Just 10 years ago, Hyundai Motor Group unveiled the Genesis Luxury Brand and launched the G90 flagship sedan. Not everyone thinks that a new, offensive Korean automaker will be successful. Three German luxury Marquez Audi, BMW and Mercedes-Benz were market leaders. And, almost 40 years ago, Honda launched the Acura brand, followed by Nissan’s Infinity and Toyota’s Lexus. And America’s unique Cadillac and Lincoln vehicles have served luxury buyers for over a century.
So, how many decades will it take for the Genesis brand to be established? Based on what I saw in this rather short period, it’s going well to compete with the best. I literally witnessed my neighbor swapping German luxury cars for a new Genesis model. And retailers of Hyundai Motor Group, which have not yet built independent Genesis stores, may have to abandon their valuable franchises. This is the speed in the historically ricochet of the automobile market.
Success, of course, comes down to the product, and that’s where Genesis built the right foundation. The company recruited top design, engineering and operational talent for Bentley, BMW, Lamborghini and Mercedes, helping to establish a lineup for luxury buyers to add to their shopping lists. It also helps to establish confidence, along with a 10-year/100,000-mile drivetrain guarantee that leads the bumper from a 5-year 5-year/60,000-mile bumper.
Our Genesis GV80 is a medium to large two-row SUV depending on who is measuring, playing on the main battlefields of the luxury utility segment and arrived with the right attitude. The now-familiar Crest Grill has smoother corner lines and is topped with Genesis badges that incorporate the etched guillotti pattern on luxury watches. Daytime running lights with two-line microlens array (MLA) technology shine on either side, with bright chrome “skid plates” finishing the bottom, but skids are not recommended.
Carved lines and light chrome finish sweeping to the rear where the two-line design is repeated with taillights. The twin-turbo V6, a dual exhaust pipe from 3.5 liters below, is hidden in a sophisticated and refined bumper. It’s interesting to see how designers deal with those old exhaust pipes these days. They are fiercely proud, loud or out of sight. The Genesis team surprised the interesting and elegant compromise.
Within the luxurious cabin, the style leaps towards technology with contrasting colors and etched metals, along with several natural wood veneer finishes. The dramatic display features a 27-inch wide OLED screen sweeping across the dash from the driver to the center fascia, but still features. From the driver’s quilted napa leather seats, important gauges are displayed well, making HVAC and infotainment easy to reach.
Connected to an 8-speed automatic, the 375hp V6 has made it easier for the task of moving its 5,000-pound origin with Alacrity. The steering was nicely weighted, and the four-wheel independent suspension with 22-inch alloy carrying generous 265/40 tires was in good contact with various road surfaces. And while it’s all-wheel drive, this is not intended for beach or off-road duties. But I’m sure you knew that.
If you’re ready to live in a massive luxury, the new GV80 is a great way to get it done. Other valuable players in this segment include the Mercedes GLS, Porsche Cayenne, and, in the case of the Dark Horse, the Lincoln Nautilus, chosen by Motor Trend as this year’s SUV.
Fine printing
2025 Genesis GV80 3.5T PRESTIGE
Type: Front engine, all-wheel drive
Engine: 3.5 liter twin turbo V6
Horsepower: 375 at 5,800 rpm
Torque: 391 lb-ft at 1,300-4,900 rpm
Base price: $79,300
As tested: $82,150
Fuel consumption: 16 mpg city, 22 mpg highway, 19 mpg total
Brian Douglas has driven everything on the wheels during his career in automotive technology, marketing and journalism. If you have any questions or stories to share, you can visit brian@autoeditor.com.
