Hyundai’s Genesis boss says German carmakers invest in “stupid” technologies

“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,” Biermann explained.

By: | Published: September 21, 2017 7:02 PM

If you are not a fan of luxury features and like simple cars that are less loaded with features but have the important ones then the head of performance of Hyundai owned Genesis’ Albert Biermann will be your next best friend. Albert, former BMW’s M division took a dig at its former employer and other German automakers, saying they waste lot of money on technology that is hardly ever used. Australian based Drive reports that Biermann called the new features on luxury cars a marketing gimmick and is just used for hype in media. He further added, “Much of this exists for media, to give a hype, to show the technology level. But how many people really buy it later on? If the tech will fail, you’re just adding the burden to the buyer, right”? As a brand Genesis believes on focusing on simpler and more useful features that can be trusted for future as well. He also said that Hyundai and Genesis cars unlike other automakers undergo a lot of testing during the development stages. “We have 30,000 km (18,641 miles) test driving in [Hyundai’s research and development headquarters] Namyang, with all the bad cobblestones and potholes you cannot imagine. We run our cars there for 30,000 km, and then on top of that, we do 10,000 km (6,214 miles) at the Nürburgring,” said Biermann.

“I don’t think anyone else is doing that anymore—maybe Porsche or Ferrari. But all the other guys, they’ve stepped down from 10,000 km to 8,000 km (4,971 miles) or 5,000 km (3,107 miles). And some, they do nothing anymore.” He further added,. Beirmann further believes that after a certain point, cars get long enough and cannot be corner carvers. As per the head of performance, Genesis is focused on keeping its cars reliable, simple, and comfortable. “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,” Biermann explained.

“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.”

While we agree that many features on luxury cars looks and sounds exciting on paper but not used much. In fact many such feature if broken can cost a lot to be fixed. But, it’s up to the customer and the buyer to decide. Most of the buyers enjoy the ride sitting on the rear seat and care about overall comfort and not much about the cornering of the car.

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