Hyundai is ready to spend close to $80 million on the Genesis launch. For those of you who don’t know, Genesis sedan is Hyundai’s first ever luxury car by which Hyundai wants to take the fight to the mighty Lexus!

The car was revealed in Detroit motor show this year and Hyundai made it amply clear that they want this sedan to be the 21st Centuary LS400. The car would be priced starting at $30,000,  a full 10k’s lower than the comparable Lexus. Hyundai has the anti-thesis here, a premium sedan at a rock bottom price, which isnt exactly a bad thing.

Jump to see the Hyundai Genesis Gallery.

 The choice of big powerful engines, rich interiors and the rear wheel drive with a starting price of $30,000 is enought to get customers interest going but Hyundai will have to go a step ahead if it wants to fight the mighty Japanese. The car is being viewed as a ‘halo’ car in the entire Hyundai line-up which explains the massive launch spending budget, which is the most on any Hyundai model ever!

The premium sedan offers everything and more. The engine options include a 3.3 Litre V6, a 3.8 litre V6 and a range topping 4.6 Litre V8 which would be coupled with a six-speed automatic with shiftronic controls, enough to enable the big Hyundai reach 60 mph in under 6 seconds. The car comes with an impressive 5 link suspension, front and rear to keep it planted at speeds while at the sametime being comfortable for the daily city drive.

The standard and the optional equipment list is staggering though and will surely have the buyers interested, The car features a whole gamut of safety features which include active head restraints, stability control program and 8 airbags, Hyundai has equipped the Genesis with everything from Adaptive front headlamps, heated and cooled driver seat, push button start, satelite navigation with a backup camera, adaptive cruise control and a Lexicon 7.1 surround stereo with more than 15 speakers! Lexicon is also the supplier for Rolls Royce, something which Hyundai was quick to point out…. go figure! Beyond all the  equipments, interiors and the safety features, the exterior styling is less convencing, especially the front grille which is ugly.

Hyundai plans to sell close to 30,000 Genesis sedans each year. Lets wait and watch if it is indeed a $40,000 car available with a $10,000 discount.

Source: Auto Blog