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2015 Hyundai Genesis Sedan can be yours for under $40K [w/video]

While we've already tested Hyundai's all-new, second-generation Genesis Sedan in its home market, the Korean brand unveiled the American-spec luxury car to the sleep-deprived journalists of Detroit.
The big sedan isn't wildly different from its KDM counterpart, boasting the same pair of engines that have done so well in the first-generation car. The 5.0-liter V8 still produces 429 horsepower and 376 pound-feet of torque, while the 3.8-liter V6 returns 333 hp and 291 lb-ft of torque. Unlike the current cars, the standard eight-speed automatic can send power to all four wheels, if so optioned. Rear drive remains standard.
The big piece of news surrounding the new Genesis is that Hyundai is aiming to keep the luxury sedan's starting price below $40,000. We knew official pricing hadn't been released, but according to a report from Automotive News, the company is confident the entry level models should remain quite reasonably priced.

Hyundai will launch Genesis brand in December

Hyundai is about to go global with a new, high-end sub-brand called Genesis. Rumors of this spinoff have been swirling for years, but an announcement Tuesday confirms that the Genesis brand will launch in December of this year. "To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure, and customer service offering is being established," the automaker said in a statement. A Korean report states that Genesis will kick off with a new version of the Equus, set to launch next month, called G90. The rest of the lineup will follow suit with that naming structure (Infiniti isn't using it anymore, after all). The Genesis sedan as we know it will be called G80, and a new midsize model will be G70. A luxury SUV and sport coupe will round out the range, and all six models will launch by 2020. The rear-wheel-drive, midsize sedan is expected to debut in the second half of 2017. In order to properly create an identity of its own, Hyundai is creating the Prestige Design Division. Beginning in mid-2016, this group will be lead by Luc Donckerwolke, who was formerly responsible for design at several Volkswagen Group brands, including Audi, Bentley, Lamborghini, Seat, and Skoda. Hyundai Motor Group's chief design officer, Peter Schreyer, will oversee the work of Donckerwolke's new division. Genesis will initially launch in North America, China, Korea, and the Middle East. Hyundai says it will expand to Europe and other parts of Asia as Genesis grows. "The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess," said Woong-Chul Yang, vice chairman of Hyundai Motor. Hyundai's full announcement can be found here, or in the press release below.

The Hyundai Genesis is dead! Long live the Genesis G80!

Hyundai's big news at the 2016 Detroit Auto Show isn't even about Hyundai at all. It's about Genesis, the Korean automaker's new luxury brand that officially kicks off with the G90 flagship. But over the next few years, Genesis will add a number of models to its range, and the next is the G80 – the rebadged version of the existing Hyundai Genesis sedan. That's what you're looking at here. Look closely, and you'll see the new Genesis wing emblem, and some "G80" badges on the rump. The official transition from Hyundai Genesis sedan to Genesis G80 happens this summer, with the 2017 model year car. We don't expect the G80 to be too different from the existing 2016 sedan, though Hyundai officials tell us some more Genesis announcements will take place at the New York Auto Show in March. Hyundai already confirmed a smaller Genesis G70 sedan will come to market, as will a sport coupe and luxury SUV. See the new G80 in the images above, check out the all-new G90 flagship here, and watch the Hyundai/Genesis press conference from the 2016 Detroit Auto Show below.