"Is that a Bentley?" My neighbor asks, pointing to the slinky matte-black sedan parked in my driveway. No, sir, it is not—but I’m sure the fine folks in Korea would be happy to hear their latest Genesis G80 mistaken for a $350,000 British super saloon.
That’s a common theme with Genesis, though. People often lump their products in with pricier, upmarket vehicles. That’s a result of how new the brand still is—only a decade old this year—and a testament to how damned attractive nearly all of its products are. Or, maybe it’s just because the logos look similar.
Regardless, when we spoke to Hyundai’s head of design, SangYup Lee, in April, he emphasized the need for the brand to stand out: "We don’t have the brand power like Mercedes has. Yet. So we’re taking risks… because our customer profile is so different."
By most measures, that risk has paid off.
The G80 is by far the best that Genesis has to offer—at least, in this author’s humble opinion. Where other brands race to make their sedans overly fussy and obnoxiously sporty, Genesis is simply content with building the best luxury mid-sizer out there. No ridiculous powertrains, no rock-hard suspension settings, no nonsense. Just excellence all around.
What’s funny, though, is that for as remarkably upscale as the G80 is, you could theoretically walk a few hundred feet down the shared dealer group parking lot and drive home in something diametrically different. Yet, it’s built in the same factory.
The Hyundai Elantra N is not a luxury vehicle. It often rides like the suspension is made of rocks. Its interior is rich with plastic, and prior to this most recent refresh, it was a pretty garish-looking thing—like something Jeremy Wade would have pulled out of a river deep in the heart of Laos.
Yet, much like the G80, the Elantra N is peak for its class. It’s hotter than a Honda Civic Si, more fun than a Volkswagen GLI, and more satisfying to drive than something like a Subaru WRX. It’s punchy, quick, and lovable (especially with the new face), and genuinely affordable in an era where car prices are out of control: Just $35,445 out of the box.
Parking the two vehicles next to each other is an interesting exercise in the Hyundai Group’s impressive dichotomy. There’s nothing—and I mean nothing—that would lead you to believe that these cars were built by the same auto conglomerate, just a few hundred feet apart.
The G80’s svelte, upscale design is a galaxy away from the Elantra’s edgy, juvenile looks. Juvenile in the best way, I should add. The G80 has a sumptuous V-6 in this Sport model that sends it smoothly down the road with a subtle rumble, while the Elantra N’s rowdy turbocharged four-cylinder pops and crackles with every upshift.
There’s nothing—and I mean nothing—that would lead you to believe that these cars were built by the same auto conglomerate, just a few hundred feet apart.
Sliding into the G80 doesn’t feel far off from a Bentley, either—and that’s not hyperbole. The Genesis is quiet, refined, and upscale, with sumptuous red leather and a premium audio system that bounces musical notes off the acoustic glass. Hopping into the Elantra N—well, its rattly plastic only adds to its boyish charm, and the tinny audio system is best suited for screamo, played loudly, windows down.
Sure, you could certainly draw similar comparisons within other automakers—like the gulf between a Toyota GR Corolla and a Lexus LS500, or a GTI and an Audi A7. But the fact that the G80 and Elantra N both represent the best of (or nearly the best of) their respective segments shows the impressive breadth with which the Hyundai Group operates.
For my money, no company currently does it better.
The G80 and Elantra N, though, merely make up a small sample size of the Hyundai Group’s larger capabilities. Having recently driven the three-row Ioniq 9 and spending time in the K4, the same is true of those vehicles, too: Both impressive and competitive in their respective classes, but dramatically different in execution.
You want a pickup truck? Hyundai has the Santa Cruz. You want a minivan? Kia has the Carnival. You want a tiny electric SUV that gets to 60 in four seconds flat? Genesis has you covered with the GV60. Hell, the larger Hyundai Group even has entire businesses dedicated to power equipment, medical research, and, believe it or not, elevators.
One thing that will never be up and down (I’m so sorry) is Hyundai Group’s dedication to making excellent cars. Long gone are the days of Hyundai and Kia being the butt of the joke, the company really has come a long way.
