Mont-Tremblant, QC – Genesis chose the backyard of one of the best closed tracks in Canada to introduce its new 2019 Genesis G70 sport sedan. Not only is the Circuit Mont-Tremblant a truly mythic spot rich in history, but the roads that surround it are tailor-made for a car with this kind of sporty character.
The folks at Genesis have set out an ambitious goal for the 2019 G70: convince consumers weaned on BMW, Mercedes-Benz, Lexus, Audi, Infiniti, Cadillac and others that escape me at the moment to turn their attention to the now-separate luxury brand of Hyundai. For a few years now the South Korean automaker has been making forays into the market with the Genesis sedan (which became the G80 in November 2016 when the brand officially launched as a stand-alone entity), as well as with the Genesis coupe, a rear-wheel-drive sport model that has showcased the Seoul-based company’s performance chops since 2009.
The G70, however, signals the luxury brand’s desire to make its mark as a serious player in a segment whose buyers tend to be purists who steadfastly refuse to get behind the wheel of anything that smacks of sport utility.
Will these consumers get behind a manufacturer that has everything to prove, and has the nerve on top of it all to attempt a new online-only sales strategy (mixed with a handful of boutiques spread out across the country, staffed by a few representatives to advise potential clients)?