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    Hyundai Exec Says Luxury Brands Focus Way Too Much On Tech

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      Keep it simple on the tech a Hyundai executive says

    The head of Hyundai's N performance division, Albert Biermann said luxury automakers are too focused pm technology that doesn’t give value to customers.

    “It’s all marketing, first of all. “How many people really buy it later on? Much of this exists for media, to give a hype, to show the technology level. But how many people really buy it later on?" said Biermann to Australian outlet Drive.

    “If the tech will fail, you’re just adding the burden to the buyer, right?”

    We can assume some of the tech Biermann is referring to are things like gesture controls for the infotainment system or perfume diffusers. Biermann also brought up the example of a camera that looks at the road and makes adjustments to the suspension, calling it stupid.

    “In our G90 you will not find any air suspension, or active roll-bars, or active whatever. A camera sensing the road, and this stuff. It’s stupid. We have a solid Hyundai steel platform, tonnes of high-strength steel – okay, it’s a little bit heavier than the other cars – and we have adjustable shock absorbers, and that’s it. We still outpace the S-Class in the double lane-change in the Consumer Reports. We almost beat the BMW, without all the fancy stuff,” said Biermann.

    Biermann explained that Genesis will be focusing on simple technologies to make them reliable. He said Hyundai's chairman, Chung Mong-koo said he wants all Hyundai and Genesis models to be “like new” after a decade on the road.

    On one hand, Biermann has a point. Luxury cars are notorious for being expensive to keep on the road, partly due to all the technology equipment fitted to them. On the other hand, those technologies are a big selling point on these vehicles. Buyers use these to justify the price and they are a cool party trick to show to friends and family.

    Source: Drive.com.au

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    Luxury cars are notorious for being expensive to keep on the road, partly due to all the technology equipment fitted to them. On the other hand, those technologies are a big selling point on these vehicles. Buyers use these to justify the price and they are a cool party trick to show to friends and family."

    This is so true of Luxury and especially of all the new Nanny devices that have been added over the last 10-15 years. I question the real need as driving is a privilege earned and if you cannot focus on the driving without playing with your smartphone, then you need to forget driving and take the bus, taxi, lyft, uber, etc.

    Driving is a privilege earned and we can do without all the added nanny devices.

    Feel the nanny devices are needed, then keep them on the self driving auto's and let the ICE, Hybrid & EV's that can be fun to drive for drivers who enjoy pure driving.

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    "The G90 doesn't have twin turbos like an S-class"

    "The G90 doesn't have cameras to read the road or air suspension"

    "The G90 doesn't have a hybrid power train"

    "The G90 doesn't have autonomous drive technology"

    Translation is the G90 is slower, less powerful, less fuel efficient, and has worse ride quality than an S-class.

    Beirmann is trying to say technology and power and interior materials don't matter, because his car has none of those things.  Probably why his car doesn't sell very well.

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    Well, this brings up an interesting point: what makes a "luxury" vehicle? If you look at extremely exotic and luxurious vehicles such as the new Rolls Royce Phantom, you will see the use of cutting-edge technology combined with craftsmanship.  While I agree that gesture controls are a gimmick, the trend is going towards technology packages within luxury vehicles. That said...I totally agree that with all this new tech means it is a matter of time before something goes wrong.  

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    'luxury' vehicles today are all about increasingly complex electronics that will be obsolete in a few years and will fail expensively in a few years.   They are intended to be leased or owned for only a few short years under warranty then traded for the next new thing...

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    11 hours ago, smk4565 said:

    "The G90 doesn't have twin turbos like an S-class"

    "The G90 doesn't have cameras to read the road or air suspension"

    "The G90 doesn't have a hybrid power train"

    "The G90 doesn't have autonomous drive technology"

    Translation is the G90 is slower, less powerful, less fuel efficient, and has worse ride quality than an S-class.

    Beirmann is trying to say technology and power and interior materials don't matter, because his car has none of those things.  Probably why his car doesn't sell very well.

