Can Hyundai’s Genesis brand become a BMW alternative?

genesis product plan details crossover sedan coupe 44751 2017 g90
Hyundai openly admits that it created the Genesis sub-brand to take on German luxury automakers like Mercedes-Benz and BMW. The company has been relatively silent about how it will position itself as a credible alternative to established companies, but a leaked product plan sheds insight into what the future holds.

Genesis unveiled the G90, its very first car, earlier this year during the Detroit Auto Show. Positioned at the very top of the lineup, the G90 is scheduled to go on sale in the near future as a 2017 model. It will be joined by the G80, which is closely related to the existing Hyundai Genesis, before the end of the year.

Genesis road map

Moving down, Genesis’ next all-new model will be a compact sedan called G70. Its design will be markedly inspired by the head-turning New York Concept that was shown — you guessed it — during the New York Auto Show, and it will be positioned as a more affordable alternative to the BMW 3 Series. The product plan reveals that we’ll see the G70 before the end of the year. Genesis’ main export market is the United States, so it’s not too far-fetched to speculate the sedan will greet the public for the first time at this year’s Los Angeles show.

Genesis will then embark on a crossover offensive, according to the slide uncovered by The Korean Car Blog. The first model — which doesn’t have a name yet — will be a midsized off-roader in the same vein as the Mercedes-Benz GLE-Class and the BMW X5. The second will be a size smaller, meaning it will take on the GLC and the X3. Both models will land between 2017 and 2020.

Read more: Hyundai could tap into its WRC expertise to take on the Golf R with a 300hp hot hatch

With all of its mainstream bases covered, Genesis will turn to building cars that appeal to enthusiasts. The last model in the company’s product plan is a coupe that will presumably compete in the same segment as the BMW 4 Series. An earlier report claims the two-door will even spawn a hot-rodded model powered by turbocharged V6 engine, but we’re unlikely to see it this decade.

Cars

Startup Rivian exits stealth mode with a bold promise to electrify off-roaders

Electric car startup Rivian has finally turned off stealth mode and provided details about what it's been working on since 2009. It will build battery-powered off-roaders instead of taking on Tesla and others in the luxury EV segment.
Cars

Born to run (forever): The most reliable cars you can buy right now

We all dread the thought of our car turning into a money pit, but choosing a dependable vehicle from the start can help us rack up countless care-free miles. Here, we've rounded up some of the most reliable cars available.
Cars

From Rolls-Royce to Lamborghini, these are the most expensive cars in the world

If you recently discovered an oil reserve in your backyard, you probably have some extra cash to spend. Look no further, because we’ve rounded up the most expensive cars in the world.
Cars

Where are you going this weekend? These 5 off-road vehicles say 'anywhere'

The body-on-frame SUV is going extinct, but there are still several options for buyers looking to skip the asphalt. To help you sort the good from the bad, we've rounded up the best off-roaders currently available.
Cars

Our favorite fuel-efficient cars are as frugal as they are fun

You don't need to opt for a hybrid or an all-electric ride in order to achieve good fuel economy. These vehicles pack both performance and style, whether you're in the market for a luxury sedan or a game-changing pickup truck.
Cars

Out of juice? Learn how to jump-start a car with this quick guide

Jumping a car is a simple procedure, but not everyone knows how to properly do so. To make things easier, we've put together a quick-hit guide on how to fire up your vehicle using jumper cables and a second power source.
Cars

Many adults believe fully self-driving cars are already traversing U.S. highways

The American Automobile Association tested cars with features such as lane-keeping and adaptive cruise control and found them lacking in real-world conditions. Forty percent of surveyed U.S. adults think self-driving cars exist now.
Cars

Prep your car for the coming snow and sleet with these cold weather tips

Driving in the winter, whether downtown or across the country, is rarely easy. Luckily, we've put together a quick rundown of a few things you should do to winterize your car before the snow officially hits.
Digital Trends Live

DT Daily: Waymo’s driverless cars, ‘Fallout 76’ tips, and Racella

In today's episode of DT Daily, we discuss Waymo's foray into the ridesharing sector, along with various tips for making the most of the recently launched Fallout 76. We also sit down with singer Racella to chat about her new EP, Waves.
Cars

Want to keep connected on the road? Here are 5 ways to add Bluetooth to your car

The best way to make an old ride feel young again is to bring it up speed with the 21st century. Here's how to properly add Bluetooth to your vehicle, via independent kits, vehicle adapters, or aftermarket head units.
Cars

Jeep’s outdoorsy Gladiator pickup truck bares it all ahead of schedule

Jeep will introduce the long-promised Wrangler-based pickup truck at the 2018 Los Angeles Auto Show. Named Gladiator, the model was designed to conquer the great outdoors, not for the construction site.
Cars

The hamster-friendly 2020 Kia Soul will rock out at the Los Angeles Auto Show

Kia has released a teaser image to preview the next Soul. Scheduled to make its debut at the 2018 Los Angeles Auto Show, the 2020 Soul will keep the outgoing model's boxy proportions but it will wear a sharper design.
Cars

2020 Toyota Corolla sedan aims to offer sharper handling, better tech

The 2020 Toyota Corolla sedan gets the same upgrades as the recently-introduced Corolla hatchback, including a firmer foundation, new engine, and more tech features. Will that be enough to keep the long-lived Corolla nameplate relevant?
Cars

Honda will squeeze another model into its SUV lineup at the Los Angeles show

Honda will introduce a new SUV with a familiar nameplate at the 2018 Los Angeles auto show. It envisioned the 2019 Passport as a five-seater alternative to the eight-seater Pilot. The two models will share a platform and many tech features.