Can you Believe this is a Hyundai
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VISITOR
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Genesis Boss Thinks German Automakers Invest in "Stupid" Tech - Motor Trend
Says reliability and comfort are more important
If you’re not sure features like gesture controls and perfume diffusers are really features at all, you may have an ally in Albert Biermann, Genesis’ head of performance and former head of BMW’s M division. Speaking to reporters at the launch of the new Genesis G70 sports sedan, Biermann took aim at his former employer and other German automakers, claiming they’re wasting money on technology that is only marginally useful.
Australia’s Drive reports that Biermann dismissed a lot of the new features in luxury cars, calling it “all marketing.” He then added, “Much of this exists for media, to give a hype, to show the technology level. But how many people really buy it later on? If the tech will fail, you’re just adding the burden to the buyer, right?”
According to Biermann, Genesis has decided to focus on simpler, more useful features that can be trusted to work for years to come. That’s partly because Hyundai chairman Chung Mong-koo wants the automaker’s cars to still drive like new after 10 years on the road. To achieve that goal, the cars undergo a lot of testing during development.
“We have 30,000 km (18,641 miles) test driving in [Hyundai’s research and development headquarters] Namyang, with all the bad cobblestones and potholes you cannot imagine. We run our cars there for 30,000 km, and then on top of that, we do 10,000 km (6,214 miles) at the Nürburgring,” said Biermann. “I don’t think anyone else is doing that anymore—maybe Porsche or Ferrari. But all the other guys, they’ve stepped down from 10,000 km to 8,000 km (4,971 miles) or 5,000 km (3,107 miles). And some, they do nothing anymore.”
Biermann also thinks that at a certain point, cars get big enough that automakers should stop pretending they can be corner carvers. “If I want to sell a G90 to a U.S. customer, there are other OEMs that show their flagship car on the racetrack,” he said. “The car in the luxury car segment, they show all the racetrack talent, but which 2.2-ton (4,850-pound) luxury segment car will ever see the racetrack?”
And the way he tells it, focusing on keeping cars reliable, comfortable, and relatively simple works for Genesis. “In our G90, you will not find any air suspension, or active roll-bars, or active whatever. A camera sensing the road, and this stuff. It’s stupid,” Biermann explained. “We have a solid Hyundai steel platform, tonnes of high-strength steel—okay, it’s a little bit heavier than the other cars—and we have adjustable shock absorbers, and that’s it. We still outpace the S-Class in the double lane-change in the Consumer Reports. We almost beat the BMW without all the fancy stuff.”
On the one hand, Biermann definitely has a point. Luxury sedans offer plenty of features that sound more exciting on paper than they are in practice, and when they break a few years down the line, fixing them can be pricey. Plus, it’s not like most luxury flagship buyers are more interested in their cornering than their ride comfort.
But you also have to wonder if he isn’t saying this partly because he doesn’t have the budget to invest in developing similar technologies. After all, Genesis has only been around since 2015, and launching a new luxury brand is incredibly expensive.
Either way, for buyers who want a luxury car that’s focused more on comfort and reliability than gimmicks, it sounds like Genesis is your brand.
Says reliability and comfort are more important
If you’re not sure features like gesture controls and perfume diffusers are really features at all, you may have an ally in Albert Biermann, Genesis’ head of performance and former head of BMW’s M division. Speaking to reporters at the launch of the new Genesis G70 sports sedan, Biermann took aim at his former employer and other German automakers, claiming they’re wasting money on technology that is only marginally useful.
Australia’s Drive reports that Biermann dismissed a lot of the new features in luxury cars, calling it “all marketing.” He then added, “Much of this exists for media, to give a hype, to show the technology level. But how many people really buy it later on? If the tech will fail, you’re just adding the burden to the buyer, right?”
According to Biermann, Genesis has decided to focus on simpler, more useful features that can be trusted to work for years to come. That’s partly because Hyundai chairman Chung Mong-koo wants the automaker’s cars to still drive like new after 10 years on the road. To achieve that goal, the cars undergo a lot of testing during development.
“We have 30,000 km (18,641 miles) test driving in [Hyundai’s research and development headquarters] Namyang, with all the bad cobblestones and potholes you cannot imagine. We run our cars there for 30,000 km, and then on top of that, we do 10,000 km (6,214 miles) at the Nürburgring,” said Biermann. “I don’t think anyone else is doing that anymore—maybe Porsche or Ferrari. But all the other guys, they’ve stepped down from 10,000 km to 8,000 km (4,971 miles) or 5,000 km (3,107 miles). And some, they do nothing anymore.”
Biermann also thinks that at a certain point, cars get big enough that automakers should stop pretending they can be corner carvers. “If I want to sell a G90 to a U.S. customer, there are other OEMs that show their flagship car on the racetrack,” he said. “The car in the luxury car segment, they show all the racetrack talent, but which 2.2-ton (4,850-pound) luxury segment car will ever see the racetrack?”
