Hyundai Genesis Coupe Entering Identity Crisis
Recently Hyundai sent the internet world a buzz with the announcement that they would no longer be offering the Genesis Coupe in the 2.0 liter platform. Sales have been on the decline for the Genesis Coupe, and Hyundai wants to take the vehicle to the next level to compete with other luxury sports cars, a la Lexus, Infinity, Audi, BMW, etc.
This could be a potentially damaging move for the automaker, as it runs the risk of alienating the segment that made the car as popular as it has, since its introduction. After all the car was originally designed to be an entry level sports car, that mid-20's and above could have fun modding. It would virtually put an end to an already niche aftermarket community. Currently, almost all of the Genesis Coupe's aftermarket support is geared towards the 2.0 liter motor, and tuners continue to push the limits of 2.0 liter's capabilities.
Speculation is that Hyundai is gearing up to introduce a 3.3 liter twin turbo motor, that will be the new entry level platform, and even some that have speculated (probably more hope than anything else) that Hyundai will put their 5.0 liter V8, currently featured in the Genesis Sedan, in the next model. This will surely push the base price into the upper $30's, and could even approach $50k. This is a bold move considering the price of the current Hyundai Genesis Coupe starts in the mid $20's, and the market for luxury sports cars is already pretty heavily saturated as it is. If the price tag of Genesis Coupe approaches $50k, then they could be walking into a buzz saw, as Audi, BMW, Lexus, and Infinity will be waiting to properly greet them.
Yes, you will have the group that wants the unique vehicle, but they are the minority. Most will want the status symbol for that type of price tag.
If this is the direction Hyundai wants to go, then the automaker needs to have a backup strategy to maintain its presence in the entry level sports car market. No, I would not consider the Veloster Turbo to be that presence. Ultimately, Hyundai needs to tread softly with this decision to make sure it is not alienating the group that helped bring the brand along from its introduction just 6 short years ago.