If we had a pound for every time someone tried to take the fight to the holy trinity of German executive favourites, well, we’d probably have around ten pounds. Not much money but plenty of attempts over the last three decades or so, with mixed results, to loosen the seemingly impermeable stranglehold that Mercedes, BMW and Audi enjoy. Many have been good, even great. The Alfa Romeo Giulia is wonderful and the Jaguar XE doesn’t get the love it deserves. In spite of this, neither have made for enjoyable quarterly sales reporting for their respective higher-ups, at any point in their lives.
None of this has deterred Genesis from trying, though, with the new G70. A fresh face in Europe, Genesis has been Hyundai’s more luxurious sibling in America for a number of years. But can it succeed here where so many others have failed? An Asian-American import falling embarrassingly flat on its face in Europe is nothing we haven’t seen before. Genesis hopes and is adamant it won’t repeat such mistakes, with an entirely different approach focused on the product and the experience, with more realistic volume expectations.