In the automobile business, success comes in a variety of ways: deliver a new and exciting product, offer value for the money, or catch the public fancy with a different concept.

You also can benefit from surprise. If you manage to combine low expectations with the other elements, you almost certainly will wind up with a winner.

That is where Hyundai, the South Korean vehicle manufacturer, finds itself with the introduction of the all-new 2009 Genesis sedan, its first foray into the upscale full-size, V8 powered, rear-drive realm currently ruled by a select few manufacturers.

Hyundai has come a long way in a little more than two decades in the United States. It started in the mid-1980s with the Excel:, a subcompact hatchback with a low price and good fuel economy.

Unfortunately, the little car suffered from chronic bouts of self-destruction and Hyundai did not establish itself as a desirable brand. The record over the years has been spotty until recently, when the company expanded its lineup and markedly improved its quality.

Hyundai’s luxurious Genesis offers upscale performance and convenience at a bargain price.

Although it still offers economy cars, it also challenged the best of the family sedans — the Honda Accord and Toyota Camry — and succeeded with the latest iteration of the Sonata, which now is fully competitive with the two Japanese icons, as well as with the new Chevrolet Malibu, Nissan Altima and Ford Fusion.

Hyundai even crafted a near-luxury sedan, the Azera, which was designed to compete against the likes of the Toyota Avalon, Nissan Maxima and Buick Lacrosse.

But from an advertising standpoint, the company draped a tarp over the Azera, so sales have been mediocre.

That’s not likely with the new flagship Genesis. This large luxury sedan is so unexpectedly refined that it should create a buzz regardless of whether Hyundai does much to publicize it.

The main question is whether its size and powerful V8 will turn off customers sensitive to high gas prices.

Nevertheless, the company knows it has a good thing and is looking to sell 50,000 copies a year.

Executives also figure that once they get the word out, the Genesis could kick-start sales of the Azera as customers wander through showrooms.

Based on interior volume, the Azera and the Genesis qualify as large cars under the government’s definition.

But the front-drive Azera, which offers only V6 power, likely will be perceived as a mid-size near-luxury car, while the Genesis, with V6 or V8 engines, will not be viewed as anything but a full-size luxury cruiser.

How otherwise to classify the Genesis?

It performs as well, and is as luxurious and loaded with safety and high-tech features as quite a few imported luxury cars that cost many thousands of dollars more.

There’s an audiophile’s Lexicon audio system, big-screen navigation with a backup camera, Bluetooth connectivity, XM satellite radio and heated and cooled front seats, among others.

The styling is classy conservative, with a stylized grille that would not look out of place on a Mercedes-Benz, and in fact likely will be mistakenly identified as one. In the simple and elegant interior, there’s an abundance of carefully-crafted, high-quality materials, including leather-covered door panels, seats and dash.

Because it has rear drive, the Genesis suffers somewhat in interior accommodations. The front seats are comfortable and supportive, and the outboard rear seats will elicit few complaints.

But the center-rear position offers only a hard cushion and a big floor hump.

The Hyundai hawkers unabashedly compare the Genesis, on features and performance, with an array of models from BMW, Mercedes-Benz, Audi, Infiniti and Lexus, while undercutting them on price. Among U.S. models, it compares favorably with the Cadillac STS, Buick Lucerne, Chrysler 300 and the new Lincoln MKS, although the Lincoln comes with front-drive or all-wheel drive and does not offer a V8.

The Genesis certainly has the bones, but it does not have the cachet of some of its big-bucks competitors. So another question is whether buyers will associate the Hyundai name with high-performance luxury.

There are two Genesis models: the 3.8 with a 290-horsepower V6 engine, which has a base price of $33,000, and the 4.6, with a V8 and an opening price of $38,000.

There are two V8 horsepower ratings.

You get 268 running with regular gasoline and 275 with premium fuel. The transmission is a six-speed automatic with a manual-shift mode.

Standard equipment is extensive and options are limited to a few packages.

The tested Genesis 4.6 had the $4,000 technology package, which brought its as-delivered price up to $42,000. The fully-optioned 3.8 model has a $40,000 sticker.

