There is a C-class luxury executive sedan that boasts a more stylish and dynamic design than the latest BMW 5 Series, and a more intense sense of luxury than the Mercedes-Benz E-Class, yet its sales are far from matching these two veterans. Some people even question whether it can be considered a luxury car at all. This is the imported Genesis G80 from South Korea. The Genesis brand is somewhat similar to Lexus; it is a more widely recognized luxury brand in the United States, but in China, opinions vary, leading to significant differences in its evaluation among different people.

The new G80 has been on the market for a short time, with some upgrades in details and an adjustment in length from the previous model's 4995mm to 5005mm. This representative work co-designed by the designer of the Bentley Bentayga and the Mercedes-Benz S-Class remains the king of Korean car aesthetics, and even its sibling GV80 in the 80 series has won the Red Dot Design Award. I have recently had a brief experience with the G80 and would like to share my thoughts on this vehicle.

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The exterior and interior are definitely eye-catching.

The G80 and the entire Genesis brand have a firm grip on design. You might criticize its lack of brand strength, limited dealerships, and ungrounded pricing, but to say it's not good-looking, I would argue that's a bit of a stretch.

At first glance, the G80's unique design is hard to resist. There are no traces of imitation from other brands, and it is highly original. After seeing the ubiquitous "56E" on the streets, looking at this Korean car feels refreshing. The sense of luxury and strong presence that Genesis brings are not at all inferior to the equivalent models from BMW, Mercedes-Benz, and Audi (BBA).

Firstly, the front of the car features a shield-shaped grille with an interwoven double-line design, which is quite large and visually striking. It is flanked by split-headlight designs, a signature feature across the brand's models, making it highly recognizable. One look and you know it's a Genesis.Moreover, this split-level double-layer design is not limited to the front headlights; the same design elements are applied in the chrome-plated decorative pieces on the front fenders, side turn signals, rear taillights, and other areas, creating a cohesive look that reinforces the brand's image. The elegant and upscale styling has earned Genesis the nickname "Korean Mini Bentley."

The interior design is equally luxurious. The new model inevitably adopts a through-style dual-screen design. The 27-inch OLED extra-large floating dual-screen appears more technologically advanced than the previous model. The card-style UI interface integrates multiple practical functions, supports touch control, and also allows for operation with a rotary knob on the center console, similar to BMW's iDrive and Audi's MMI. Additionally, there are tactile feedback features such as clicking sounds and vibrations, which are among the distinguishing details between luxury brands and ordinary brands.

Furthermore, there is hardly any hard plastic in the interior that you can touch. A generous use of real wood, Alcantara, and Nappa leather, along with a moderate amount of carbon fiber trim, all contribute to an impressive sense of luxury.

During the experience, the G80 has two interesting features. It introduces a fingerprint recognition system that allows the vehicle to start with a touch of the fingerprint module. It automatically adjusts the seat to a previously set position and offers a variety of personalized settings. While we have seen this feature in smart electric vehicles, it is relatively rare to use fingerprint technology in a purely gasoline-powered car. Additionally, there is an ultraviolet light inside the armrest compartment that serves as a germicidal function, efficiently sterilizing in just 10 minutes, which might be a consideration for those with a penchant for cleanliness.

The configuration differences are significant, and the rear space is average.

Speaking of the vehicle's configuration, it is quite comprehensive, with almost everything you would expect, definitely not inferior to its B-class counterparts from BMW, Mercedes-Benz, and Audi. However, the price difference between versions is also quite significant due to the variations in configuration.

The new G80 can be viewed as two major versions or four minor versions. From the perspective of different configurations, there are two versions, each further divided into rear-wheel drive and all-wheel drive versions (with a difference of 20,000 yuan), making a total of four versions. The SKUs are very clear, so you won't be confused.The entire range of vehicles is priced from 299,800 to 469,800, which is quite a significant span. Between versions with the same power, the difference in configuration alone can account for a 150,000 gap, which is roughly the price of an additional Camry. Let me list a configuration table for you to take a look.

You can analyze for yourself whether these configurations are worth the extra 150,000. The more valuable ones should be the B&O brand audio system, the comfort features of the seats, and the electric door closers, all of which are more like added extras. I guess most people who are really going to buy might opt for the entry-level version around 300,000.

Due to being a rear-wheel or all-wheel drive vehicle, the G80 has a significant protrusion of the driveshaft, which slightly affects the rear seating. Also, because of the longitudinal engine and long hood, the passenger compartment is not as spacious as one might expect. Despite having a length of 5005mm and a wheelbase of 3010mm, this mid-to-large-sized car does not feel as roomy as you might imagine, with less than two fists of legroom. Of course, a car that's 5 meters long can't be too small, but if you're buying a car for the sake of large space, you might want to skip it.

The entire lineup features a 2.5T engine, delivered with confidence and composure. While competitors are still working with 2.0T engines, and even splitting them into low-power versions to lower prices, Genesis offers you a 2.5T high horsepower engine without any discrimination, and all with 304 horsepower/422 Nm, with a starting price significantly lower than the low-power versions of the "56E". From this perspective, it's quite generous, and those who value power in their car purchase should take note.It's a bit of a pity that a large displacement like 2.5T is only a four-cylinder engine rather than a six-cylinder, otherwise it could further increase some favorability. The entire series is paired with an 8AT transmission, with almost no jerkiness in shifting gears, and it's tuned very smoothly. You can just use the Comfort or Sport mode for daily use, one is gentler, the other is sportier, but overall they don't feel particularly aggressive. Instead, they give you a sense of calm and continuous power, which is very much in line with the character that an executive-level vehicle should have, stable and measured.

The steering wheel has a heavier feel, requiring some effort, but at this level, if it were too light, it would not seem dignified enough. The front double wishbone + rear multi-link suspension system exhibits a certain sense of luxury, feeling very substantial and closely connected to the ground when driving, making it easy to discern that this is a high-end vehicle. If you opt for the electronic adjustable suspension, it can even predict road surface changes in advance through cameras, making the ride smoother and more comfortable. It was a bit unfortunate that the test drive that day was mostly in congested urban traffic, which didn't allow the full potential of its powerful performance to be demonstrated.

This 2.5T+8AT powertrain should be a significant advantage for the G80, with power parameters exceeding the high-power 2.0T of the German luxury brands (BBA). As a model that also has a certain presence in the United States, I've seen online that it has been highly praised by the American "Consumer Reports" for this powertrain. It starts with aesthetics and remains loyal to performance.

Brand management still needs to increase investment.

Overall, the product power of the G80 should be able to support its price range of 300,000 to 400,000 yuan. However, when people buy cars, they also consider other factors, such as brand, channels, reputation, after-sales service, and so on. Genesis, which has entered and exited the Chinese market three times, still doesn't have enough "Genesis Centers" in the country, with only a dozen or so nationwide. Many people haven't heard of this brand, and there is a lack of a mass base, which requires continuous investment, including marketing and service, to eventually activate and form a virtuous cycle. It's a step-by-step process to attract fans to become pioneers. With a budget of three to four hundred thousand, would you consider the Genesis G80?