BMW And Cadillac SUVs Have A Big Problem: The Genesis GV80

The Genesis GV80 midsize luxury SUV won’t be available until this summer but it has already tallied 10,000 reservations since first being shown in January. That should worry BMW and Cadillac. One of BMW’s money makers is the X5 SUV. As for Cadillac,  that number of reservations represents almost the entire run of 2019 XT6 SUVs. And the G80 luxury sedan will follow soon after. Both BMW and Cadillac have a big problem and it is Genesis.

The 2021 GV80 is comparable to both BMW and Cadillac SUV with one exception

Genesis GV80 off-road
Genesis GV80 off-road | Genesis

The 2021 GV80 is comparable to both BMW and Cadillac from styling to features with one exception; it will have a list price under $50,000. And a loaded GV80 comes in at $65,000. It may not have the panache of a BMW and it isn’t made in America like Cadillac, but buyers don’t care. They’re getting everything the others offer for substantially less money. 

Factory shutdowns due to the coronavirus are causing production uncertainty for all of the manufacturers. But Genesis CEO Mark Del Rosso told Roadshow both the GV80 and G80 are ready for their summer arrivals. There will be plenty of inventory ready by then. “We’re in a perfect position from an inventory perspective,” he said. “The reality is we’re probably going to be one too few.”

G80 reservations are at 1,500 and it only made its debut in March

2021 Genesis G80 rear
2021 Genesis G80 rear | Genesis

In other words, he expects demand to be brisk. And if reservations are an indication, then he’s right. Currently, G80 reservations are at 1,500 and it only made its debut in March. That debut, done in the midst of the coronavirus, was performed over the internet. 

The G80 also debuted Genesis’ “Athletic Elegance” design philosophy. The combination of styling, stance, and trim, results in an elegantly aggressive look. “When we think about athletic, we think about G70; it’s very sporty, but still elegant, Del Rosso says. “When we think about G90, it’s very elegant, but still athletic. Right in the core is a stunning product that is the perfect balance, the new G80.”

You can’t say the GV80 SUV doesn’t have styling and presence both inside and out

Genesis GV80 interior side
Genesis GV80 interior side | Genesis

Don’t forget that a base GV80 will feature a 304 hp 2.5-liter turbocharged four-cylinder along with standard rear-wheel-drive. Moving up to a top-of-the-line model gets you a 3.5-liter turbocharged Advanced + with all-wheel-drive. And you can’t say the GV80 doesn’t have the styling and presence both inside and out of its rivals. You could, but it wouldn’t be true. 

Besides the products themselves Genesis also recently announced its Concierge program. Prospective Genesis customers can have a personal shopper and also request home delivery. With the coronavirus changing how everyone makes purchases these days this is moving right with the times. 

This all aims toward making luxury more personal

Personal shoppers will guide customers through various Genesis vehicles and options. At-home test drives are part of the program. Referring to Genesis Concierge Del Rosso said, “We feel like we have quite an advantage in the automotive sector when it comes to excellence.” From a service and sales perspective, he feels this all aims toward making luxury more personal.