Genesis Demonstrated That A BMW Badge Isn't Necessary, Yet It Seems You Still Do | Carscoops

      The automaker has been struggling to penetrate the segment, despite having a strong offering.

      

      Seven hours ago

      

      by Stephen Rivers

      

      Sales are significantly lower than those of German competitors, even with competitive pricing.

      The demand for compact luxury sedans is dwindling in the U.S.

      Genesis may shift its future performance focus toward electric vehicles.

      

      The Genesis G70 represents the last remnant of what could be a fading chapter for Hyundai Motor Group. It is the final gasoline-powered model with rear-wheel drive in the lineup. While the Elantra N, Ioniq 5 N, and EV6 GT are still in production, the G70 holds a unique position. Nevertheless, it might soon disappear altogether, which is evident from the sales data.

      Analysts suggest that the G70's future is almost at an end, with expectations that it will be discontinued after the 2027 model year. This is primarily because it isn't achieving the sales figures Genesis requires. As the brand's entry-level offering, it is intended to attract a large number of young buyers. However, Genesis has only sold 5,136 units in the first half of 2025.

      Struggling to Compete

      This translates to a mere 856 units sold per month, which falls short when it's priced from $44,245, while its main competitor, the BMW 3-Series, reported 14,137 sales. The BMW 4-Series coupe recorded an even more remarkable 23,369 sales. The Mercedes C-Class also outperformed the G70 with sales exceeding 13,674 units, as reported by AutoNews.

      More: The Next Genesis G70 Could Go All Electric

      The reasons for the G70's underperformance are difficult to pinpoint, aside from external factors such as brand recognition, a shorter history, or consumers' remaining loyalty to more established brands.

      From a driving perspective, the G70 is an exceptional value that competes well with BMW while surpassing Audi and Mercedes. It is more reasonably priced and offers better warranty coverage, too. However, it is challenging to sway consumer preferences unless a product is significantly superior to established competitors.

      "Consumers in search of a lower driving position and a trunk are becoming rarer as modern crossovers provide enhanced handling and better fuel economy than their SUV predecessors," said Sam Fiorani, vice president of global vehicle forecasting for AutoForecast Solutions. "Crossovers are now the new passenger car, and those of us who prefer sedans will find fewer options moving forward," he added.

      At this point, it appears that the G70's days are limited unless significant changes occur. Genesis maintains that it "will continue to offer models that meet the needs of U.S. consumers, and we currently have no plans to discontinue the G70." However, this statement offers little assurance beyond the implication that increasing G70 sales could help secure its future.