Hyundai Genesis: Luxury without flaunting it

Despite being named the 2009 North American Car of the Year, Hyundai was looking to improve the award-winning Genesis for 2010. For many who are familiar with the full-size luxury sedan, this seemed like an impossible feat. After all, the '09 Genesis not only offered everything you could possibly want from a vehicle in its class (styling, performance, safety, comfort, technology), but did so at a much more affordable price than its competitors, which include Mercedes-Benz, BMW, Lexus and Infiniti.

Let there be no doubt, however. Hyundai successfully created a new-and-improved Genesis - and this is one special sedan.

"We've seen a change in customers' buying habits in the last two years," said Raul Gomila, general manager of Napleton Hyundai. "It's not considered good to flaunt your money anymore and flaunting your money can work against you in business. The Genesis offers all the same luxuries as Mercedes, Lexus and BMW at about half the price. Plus, we have the best warranty in the market. Our back lot has been filled with trade-ins from the other luxury manufacturers."

"We also get much business from the middle-class clientele who have always wanted a world-class luxury car, but have never before been able to afford one," Gomila added. "In a down market, while our competitors have had a downturn in sales, the Genesis has increased every month since its debut in 2009."

From a design standpoint, Hyundai picked up right where it left off. The Genesis is sleek, sporty and elegant, taking a backseat to no other model. The interior is just as impressive, but there are a few changes worth pointing out. Most notably is the increased comfort for the sedan's passengers. The rear seats are orchestra style - higher than the front seats - allowing rear passengers to keep their legs at a better angle.

Hyundai engineers have also worked to reduce cabin noise, making the Genesis one of the quietest cars in its segment, and all controls have been created with ergonomics in mind. A knob located on the center console controls most interior features, including audio and navigation (standard on the 4.6 and optional on the 3.8). Leather seats are standard.

The Genesis definitely looks and feels the part of a luxury sedan, and it sure handles and performs like one, but it also happens to be one of the safest vehicles on the road. As was the case in 2009, the newest version of the Genesis received a five-star safety rating across the board from the National Highway Traffic Safety Administration. Some of the safety highlights are eight airbags; electronic active front head restraints to protect against whiplash; advanced braking technologies; crumple zones; and electronic stability and traction control.

Additional attractive creature comforts of the new Genesis that Gomila points to are a suspension change that gives better handling and a smoother ride in bumpy conditions; a "laser-guided "smart" cruise control that keeps you the same distance from the car in front; a touch-screen navigator that is not part of a full technology package; and an electronic parking brake with automatic vehicle hold that allows you to take your foot off the brake when stopped at a light until you hit the gas again.

Gomila is very proud of Napleton Hyundai being the top Genesis dealer in the country and is preparing to give back to the community to honor that achievement.

"We've created a VIP Genesis Club for no charge," Gomila said. "Our customers drive to our location on Okeechobee Boulevard all the way from Coconut Creek, Coral Springs, Delray Beach, Palm Beach Gardens, Jupiter, Fort Pierce, Port St. Lucie and Vero Beach because of our service. We aim to take the inconvenience completely out of servicing your car. Our VIP Club customers will be able to call for a vehicle pick-up and have a loaner car delivered, with their car being dropped off when the servicing is done."

Gomila also said that Napleton will be remodeling its Okeechobee Boulevard facility and creating a "dealership within a dealership" for the buying and servicing of Genesis and Equus models. He added that there will be a RSVP-only brunch at the Breakers Hotel in August or September for about 50 or so Genesis Club members, with get-togethers to be planned every quarter somewhere in South Florida.

Gomila concluded that now is a good time for '09 Genesis customers to trade for a new 2010 model, even if they have time left on their leases, and end up with an equal or lower payment. "It's not often that this happens in the auto industry," he said. "But, it works because of the high residual value for a pre-owned Genesis."

Hyundai took an elite automobile that exceeded all expectations in 2009, and found a way to make it even better this year. As if the new Genesis weren't impressive enough, factor in a MSRP of $33,000 and you will truly be amazed.

2010 HYUNDAI GENESIS

Type: Four-door, five-passenger, rear-wheel-drive, luxury sedan

Engine: 3.8-liter, 24-valve, DOHC V6 (290 horsepower);

4.6-liter, 32-valve, DOHC V8 (385 horsepower)

Transmission: Aisin six-speed automatic; ZF six-speed automatic

Safety: Front airbags, side-impact airbags, side-curtain airbags, anti-lock brakes, traction/stability control, electronic active front head restraints

Fuel mileage: 18 (city)/27 (highway)

MSRP: $33,000

Available locally at: Delray Hyundai, Napleton's Hyundai,

Napleton's Northlake Hyundai, Wallace Hyundai