    Have you been in a G90?

    Doubt it, so your just blowing out your butt statements that have no facts.

    Do you have their product road map to know that they will not have any of the things you have stated?

    There are plenty of nontechnical luxury items, that are pure luxury in quality and craftsmanship. 

    Post a video of you driving a G90 and then driving an S class back to back to compare and show how they handle on near identically spec'd cars.

    I have not driven a G90 so I would not state it is not a luxury ride just because currently it does not tick off the check box's of a badge snob ride.

    THIS IS ONE OF THE BEST STATEMENTS from the story:

     “The car in the luxury car segment, they show all the racetrack talent, but which 2.2-tonne luxury segment car will ever see the racetrack?

    “We don’t do this kind of stuff. We work for the customer first of all, and not so much for the media. Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

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    The Genesis cars are surprisingly nice.  I am especially excited about the G70.  My brother's luxury cars have indeed been high maintenance (09 CTS, 11 A5, and 15 ATS).  I actually have him interested in the G70 with the 3.3 turbo 6 and AWD.  Can't wait until it hits lots. 

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    1 hour ago, dfelt said:

    Have you been in a G90?

    Doubt it, so your just blowing out your butt statements that have no facts.

    Do you have their product road map to know that they will not have any of the things you have stated?

    There are plenty of nontechnical luxury items, that are pure luxury in quality and craftsmanship. 

    Post a video of you driving a G90 and then driving an S class back to back to compare and show how they handle on near identically spec'd cars.

    I have not driven a G90 so I would not state it is not a luxury ride just because currently it does not tick off the check box's of a badge snob ride.

    THIS IS ONE OF THE BEST STATEMENTS from the story:

     “The car in the luxury car segment, they show all the racetrack talent, but which 2.2-tonne luxury segment car will ever see the racetrack?

    “We don’t do this kind of stuff. We work for the customer first of all, and not so much for the media. Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

    You know good and damn well he has not sat in one. He only makes the comment he did because the S Class was called out for the truth. In no way was Biermann trying to directly compare the two. He is spot on with the nanny features that push car prices into another level of financial retardedness. You can have luxury without the many gadgets and if you need stupid $h! like autonomous driving and self parking, then what you need is a limo driver because clearly you are too self absorbed or too busy texting on your phone to be bothered with actually driving. 

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    There are good points to what he says and also an admission as to why the Genesis cars may always be at the lower end of the scale in the luxury segment.

    Not that I am or would have Genesis at the top of my list for purchase, I would consider it now if I would take what he says at Face Value.... and if someone can tell me why the last sentence has three words in it that have a relation to each other (like a "six degrees of separation' type deal) outside of car talk, you get bonus points...

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    13 hours ago, smk4565 said:

    "The G90 doesn't have twin turbos like an S-class"

    "The G90 doesn't have cameras to read the road or air suspension"

    "The G90 doesn't have a hybrid power train"

    "The G90 doesn't have autonomous drive technology"

    Translation is the G90 is slower, less powerful, less fuel efficient, and has worse ride quality than an S-class.

    Beirmann is trying to say technology and power and interior materials don't matter, because his car has none of those things.  Probably why his car doesn't sell very well.

    It's also $21,000 less expensive. For 21k extra it better have all of those extra things. 

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    56 minutes ago, lengnert said:

    There are good points to what he says and also an admission as to why the Genesis cars may always be at the lower end of the scale in the luxury segment.

    Not that I am or would have Genesis at the top of my list for purchase, I would consider it now if I would take what he says at Face Value.... and if someone can tell me why the last sentence has three words in it that have a relation to each other (like a "six degrees of separation' type deal) outside of car talk, you get bonus points...

    Married to a Korean who came here at 13 but is still fluent and is a certified Psychologist, I find the last sentence in the story to be normal English as a second language talk from the asian rim. I see this in Japan, China and Korea.

