Hyundai will sell very few examples of the Genesis in the UK, and knows it. There are too many problems to overcome. Perhaps the saddest relates to brand image.
Let's say you have a £50,000 budget and are looking for a large (say five-metre) premium car. Audi, BMW, Jaguar, Lexus and Mercedes will adjust their ties, polish their shoes and offer to be at your service. Would you spurn their advances and start talking to your local Hyundai dealer instead? Probably not. And if you did, you would soon find yourself faced with hardly any choice at all, beyond either buying a Genesis or not doing so.
Only one engine is available in the UK, and it's a 3.8-litre V6 petrol whose 261g/km of CO2 emissions put it into the highest category of Vehicle Excise Duty and Benefit In Kind taxation. There is no diesel alternative, which in itself damages the car's prospects in this country even further.
The anticipated rarity of the Genesis on Britain’s roads is in some ways a shame, because the big Hyundai is actually a very appealing car.
It's quite handsome, if perhaps a little rear-heavy - there's a lot more overhang back there than there is up front. The interior design is also pleasing, if not state of the art, and there's a lot of space for four tall adults. The boot is usefully large, though as usual with coupe-shaped saloons the access to it isn't all it might be.
The engine produces a maximum of 311bhp, which is good if not dazzling, and you have to rev it hard to get the best from it. This isn't an unpleasant experience - it's not a particularly quiet unit but it's smooth and sounds good. On the other hand, you probably wouldn't do it very often, as the chassis isn't really set up for performance.
It's certainly set up for comfort, though. Even on roughly surfaced back roads the Genesis absorbs bumps extremely well. I'm trying to think of any rival I've driven in the last five years that can do this better, and I'm struggling.
The Genesis is oddly priced at £48,005, buy you do get quite a lot of kit for that money. The saloon includes leather upholstery, heated and ventilated front seats, a heated steering wheel, dual-zone climate control (with a CO2 monitor) and cruise control. Also featured is a DAB digital radio, satellite navigation displayed on an eight-inch TFT touchscreen, front and rear parking sensors, a spare wheel, nine airbags, an around-view monitor and, for pedestrian safety, an active bonnet.
Even in this class, that's a lot of standard equipment. Optional extras are limited to different colours of paint and leather, and they're all no-cost.
Like all other Hyundai cars, the Genesis also has five years' worth of unlimited mileage warranty, roadside assistance and annual health checks, and the anti-perforation warranty runs for a whole decade.
"Love it," I wrote in my notebook after a delightful spell behind the wheel. And I really do. What a pity its UK sales will be in the dozens, at best. Despite the obvious problems of high running costs and a badge that will be seen as inappropriate by most potential buyers, it deserves better.
