I’ve been reading a lot lately, much of it within our own pages, about how the Hyundai Genesis is the second coming of the Lexus LS. It’s part of a larger narrative that predicts the Korean automakers will follow the pattern established by the Japanese and become dominant, respected players in the American market even as the Chinese start the process over again by exporting their own wave of econocars. That all may come true. But having recently driven some of the cars that really matter – the cheap ones - I have to say, “not so fast.”
Back in September, before I got on the press-car gravy train, I test-drove a Hyundai Accent at a local dealer. The saleswoman was courteous and knowledgeable, and I could certainly see why people who don’t like repairing cars in their free time would spend $10,000 for ten years of worry-free driving. But at no point could I picture myself wanting this car. More recently, I spent time with the Korean-designed-and-built Chevrolet Aveo, followed by the Kia Soul and Sedona. None of these were necessarily bad vehicles. The Soul, to its credit, grins at you in the parking lot and makes you want to grin right back. But behind the wheel, it was more of the same: numb steering, rubbery transmissions, soft ride, and hard plastics. You could argue I shouldn’t have expected anything more from cars whose main virtue is affordability (although our Sedona lists at $32,220), and that a fine effort like the Genesis should be judged on its own merits. I would have agreed with you. After all, didn’t the Japanese start out building tin-can econoboxes?
Then I drove our new Honda Fit Four Seasons car for the first time, and I remembered. The Japanese did not suddenly decimate their competition by churning out a few nice luxomobiles. No. They did it by building millions of inexpensive, unassuming little cars just like the Fit. Cars that introduced Americans not only to fuel efficiency and reliability, but also to the joys of nimble, finely weighted steering and direct, precise transmissions. By the time Lexus, Acura and Infiniti launched, Americans were no longer buying Celicas, Civics, and Maximas just because they were inexpensive (and by that time, tariffs had ensured they weren’t). They were buying them - and auto journalists were wildly praising them - because they were really good cars. The Fit is a really good car. The Accent, Aveo, and Soul are really cheap cars.
We’re getting a V-8 Genesis in the office next week, at which point I reserve the right to change my mind, delete this post, and deny having ever written it. But from where I sit now, I can’t imagine Hyundai’s first effort at luxury having the same impact as those early Lexuses, Acuras, and Infinitis, and I don’t subscribe to the inevitability of Koreans or anyone else mimicking the Japanese automakers’ success. Until the day comes when Korean cheap cars are also really good cars, will folks really want to take a chance on one that isn’t cheap? Hyundai in particular is making great strides, so perhaps that day will come soon. But in the meantime, go try out a Honda Fit.