The Head of Vehicle Test & High-Performance Development at Hyundai and Genesis holds a contrasting perspective on the essence of luxury cars compared to his rivals. During the recent debut of the new G70, Albert Biermann did not mince words regarding his views on the advanced technologies adopted by companies like BMW and Mercedes in their vehicles these days, Drive disclosed.
“It’s primarily a marketing ploy,” expressed Biermann. “To what extent do consumers actually opt for it in the long run? A large portion of this is geared towards the media, to create a buzz, to showcase the technological advancements. But how many individuals truly end up purchasing it later on? If the technology malfunctions, you are simply shifting the burden onto the buyer, correct?”
Biermann’s insights are backed by his prior role as the Vice President of Engineering at BMW M Automobiles. He possesses an intimate knowledge of his competitors from the inside out.
For instance, Tyler Hoover from Autotrader Oversteer recently purchased a 2005 BMW 745i which originally had an over $75,000 price tag, for a mere $3,400. Despite its smooth functionality, almost every warning indicator on the instrument panel is illuminated, resulting in what he describes as a downsized version of a Mannheim Steamroller Christmas Concert.
Renowned writer and YouTuber Tavarish, also known as Freddy Hernandez, has established a reputation by purchasing pre-owned luxury vehicles with substantial technological faults and efficiently refurbishing them at a fraction of the original cost.
Justin Hughes
Genesis adopts a markedly distinct approach in integrating technology into their vehicles.
“Within our G90 model, you won’t discover any pneumatic suspension or active stabilizers, or active equivalents. Nor a camera monitoring the road, and the like. It’s absurd,” declared Biermann. “We rely on a sturdy Hyundai steel framework, abundant high-strength steel—granted, it’s marginally bulkier than other vehicles—and we feature adaptable shock absorbers, and that’s the extent of it.”
Despite its unorthodox approach, Genesis’ reluctance to conform to the technological trends has not seemingly placed them at a competitive disadvantage in terms of performance.
“We even surpass the S-Class in the double lane-change test, as per Consumer Reports,” mentioned Biermann. “We nearly outshine BMW, minus all the extravagant add-ons.”
Furthermore, when it comes to luxury, the G90 model matches up in comfort with the competition. It boasts all the practical technology you’d realistically utilize but discards the flashy gimmicks prevalent in the industry. The reception towards Genesis’ “back to basics” approach, vis-à-vis the more established contenders, will indeed be an intriguing watch.