Jalopnik

My first impressions: Not Terrible to Good.

I remember the early Accents and Excels. So do a lot of people. What's nice about this spot (from Goodby Silverstein and Partners, I think) is that you don't associate this car with those cars. At least I don't.

S-Class space for C-Class money? Give me 4wd or at least a really smart traction control system, and I'll give it a look instead of the A4 or A3 I was thinking about for our next car.

It looks like someone punched its teeth in. I saw one here in its homeland last week and honestly could not tell it from the equivalent Infiniti until I got up close.

@Al Navarro: Interesting comment in that it sounds like you're shopping price point, not class. I'd guess you were in the minority compared to the market for this.

In other words, I'm not sure most people say "I've got $35k to spend and will consider anything"...more like "I need a large, luxurious sedan and would like the most for my money". I could be way off, but I was just taken by your cross-comparison with something so different as an A3.
But on the other hand, maybe that won't be the case. Perhaps the low price WILL incentivize people to shop outside their ideal class.

God, the first one is like watching a Malaise-era luxobarge commercial...

They're missing something. If they want Baby Boomers to remember the name Genesis, Phil Collins' voice should be heard.

If you are the middle management type who is going nowhere, you know, the kind that just goes to his cube like it's a prison cell every morning, does an ok job, and goes home to an unappreciative family, this just might be the perfect car for you. No more BMW 3 series, you want the luxury and performance of a 7 series!
But wait, buying a car named genesis is a new thought. And you don't think on your own. You haven't been an individual since you wore that hideous christmas sweater to high school and everyone made fun of you. Best be safe than relive that episode, which is why you went to a mediocre college and earned a mediocre Business degree. Back to the BMW dealership for you, with all the other sheep.

@ash78:
BTW, you are IMHO, a great addition to the comment stream. I will now stop with the acronyms.

Is my car shopping method really that odd? I've taken that approach with most of the cars we've had over the years...homes and hi-fi too.

We generally have one "practical/family hauler" type vehicle in the garage...previously an A4 Avant, currently a Honda Pilot that we love. So for the second (third if you count the Caterham) car, we are open to many options. Last time around, I had an Element, TT, and STi on the short list.

The A3 is an odd ball...spec it out nicely and it's over $40k.

As readers have said on KT this is the Korean model and grille not NA. It says so in small print on the video itself. I don't understand why they'd go with a third! grille to present to the N. American continent. At this stage you don't want to confuse people. Although I guess with a few more months until it goes on sale people may forget. I still say the Klingon grille was the best.

This will aim at the big sedan people IMHO. The 300C folks. This has more power and probably better reliability without the bling looks. Of course won't come with the current $3K in incentives on the 300C either.

The old Stellar made the Austin Montego feel like an M535i.

But Jaguar started out making motorcycle sidecars, Lamborghini made only tractors until 1963, AC made invalid carriages, and Facel Vega parts for cookers.

I'm sure there are plenty of people in the market for something quiet, quick and comfortable with room in the back for the relatives. Lincoln and Cadillac customers may be tempted by long warranties, and if there's a deep recession in the next couple of years, quite a few BMW/Lexus/Mercedes owners may choose to keep the space and comfort and save the cash.

gap tooth

@diskreet: Some of us like our little prison cells...They keep me safe and warm.

@Al Navarro: I once bought a 4 door 1996 Excel for $200. It was terra-cotta primer brown with 13'' 5-star rims and had a straight pipe. The transmission would slip in 4th, so I just turned off overdrive and ran it in 3rd. Lets just say it was a throw-away car. Imagine that car running down the highway at 80mph in 3rd. Sounded like a bee from hell charging down the road. Until one of the rocker arm shaft bolts stripped itself from the head. Then I just re-tapped the hole and bolted it back down.

That only lasted a week until the whole engine went out.
Then I sold it for $100.

It looks like Hyundai is doing a better job with their cars now. That Accent was a great little rally car in early 2000.

Maybe it is as big as the S and priced like the C but what is it built as - oh yeah as a Hyundai. I doubt they are going to sway a lot of Merc, BMW or Audi buyers.

@diskreet: LOL

diskreet, THAT should be the commercial.

"Pass-the-buck, clock watcher, cubicle, Genesis. Think about it."

Hey Hyundai - think about this: You just pissed your money away on those forgettable Super Bowl commercials because you target audience will be half-in-the-bag, and won't notice anything not displaying lots of female cleavage. Think about it.

As a superbowl ad, I consider this somewhat mediocre and a wasted opportunity.

When you have a car named after the beginning of everything, I'd expect a little more pizazz and creativity than a lazy reverbed piano and the same old smart-ass voice from the other Hyundai ads who isn't Fraiser anymore for some reason.

It may not remind you of the old Excel, but this commerical won't make anyone remember the Genesis either.

@bmoredlj: I don't mind the subdued ad, but I was really hoping for lots of screaming engines and sideways slides.

At the very least a mention of it's RWD-ness.

@bmoredlj: It's Jeff Daniels' voice.

@snep: and what I meant to say was Jeff Bridges. I need my coffee.

Boredom costs less.

When I got my first job out of college, I wanted to buy my first new car, so I looked at Hyundais. I ended up buying an '01 tiburon. I loved that car. I paid 14 or 15k and got every available option (manual trans, though). Leather, sunroof, ABS, etc. The car ran well, was easy to maintain, and was fun as hell to drive. Other owners with the auto trans reported otherwise on the 'fun to drive' front.

