The voiceover highlights the car’s HTRAC all-wheel-drive system, Lotus-tuned chassis and continuous damping-control system. Like many of its competitors, it also offers selectable drive modes to manage throttle response, stability control, suspension damping and shift points.
“The all-new Genesis was tweaked, refined, re-tweaked, re-refined … to meet the demands of the most demanding,” the narrator says. “Remember when performance was reserved solely for the Germans?”
The ad continues Hyundai’s campaign to lure drivers away from Audi, BMW and Mercedes-Benz offerings. The Korean company has focused on style and luxury with a lower price tag, starting at $35,200 for the V6 model and jumping to $47,400 for the V8 variant with 420 horsepower.
Despite focusing on sport tuning and performance, the Nürburgring video does not make any reference to actual lap times.
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