Got to hand it to Hyundai's luxury division, Genesis, for designing some of the best-looking cars, cross-overs and SUVs on the road today. Yes, they shamelessly borrow styling cues and design philosophy from some of the world's most prestigious luxury brands, but isn't imitation supposed to be the sincerest form of flattery?
I'm not sure exactly what inspired the design of this 2026 Genesis G80, but it certainly looks like an expensive, prestigious automobile.
Then again, isn't looking the part more than half the game? "Act as if," as they say. I've never quite mastered that trick but judging by how many people are willing to spend eighty grand or more on one of these, Hyundai—sorry, Genesis—ought to be teaching master classes on the subject.
At roughly $80,000, inflation or not, this is an expensive car. Very expensive. So expensive, in fact, that the value proposition upon which Hyundai built its reputation flies right out the panoramic sunroof.
Harsh? Perhaps. Then again, an argument could be made that a Cadillac is nothing more than a fancy Chevrolet that costs twice as much. The notion, though that this car can go tire-to-tire with anything from Lexus, Toyota's luxury division, still strikes me as a bit amusing. Seems someone's been huffing brake cleaner again.
Forgive my skepticism. I've never been a Hyundai fan, and my prejudice goes back decades.
My first experience with one came in the late 1980s. A woman I worked with asked me to drive her year-old Hyundai Excel because the steering wheel wouldn't return to center after making a turn. That's not merely annoying—that's unsettling. I told her to take it straight back to the dealership and have them inspect the steering rack and front suspension. Again, this was on a car that wasn't even a year old.
To make matters worse, I thought it rode like a dumpster with square wheels, handled poorly, and was about as attractive as a cinder block. First impressions matter, and every Hyundai I've driven since has done little to change mine. Their slanted "H" emblem has always looked less like "Hyundai" and more like shorthand for "horrible."
Hyundai arrived in the United States in 1986 with the Excel, and I'll give them this—their marketing was brilliant. The message was simple: you could buy two Hyundais for the average price of one then brand-new car. What they didn't mention was that, in my opinion, you got two poorly built cars for the price of one.
It didn't matter. Americans flocked to them. Hyundai sold more than 168,000 Excels in less than a year, setting a first-year sales record for an imported car in the U.S.
To be fair, they weren't quite as dreadful as the Yugo, the bargain-basement hatchback built by Zastava in the former Yugoslavia and imported by the ever-entrepreneurial Malcolm Bricklin from 1985 through 1992. Yugos were so poorly assembled they could almost make a Hyundai Excel seem like a Toyota Corolla.
Somehow—and I say this with genuine amazement—Hyundai kept improving. The company expanded its lineup with cars like the Sonata and XG300 before introducing the Equus. Eventually it launched Genesis as a standalone luxury brand, much as Toyota did with Lexus and Honda did with Acura. Today Genesis offers an impressive lineup of sedans, including this G80, along with a range of luxury SUVs.
I still don't buy into it.
Genesis unquestionably builds handsome automobiles, and many reviewers praise them for their features, refinement, and value. Even so, I remain unconvinced. My experiences with Hyundai products over the years have left me skeptical of the brand, and that skepticism naturally extends to Genesis and Kia.
Every new Hyundai, Genesis, and Kia comes with one of the industry's best warranties: a 10-year/100,000-mile powertrain warranty, a 5-year/60,000-mile bumper-to-bumper limited warranty, and complimentary scheduled maintenance for three years or 36,000 miles. Some people see that as a tremendous vote of confidence from the manufacturer. Cynics like me see it as something they may need to offer.
One important caveat for used-car buyers: if you're shopping for a Hyundai, Genesis, or Kia, buy a Certified Pre-Owned example from one of the manufacturer's dealerships. That's generally the only way the remainder of the original 10-year/100,000-mile powertrain warranty transfers to the next owner. Buy one from an independent used-car lot or a private seller, and the original powertrain coverage is greatly reduced. You may think you're getting a bargain on a feature-packed luxury car, but if something expensive breaks, that bargain can disappear in a hurry.
At seventy-five, eighty, or even eighty-five thousand dollars, this is playing in BMW, Mercedes-Benz, and Lexus territory. While I have my own reservations about many modern German luxury cars, spending that kind of money on what is, at its corporate roots, still a Hyundai completely undermines the value equation that made the company successful in the first place.
Now, if this G80 consistently matched or surpassed Lexus in long-term durability, reliability, and resale value, you could certainly make a compelling argument for it.
But for me, despite the styling, luxury appointments, and premium badge, it's still a Hyundai.