I tested the posh relative of Kia and Hyundai – luxury car Genesis is exclusive brand which bypasses car dealers

TWO years ago, if you told your friends your car was a Genesis they’d assume you’d bought it from Phil Collins.

But in a short time the brand — the posh relative of Hyundai and Kia — has become well known and pretty credible.

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Even if actual sales numbers remain, shall we say, exclusive.

Genesis has delivered about 500 cars in Britain so far this year. Fewer than Bentley.

Roughly speaking, every time Genesis sells a car, Jaguar sells ten. And Audi sells 100.

Genesis aims to build the brand first, then make the cars more available.

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So it sponsors the Scottish Open golf. Sorry, the Genesis Scottish Open.

It’s also a partner of the Goodwood Festival of Speed.

It probably didn’t want the publicity from Tiger Woods’ massive crash in one.

Even if it was an amazing real-world demo of the airbags and safety cage.

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Genesis launched in Britain with a range of cars that were nicely finished and beautifully easy to drive, but a bit undistinguished.

They were petrol-only where rivals have plug-in hybrids or full electrics.

They slightly lacked the driving polish of their German rivals.

Now there are three electric Genesis cars too. They’re good.

Why didn’t Genesis delay its launch to make a splash by being full-electric only, like Tesla?

UK boss Andrew Pilkington argues that soon being electric won’t be special.

New brands will pour into Britain, especially from China.

He said: “We’re not an ‘electric brand’. Customer experience is primary for us.”

In buying and owning a Genesis, you don’t deal with an annoying chatbot or even a call centre, but an actual named human.

You get their direct phone number. Instead of launching with dealers, it brings the car to you.

Whether it’s a test drive or new-car delivery or pick-up and return for a service, the car turns up at your doorstep.

Five years’ servicing is free too. There are local test-drive pop-ups too.

But currently Genesis has just two physical outlets, with a third on the way.

It’s nowhere near enough to cover the country.

Nissan’s failed Infiniti brand found the same when it gave up in 2019.

Pilkington admitted: “Some customers want a physical touchpoint closer to them, even though they’re happy to buy online.”

So a rollout of new “showcase” is coming in 2024.

The first electric car Genesis launched was the pebble-smooth GV60.

Solar-panel roof

It’s a fresh, classy crossover, and good to drive.

You can have it with single motor (quick enough) or twin (up to 490bhp and a bit bonkers).

There’s bags of tech too, including face-recognition like your iPhone, so you can unlock and start it without the key.

Next came the Electrified versions of the bigger GV70 crossover and G80 saloon.

If you’re sitting in the front, the G80 is a marvel of quiet comfort and luxury surroundings.

But in the back, it’s cramped because it’s an adapted version of a petrol car and the battery robs legroom.

Its top gizmo? A solar-panel roof to give a bit of free extra range on sunny days.

The GV70 works more successfully because it’s taller and there’s room for the power pack. Plus, it’s even quicker than the G80.

Mind you the suspension does get a bit flustered if you use all the power when the road isn’t smooth.

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All three of these can recharge very quickly at ultra-rapid posts.

Which means juicing them up can be as painless as driving them or owning them.

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