{"id":18297,"date":"2016-03-25T15:20:06","date_gmt":"2016-03-25T19:20:06","guid":{"rendered":"http:\/\/henrypayne.com\/?p=18297"},"modified":"2016-03-25T15:20:06","modified_gmt":"2016-03-25T19:20:06","slug":"genesis-shows-its-future-with-concept-car","status":"publish","type":"post","link":"https:\/\/henrypayne.com\/index.php\/2016\/03\/genesis-shows-its-future-with-concept-car","title":{"rendered":"Genesis shows its future with concept car"},"content":{"rendered":"

\"Genesis<\/p>\n

New York<\/em>\u00a0\u2013 At the New York auto show this week Hyundai\u2019s Genesis luxury brand rolled out a show-stopping ceramic-blue concept with copper highlights called the \u201cNew York Concept.\u201d Big, bold and dramatic, it is a classic, one-off design concept made from bespoke materials that will never make production: carbon-fiber body, 3-D-printed details like \u201ccheese-grater\u201d side vents, and a futuristic, curved instrument display right out of a \u201cStar Trek\u201d movie.<\/p>\n

But the New York Concept is still one of the most significant cars in the show because it makes a big statement: Genesis is not Hyundai.<\/p>\n

\u201cWe are in the starting point of the brand,\u201d said Hyundai Chief Designer Thomas Burkle. \u201cThe idea is to shape the brand and say what Genesis is really about.\u201d<\/p>\n

After years of consideration, Korea\u2019s largest automaker has decided to spin off Genesis as an athletic, affordable luxury brand aimed at the U.S. market \u2014 just as other manufacturers have before it. Lincoln and Audi have long been the luxury divisions for Ford and Volkswagen respectively, while more recently Japanese giants Toyota (Lexus), Honda (Acura) and Nissan (Infiniti) have also created premium marques.<\/p>\n

But unlike those manufacturers, which share front-wheel drive with their parent company\u2019s mainstream products, Genesis will build separate, rear-wheel drive chassis like Cadillac, BMW, Mercedes and Alfa Romeo. On the other hand, Hyundai will not immediately create Genesis dealerships. Learning the difficult financial lessons of Acura and Infiniti, Genesis will continue to be offered as premium cars within Hyundai dealerships as the brand builds identity in the luxury market.<\/p>\n

The New York Concept is key to distinguishing Genesis\u2019 style from its Hyundai parent.<\/p>\n

The midsize Genesis (soon to be Genesis G80) and big G90 (introduced at the Detroit Auto Show<\/a>) are the brand\u2019s first, rear-wheel drive sedans. The New York Concept takes the same basic design language of its production siblings \u2014 then previews future design and products, most significantly a G70 sedan that will surely be the brand\u2019s volume leader.<\/p>\n

\u201cThere is some link from this car to a future G70,\u201d says designer Burkle. Other sources have gone further, telling\u00a0The Detroit Bureau<\/a>\u00a0that the New York Concept, known internally as the IK and bearing the same dimensions as a small luxury car, will be badged the Genesis G70 and take on BMW\u2019s 3-series and Audi\u2019s A4. A production version will likely offer a variety of drivetrains in addition to the concept\u2019s hybrid system. The car\u2019s platform will ultimately support two additional Hyundai models: A compact crossover and sports coupe.<\/p>\n

Signaling its determination to build a German-fighting luxury brand, Genesis hired away Burkle from BMW and design boss Peter Schreyer from Audi to sculpt Genesis\u2019 signature design (its Audi-like \u201cshield grille\u201d is certainly his inspiration).<\/p>\n

\u201cThe concept has short overhangs in the front, pushing the front wheels as far out as possible,\u201d says Burkle. \u201cThen the shape pushes out and emphasizes the rear wheels. You create a luxury car where you not only want to sit in the rear \u2014 you want to drive it. Maybe this is a little bit of European spice that we add. It\u2019s fun to drive.\u201d<\/p>\n

He also emphasizes the \u201cKorean way of thinking\u201d in design, particularly the show car\u2019s simple lines and the ceramic color.<\/p>\n

Hyundai is also learning from the Japanese luxury experience. Or unlearning it.<\/p>\n

Peter Lanzavecchia, a Hyundai-Genesis dealer in Philadelphia, also owned an Acura dealer when Honda first launched its luxury brand in separate dealerships.<\/p>\n

\u201cWith Acura it was tough to open up a dedicated facility for a brand that hadn\u2019t earned its premium stripes yet,\u201d he said at the Genesis event. \u201cGenesis will be more transitional. We can start the brand in Hyundai\u2019s showrooms, and then as we grow awareness and product we can bring them into stand-alone facilities.\u201d<\/p>\n

\u201cThis is not a show car. It\u2019s a glimpse into the future for Genesis,\u201d said senior designer Luc Donckerwolke at the unveiling.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

New York\u00a0\u2013 At the New York auto show this week Hyundai\u2019s Genesis luxury brand rolled out a show-stopping ceramic-blue concept with copper highlights called the \u201cNew York Concept.\u201d Big, bold and dramatic, it is a classic, one-off design concept made from bespoke materials that will never make production: carbon-fiber body, 3-D-printed details like \u201ccheese-grater\u201d side […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,87],"tags":[],"_links":{"self":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts\/18297"}],"collection":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/comments?post=18297"}],"version-history":[{"count":1,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts\/18297\/revisions"}],"predecessor-version":[{"id":18298,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts\/18297\/revisions\/18298"}],"wp:attachment":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/media?parent=18297"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/categories?post=18297"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/tags?post=18297"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}