Car and Driver: Badge Snobbery: 2017 Genesis G80 Costs $2650 More than Its Hyundai Predecessor

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Hyundai’s new Genesis luxury brand is kicking off sales in the U.S. next month, when the midsize G80 sedan hits dealerships. Of course, the 2017 Genesis G80 is really just a Hyundai Genesis without the Hyundai “H” badges, but Genesis is surely hoping that customers won’t notice that they’re getting essentially the same car for a starting price of $42,350—$2650 more than when it was a Hyundai. Luckily, that higher price does include plenty of newly standard equipment that previously was optional.The bulk of this newly standard equipment falls under the active-safety umbrella, as the base G80 comes with automatic emergency braking, blind-spot monitoring, lane-keep assist, and adaptive cruise control. All these systems were optional on the outgoing Hyundai but required adding pricey option packages that drove the price up to $47,100. Apple CarPlay and Android Auto capabilitie also are new additions to the standard equipment list.

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Otherwise, the G80 continues to offer the same two powertrains as before, with a 311-hp, 3.8-liter V-6 as standard and a 420-hp, 5.0-liter V-8 available as an option. All-wheel drive is $2500 extra for 3.8L models, while 5.0L V-8 models are rear-wheel-drive only.

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Genesis has rejiggered option packages a bit, with the G80 3.8 offering a $4750 Premium Package (which adds a panoramic sunroof, a Lexicon surround-sound audio system, ventilated front seats, and a power rear sunshade) and a $4200 Ultimate Package (with fancier leather, matte-wood trim, a head-up display, and a power trunklid) that can be added on top of the Premium package. Strangely, the Ultimate Package’s larger, 9.2-inch touchscreen precludes the availability of Android Auto and Apple CarPlay, meaning that tech-savvy buyers will want to avoid this option. The V-8–powered G80 5.0, which costs $55,500 (just $700 more than last year’s Hyundai Genesis 5.0), comes only as a fully loaded model with the Ultimate Package, and also gains 19-inch wheels and quad exhausts to set it apart visually.

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• Official Photos and Info: 2017 Genesis G90 Sedan-
• Instrumented Test: 2015 Hyundai Genesis 5.0-
• More Details on the Genesis Brand’s Future Lineup-

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Even with the slight price uptick, the Genesis G80 still undercuts established competitors from Mercedes-Benz, Audi, and BMW. Getting the same level of equipment from those Germans, or the Lexus GS, will easily push you into the $60,000 range. Add in the recently announced complimentary scheduled service and valet program, and it’s clear the Genesis brand is working hard to make a strong first impression.

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