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2015 Hyundai Genesis priced from $38,000*

Today's rear-wheel-drive 2014 Hyundai Genesis sedan with the model's base 3.8-liter V6 starts at $35,200. Come the new 2015 model, Hyundai has announced that price of entry will climb to $38,000. And if you're so inclined, the Korean automaker will include its new HTRAC all-wheel drive setup for $2,500, for a bottom line of $40,500. The extra $2,500 for AWD rewards you with more than improved foul-weather handling, as the HTRAC model prepared for cold climes with standard heated steering wheel and rear seats, as well as headlight washers.
If that's not enough power, stepping up to the company's well-liked Tau 5.0-liter V8 requires $51,500, a marked $4,100 bump over the price for its 2014 model equivalent, but then again, there's more standard equipment. And that's pretty much the top of the line, because the big eight-cylinder can't be had with all-wheel drive. (Note: *All prices are subject to a $950 destination fee).
Having successfully kept the Genesis' starting price below $40,000 even after handling and destination, Hyundai has thrown new equipment into the base car beyond its exterior and interior redesign. Gewgaws like paddle shifters, rain-sensing wipers, power folding outside mirrors, power height and lumber-adjustable passenger seat and one-touch power windows in the rear compartment are luxury touches that add more than their raw weight in upscale perception.

Hyundai and Genesis launch Job Loss Protection programs for new buyers

In 2009, to help new owners through The Great Recession, Hyundai created what it called Hyundai Assurance and Assurance Plus programs. Together, the allowed new buyers to return their cars within 12 months in case of an involuntary layoff, and made up to three car payments for new buyers in the same jobless boat. With the novel coronavirus Covid-19 already creating similar effects to the financial crisis, Hyundai has reinstated its Assurance Job Loss Protection program, and brought Genesis in on it with Genesis Cares Job Loss Protection. Hyundai will make up to six months of payments for anyone who buys or leases a new Hyundai from a Hyundai dealer, financed though Hyundai Capital, between March 14 and April 30, 2020 if the owner or lessee loses their job any time this year. The relief is available to any customer, regardless of employment history. On top of that, anyone who buys a new Accent, Venue, Kona, Elantra, Elantra GT, Tucson, or Santa Fe before April 30 and finances through Hyundai Capital can ask to have their payments deferred for 90 days. The Genesis Cares Job Loss Protection program provides the same benefit, covering anyone who takes home a new Genesis at a Genesis dealer, financed through Genesis Capital, from March 14 to April 30. Any involuntary termination through the end of this year can qualify for having up to six months of payments taken care of. Those who elect to buy a G70 sedan and finance through Genesis Capital before April 30, 2020 can request to have payments deferred for 90 days. For more information on the programs, check out the Hyundai and Genesis web sites. Related Video:

Hyundai Sonata's slow sales start to trigger more daring redesign

On paper, the latest Hyundai Sonata has been a winner. The sedan sold 216,936 units in 2014, around 13,000 more than the previous year, and the new model posted healthy year-over-year gains in both December and November. However, according to a report from Wards Auto, the Korean brand isn't happy with how the vehicle is doing and is planning a redesign, to be timed with the future refresh. Unveiled at the 2014 New York Auto Show, the latest Sonata has a more refined, almost luxurious air about it, and the sedan ditches the swooping styling from the previous generation. It also comes at a slightly lower base price. But the more mature design is also the problem. Hyundai Motor America CEO Dave Zuchowski told Wards during the 2015 Detroit Auto Show that the new model was "not as distinctive" as its predecessor. Previously, "people would seek us out because we look different. And we don't get that now," he said. While no details on the redesign were divulged, Zuchowski said the company was already at work on the shape. He suggested the changes would debut for the Sonata's refresh, likely in the 2017 or 2018 model years. Autoblog reached out to Hyundai about the possible design change and spokesperson Derek Joyce told us, "Dave was simply referring to our normal mid-cycle refresh where it's typical to make styling tweaks." According to Wards, the latest Sonata isn't conquesting as many buyers from other brands as Hyundai would like. The company reportedly raised incentives to get them to move. So while sales were up, the automaker was disappointed. AutoTrader senior analyst Michelle Krebs confirmed to Autoblog that incentives were high for the Sonata, but that had nothing to do with its design. "The midsize car segment has fallen out of favor with buyers who want utilities so they are carrying very heavy incentives. We expect that trend to continue and then some in 2015," she said. A previous report also claimed that the 2015 Sonata wasn't living up to sales expectations in part due to its more traditional styling. But the company shot down those claims because the sedan was still rolling out the entire range to dealers at the time. Even now, Hyundai is still adding the Sonata Hybrid and Plug-In to the lineup in the coming year.