The Genesis G70 has been a darling for the fanatic group because it first went on sale again in 2019 with its beauty and BMW 3 Collection-fighting driving dynamics, however it seems to be like its time right here on Earth could also be coming to an finish. Genesis has now been by itself for about 10 years, and the Korean automaker is at a little bit of a crossroads. Does it go upmarket, or does it keep as a price proposition in comparison with its German rivals?
Nicely, the automobile most central to those discussions is the G70. With its $43,850 (together with vacation spot) beginning worth, the G70 is by far the most cost effective automobile Genesis affords. The automaker’s world manufacturing officer, Marc Choi, spoke with Automotive and Driver in regards to the inner and exterior elements that might in the end resolve the G70’s destiny. Here is what he needed to say:
“It’s totally engaging to suppose, okay, let’s do a front-wheel drive, $45,000 or beneath mannequin, however we wish to keep away from making that hasty choice,” mentioned Choi. “Our aim for the model is to tug up the model fairness, so we’re resisting in the intervening time. So even inside our lineup, we wish to deal with among the bigger merchandise like G80, GV80, and G90 collection the place we are able to make extra product and fairness for the model.”
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“We all the time think about [the low end of our range], and we wish to create probably a next-generation G70 with just a little bit extra inexpensive worth vary, however we have to compete inside our sister manufacturers as effectively, so there must be a type of steadiness.”
Shifting up on the earth
It has already began going upmarket in locations just like the Center East. There, Genesis has thrown itself into the world of ultra-luxury autos with its one-of-one program for very rich prospects. The remainder of the world hasn’t fairly seen that kind of leap, however we’ve gotten fairly sizable facelifts to the G80 and GV80, and there is a coupe model of the GV80 coming within the very close to future.
The automaker can also be planning to debut “Status Black” variations of the G80, G90, GV80 and GV80 Coupe within the U.S. by the tip of this 12 months. Genesis has additionally revealed a pair of idea autos based mostly on the G90 sedan — which look completely unbelievable. There is not any phrase on if these autos will really make it into manufacturing, however it certain could be cool in the event that they did. To be trustworthy, if this push upmarket is to be believed, it might make a hell of a variety of sense for Genesis to really make these autos.
Lagging gross sales
Sadly, strikes like these will most likely come on the expense of autos just like the G70. I do know some people will bemoan this, however it’s not just like the G70 has been promoting significantly effectively anyway. The corporate bought 12,258 G70s in 2024 (and just a little below 2,000 by this level in 2025), in keeping with Good Automotive Dangerous Automotive. Should you examine that to the 35,590 C-Courses Mercedes-Benz bought in 2024 and the 31,330 3-Collection sedans BMW bought on the identical time, you possibly can inform the G70 was falling fairly far behind the competitors regardless that it’s miles cheaper than both of these two choices.
This isn’t the primary time we have reported the G70 could also be getting the axe, and I will hazard a guess that it will not be the final time. Individuals don’t desire sedans — they usually actually don’t desire small ones. Add that to the actual fact Genesis is making an attempt to reinvent itself, and it is not a recipe for achievement.