Hyundai expects about eight of ten buyers will order the 3.8, which has an EPA city/highway fuel economy rating of 18/27 miles per gallon compared to the 4.6, rated at 17/26.

The surprising thing about either Genesis is how well they handle and perform.

It’s no great trick in modern automobile design to produce a cushy straight-line freeway luxury barge.

But Hyundai has put together a package that is so well balanced it can be flogged merrily around a race track.

Frank Aukofer SPECIAL TO THE WASHINGTON TIMES

It was a bold claim Hyundai honchos made in April – Genesis, Hyundai’s all-new luxury sedan, they said, would deliver a smackdown to those tried-and-true jewels Mercedes, BMW and other swank rides people of means usually reward themselves with, and would run over Chrysler’s 300 and Pontiac G8 in the process.

Hyundai’s got reason enough to boast. After Toyota and Honda, their vehicles offer the best average mileage in America, and the company continues to keep offer cheap, quality vehicles. If the new ride was anything like the Elantra, Santa Fe or Sonata, it promised to be something special. Five months later came the unveiling of Hyundai’s new baby at a gathering in Tarrytown, where a dozen or so Geneses were lined up for inspection, tire-kicking and test driving.

A fine sight they were, too, gleaming, handsome, solid and sturdy-looking on the outside and plush and luxurious on the inside, like luxe sedans ought to be. I opened the door, got into the driver’s seat and inhaled the new-car bouquet, beheld the leather-wrapped dash and door panels and felt reasonably — not overwhelmingly — swaddled in comfort.

I took two half-hour rides, one driving and one as a passenger in the back seat. The quick verdict? Benz, Lexus, Cadillac and Chrysler needn’t tremble. Hyundai has its staunch fans, and this car is for them. It is not so much a complete redesign of the brand as it is an extensive upping of quality on every aspect from body to engine to suspension and quality of materials.

The car comes in two trims. One is a 3.8-liter, 240-hp V-6 model starting at $33,000. There also is a more powerful, and expensive, 4.6-liter, 375-hp V-8 at $38,000 (both prices include delivery charges). The 3.8-liter model offers three option packages costing $2,000, $3,000 and $4,000, with the base package offering items like a leather-wrapped dash, power sunroof, a 14-speaker sound system and more. For another grand, you’ll get 18-inch silver alloy wheels added to the package. For $4,000, a backup warning system, nav system, multimedia controller and satellite radio with a year’s subscription, along with other accoutrements, are provided.

The 4.6-liter model has just one $4,000 package offered, which includes all you get in the 3.6-liter’s most expensive package.

It’s got a few challenges ahead, the big one being the car’s entry into the marketplace at a time of crises for the economy and high gas prices. Mileage, as can be expected in a sedan, isn’t great at 18 mpg city, 27 highway for the V-6, 17/25 for the V-8. But Hyundai fans wanting to upgrade now have another reason to buy and to take pride in their ride.

By JOSH MAX
DAILY NEWS AUTO CORRESPONDENT

If you’d have done such a thing back in school, your teacher would have rapped your knuckles with a ruler and pronounced you impertinent.

But here comes South Korean automaker Hyundai with a big, rear-drive premium sedan that the car company brazenly compares to Mercedes-Benz, BMW, Lexus…

Where’s that ruler?

Easy on the knuckles, though. Is the 2009 Hyundai Genesis a Lexus, BMW or M-B? Probably not. Does it matter much? Probably not.

Genesis is better than most people need, and easily good enough for most of the rest of us.

Genesis’ excellence is surprising, because usually a car company’s first crack at a new segment is wanting.

For instance, Toyota’s 1993 T100 pickup, first try at an American-style pickup, was too small and lacked a V-8.

Only now, a decade-and-a-half and two generations of truck later, has Toyota hit the mark with its ultra-beefy Tundra (just when the bad economy dried up pickup sales, alas).

Genesis is Hyundai’s first big sedan and its only U.S. rear-drive model, and it offers the automaker’s first V-8. You can quibble with the timing — small cars and small engines are hot right now — but you can’t argue much against the execution.