Only issue I ever had was the parking brake cable snapped on me, but it was replaced under warranty. Oh, and the resale value sucked when it was time for a new car.

I would definitely consider buying another hyundai.

@diskreet: That could possibly be a brilliant reverse psychology advertising campaign.

@Jon: I agree. In fact, if they were really bright, they'd keep the subdued part and interrupt it here and there with kinda static-y, brief flashes of tire smoking RWD hoonage.

@Jon: It's RWD? I didn't know Hyundai made anything RWD. This is news. They should have mentioned that. I was watching the ad thinking to myself, "Another powerful V8 wasted on a FWD drivetrain. What a waste."

I want this car and I want it now.

They got the Dude to narrate! Makes me wonder if the new Genesis can hold a full sized rolled up pee stained rug

@diskreet:

Right on. That sounds a lot like Cadillac's "flypaper" ad for the CTS.

I don't think calling BMW buyers sheep would convince current BMW owners to switch, but it might convince the BMW intenders to "think about it."

Anyway, discreet's ad sounds better than the one Hyundai paid for.

@Movado: You're probably right, you're not going to see any used 5-series sitting in Hyundai lots from trade-ins. But they may very well sway someone like me that's considering a 135 or a 328. JNNRG said it well, aspiring entry-level-Deutsch-sled owners may take notice.

And I encourage you to go sit in one. Hell, go sit in an Azera. You will never doubt Hyundai's initial quality again.

Can't speak to long-term quality...

@Garebear: Hell, I'm a current BMW owner and I'm all smitten with the new CTS, but I want to see this in the flesh. For people who aren't hung up on brand snobbery this is probably a game changer the same way the 300C was. Whether or not it'll be a flash in the pan the way that seems to have been is another thing all together.

At the risk of protesting too much, I don't think I fit diskreet's portrait of the target market for the Genesis all that well...and I would be interested in this car.

Product aside, I don't think these spots are the crazy Superbowl extravaganzas people expect these days, but they are nice spots that communicate the product's niche appeal well.

@Spoondizzle:
I would never get a 300C, but this I would consider.

I wanted a Magnum, the wife wanted a 300C, which I always thought was trying a little too hard. Still, you can't argue with the fact that that car appealed to a pretty wide swath of the the buying public.

@ash78:

Ash, your generalization that this car is in such a different "class" than the cars it is trying to undercut is exactly the type of PR 180 that Hyundai is attemping to execute. Just what is "class" these days anyway? Is the Lexus RX350 in a different class than the Hyundai Veracruz (which Motor Trend claimed is better) just because of the Lexus tagging?

If they decide to market it to taxi companies, will they call the decontented rubber floor version of the Genesis the "ABACAB" edition?

@Garebear:
Thanks for the suggestion but I already have two 3 pointed stars the C and the R so the H is hardly a step in a desirable direction for me. I would certainly not flop Hyundai for BMW, although I would trade BMW for a Merc because they are cheaper to maintain...

If I took the three-pointed star off your C, flashed your memory with one of those MIB dildos, and made you choose between it and an unmarked Genesis...

I bet you'd have a swirly H logo on your daily driver instead.

The Genesis would be perfect for my dad. Amongst all of the hoopla comparing it to BMW/Audi/Lexus/Merc, remember for a minute that all of those brands have some badge snobbery associated with them - some more, some less. There's a lot smart money types out there that want something nicer, more powerful and feature laden than their Camcords but frown on having to pay the price for a luxury badge or the snobbery that goes with it. I can think of stuff like the ES, G35, A4, 3-series or C-class, but they're all luxury brands. And at a reasonable premium over a nice Camry/Accord, and a better warranty, why not?

@Bento: Will it have a tape deck? I'm sure this market wants to listen to their Creedence.

@Movado:
I'd take one of these over an R anyday. What, was a Honda Odyssey not good enough of a minivan for you?

I am 40 years old average Joe living somewhat comfortably in Los Angeles area. I have recently purchased a porsche and had two 5 series BMW before that. I had a chance to rent Sonata V6 on my business trip to Texas last year at the airport. I never owned/driven a Hyundai before and I must admit, I was really impressed with the car at that time. Genesis? It is what it is... spacious, plenty of power, nice standard options, decent luxury looks and sensible pricing & warranty. If driving a BMW or Mercedes is your thing? No one is forcing you to it (there are plenty of folks in LA in this category including me). In my case, this Genesis will be perfect for me - Hauling my clients around town in comfort & style. I have read an interview with CEO of Toyota (Mr. Watanabe) last year and he commented that Toyota is most concerned and threatened with progress Hyundai is/has made in recent years more than any other manufacturers in the world. If a CEO from a car maker who outsold GM, maybe we should also "think about it". My last BMW went into the dealer for repair total of 8 times within first six months and one of the problems (window anti-trap function) could not be fixed until I got rid of it. I was considering 2007 BMW 550i until I have heard about how its side impact test score did not do well at all. My Porsche? I have rattles and creaks (really annoying) that dealer could not fix (three attempts) and finally dealer guy told me to play audio real loud with plenty of gas pedal (for engine noise) so I won't hear the rattle noise (I did not find his comment amusing) until he shrugged off catching glimps of my facial expression. Will I buy Genesis and be happy with it. It is definite MAYBE. Kudos to Hyundai. You have come a long way.