And the way he tells it, focusing on keeping cars reliable, comfortable, and relatively simple works for Genesis. “In our G90, you will not find any air suspension, or active roll-bars, or active whatever. A camera sensing the road, and this stuff. It’s stupid,” Biermann explained. “We have a solid Hyundai steel platform, tonnes of high-strength steel—okay, it’s a little bit heavier than the other cars—and we have adjustable shock absorbers, and that’s it. We still outpace the S-Class in the double lane-change in the Consumer Reports. We almost beat the BMW without all the fancy stuff.”
On the one hand, Biermann definitely has a point. Luxury sedans offer plenty of features that sound more exciting on paper than they are in practice, and when they break a few years down the line, fixing them can be pricey. Plus, it’s not like most luxury flagship buyers are more interested in their cornering than their ride comfort.
But you also have to wonder if he isn’t saying this partly because he doesn’t have the budget to invest in developing similar technologies. After all, Genesis has only been around since 2015, and launching a new luxury brand is incredibly expensive.
Either way, for buyers who want a luxury car that’s focused more on comfort and reliability than gimmicks, it sounds like Genesis is your brand.
Desertnate
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While I am an admitted German car snob, I am really liking where Hyundia/Kia are going these days.
I'll be in the market for a car in about 3~4 years and fully admit the G70 and Kia Stinger will be some of the first cars I test drive. I'm really curious to see how the engineer they sniped from BMW's M division is able to get them into build better handling cars. The initial road tests seem to indicate he's working some magic. My mother-in-laws G90 is a very nice car in almost every aspect, but I'm not a fan of the ride and handling.
I gained more respect from Genesis when I read this article recently. Genesis Boss Thinks German Automakers Invest in "Stupid" Tech - Motor Trend
Recently while travelling for work I've rented a Hyundai Elantra and a Kia Soul. Both were far better cars than I expected even though the Soul's handling was a little wonky, it's still a well built vehicle.
I'll be in the market for a car in about 3~4 years and fully admit the G70 and Kia Stinger will be some of the first cars I test drive. I'm really curious to see how the engineer they sniped from BMW's M division is able to get them into build better handling cars. The initial road tests seem to indicate he's working some magic. My mother-in-laws G90 is a very nice car in almost every aspect, but I'm not a fan of the ride and handling.
I gained more respect from Genesis when I read this article recently. Genesis Boss Thinks German Automakers Invest in "Stupid" Tech - Motor Trend
Recently while travelling for work I've rented a Hyundai Elantra and a Kia Soul. Both were far better cars than I expected even though the Soul's handling was a little wonky, it's still a well built vehicle.
TTQ B4U
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Desertnate
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Ditto, but I won't be giving up the German logos for one anytime soon though
I may not either, but I will test drive the heck out of the Korean's competition and give them chance to earn my money. I gave the Japanese makers an opportunity, but they fell short of my expectations.
Within reason, my priority is on driving experience and don't care who builds it. At this time, it's the Germans who deliver what I want, but I'm open to anyone building a fun to drive 4-door.
VISITOR
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i saw the kia stinger at the dealership today while getting an oil change and wow, what a nice looking vehicle inside and out. it was only for display purposes and there was a sign on it saying no test drives allowed...
Klasse Act
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I am sure that will change once the model start rolling into the dealerships.
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TopBlissGT
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sorry but its still a car i will never buy. Korean cars are on the lowest rung of the ladder. Look at the trade in and resale values.. In the toilet.
VISITOR
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Desertnate
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I'm certain it will if the dealer is smart. I'm really surprised to hear a dealership already had one since the media blitz from road tests last week are saying it isn't due to go on sale until December. At this point you still can't configure one on their website.
TTQ B4U
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they usually flood the market with used/program cars. We bought our Minivan back in 2007 with only 4k miles on the ODO and saved huge. Paid just over $19k OTD with a 100k mile warranty and it's been a great vehicle. Has over 115k on it now. That said, I'd never buy one new but then I grew up in the car biz and wouldn't buy much of anything brand new.
Mathwiz
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You don't have to apologize............We understand.
VISITOR
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^ they also haven't been around as long as (for example) japanese cars and IMO Hyundai/Kia have come a long way in a very short time compared to other car manufacturers. give it time, meanwhile they just keep climbing up the ladder. it kinda reminds me of when panasonic/sony/toshiba were the best in electronics and people laughed at Samsung/LG and now look at them. btw, i love honda and have been a civic fan for years, but i don't think i'll buy another japanese car anytime soon due to their crappy paint. if anyone wants the new exciting car that comes out and wants to save some money then wait till it becomes used/pre-owned at some point...