Two Genesis test cars, a well-furnished V-8 and a lower-level V-6, were so right that it’s hard to find gripes. Hard, not impossible — though some beefs are pretty minor.

– Front seat didn’t go back far enough for some taller drivers.

– Ride felt bouncy on undulating pavement.

– Console-mounted joy-knob controller on the V-8 tester (like BMW’s iDrive) was simpler to use than most — so only mildly annoying. You still had to go through up to half-a-dozen motions just to assign a preset button to a radio station, for instance.

– The wood section on the steering wheel in the V-8, while handsome, was a reminder that wood is for decks and boats, not cars. Wood steering wheels are cold in winter, sweaty in summer, hard and slippery always. Leather, please.

– The V-8 was jerky on deceleration. To improve mileage, the fuel flow to the engine immediately shuts off when you coast. Nice idea, but a little too abrupt and obvious. Didn’t happen on the V-6, which is tuned differently.

– Mirror-mounted turn signals were annoyingly bright in the driver’s periphery. Move the signals half an inch to solve that. The driver doesn’t need to see them — they’re for the fool in your blind spot who can’t see your rear turn signal.

– Horizontal chrome strips across the dashboard and doors were designed not to mate where those panels adjoin, instead to leave a gap. The strips line up perfectly, but don’t run all the way to the edge of the dash or door. Odd.

To appreciate Genesis, you first have to like rear-wheel drive. Though the BMW and Mercedes-Benz models Hyundai wants to evoke are rear drive, many cars are front drive and have a different driving feel. Rear-drive cars feel more balanced in corners. On the other hand, weight isn’t concentrated over the driving wheels, as with front drive. That suggests worse slick-weather behavior. In the rain during testing, the back wheels spun briefly, but were well-reined-in by the traction-control systems — without abruptly cutting the engine power.

OK, you like rear drive. Now, what’s so special about Genesis? Glad you asked:

– Seats. Leather’s standard; so’s comfort. Back’s angled just so and leg and knee room are plentiful.

– Power. Base V-6 scoots nicely. New V-8 has that kind of always-increasing, never-ending power delivery that Infiniti favors.

– Ambiance. Trim, controls, gauges — elegantly done. Simple lines and curves. Nothing tortured.

– Styling. Smooth, well proportioned, not forced or wannabe. It’ll be as easy on the eye when the loan’s paid off as it is the day you drive it home.

– Safety features. A long list, including standard side-impact bags in the rear seat. Most automakers don’t offer those, and the ones that do charge extra.

– Brakes. Reassuringly firm, but not touchy. Others should copy.

– XM radio. One mode lists all the channels, handy for a satellite system that offers some 200. Makes it easy to find and try something different. No-brainer? Then why’s it rare?

– Persona. Genteel eagerness, backed up by a drivetrain and suspension that deliver.

No, it’s not cheap at $33,000 to $42,000, but neither is it outrageous by today’s standards.

Ignoring price, it’s a credible contender. Considering price, there might not be another car that’s such an all-around satisfier.

What stands out

-Smooth: Everything from the ride to the turn-signal lever.

– Swift: Hyundai’s first V-8 shouldn’t be its last.

-Seductive: Don’t drive unless you intend to buy.

2008 HYUNDAI GENESIS

– What? Full-size, four-door, rear-drive, premium sedan, V-6 or V-8. New to Hyundai lineup.

– When? On sale since late June.

– Where? Made at Ulsan, South Korea.

– Why? Premium car = premium image= premium profits.

– How much? V-6 starts at $33,000, including $750 shipping. V-8, $38,000. Loaded, $42,150.

– How powerful? 3.8-liter V-6 rated 290 horsepower at 6,200 rpm, 264 pounds-feet of torque at 4,500 rpm. 4.6-liter V-8 rated 375 hp at 6,500 rpm, 333 lbs.-ft. at 3,500. V-6 mated to Aisin six-speed automatic transmission; V-8 to ZF six-speed auto. Both have manual mode.

