It's a fair enough question - will people pay $140,000 for a Korean car?
Luxury brand Genesis is determined to get an answer in the affirmative. If road tests are any indication, the Korean manufacturer is up for the fight.
Genesis is the luxury brand for Korea's Hyundai, in the same way Lexus is for Toyota.
With one small difference.
It took Lexus more than two decades to finally convince the market its range of plush, quiet and luxurious models was worthy of its own, stand-alone identity.
Genesis, hell bent on growing its brand at breakneck speed, is trying to sell the same proposition to Korean buyers, but is doing it with a much smaller time frame.
In fact, the first Genesis to arrive in the Australian market was launched less than 10 years ago and it operated as a lone model for most of the time since.
Now Genesis has eight models on the Aussie market - with everything from full-sized limousines (such as the GV80 tested) down to the more nimble, fuel-efficient electric hatchback GV60.
Now the clever folk at Genesis are aiming to convince the Australian driving public the recently upgraded GV80 - the handsome SUV flagship for the Genesis branch - is worthy of its lofty pricetag.
The GV80 will be offered in three forms - a conventional seven-seat, SUV (as tested) which kicks things off the range at a very reasonable $130,000.
There's a six-seat GV80 with captain's chairs in the second row ($133,000) and a new GV80 coupe ($139,000).
Only two options are offered on each of the three models - a rear-seat entertainment module ($4500) and matte paint for a reasonable $2000.
Those features, as well as on-road fees, could make this the first $140,000 Korean car in your street.
In the previous GV80, launched in 2020, Genesis offered a "luxury pack" option which attracted 95 per cent of buyers - hence that has been swallowed up in models across the range.
Genesis has been generous with the car's fit out and luxury DNA.
For that price you get a vehicle that matches Lexus in virtually every way - and gives its Japanese and European rivals a few whacks for good measure.
Expect an 18-speaker B&O audio system, motorised privacy screens in the rear windows and a massage function which automatically cuts in when you've been in the driver's seat for more than 90 minutes.
Striking in its design, impressive is its build quality and head-turning in its road presence, the GV80 grabbed a stare from just about every car and pedestrian during a week-long test.
It's a compelling big thing - with a footprint not far from a Toyota Sahara or Range Rover - whether as a regular SUV or as a five-seat coupe.
Curiously, you'll pay $6000 more for the flagship five-seater, despite it having two less seats and identical equipment to the test model.
And despite its imposing size, it is surprisingly nimble and covers the ground effortlessly.
The smooth growl of the twin-turbocharged petrol V6 (279kw, 530Nm and 0-100km/h in 5.9 seconds) perfectly supports the GV80's luxury persona.
Dynamically it is seriously impressive. All three variants get the same 3.5-litre, twin-turbo V6, driven through a silky eight-speed automatic transmission.
While it might not look like an off-roader, the GV80 offers significant soft-road capability, including multi-modal AWD system, variable torque-split clutch and torque control.
There are settings for snow, mud and sand.
Running on massive 22-inch alloys, with brakes almost as large, it also gives the driver the opportunity to select sport or normal drive mode, or the option to switch to off-road mode with little fuss.
Genesis has coined the design theme as "Genesis Athletic Elegance".
From the moment you take up position in the sumptuous plump leader seats, specify if you'd like your pew to be ventilated or heated, and your massage soft or firm, it's clear that little has been spared in building this machine.
The middle-row and front doors, for instance, use an electric self-closing system that ensures you never drive off half-latched.
The side blinds on the middle-row seats can be activated with the push of a button and the impressively flexible rear seat arrangements are all raised or laid down flat with the push of a button.
It's surprisingly roomy, should you need to carry some bulk items. The expansive rear cargo bay is littered little chrome switches which allow you to activate the middle and third-row seats
It is a beautiful piece of design, enhanced by the judicious use of technology.
Standard equipment inside includes 27-inch OLED integrated display, 18-speaker Bang and Olufsen audio, fingerprint recognition, a UV-C sterilisation storage box in the console.
In the space of just over a decade, Genesis has created a car, or several of them, that lift the Korean maker to another left of comfort and quality.
It's probably not for everyone. But keep in mind the Genesis undercuts the Mercedes S-Class, BMW 7-Series, Lexus LS and Audi A7 which will all cost you about 30 per cent more than the Korean offering.
In that case, a $130,000 Korean car sounds pretty good.
GENESIS GV80 SUV LUXURY
HOW BIG? A full-sized luxury SUV gives everybody a plump, quilted leather seat.
HOW FAST? Impressively it will reach the speed limit in a sonorous 5.9 seconds. Massive brakes and a welter of safety features make it a rival for even the best in this segment.
HOW THIRSTY? Its official thirst is 11.7L/100km which, for such a big thing, is not that bad.
HOW MUCH? Prices start at $130,000 for the entry-level model - just $6000 below the sexy coupe version.