    I assume your talking about this sentence:

    Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

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    14 hours ago, smk4565 said:

    "The G90 doesn't have twin turbos like an S-class"

    "The G90 doesn't have cameras to read the road or air suspension"

    "The G90 doesn't have a hybrid power train"

    "The G90 doesn't have autonomous drive technology"

    My Escalade ESV Platinum has only 1 of these things the Air Suspension and I can tell you it is not only a luxury ride, but handles well and the handling comes in regards to both the quality of this luxury SUV that is built well and to my driving skills as a person who enjoys driving and reading the road and DOES NOT need those Nanny devices to handle the driving.

    Take my Escalade any day over your overblown S-Class. Better Built, longer lasting, more comfortable as a Road trip auto than the S-Class.

    Having been all over the Asian rim, I can tell you now that other than badge snobs in China, the bulk of China, Japan and Korea want comfort and smooth ride, not a race car stiff ride. 

    I see the Koreans building an autoline that will give their customers the ride comfort they want. Cadillac does this with ride mode, many others too including MB, so you cannot say this is not a luxury car when he only simply points out that Genesis DOES NOT NEED the Nanny devices to compete as a smooth comfortable luxury ride.
    @Drew Dowdell & @William Maley

    I would like to request that in the future if you guys could please keep in mind and include in your writeups comparison of these auto's to the rest of the luxury makers so we have your butt in the seat feeling and impression as to how the Genesis luxury line compares please

    I think this is an important comparison of a Luxury auto without technical Nanny devices to a luxury auto with.

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    2 hours ago, dfelt said:

    Married to a Korean who came here at 13 but is still fluent and is a certified Psychologist, I find the last sentence in the story to be normal English as a second language talk from the asian rim. I see this in Japan, China and Korea.

    I assume your talking about this sentence:

    Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

    Nah, you are going too clinical and smart for me, dfelt.

    I was referring to the second to last sentence in my post.

    The answer:  Genesis is a band whose lead singer is Phil Collins.  Phil Collins released an album entitled "Face Value".  Now I feel stupid for writing that question because in retrospect, it was frivolous and inane and had nothing to do with the main article!  LOL

    Edited by lengnert
    • Haha 3

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    5 hours ago, lengnert said:

    Now I feel stupid for writing that question because in retrospect, it was frivolous and inane and had nothing to do with the main article!  LOL

    Dont feel stupid.

    Welcome to my world I say!

    I do that all the time.

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    I've said this for many a yerr:  luxury cars should be effortless to operate.  They should be serene in nature... so many of these gadgets are too complicated and therefore will go unused.  The whole point of luxury, to me, is to coddle the owner, not addle him.

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    On 9/21/2017 at 8:54 AM, dfelt said:

    Have you been in a G90?

    Doubt it, so your just blowing out your butt statements that have no facts.

    Do you have their product road map to know that they will not have any of the things you have stated?

    There are plenty of nontechnical luxury items, that are pure luxury in quality and craftsmanship. 

    Post a video of you driving a G90 and then driving an S class back to back to compare and show how they handle on near identically spec'd cars.

    I have not driven a G90 so I would not state it is not a luxury ride just because currently it does not tick off the check box's of a badge snob ride.

    THIS IS ONE OF THE BEST STATEMENTS from the story:

     “The car in the luxury car segment, they show all the racetrack talent, but which 2.2-tonne luxury segment car will ever see the racetrack?

    “We don’t do this kind of stuff. We work for the customer first of all, and not so much for the media. Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

    I have driven the 2010 Hyundai Genesis V8, it was my 2nd choice actually when I was car shopping 4-5 years ago.  For a sort of full size car it had pretty good ride/handling, the V8 moved it pretty easily, not a sports car in any way, but a nice daily driver.  No where near as good as an E-class though, which is why I bought an E-class.

