The 2019 Genesis G70—can a good car overcome brand snobbery?

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  The Genesis G70 is an attractive car, but in this part of the market, can good looks overcome brand snobbery? [credit: Jonathan Gitlin ]

It has been fascinating to watch the progression of the Korean car industry—these days all under the umbrella of Hyundai Group—over the past decade. Not too long ago, Kia and Hyundai were known for cheap and potentially unreliable cars that felt a generation behind the competition from Japan. Today, the brands top annual surveys for reliability, and some of their products are among the best in class; we’ve been particular fans of the Kia Niro hybrids, and the Hyundai Nexo fuel cell EV even made me forget about my hydrogen skepticism while I was driving it.

Perhaps the hardest hill to climb is in the luxury end of the market. At first, Genesis was a name for a particular Hyundai model, but in 2015 a decision was made to set up a new brand of its own. Or, as an SAT question might phrase it, Genesis is to Hyundai as Lexus is to Toyota.

But the luxury market is a tough nut to crack; sales of sedans are in freefall, they tell us, and with these cars, badges matter. Plenty of people want an Audi, BMW, or Mercedes-Benz because it’s an Audi, a BMW, or a Mercedes-Benz and because of the way other people perceive those marques.