Just a few years ago, some would call Hyundai's move to take on luxury brands ambitious. A South Korean automaker taking on the Germans? Surely they must be joking.
Now, Genesis is on the attack, and they've established themselves as bonafide rivals to Audi, BMW, and Mercedes-Benz.
Recently, they have rolled out several updated and all-new models to rattle its competitors. There's the heavily updated G90, the all-new G80, and the first-ever GV80. But they're not done with the new car onslaught as they have just debuted the new G70 sports sedan. Its target? The Audi A4, BMW 3 Series, and Mercedes-Benz C-Class.
The new G70 certainly wants to grab your attention. It now has the new quad headlight treatment seen in all Genesis models. Also, the hexagonal grille is a lot larger than before, as if it wants everyone to know what car is looming in the rear-view mirror. The bulges on the hood suggest powerful engine options, too.
Like the front, the rear also gets the four-light look with the taillights split horizontally. Also, the trunk lid has been redesigned which moves the license plate holder to the bumper. The bumper gets a new look as well, housing a pair of larger oval tailpipes. As for the sides, the doors and fenders have been reskinned with more curves and gentle character lines.
That said, the 2021 Genesis G70 isn't all-new. Like the G90, it's a major facelift of the existing model. That's shown by the interior, which appears to be largely carried over from the current generation. There is more tech, though, according to Genesis, and it's largely in the new infotainment system. It packs new software which should bring the sports sedan bang up to date with its rivals.
For now, there isn't much mention of the engine options. However, it will likely have a new turbocharged 2.5-liter engine, which also powers the larger G80 sedan. If it's true, that means the “slowest” gas-fed G70 will pack 304 PS and 422 Nm of torque. Since it's up against other sports sedans, the 3.5-liter turbo V6 might be available. The boosted six-cylinder is good for 380 PS and 530 Nm of torque, which is about the same as the Audi S4, BMW M340i, and Mercedes-AMG C43.
Hyundai isn't holding back on their assault on the luxury market. Sure, there will still be those skeptical about the Genesis brand, but you can't deny the effort its parent company is pouring in to shake up the establishment. If anything, Genesis' efforts remind us of a certain luxury brand from Japan that rattled the Germans about 30 years ago.