– How lavish? Pretty darned. Standard features include: stability control; anti-lock brakes with brake assist and brake-force distribution; front-impact, head-curtain and side-impact air bags in front and rear; automatic climate control; AM/FM/XM/CD/MP3 audio with input jack; leather upholstery; heated front seats; power steering, brakes, windows, mirrors, seats, locks; rear-window and outside mirror defrosters; cruise control; auto-on headlights; fog lights.

– How big? Small end of the full-size segment. A little shorter, wider than Toyota Avalon. Genesis is 195.9 inches long, 74.4 inches wide, 58.1 inches tall; 109.4 cubic feet passenger space, 15.9 cu. ft. trunk. V-6 weighs 3,748 pounds; V-8, 4,012 pounds. Rated to carry about 1,100 pounds of people, cargo. Turning circle listed as 36 feet.

– How thirsty? V-6 rated 18 mpg gallon city, 27 highway, 21 combined. V-8, 17/25/19. V-6 tester did 16.9 mpg in suburbs. V-8 showed 14.3 in suburb-city mix, 27 in 63 mph cruise-control highway driving, 16.9 in suburban, freeway mix. Tank holds 19.3 (V-6) or 20.3 (V-8) gallons. V-6 takes regular. V-8 needs premium for rated power; regular OK, cuts 7 hp, 9 lbs.-ft.

– Overall: Uncommonly good.

USA Today

There was a time when South Korean carmaker Hyundai was considered absurdly precocious in challenging Toyota in the U.S. That was more than 3 million sales ago.

Now, they’re taking on Lexus.

The world’s fifth-largest automaker, Hyundai — yes, Hyundai — sees its first rear-drive luxury car, the Genesis, as a worthy rival to the Lexus ES 350. And no one’s laughing.

There’s no laughter at BMW or Mercedes-Benz, either, when Hyundai compares the Genesis with the 5-Series and E-Class, respectively. And at much lower cost.

Hyundai began selling the Genesis in July with a 3.8-liter, 290 horsepower V-6 bearing a price tag of $33,000, which is $340 less than BMW commands for the compact 328i and only $200 higher than the average price of a new car in the U.S. this year.

Now comes the 4.6-liter V-8 with 368 horses that propel the rear-drive sedan from zero to 60 mph in 5.7 seconds.

With a base price of $38,000, the V-8 is expected to secure a place for Hyundai on the wish lists of people shopping the Lexus ES 350, Chrysler 300C, Pontiac G8 and the Cadillac CTS, among others.

“We’re aware there’s a segment out there that won’t consider a luxury vehicle unless it has a V-8,” said Michael Deitz, manager of product development for Hyundai Motor America. “It’s not just about horsepower today — it’s about efficiency.”

Hyundai has always done a magnificent job in the styling department, borrowing cues from the best in the business. So it was not surprising that Genesis fit the fashion scene of Miami Beach and Coral Gables, where the V-8 cruised quietly in a recent demo tour, loaded to the gills with luxury features.

The nicely proportioned body rides on a 115.6-inch wheelbase that is more than 3 inches longer than that of the Lexus GS and more than an inch longer than the Infiniti M’s.

The Genesis face is predatory, with a tapered aluminum hood framed by backswept high-intensity headlamps resembling the eyes of a raptor. A trapezoidal grille with winglike vanes accentuates the curvature of the snout above a low-to-the-ground air scoop that represents the predator’s mouth.

The aerodynamic roofline flows back onto a short deck and a blunt rear end tightly tucked and decorated with wraparound taillamps.

To achieve instant credibility in the premium market, Hyundai had to provide more of everything at an unbeatable price: More horsepower than a Lexus GS and Infiniti M, better longitudinal balance than a Lexus ES 350, bigger disc brakes than a Mercedes-Benz E550, better aerodynamics than a BMW 5-Series and Cadillac CTS and faster acceleration from zero to 60 mph than the BMW 750i (6 seconds) or the Lexus LX 460 (5.9).

