Genesis: 'we would like to sell more'

Sales of Hyundai's new Genesis sedan in Australia are lagging behind where the company wants them to be, but any concerns about the large luxury car's local acceptance are being publicly downplayed.

Hyundai launched the three-model Genesis range here priced from $60,000-$82,000 late in 2014 with the ambition of selling up to 1000 per annum.

But so far the 4.99m-long petrol-V6 rear-wheel drive four-door is averaging less than 50 registrations per month according to official VFACTS figures, which equates to somewhere between 500 and 600 per annum.

"I think any person who works in a car company would tell you they would love to sell more of anything," Hyundai Australia chief operating officer John Elsworth told motoring.com.au. "So would we like to sell more [Genesis]? Absolutely.

"We knew it would be a slow burn with this type of car, because we are not famous for luxury cars.

"There are consumers in that segment who have very established views on what brands of luxury car appeal to them.

"We are probably a little behind where we thought [we would be]. There is nothing dramatic. It is early days, the car has only been on-sale for about four months."

Elsworth said Hyundai had entered the hardest segment in the market because of the strong hold German brands Audi, BMW and Mercedes-Benz have on prestige and luxury passenger car buyers.

He made it clear Hyundai Australia would welcome a large Genesis SUV or second generation Genesis coupe to boost interest and sales. But while both have been mooted for later in the decade, neither is confirmed for production.

"If there was a high-end SUV then that would make a lot of sense considering the way SUVs are developing," Elsworth said. "It would be eminently saleable in Australia.

"As far as we are aware there are no plans for a Genesis coupe ... I imagine it comes down to the investment cost and things like that. We don't have a Genesis coupe in our plans and we never have had."

Speaking at last week's local unveil of the ix35 Fuel Cell Electric Vehicle and Australia's first hydrogen refueller, Elsworth said the Genesis played an important role in changing and lifting Hyundai's image among Australian new car buyers.

The Korean giant crossed 100,000 sales in Australia for the first time in Australia in 2014 and was fourth highest seller behind Toyota, Holden and Mazda.

"I think in reality Hyundai is famous for small cars and fuel efficient small cars," Elsworth said. "To develop a brand you have to be famous for more. We want to be famous for SUVs, we are getting there with ix35 and Santa Fe.

"We want to be famous for high-end technology and that's the Genesis and the fuel cell.

"We haven't got a fantastic reputation for building environmentally friendly cars other than building small cars. So there is sort of a linkage there, but there is an entire technology story in Genesis and the fuel cell."

While it is packed with high-tech gear the Genesis has also copped criticism for its heavy 1890kg kerb weight and official 11.2L/100km combined fuel consumption rate produced by its relatively low-tech 3.8-litre V6 engine, albeit mated with an eight-speed automatic transmission.

There is no diesel version of the Genesis available globally that could address fuel consumption issues, while the Tau 5.0-litre V8 that might attract performance fans isn't package protected for right-hand drive.

However, Automotive News in the USA has reported this week that a twin-turbo V6 is due to be introduced in the Genesis in 2017 or 2018.