BADGE DRAW
A German emblem on the bonnet never loses appeal — but there’s a new rival
In the luxury car game, badges are important. The three-pointed star of the Mercedes-Benz C-Class and the blue and white roundel of the BMW 3 Series are immediately recognisable around the world. But the folks on the putting green at the golf course hosting our photo shoot weren’t sure what to make of the winged emblem on a new challenger — from Korea rather than Germany.
GENESIS G70
Brand recognition will be a problem for Genesis, which distanced itself from maker Hyundai by plucking off “H” emblems and removing vehicles from dealerships stocked with lesser metal.
A boutique shopfront on Sydney’s Pitt Street Mall is the place to buy a Genesis. Sharing the neighbourhood with fashion labels, the maker will spend $10 million in the first year of a retail space far from any Sonata or Elantra.
Other points of difference include five years’ free servicing and a version with an affordable twin-turbo V6. We’re testing the 2.0-litre — par for the course in this class.
In common with the BMW 3 Series in its crosshairs, the standard Genesis G70 features a four-cylinder turbo, eight-speed auto and rearwheel drive. Peak outputs of 179kW/353Nm are accompanied by a relatively thirsty 8.7L/100km official fuel figure.
The luxurious Ultimate spec of the test car brings heated and ventilated memory seats, wireless phone charging, panoramic roof and more for $69,300 plus on-road costs.
You get a lot of kit for your cash in the Genesis, including 15-speaker premium audio and comprehensive driver aids. Free servicing for the five-year warranty period and complimentary metallic paint also impress.
But evidence of cost-cutting looms large in driver instruments and seven-inch infotainment screen borrowed from Hyundai.
It wins points for comfortable seats with diamond-stitched dark brown leather sections and, in the back, valet-style seat controls.
You sit high in the Genesis, taking hold of a thick wheel adorned with a complex array of buttons plus paddle-shifters, as found in any car with sporting pretensions.
Keen drivers will work those paddles from time to time, as the dozy tune of the transmission can fail to keep up with what’s happening on the road.
There’s more road noise than rivals. The impressive composure of the suspension can’t disguise its noisy action — you hear bumps, rather than feel them.
The Genesis feels planted and inspires confidence with meaty steering and plenty of grip from Michelin rubber being the core of its rewarding dynamics.
BMW 3 SERIES
When Hyundai was developing the Genesis, among the benchmarks were previous iterations of the 3 Series. The Bavarian compact sedan was not at its best in recent years but this year’s G20 generation is a cracker.
Weighing in 213kg lighter than the Genesis, the new 3 Series feels more agile and athletic at every turn. Multi-mode shock absorbers help the more powerful BMW feel like the car the Genesis hoped to be.
The $70,900 330i brings stout outputs (190kW/400Nm) to serve up a straight-line advantage when pressing on. It also uses 26 per cent less fuel.
More than that, the BMW’s sporting intent shines through. Enter a corner and, as you squeeze powerful monoblock brakes, its intuitive gearbox programming drops through the gears with a pop and crackle from the exhausts.
The steering, though quick, isn’t as satisfying as it could be and there are plusher alternatives for long drives.
Few can match the BMW’s cabin, with its sports seats, thick-rimmed steering wheel, 12.3inch digital dash and 10.25-inch central display.
Outstanding on paper but sometimes frustrating in daily use, the set-up can delay smartphone connections and the touchpad near the gear selector requires a firm hand.
The 330i has the best driving position here, with a wide range of adjustment that allows you to sit much lower than the Merc or Genesis.
In the rear there is more headroom, if less shoulder room, but passengers get twin USB-C outlets, 12V power socket and dedicated aircon controls rivals can’t match. It even has the biggest boot.
Metallic paint adds $2000 (it’s nearly half that in the Merc). The sunroof ($2900), heated seats ($700) and servicing —all free in the G70 — raise questions over the value in the 3 Series.
MERCEDES-BENZ C-CLASS
We asked for a mid-range C300 which costs $71,800, has 190kW/370Nm grunt and similar standard features to the BMW and Genesis. That car wasn’t available, so we have a base 1.5-litre C200 (135kW/280Nm).
Cabin shortcuts include faux leather seats with less adjustment and a basic safety suite, which includes AEB but not active cruise control and lane keeping assistance.
The trade-off is the Benz is significantly cheaper at $63,700 plus on-road costs. Again, you’ll need to get ticking on the options sheet to match the Genesis or BMW.
The Mercedes does not play at being a sports sedan, instead riding beautifully on smaller wheels with softer suspension allowing more roll and compliance than the other cars. It feels delicate in a way, light and sweet with dynamics that encourage a flowing, effortless style as opposed to a dominant hand.
That smaller engine has a fine partner in the nine-speed auto which, like the BMW, has a good sense for choosing the right gear.
Piano black trim in the cabin looks plain alongside the textured rivals but the digital dash and 10.25-inch central screen operate flawlessly.
The rear, devoid of power outlets, feels basic but the seats are comfortable and there’s less cabin noise than in the Genesis.
It may be the oldest car here by some margin but the C-Class’s enduring appeal is reflected on the sales charts — it delivers a genuine Mercedes experience for less outlay than larger models.
And the range is as sporty as you want — or can afford — it to be, culminating in the firebreathing V8-powered C63.