    I have sat in the G90, there is a lot of low rent materials in that car, and the stuff they used to try to make it look expensive is just bling and chrome, that doesn't really make it luxurious, just flashy.  I would say the G90 is about on par with a Continental or maybe CT6 at most.  It falls short of any other full size luxury sedan.

    So if the interior isn't up to par, why even test drive it, especially when the specs show their V8 isn't up to par either.   Their optional engine makes 383 lb-ft of torque, less than a base model 2007 S-class.   Not good when your top engine is 10 years behind the competitor's base engine. 

    On 9/21/2017 at 11:08 AM, ccap41 said:

    It's also $21,000 less expensive. For 21k extra it better have all of those extra things. 

    Then Beirmann should not compare his car to an S-class.  Compare to Lincoln or Acura, or Infiniti, go after them.

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    On 9/21/2017 at 5:30 PM, ocnblu said:

    I've said this for many a yerr:  luxury cars should be effortless to operate.  They should be serene in nature... so many of these gadgets are too complicated and therefore will go unused.  The whole point of luxury, to me, is to coddle the owner, not addle him.

    I totally agree with you about the Coddle part. So much so, I decided to see if OcnBlu Coddled showed up in a search. :roflmao: Too funny of the results.

    OcnBluCoddled.png

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      Hyundai Sonata Hybrid’s solar-panel roof directly charges the 12-volt and hybrid batteries and outputs 205 watts of electricity. This system has several benefits:
      Mileage increases by about 2 miles per day Helps prevent battery discharge from infotainment or HVAC systems when the car is off Unique design cue Active Shift Control Technology
      ASC technology optimizes transmission efficiency by monitoring gear shifts 500 times per second and precisely adjusting the transmission rotation speed for faster shift times. ASC applies new control logic software to the Hybrid Control Unit (HCU), which aligns the electric motor with the rotational speeds of the engine and transmission to reduce gear shifts by 30%. The technology also delivers smoother gear changes and quicker shift times.
      “The development of the world’s first ASC technology is a remarkable innovation that incorporates precise motor control to an automatic transmission,” said KyoungJoon Chang, Vice President and Head of Powertrain Control System Group of Hyundai Motor Group. “It will not only save fuel but also provide a more fun driving experience for our customers.”
      Independently Developed Control Logic Software Applied to the Electric Motor
      Conventional hybrid vehicles do not have torque converters to improve fuel economy because torque converters lose energy while transferring power to the drive wheels. Although fuel efficient, such a system also requires longer shift times to ensure smoother gear changes.
      ASC technology allows the hybrid’s electric motor to also take control of gear shifts by applying new software logic to the Hybrid Control Unit (HCU) to mitigate issues with slower shift time. The HCU monitors the rotational speed of transmission with a sensor installed inside the electric motor at 500 times per second to synchronize the rotational speed with that of the gasoline engine.
      The synchronization reduces shift time by 30% from 500 ms to 350 ms. This improves not only the hybrid vehicles’ acceleration performance and fuel economy but also the durability of the transmission, by minimizing friction during gear shifts.
      Aerodynamics
      The Sonata Hybrid slips through air with 0.24 drag coefficient. The low drag coefficient is accomplished by managing airflow over and under the body. Up front, the Sonata Hybrid has active air flaps behind the grille, which close when less engine cooling is needed. A redesigned rear spoiler further improves airflow. To reduce drag under the body Hyundai engineers added several elements:
      Bumper lip Front- and rear-wheel deflectors Undercovers in the front and back of the engine bay Center floor undercover Rear undercover Digital Key
      Continuing to promote the latest advances in technology, the new Sonata Hybrid offers an optional smartphone-based Hyundai Digital Key. Digital Key uses a dedicated mobile app, Near Field Communication (NFC), and Bluetooth Low Energy (BLE) technology to allow a new Sonata to be unlocked, started and driven without a physical key, via a smartphone. Sonata’s Digital Key also allows secure sharing of virtual keys with family and friends.  
      Sonata owners can tailor the different vehicle functions available to each shared virtual key, and can make the key available for only a defined amount of time. The vehicle owner can preset the duration of vehicle use or limit the use to only certain features when loaning the vehicle, and can also revoke keys remotely. For additional convenience, such as using a valet service or visiting a Hyundai dealer, Hyundai Digital Key also works with an NFC card, which will be provided with each vehicle. Each Sonata still comes with traditional keys. Hyundai Digital Key is compatible only with phones using the Android operating system. 
