Why this model deserves serious consideration. . .

By Gary S. Vasilash

Genesis was launched as a stand-alone brand in the U.S. in 2015.

In 2008 Hyundai started selling large, lux models in the U.S. that were labeled “Genesis.” Like the “Hyundai Genesis” model.

The thing is, Hyundai was largely recognized back then as a purveyor of economical vehicles, whether it was the entry-level Accent or the sporty Tiburon.

The design revolution that was launched by the Hyundai Sonata didn’t happen until the sixth generation, starting with the model year 2011 car.

The success of that car led to a transformation of the perception of the brand from frumpy to forward.

But still, there was the association of value with Hyundai. Certainly not a bad characteristic, but most luxury buyers probably aren’t worried about whether the vehicle they buy have “America’s Best Warranty.”

The situation was not unlike that experienced at U.S. Volkswagen dealerships from 2004 to 2006, when the $70,000 Phaeton was available.

Imagine taking that car into the service department and seeing a 1978 Beetle (the last year the original was available in the U.S.) covered with Deadhead stickers up on a lift.

Somehow the exclusivity just wasn’t there.

A similar situation would be between an Accent and a Genesis

So the decision was made to make Genesis a brand onto itself.

The first two models offered in the U.S. in 2016 were the G80 and the G90.

Both sedans.

As you may recall, 10 years ago there was a real upswing in demand for lux SUVs.

But Genesis didn’t have one.

And it followed the G80 and G90 with the G70 in 2018—another sedan.

The GV80, an SUV, was launched in the U.S. in 2020.

Dealers must have sighed with considerable relief.

But the company continues to produce sedans. Including the G80.

The thing is: when the first G80 was brought on the U.S. market it was received with a “How are they able to do that?” with the “that” being producing a vehicle with features and amenities that were then primarily associated with the German marques, yet with a sticker price that the Germans had only on their entry-level vehicles.

Genesis designers and engineers have kept at it. They have made improvement after improvement to the interiors and exteriors, to the tech and to the powertrains.

The 2025 G80 3.5T Sport Prestige AWD starts at $77,000.

You climb inside it, sit on the quilted Nappa leather seats, look at the actual carbon fiber surfaces, assess the information on the 27-inch OLED instrument cluster and infotainment system, and you know this is something special.

You depress the Start button and the 375-hp turbocharged V6 makes a subdued rumble.

You turn the rotary shift knob located on the center console to put the car into gear, and the car moves with alacrity.

You smile.

Genesis now has a full suite of SUVs. The GV60, GV70, Electrified GV70, GV80, GV80 Coupe.

Yet it still has sedans, like this one.

At some point, I think, people are going to go into a dealership planning to get an SUV, take a sedan like the GV80 for a spin, and forget about that SUV.