It feels sad to see it not being let off its leash despite being fully capable to take on the biggest dog on the market

For some reason, Genesis has not been able to establish itself as a premium brand that can go against the likes of the German three - Audi, BMW, and Mercedes. Although Genesis has done its bit to make its cars feel premium, they have lacked that X-factor and pizzazz that the rivals offer. This time, the brand has reiterated its stance on not making the lineup a set of performance-driven cars. So, put the bets back into your pockets, people; the G70 vs BMW M3 battle is not happening anytime soon.

Luxury Can Come With Performance, Genesis

Genesis Wants to Focus On Luxury Not Performance, so the Genesis G70 Won't Take on the 2019 BMW M3 Interior
- image 775563

At a time where companies look to take on their rivals even with the addition of the smallest of features, Genesis has dropped an opportunity to make a name for itself.

Manfred Fitzgerald, Genesis executive vice president, has again ruled out the possibility of building an exclusive performance division across its lineup.

Fitzgerald told Car and Driver flat out that a motorsports-derived program for the Genesis lineup is off the table." We’re trying to set our base," he said. "We have to get the basics." Genesis says it wants to establish itself as a luxury brand, not a performance-oriented marque. This, coming from a man who spent twelve years as the design director for Lamborghini, pretty much contradicts his past work.

We Don’t See Any Logical Reason To Back Down

Genesis Wants to Focus On Luxury Not Performance, so the Genesis G70 Won't Take on the 2019 BMW M3 Exterior
- image 775564

Hyundai’s product planner, Mike O’Brien, recently hinted at a spicier version of the G70 sedan in the near future. This sounded exciting since the G70 is a capable luxury sedan and it even won the 2019 Car of the Year award at the recently concluded 2019 Detroit Auto Show. When O’Brien dropped this news, we couldn’t help but dream about a war between the BMW M3, the Audi RS4, the Mercedes-AMG C63, and the hotter version of the Genesis G70.

On the onset, we feel that the G70 has what it takes to beat the mighty BMW M3, but the South Korean company has backed down.

It’s actually quite surprising to see Genesis let go an opportunity that could have led to bigger things for the brand as a whole. The G70 has what it takes to be the crown-holder. The car drives like a charm, it looks fantastic, and even has the Hyundai’s ’N’ division to give it an under-the-hood-makeover that can make this car a threat to all its rivals.

Genesis Already Has A Powerful Engine

Genesis Wants to Focus On Luxury Not Performance, so the Genesis G70 Won't Take on the 2019 BMW M3
- image 816264

At the most, the G70 might be the subject of power upgrades in the future. Currently, the G70 comes with a 2.0-liter, turbocharged engine that produces 252 horses and 260 pound-feet of torque.

A larger 3.3-liter mill that produces 365 horses and 376 pound-feet of torque is available as an option.

The BMW M3, on the other hand, comes powered with a 3.0-liter, six-cylinder that produces 425 horses and 406 pound-feet of torque. Even if Genesis uses the engine plonked in the top-trim of the G90, it can stir up things without the headache of developing a new engine. The G90 is offered with a 5.0-liter, naturally-aspirated V-8 that churns out 420 horses and 407 pound-feet of torque.

Genesis’ Priority Is To Crank Up Those Sales Figures First

Genesis Wants to Focus On Luxury Not Performance, so the Genesis G70 Won't Take on the 2019 BMW M3
- image 816266

The marque seems to be focusing on rolling out new crossovers, expand its dealership network, and become a brand loved by the masses more than just enthusiasts. Like I mentioned earlier, Genesis has not been able to prove itself as a real threat to Mercedes-Benz, Audi, BMW, or even Volvo, for that matter.

To align its future with Fitzgerald's vision, Genesis is expected to have 300 to 350 stand-alone showrooms though, initially, top heads wanted to restrict sales to about 100 showrooms in urban areas.

In May 2018, after Hyundai dealers complained, the company opened applications to all franchisees in the U.S. Fitzgerald said, "We’re looking for partners who believe in this brand. This should not be a sprint to the finish line."

Do you think Genesis can attain better sales figures by rolling out a hotter G70? Let us know your thoughts in the comments section below.

Competition:

2015 BMW M3 High Resolution Exterior
- image 554311
BMW M3
Engine 3.0-liter, six-cylinder M TwinPower Turbo unit
Power 425 horses
Torque 426 pound-feet
0-62 mph 4.1 seconds
Top speed 155 miles per hour

Read our full review on the 2018 BMW M3.

2015 Mercedes-AMG C63 High Resolution Exterior
- image 569801
The 2015 Mercedes C63 AMG has finally landed
Mercedes-AMG C63
Engine 4.0-liter, V-8 biturbo unit
Power 469 horses
Torque 479 pound-feet
0-62 mph 4.1 seconds
Top speed 155 miles per hour

Read our full review on the 2018 Mercedes-AMG C63

Audi Claims The New RS5 Can Do 0 to 60 MPH in Four Seconds, But What Can it Do Under "Ideal Conditions?" Exterior Wallpaper quality
- image 775610
Audi RS5
Engine 2.9-liter, V-6 twin-turbocharged unit
Power 450 horses
Torque 443 pound-feet
0-62 mph 4.1 seconds
Top speed 155 miles per hour

Read our full review on the 2019 Audi RS5 Sportback.

Further reading

2018 Genesis G70 High Resolution Exterior
- image 731674

Read our full review on the 2018 Genesis G70.

Source: Car & Driver

What do you think?
Show Comments
Car Finder: