It’s no exaggeration to say that BMW was instrumental in creating the modern sports sedan experience. The brand pioneered the upper echelon of performance models with the M line. It built the driver-friendly, engineering-oriented rear-wheel-drive four-doors, like the BMW M3 sedan, that now define the segment.
So, what do you do if you want to compete with that? Well, how does that old saying go? If you can’t beat’em, hire’em. That’s how Hyundai solved the problem, after all. To build the Genesis brand, Hyundai hired top BMW talent, including BMW M exec Fayez Abdul Rahman and BMW M Performance chief engineer Albert Biermann. This strategy ultimately paid off, and the brand now sells somewhere around 220,000 units a year, globally. Here’s what you need to know.
Genesis Was Built By M Architects
2017 Genesis G80 Detail shot of the Tau 5.0L V8 EngineGenesis
The Genesis name dates back to, well, the dawn of time, if you’re a theologist. But in terms of the auto industry, the Hyundai Genesis, the executive car that predates the luxury sub-brand, launched in 2008. The name also appeared on the “Concept Genesis” project as far back as 2003.
The original Genesis was powered by a range of V6 and V8 engines in its first generation (model years 2008 to 2014) and immediately filled its trophy shelf with awards from outlets like USA Today, Consumer Reports, and Cars.com, which named it the “Best Deal for the Boss.”
Hyundai sold 21,889 of these cars in 2009, and another 29,121 units in 2010. Strong sales and a long list of awards would lead to a second-gen relaunch for the 2015 model year.
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Genesis has been making waves in the US since its inception a decade ago, primarily by going against the rulebook used by its Japanese competitors.
The Success Of The Hyundai Genesis Proved The Brand Could Do Luxury
2015 Hyundai Genesis Front 3/4 ViewHyundai
As the Genesis sedan proved that Hyundai could build a luxury car, the automaker sought out recruits for a standalone Genesis brand. The foundation of the new marque was built around two key hires in 2014: Fayez Abdul Rahman and Albert Biermann.
At BMW, Rahman was employed as a concept and platform architecture leader on projects such as the 7 Series and the M line. Biermann, appointed executive vice president of Hyundai Motor Group, had previously headed the whole M division. In this sense, Biermann’s working relationship with Rahman at Genesis no doubt mirrors the relationship they’d had at BMW.
To be clear, Biermann and Rahman were in on the ground floor of Genesis. The brand only existed on paper when these two were recruited. The Hyundai Genesis was rebranded as the Genesis G80 starting with the 2017 model year. Before that, Genesis was more of an idea than it was an automaker.
Biermann’s leadership no doubt helped Genesis take its first steps in terms of market positioning and branding. At the same time, Rahman’s influence would first be felt in the Genesis G70 sport sedan, which began production in 2017 and reached the US in time for the 2019 model year, after a successful run in the Middle Eastern market.
What Exactly Did The BMW Guys Bring To Genesis?
2020 Genesis G70 side angle in red while parkedCarbuzz / Valnet
Rahman’s signature car at BMW was arguably the 7 Series. This was BMW’s flagship for decades, with Rahman taking leadership of the project in 1996, a couple of years into the car’s third generation. Rahman led the 7 Series through its third and fourth generations, finally transitioning to other projects within BMW, primarily the M series, in 2008.
If we compare the Genesis G70 to the 7 Series, we can see some similarities.
2007 BMW 7 Series
2019 Genesis G70 3.3T
Engine
4.8-Liter NA 8-Cylinder
3.3-Liter Twin-Turbo 6-Cylinder
Power
360 hp
365 hp
Drivetrain
Rear-Wheel Drive
Transmission
6-Speed Automatic
8-Speed Automatic
Size Class
Full-Size Sedan
Compact Sedan
The suspension architecture may be the most familiar-feeling aspect for any driver switching from a 7 Series to a G70. Both models aim to provide a perfect middle ground between a tactile, sporty feel and the smooth, grand touring ride you expect of a luxury sedan.
In the case of the 7 Series, this is achieved with active roll stabilization, self-leveling air suspension in the long-wheelbase models, and an electronic damper control (EDC) system. The G70 has its own electronically controlled suspension (ECS) system that manages adjustable air suspension, lowering springs, and sway bars, for a German feel in a Korean car.
The G80 Wasn’t Just A Rebrand
2017 Genesis G80 Exterior Finished In Silver Front Close-UpGenesis
As a V8-powered mid-size, the G80 is maybe a better parallel to the 7 Series than the G70.
2007 BMW 7 Series
2019 Genesis G80
Engine
4.8-Liter NA 8-Cylinder
5.0-Liter NA 8-Cylinder
Power
360 hp
420 hp
Drivetrain
Rear-Wheel Drive
Transmission
6-Speed Automatic
8-Speed Automatic
Size Class
Full-Size Sedan
Mid-Size Sedan
While the G80 was considered a rebranded Hyundai Genesis, Rahman’s input ensured it was much more than that. When we reviewed the 2017 Genesis G80, we reported that it “handles well” and “offers decent refinement and practicality and – in quite a few ways – stands out as an enticing value-oriented proposition in a class known for higher sticker prices.”
Meanwhile, we reported that the outgoing 2016 Hyundai Genesis was “weightless,” and “not exactly the world’s best sports car.” We didn’t love the feeling of inertia when hitting the brakes, either. This was a comfy car to ride in, but not the funnest car to drive.
Much of what Biermann and Rahman contributed in their engineering and leadership comes down to an intangible artistry. Genesis was upgraded with electric rack-and-pinion steering with speed-sensitive assistance and four-wheel disc brakes. But it’s not just the hardware; it’s how that hardware is employed by a skilled hand with decades of experience and a passion for perfectly tuned sports sedans.
Genesis Promised Buyers “Athletic Elegance”
2017 Genesis G80Genesis
If you check out the branding from Genesis’ early days, you’ll see a lot of TV spots that let the car speak for itself. When the G70 made it to the US for the 2019 model year, all the brand needed was some slick performance shots set to a soulful R&B soundtrack.
There were no celebrities monologuing about how this thing fits your lifestyle, just some sweet footage of the car glistening at high speed in the night, a few close-ups of premium speakers and stitched leather upholstery. This was a car that married a luxury cabin to a sporty, twin-turbo driving experience. A far cry from the comfy-but-bland Hyundai Genesis, and a herald of a new age for Hyundai-built luxury cars.
Hyundai Didn’t Establish Its Own Luxury Brand Until It Had Something Special
2019 Genesis G70 3.3T V6 engineGenesis
Maybe Hyundai’s smartest move was to put off launching Genesis as its own sub-brand until it had some BMW leadership on the team. The Hyundai Genesis served as a rough sketch of what was to come, and it enjoyed some leeway for being “pretty luxurious, for a Hyundai.”
When a luxury car gets its own badge, like Lexus and Acura (with a higher price tag, to boot), you’re promising more than just “pretty luxurious, for a Hyundai.” So, Hyundai allowed itself a trial run, in a sense. The brand sold the Hyundai Genesis for a little under a decade, then asked itself why the Genesis wasn’t as good as a BMW, and came to the easiest possible answer: It’s because we’re not hiring the same people BMW is hiring.
Biermann And Rahman Helped Build The Genesis We Know And Love
2020 Genesis G70 SedanGenesis
With Biermann and Rahman on the payroll, all Hyundai needed to do to establish itself as a serious competitor to brands like BMW was to trust the talent it had acquired and get out of the way.
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And, as it turns out, that’s a recipe for success. The Genesis G80 landed in the finalist circle for the 2017 International Design Excellence Award; it scored an IIHS Top Safety Pick+ every model year from 2017 to 2021, JD Power named it the most dependable mid-size premium car, and it was selected as the 2019 Women’s Choice Award winner for best luxury sedan under $50,000. And it sold 61,021 units globally in its first year alone.
So if you want to succeed in the automotive industry, just hire BMW’s best people.
Sources: BMW, Hyundai, Genesis.
