Hyundai have skillfully avoided debuting their first ever premium executive car on April Fools day. The Genesis will be available to order on April 2nd starting at around £47k for interested UK punters. Hyundai bench-marked Genesis against the Mercedes E Class, Audi A6 and BMW 5 Series and reflects a move into the premium end of the market for the Korean car maker. Its a tough place to be for the best and for Hyundai it might be a bridge too far… in the UK at least. The Genesis will probably find more buyers in the far east than the mono-brand-culture of Europe where Mercedes and BMW rule when it comes to mid-sized status cruisers. The Genesis uses Hyundai’s latest generation 3.8-litre V6 GDi petrol engine which powers the rear-wheels. Making sure those 311bhp and 395Nm of torque are accessible is an eight speed automatic transmission. Of course Hyundai are rightfully proud of their new creation saying the Genesis “makes use of the finest materials, driver and passengers are offered a true sense of opulence and serenity. A suite of intuitive yet unobtrusive new technologies includes an advanced driver infotainment system that displays detailed vehicle information on an 8” touch screen.” Advanced safety features include Smart Cruise Control, Automatic Emergency Braking and the world’s first CO₂ cabin sensor, which monitors the quality of the cabin environment and helps protect the driver from the dangers of drowsiness. Four cameras offer a 360-degree view of the vehicle at all times, Lotus have been assigned to tune the suspension specifically to ensure the Genesis caters for UK driver preferences such as sharp and precise handling. Hyundai will recruit specially trained staff to flog the Genesis too interested UK punters at selected dealerships which will have a designated and bespoke retail area.