The Genesis G70 sports sedan has just been revealed, and we?ve driven it. While it?s already clear Genesis will have its hands full launching the rear- and all-wheel-drive G70, it?s also clear that this is very much the tip of the iceberg. A new player aiming to shake up the luxury market, with deep resources courtesy of corporate parent Hyundai and executive ranks stuffed with established industry players, Genesis plans a flurry of new products. During conversations in South Korea and during the recent Monterey Car Week in California, the global head of Genesis, Manfred Fitzgerald, gave us the most in-depth look yet at what we can expect.
The locations for these conversations?in Seoul, and overlooking the shimmering Pacific Ocean on the Monterey Peninsula?are not without significance. There were both contradictions and a deliberate message in Genesis?s presence at Pebble Beach, one of the automotive industry?s most glamorous, prestigious events. Monterey Car Week?with its collection of auctions, concours, parties, displays, chatter, and pomp?celebrates heritage, history, design, and motoring through the lens of the world?s most storied automotive brands. Meanwhile, Genesis soon will celebrate its birthday with a cake sporting precisely two candles. What’s more, the automaker is looking to globally brand luxury from Korea, a country that doesn?t really have an identifiable luxury brand. None of that is lost on Fitzgerald, the one-time director of brand and ...