Genesis G70: A Hyundai Spinoff You Can Proudly Drive
You’d never guess the G70, which could fit in seamlessly with the likes of Lexus and Acura, was part of the Hyundai family, says Dan Neil. So how does it drive?
WHAT FOLLOWS is a thought experiment, although versions have been tried in real life many times and in many contexts, from marketing research to behavioral psychology. The question: How does automotive branding affect initial perceptions of value? Take any premium import sedan, like a BMW 3 Series, and disguise it: Cover up the badging, the emblems, the grille, and rename it some over-the-top, aspirational-sounding brand—like “Genesis.”
If you put 100 people in the driver’s seat, what would they see? Would they want it more,...