Challenging the Establishment

Genesis's new luxury compact crossover, the GV70, made a bold entrance. Now it faces off against segment leaders from BMW and Lexus.

- By Mike Sutton. Photographs by Marc Urbano and Michael Simari

Buyers can't get enough of leather-lined compact SUVs with status badges, which are now the core of the premium-car market. While consumers are giving up some of the performance and handling of sedans, the demand for wagon-like versatility and an above-the-cars seating position has propelled these SUVs to prominence. Into this white-hot arena Genesis throws its new GV70 crossover, arguably the most important product yet from Hyundai’s nascent luxury brand.

Unfortunately, the vast number of vehicles in this segment is matched by the vast scope of the auto industry's supply disruptions. Vehicle shortages made a giant comparison test impossible. Instead, we opted to take the GV70's measure against two SUVs that have long stood as templates for the segment: the BMW X3 and the Lexus RX.

Most entries in this segment kick-off just north of $40K.But all-wheel-drive, six-cylinder power, and a long list of extras pushed our average as-tested price to $64,243, with our three competitors separated by a slim $1930. The price point works in the GV70's favor, as that money will buy the top Sport Prestige model fitted with the optional 375hp twin-turbo 3.5-liter V-6 and nearly every imaginable feature, from leather-and-suede seats to a head-up display.

Lexus started this automotive genus when it launched the RX300 for 1998. Easygoing refinement and proven reliability-plus annual sales that regularly top 100,000 have been the RX's hallmarks ever since. Its current fourth-generation also pushes the boundaries of tasteful SUV exterior design and offers both conventional and hybrid powertrains. We settled on the RX350, powered by a standard 295-hp 3.5-liter V-6 and dressed in optional F Sport regalia.