words & photos by Ricardo
The automotive world is changing in a way we have not been
able to predict just ten years ago. New brands have emerged, some old ones
disappeared, and just a handful are transitioning into complete mobility
solutions. From Korea, the Hyundai Motors Group has become a global enterprise
with the aim to provide such future solutions. In the USA, it has committed to
over 10 billion dollars for the development of the key industries that will
move goods and people from A to B. The plans include robotics, air mobility
(helicopter-type vehicles), artificial intelligence, and autonomous machines in
both personal and commercial transportation segments. A new EV and battery
manufacturing plant is included as well.
The company leader in the Americas is Jose Munoz. A Spaniard
whom I have interviewed and can testify as one of the most intelligent, foot on
the ground, and humble executives in the industry. The "group" offers
three brands that are well defined and appeal to different tastes. Along the
lines of Toyota-Lexus, the Genesis brand is a luxury offering from Korea that,
although it is a newcomer it, has already beaten most of the established and
traditional high-end makers.
The four-door sedan G70 model has won several awards, and
their SUVs, the GV70 and GV80, have been voted best in their segment by the
automotive journalist. Beyond the cars themselves, the Genesis dealers are also
something different. I had the opportunity to visit the first agency in
America, and once inside, I realized that the company's approach is quite
different. For me, it was like a combination of the 1930s Auburn dealer. The
luxury carmaker at that time sold you a chassis with an engine, and you
tailored the interior and exterior colors, finishes, and textures you liked.
And at the same time, like being in a Taschen Bookstore where you could think
and browse surrounded by beautiful architecture and objet d'art.
Since the future is electric, Genesis now offers the GV60. A
great-looking medium-sized SUV type four-door vehicle. And it comes with its
own crystal ball. I mean that literally as when I had the chance to get into
it, I found this translucent ball in the middle of the center console and just
feeling the smoothness changed my attitude toward what this vehicle was capable
of. Suddenly there was an emotional effect. The sphere changes colors working
as the vehicle's mood lights. Not only that, it also has Face Connect, which
allows you to interface with the car in a new way. Only your face recognition
by the system will let the car unlock its doors. This Genesis is one of the
most sophisticated cars in the world today.
The GV60 is built on the dedicated EV Electric-Global Modular
Platform. This allows to have several options in power and drive types. Leaving
the tech aside, you need to know that you can go over 250 miles on a single
charge on the basic model and over 300 miles on the more powerful versions.
Goodbye range anxiety. Additionally, the charging system can handle 350kW
ultra-speed charging stations that could get you 50 % charge in 15 minutes.
The interior is what I like the best. The exterior looks good
too, but since I drive from the inside, the materials and textures that create
a particular environment are most important to me. And this car has style and a
high detailed finish like the best of the best.
The first GV60 was just delivered in California, and by the
company history, I know they are in no rush to become mass-market. Good things
take time and lots of attention to detail. Like the rest of the model lineup,
the GV60 is about your experience while commuting. My opinion is that they will
continue pushing the technology envelope while making it subconscious to you.
Genesis is becoming a carmaker of the future. Maybe the first
one in a decade or two to fly you to your destination all by itself. But for
now, find a Genesis dealer and check the crystal ball for yourself.