The new Tau V-8 has more horsepower per liter than any of its V-8 competitors and outperforms all V-8 performance sedans with an EPA fuel-economy estimate of 17 city miles per gallon and 25 highway, according to Hyundai research.

But where Genesis really exceeds expectations is in its load of standard equipment. A $36,000 Genesis 3.8 with the Premium Package Plus is $8,000 less than a comparably equipped Infiniti M35 and $22,000 less than a comparable BMW 535i.

Standard on the 3.8 models are 17-inch alloy wheels, fog lamps, automatic headlights, dual power heated side mirrors with turn signal indicators, leather upholstery with heated power seats, proximity entry with electric push button start, leather-wrapped tilt steering wheel with audio controls, dual automatic climate control, AM/FM/CD stereo with auxiliary input jacks and Bluetooth.

When you move up to the 4.6, you get 18-inch hyper-silver alloy wheels, chrome lower body-side moldings, power glass sunroof with tilt and slide, power tilt and telescopic steering column, integrated memory system, Lexicon 15-speaker surround-sound audio system, six-disc CD changer, illuminated scuff plates, wood-trimmed leather steering wheel, electrochromic auto-dimming interior rearview mirror with Homelink and compass, power rear sunshade and rain-sensing wipers with auto defogger windshield.

In another extreme measure to challenge the luxury market, Genesis has even matched the Rolls-Royce Phantom as the only other car to offer a Lexicon-branded audio system featuring Logic 7 technology. The surround-sound audio system includes an 11-channel digital amplifier and 17 speakers producing more than 500 watts of sound in 7.1 discrete audio. Hyundai also claims to be the first popular brand to offer digital HD Radio from the factory.

Navigation-equipped Genesis models also include a 40-gigabyte hard drive and XM NavTraffic. The Genesis also comes standard with XM Satellite Radio with a three-month free subscription.

Continuing the coverage that helped overcome early doubts about Hyundai quality, the Genesis warranty includes five-year/60,000-mile bumper-to-bumper protection, 10-year/100,000-mile limited powertrain warranty and seven-year/unlimited mileage anti-perforation coverage. Buyers also get free 24-hour roadside assistance for five years.

Although Hyundai cannot match the prestige of such names as Infiniti, Lexus and Acura, it can grab a piece of the market that wants luxury at a more affordable price. Hyundai at one time considered creating a luxury brand for models such as the Genesis but decided the cost was too high for the rewards.

Hyundai was wise in moving gradually upmarket from its current position, avoiding the marketing boondoggle of Volkswagen’s exotically priced Phaeton.

So far, the Genesis is selling well, and Hyundai predicts a total of 20,000 sales in the first year of production.

“Consumers are showing their vote of confidence and that they will step up for a Hyundai,” Deitz said.

By RICHARD WILLIAMSON
SCRIPPS HOWARD NEWS SERVICE

Is the six as impressive as the eight?

We’ve walked away suitably impressed from the Genesis before – but that was when it was suitably kitted up in its top spec with a big ol’ Korean V-8 under the hood. While the V-8 car may be enough to run with the big dogs, we were curious what the six-cylinder 2009 Hyundai Genesis 3.8-which Hyundai expects will be the best-seller-had to offer.

The list is long

Given today’s gas prices, buyers might be looking to the V-6 for its economy, but its EPA ratings are only 1 or 2 mpg better than the V-8. At nearly $5000 less than the V-8 model, the 3.8 is poised to offer the best bang for the buck. Starting at $33,000, the base Genesis already carries an encyclopedic amount of standard equipment. Features such as dual-zone automatic climate control, leather upholstery, heated front seats, traction and stability control, side- and side-curtain airbags, Bluetooth, and keyless ignition are all standard.

Shoppers can opt for one of two Premium Packages. Our test car was equipped with the Premium Package Plus, which adds a surround-sound audio system, leather-trimmed dash- and door panels, 18-inch alloy wheels, rain-sensing wipers, and a power sunroof.

Ticking this option box costs $3000; a significant figure, certainly, but it renders the Genesis virtually loaded at just under $36,000. In fact, the only way we could have packed any more content would have been to tick the box for the Technology Package, which adds a more powerful surround-sound system, DVD-based navigation, HID headlamps, parking sensors, and an extra $4000 to the sticker price.