      Hyundai Digital Key utilizes NFC technology, which exhibits a high level of security. The NFC wireless data communication takes place only when the device and the reader are placed several centimeters apart.
      Optimized Hybrid Battery Placement
      By optimizing the placement of the high-voltage hybrid battery, Hyundai engineers were able to increase trunk capacity by 2.5 cubic feet, compared with the 2019 Sonata Hybrid. This placement also helps create best-in-class front headroom and legroom.
      Convenience Technology
      The 2020 Sonata Hybrid features a number of advanced comfort and convenience features including an electric parking brake, Hands-free Smart Trunk, Qi high-speed wireless smartphone charging pad with cooling fan, standard Apple CarPlay® and Android Auto®, Text-to-Speech via Bluetooth®, heated and ventilated front seats and split-folding rear seats.   
      The top-of-the-line audio and navigation display is a wide, high-definition, customizable, 10.25-inch touchscreen monitor with split screens and natural language, and cloud-based speech recognition powered by Blue Link, while the cluster supervision display is a full 12.3 inches. The navigation system includes a bird’s-eye view in navigation maps, and drivers get HD Radio traffic flow and incident data without ever paying for a subscription. Dual Bluetooth support is also available, so two devices can be paired at the same time—one for phone calls and one for streaming audio. The navigation system also comes with three years of Blue Link Multimedia/Map updates. Hyundai’s eight-inch display audio user interface, equipped with Android Auto and Apple CarPlay, is standard on the 2020 Sonata Hybrid. An optional Bose® audio system also delivers an exceptional experience to customers.
      SmartSense Safety Technologies
      Sonata features Hyundai’s latest SmartSense advanced driver assistance systems (ADAS). A series of sensors and systems, often restricted to luxury cars, combine to potentially warn the driver and may take action in the event of a safety incident. Meanwhile, other ADAS systems can help the driver perform certain tasks using the car’s 3 radar sensors, 12 ultrasonic sensors and 5 cameras. These features include:
      Forward Collision-Avoidance Assist (standard) Blind Spot Collision-Avoidance Assist (standard) Rear Cross-Traffic Collision-Avoidance Assist (standard) Lane Keeping Assist (standard) Advanced Smart Cruise Control with Stop and Go (standard) Highway Driving Assist (optional)
    • By Drew Dowdell
      At an event is Seoul, South Korea yesterday, Genesis finally unveiled their new GV80 luxury SUV.  The overall look of the GV80 has been leaking out on the internet for months, but we finally get the full official release now.
      The interior and exterior of the GV80 is designed with a common thread to give a familial look with the G70, G80, and G90.  The GV80 introduces a new quad headlamp design that will eventually filter out to the other vehicles in the Genesis lineup. The crest grille first seen on the G90 is here too. The interior of the GV80 focuses on the "beauty of white space". The designed accentuated the width and space of the of the interior with wide horizontal lines and thin air vents.  In the center is a 14.5-inch split screen infotainment display. Genesis intentionally limited the number of hard buttons and switches for aesthetic reasons. The GV80 comes in either 5-seat or 7-seat models. On up-level models, soft materials cover every surface from the inside of door handles to quilted knee pads that line the lower sides of the console.  The transmission selector is a dial in the center console. The integrated controller can be operated by an onscreen keyboard or by handwritten letters. 
      Trips in the GV80 are designed to be stress-free. It gets equipped with a Road Active Noise Cancellation technology to reduce road noise. The system is one of the advanced and fast responding systems in the world. The electronically controlled suspension with road preview helps maintain a smooth ride by recognizing road imperfections ahead via a front camera.
      The GV80 is based on a unique new rear-wheel drive platform, while all-wheel drive is available.  In South Korea is till be equipped with a 3.0-liter six-cylinder diesel engine while the U.S. will get a choice between two unspecified turbocharged engines. All-wheel drive models in the U.S. will be equipped with an electronic rear limited slip differential.
      There is a host of safety and driving assistance technologies in the GV80 including Smart Cruise Control with Machine Learning, Highway Driving Assist II, Forward Collision-Avoidance Assist, Blind-Spot collision Avoidance Assist, Rear cross-traffic collision avoidance, and driver attention alert warning. In the event of a collision, there are 10 airbags, including a center mounted airbag between the front occupants. 
      The 2021 Genesis GV80 will go on sale in North America later this year.
       

