45
the Infniti Q70 3.7 @ $49,500;
the BMW 528i @ $49,500; and the
Mercedes E350 @ $51,900).
3. To have a halo car. There is the Equus
above the Genesis (F-segment), which
is more premium, but as the Genesis is
all-new, there is a bit more radiance to
the vehicle in the showroom.
Genesis has been—its frst generation
was a 2009—an attractor of non-Hyundai
owners (e.g., Lexus ES, Mercedes E-Class,
Honda Accord, Toyota Camry), account-
ing for about 55% of the infow. (The
remainder: Hyundai owners.)
So while things like the Elantra (2014
deliveries according to Autodata:
247,912) and the Sonata (203,648
deliveries) may be the proverbial bread-
and-butter of the brand, the Genesis
(32,330) is undoubtedly an important
element in growing its franchise in the
U.S. market.
The 2015 Genesis was primarily styled
at Hyundai Design North America in
Irvine, CA. Hyundai introduced its
"Fluidic Sculpture" design language
on the 2011 Sonata. With the Genesis,
it is now, says design manager John
Krsteski, using "Fluidic Sculpture 2.0."
Krsteski says that one of the reasons
for the frst-gen Fluidic Sculpture was
to get people to "pay attention" to
Hyundai. Its previous design executions
had been those of a "fast follower," so
the designs of the cars were, by and
large, not as noticeable due to the fact
that other OEMs already had products
in the market with the shapes and
forms. So by creating the creased and
p The 2015 Hyundai Genesis features
the company's Fluidic Sculpture 2.0
design language, which is more refned
and subtle than the v. 1.0 version,
which debuted on the 2009 Hyundai
Sonata.
t Although the overall length of the
2015 is essentially the same as the
previous generation vehicle at 196.5
in., the wheelbase is stretched by nearly
three inches, providing better rear-
drive proportions, says John Krsteski,
design manager at the Hyundai studio
in Irvine, CA.
0614ADP FEATURE Genesis.indd 45 5/21/2014 12:51:02 PM