Haven’t we seen this before?

If imitation is the sincerest form of flattery, then Lexus must be blushing. The long, smooth forms of the Genesis might not ape those of any one particular Lexus, but try and discern the Hyundai’s front fascia from that of a recent ES or LS-it’s no easy task.

Although the design language may be derivative, the Genesis presents a shape that’s smooth, well-proportioned, and easy on the eyes. All except perhaps the waterfall grille. Although intended to give the car a ritzy look, it comes off as an awkward afterthought.

Interior

What carries a genuinely upscale feel, however, is the interior. The designers did a terrific job of crafting a contemporary and attractive interior that blows away any preconceptions of what a Hyundai can be (the aforementioned leather dash trim really helps in this regard). Open the doors, and you feel like you’re stepping into the interior of a $60,000 vehicle. Fit and finish of interior panels is consistently tight, although some switchgear could stand some refinement.

If there was any complaint we had about the Genesis’ cabin, it was the front two bucket seats. Although they were certainly comfortable (and as soft as a microwaved marshmallow), they were a little too flat. One tester noted you sit on them – not in them – and consequently they weren’t supportive in spirited driving. But a car like this isn’t only about those in front. Rear-seat passengers are treated to some of the best accommodations we’ve seen in car under $40,000.

Smooth but unhurried

Though the V-8 is an all-new engine (the 4.6-liter “Tau” DOHC V-8), the Genesis 3.8’s V-6 is a carryover from other Hyundais. The “Lambda” engine, a 3.8-liter DOHC unit, produces 290 hp and 264 lb-ft of torque. That’s down from the 375 ponies and 333 lb-ft of the V-8, but it proves more than capable of moving the 3700-lb Genesis without strain.

Helping the V-6 considerably is a standard six-speed automatic transmission. Shifts, for the most part, are smooth, if not deliberate. Hyundai lets drivers row their own gears with a requisite manumatic provision, but there’s no sport mode. That’s a shame, as we’d welcome quicker-shifting sport mode, given that the transmission doesn’t like to be hurried into selecting a gear.

More luxe than sport

Though some cars in this comparison sliced through corners with ease, the Genesis was decidedly less sporty. Although Hyundai often compares the car’s handling to a Lexus GS or Infiniti M, the ride is tuned more towards luxury.

Over back-roads flogging, some found the car too soft, but the independent suspension (a five-link setup at each wheel) kept things from turning to Jell-O in the corners. The Genesis exhibits some oversteer at its limits, but the stability control, which is always on guard, helps reign in the back end.

The soft suspension pays dividends with a comfortable low-speed ride. Unfortunately, some of that comfort disappears in highway driving, where the Genesis can be too stiff. Even moderate imperfections in the road surface are telegraphed through the steering column, making the car feel busy.

Will Six Get You Eight?

We’d argue the biggest question surrounding the Genesis V-6 is not how it fares against its immediate competition (quite favorably, thank you), but against itself. The V-8 car is an outstanding bargain for what it offers, but is it worth an extra $5000 over the six?

No, it probably isn’t. Although those with a V-8 fixation will spring for the 4.6-liter (and love it), the rest of the world-especially those looking for a lavish lifestyle on a bohemian budget-will be more than content with the V-6.

2009 Hyundai Genesis 3.8

Base Price: $33,000
As Tested: $36,000

Powertrain
Engine: 3.8-liter DOHC 24-valve V-6
Horsepower: 290 hp @ 6200 rpm
Torque: 264 lb-ft @ 4500 rpm
Transmission: 6-speed automatic
Drive: Rear-wheel

Measurements
L x W x H: 195.9 x 74.4 x 58.3 in
Legroom F/R: 44.3/38.6 in
Headroom F/R: 38.1/37.7 in
Cargo capacity: 15.9 cu ft
Curb Weight: 3748 lb
EPA Rating (city/highway): 18/27 mpg

By Evan McCausland