      View full article
    • By Drew Dowdell
      At an event is Seoul, South Korea yesterday, Genesis finally unveiled their new GV80 luxury SUV.  The overall look of the GV80 has been leaking out on the internet for months, but we finally get the full official release now.
      The interior and exterior of the GV80 is designed with a common thread to give a familial look with the G70, G80, and G90.  The GV80 introduces a new quad headlamp design that will eventually filter out to the other vehicles in the Genesis lineup. The crest grille first seen on the G90 is here too. The interior of the GV80 focuses on the "beauty of white space". The designed accentuated the width and space of the of the interior with wide horizontal lines and thin air vents.  In the center is a 14.5-inch split screen infotainment display. Genesis intentionally limited the number of hard buttons and switches for aesthetic reasons. The GV80 comes in either 5-seat or 7-seat models. On up-level models, soft materials cover every surface from the inside of door handles to quilted knee pads that line the lower sides of the console.  The transmission selector is a dial in the center console. The integrated controller can be operated by an onscreen keyboard or by handwritten letters. 
      Trips in the GV80 are designed to be stress-free. It gets equipped with a Road Active Noise Cancellation technology to reduce road noise. The system is one of the advanced and fast responding systems in the world. The electronically controlled suspension with road preview helps maintain a smooth ride by recognizing road imperfections ahead via a front camera.
      The GV80 is based on a unique new rear-wheel drive platform, while all-wheel drive is available.  In South Korea is till be equipped with a 3.0-liter six-cylinder diesel engine while the U.S. will get a choice between two unspecified turbocharged engines. All-wheel drive models in the U.S. will be equipped with an electronic rear limited slip differential.
      There is a host of safety and driving assistance technologies in the GV80 including Smart Cruise Control with Machine Learning, Highway Driving Assist II, Forward Collision-Avoidance Assist, Blind-Spot collision Avoidance Assist, Rear cross-traffic collision avoidance, and driver attention alert warning. In the event of a collision, there are 10 airbags, including a center mounted airbag between the front occupants. 
      The 2021 Genesis GV80 will go on sale in North America later this year.
       
    • By Drew Dowdell
      Model Sales
      Vehicle
      Dec-19
      Dec-18
      2019 YTD
      2018 YTD
      Accent
      2,311
      3,830
      25,628
      29,090
      Elantra
      18,720
      15,076
      175,094
      200,415
      Ioniq
      1,164
      1,275
      19,574
      15,076
      Kona
      6,678
      8,319
      73,326
      47,090
      Nexo
      15
      8
      267
      44*
      Palisade
      5,654
      0
      28,736
      0
      Santa Fe
      10,350
      11,347
      127,373
      117,038
      Sonata
      7,105
      8,705
      87,466
      105,118
      Tucson
      11,224
      15,384
      137,381
      142,263
      Veloster
      712
      1,161
      12,849
      10,871
      Venue
      787
      0
      1,077
      0
       
      Dec-19
      Dec-18
      2019 YTD
      2018 YTD
      Hyundai
      64,720
      65,107
      688,771
      667,634
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