BEHIND ENEMY LINES
The premium market is a tough nut for a new brand like Genesis to crack, but we might be able to help
WORDS SAM ‘SMILEY’ BURNETT
PHOTOGRAPHY JONNY ‘LE CARRÉ’ FLEETWOOD
W
Why do you never see a cinematic superspy mid-journey? It’s always a wheel-smoking departure from a picturesque part of central London and a smash cut to some exotic locale. I’m on a mission – not in an Aston Martin, but a car almost as exclusive, an early version of the new G70 Shooting Brake from Genesis, Hyundai’s posh brand. The South Korean outfit wants to crack Europe with this bespoke new coupefied estate version of a saloon you can already buy. It’s a car that turns heads, but in the way you’d imagine people look at a B-list celebrity in town they can’t quite put their finger on. Is that the kids’ headteacher or the local BBC weatherman?
The mission, which I’ve not so much chosen to accept as I am resigned to see through, is to crack deep into the heart of premium German territory and find out what makes the big boys tick. Audi, BMW, Mercedes – wham, bam, they won’t know what’s hit them. In and out, stealing some of their most carefully held secrets to the benefit of the east Asian interlopers. By which I mean I’m going to look round their museums. Love a good museum, me.
But before we cut to an establishing shot of Ingolstadt I’ve got a delightful 13 hours on the road trying to infiltrate the centre of the German automotive industrial complex. I get a thumbs up from a fellow in a wobbly Kia Stinger on the autobahn near Cologne, which is a lovely boost for the old self-esteem, but it does force me to consider some of this spy stuff. Doesn’t really feel like I’m sneaking in under the radar.
You never see Bond trying to scrape together 40 cents in small change for the privilege of a wee in a stinking Belgian roadside hellhole, either. Does he get stuck in traffic? Somewhere near Würzburg we’re immersed in a traffic jam that lasts so long my phone reminds me where I’ve parked. Bond’s wife doesn’t prepare him sandwiches before he sets off, more fool him, but even Johnny English gets the drink he wants.