If you were a mid-level enforcer for the South Korean Mafia, the Hyundai Genesis is company car you could aspire to - you can’t have a Genesis without breaking a few legs - it’s a big, fat, rear-drive hunk ‘o’ luxury that you can see from space. Of course, nature abhors a vacuum - and there’s about to be one. It’s, like, the perfect storm of opportunity for Genesis. Can you guess what I’m talking about?
How does Genesis fit in, in Australia? Because it certainly seems like a fish out of water - I mean, if you’ve got $60-$80k, do you even buy a car from Hyundai? People don’t even buy big cars any more, right?
I’ve seen dozens of reviewers compare Genesis with the Mercedes-Benz E-Class, which I guess is an interesting intellectual exercise - but it tells you a lot about reviewers, and how they never buy their own cars. Nobody shops an E-Class against a Genesis.
Here in Australia there are some small number of car buyers - hire car drivers, and people who just really like the big, fat, long-wheelbase, rear-drive limo thing. I get that. And those people currently buy the Holden Caprice. There will be about 1000 Caprice customers a year - so, it’s a niche thing.
But here’s the problem - if you operate a factory and it only makes 1000 Caprices a year, this is a Dr Kevorkian production scenario. It just is. The fat lady is on in five - the factory is closing. Done deal. Twelve months time: No more locally made Holdens.
So, anyway, here’s Genesis, currently selling about 500 units a year. No ‘economy of scale’ equation imposed by a factory. The imminent demise of Caprice is an opportunity for Hyundai to triple Genesis sales in Australia - because those Caprice buyers will still want a sub-$100k big, fat rear-drive limo, and Genesis is suddenly the only game in town.
The $60-$80,000 question is: How well will Genesis replace Caprice in your driveway?
Hyundai Genesis review | Auto Expert John Cadogan | Australia
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