REBEL FIGHTER

THE GENESIS GVZO IS THE MOST COMPLETE OFFERING SO FAR FROM THE AMBITIOUS KOREAN LUXO BRAND. BUT HAS IT GOT THE WOW FACTOR TO CHALLENGE AUDI AND JAGUAR?

- DYLAN CAMPBELL

IF YOU WANT to get ahead in a South Korean car company, speak German. In the last decade, Kia and its parent company Hyundai - encompassing sub-brands Ioniq, N and Genesis - have seemingly lived by an unofficial mantra of 'if you can't beat them, or join them, or buy them - hire them”. Senior designers and engineers from Audi, BMW, Mercedes-Benz and Volkswagen Group have flocked to the world's third-biggest auto manufacturing group, and it's paying - and has paid - huge dividends.

For example, dismiss the build quality of a base model, brand-new Hyundai these days and you'll be quickly corrected by most people. The South Korean motoring giant has raised its own bar, but also that of most segments it's entered. Hit after hit, like a rock band burning up the ARIA a charts, the Hyundai Motor Group has put the automotive world on notice. Some choice examples would be the i30 N Hyundai's effectively error-free first attempt at a hot hatch - and more recently, the new 800-volt platform electric Ioniq 5 and closely related Kia EV6. And you can be sure there's at least a handful of those getting dissected in engineering departments of rival car companies as you read this.

The same is true, although to a lesser extent, of the group's still-infant luxury brand, Genesis. While it hasn't shaken up the luxury world like the i30 N did that of hot hatches, or Ioniq is for EVs, you'd be foolish to underestimate it. Indeed, a slew of all-new, luxury Genesis models is on the way in the next few years.