clearly a contemporary Volvo, which means (were this something designed with tools of a long-gone era) the T-square has been replaced by the French curve. Well, comparatively speaking.

Volvo EX30: An award-winning design. (Image: Volvo)

And the real design win is on the interior of the vehicle.

One of the things that seems to be forgotten about electric vehicles, as everyone talks about 0 to 60 times, is that they are more environmental than ICE vehicles.

Even some OEMs seem to have forgotten that when developing their EVs (except when they were concerned about meeting regulations, which led to attention on the propulsion system primarily).

But the designers, engineers and materials specialists at Volvo worked to develop an interior that is far more sustainable than the common approach. So there are recycled and renewable materials used throughout the cabin. There are fibers used for seats that come from the leftovers from producing denim or a wool blend with some 70% recycled polyester. There’s trim that uses flax fibers (fun fact: that material is used to produce high-quality paper, some of which is used to print banknotes, so, and now we get to the point of a bad pun: the EX30 interior is money).

While you might think, “An interior that uses lots of recycled materials: this must be as comfortable and as attractive as a pile of wood shavings.” And you would be wrong. This is really well executed and provides a contemporary appearance, one that underlines the overall minimalism of the cabin.

One place where there is a bit too much minimalism is on the IP, where the gauges that you are familiar with is not where you are familiar with seeing them.

Rather, looking forward the only thing in that area is an infrared eye tracking sensor that will cause a “look at the road” warning if your eyes are wandering.

All of the information is available on a 12.3-inch touchscreen centered on the IP. Which means if you want to know how fast you are going you have to move your eyes to the right. If you want to know what time it is you have to read a small font on a screen with lots of other information.

The reduction in instrumentation is not a good thing.

Another thing that seems rather minimal is the range, with the EPA number 261 miles. Maybe the Michigan winter had something to do with it, but that number was cut by about 20%.

Now Volvo undoubtedly wanted to make sure that it was able to give the EX30 a starting MSRP around $40K (it is $40,345), and batteries are the most expensive part of an EV, so it is using a 69-kWh NMC battery in the vehicle. Although a somewhat bigger vehicle, the Chevy Equinox EV has an 85-kWh battery for an estimated 319 miles of range. That’s more reasonable. Even if the EX30 achieved the full 261 miles, it really seems that 300 miles is the number a competitive EV needs to reach.

But one might give that a pass, given the award-winning design it brings.

BMW’s Productive Plant in Bavaria

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BMW Regensburg marks 40 years of manufacturing

In 1986 people were listening to Whitney Houston (“How Will I Know”) and Bon Jovi (“You Give Love a Bad Name”). Top Gun and Ferris Bueller’s Day Off were at theaters.

And in Regensburg, Germany, a BMW plant opened.

ince 1986 BMW Plant Regensburg has produced 8.7 million vehicles. (Image: BMW)

Although it is celebrating its 40th anniversary Plant Regensburg—where the BMW X1 and BMW X2 are produced–, the factory hit record production in 2025, 356,901 vehicles. The factory operates three shifts. There is a new vehicle produced every 57 seconds.

There are ICE, hybrid and EV variants produced in the plant.

While some people might think that a 40-year-old plant in Germany sounds like a place where it would be inefficient to build vehicles, this statement by Plant Director Armin Ebner says what’s really going on at Plant Regensburg:

“Continuous and consistent efforts to increase our competitiveness remain the key to our success.”

Ebner adds: “Every single day in Regensburg, we demonstrate that competitive production is possible in Germany.”

Why “Cool” Matters

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Every OEM creates vehicles that are termed “athletic.” But Genesis does something else, too. . .

By Gary S. Vasilash

At the Liwa Oasis, United Arab Emirates, Genesis presented its latest concept vehicle, the X Skorpio Concept.

What’s interesting about this vehicle is that according to the company the X Skorpio Concept is “an off-road concept vehicle designed to perform across demanding terrain including deserts, in the Rub’ al Khali ‘Empty Quarter’ desert in the United Arab Emirates.”

Which seems somewhat specific.

But presumably vehicles like this would have more appeal in that part of the world than, say, Kansas, though it would also likely be seen crawling along places like Collins Avenue in South Beach (where the Brembo Motorsports brakes will get a workout as the X-Skorpio Concept is fitted with a 1,100- hp V8).

The X Skorpio Concept: when you want to drive the dunes in luxury. (Image: Genesis)

Talking about the marque’s approach to developing concept vehicles, Genesis Chief Creative Officer Luc Donckerwolke said:

“We create concept cars to inspire and ignite authentic passion for our vision. They are designed to deepen the emotional connection with our customers by showcasing the ultimate desirability they’ve always dreamt of. At Genesis, we craft cars that drive emotional expansion, showcasing not only our design philosophy but also the future technologies that personalize and elevate lifestyles.”

Which sounds pretty much like what all auto designers say about developing concepts and production vehicles.

But there’s something that is notable about the Genesis approach.

Again, like many brands, there is a design philosophy that the designers hew to. In the case of Genesis this is termed “Athletic Elegance.” (It is remarkable how often terms related to athleticism are applied to vehicles—“taut forms,” “strong haunches,” etc.—even though a point of driving is not having to run or walk to one’s destination.)

Here’s the Genesis difference:

There are “three emotional facets” involved in creating designs predicated on “Athletic Elegance.”

They are:

  • Luxury: Rewarding experiences exemplified by Korean refinement through intricate craftsmanship, understated beauty and meticulous attention to detail.
  • Sport: Represents quiet confidence equipped with ample power for those who enjoy challenges while balancing speed and composure.
  • Cool: Embodying adventurous and lifestyle-driven designs driven by individual taste and self-expression.

And what’s cool is that they actually use the word “cool.”

While designers use that word when talking about what they’ve done, it is almost never admitted to be a defining factor by car companies.

“Luxury” and “Sport”—no problem.

But “Cool”?

This undoubtedly contributes to how Genesis not only produces concept cars that are cool, but production vehicles, as well.

And that’s very cool.