The retail price of Hyundai Motor Co.’s new Genesis luxury sedan will be higher than that of BMW AG’s 3-Series in the United States, an executive of the South Korean carmaker said Monday. Last week, Hyundai Motor launched the Genesis in South Korea, its first foray in the high-end segment to compete with BMW’s 5-Series, Daimler AG’s Mercedes-Benz E-Class and Toyota Motor Corp.’s Lexus GS.

Hyundai Motor hasn’t yet set a price range for the new model, which will be available for sale in the U.S. in June.

In South Korea, the Genesis is selling at a price of between 40.5 million won (US$43,150) and 53.8 million won, depending on accessories and engine types.

“The prices will be set around April, but they will be higher than those of BMW’s 3-Series,” said Lee Hyun-soon, president of Hyundai Motor’s R&D division, on the sidelines of an auto industry fair here.

The Genesis with a 4.6-liter engine will retail at a price higher than that of BMW’s 5-Series, Lee said.

The Genesis is Hyundai Motor’s first luxury model, aimed at shaking off its image as a producer of cheap first cars.

Launching the new model in South Korea, Hyundai Motor said it expects to sell 55,000 of the vehicles this year, 35,000 at home and 20,000 overseas in the U.S.

Some analysts, however, remain skeptical over Hyundai Motor’s move into the luxury market, citing an expected decline in U.S. auto sales this year because of sluggish demand on the back of higher oil prices and rising defaults on subprime mortgage loans.

The all-new W221 was introduced in the autumn of 2005 at the Frankfurt International Motor Show, with export to other markets beginning in 2006. The W221 S-Class made its North American premiere at the 2006 North American International Auto Show in January. The latest S-Class is slightly larger in all dimensions than its predecessor, and it features a more luxurious, Maybach like appearance, as well as three newly developed engines with up to 26% power increase. The interior is completely new, all materials have been upgraded and make for a more luxurious ride, and the center-mounted transmission has been replaced with a column-shifter.

Models sold in North America are the S450 (2008-,SWB and Canada only), S550, S600, S63 AMG and S65 AMG; other models to be sold outside North America include the S350, S300, S420 CDI and S320 CDI. The first W221 model released in North America and Japan was the S550 (called S500 outside North America and Japan), with the S600 arriving in the following spring. Notable features on the W221 include: the 7G-TRONIC seven-speed automatic transmission (standard, except on V12 engines, where the 5-speed Sequentronic is used as the 7-speed cannot handle the power of the AMG V12). 4MATIC four wheel drive arrived in the fourth quarter of 2006.

The brakes continue to become more advanced with the new Brake Assist Plus system monitoring for an impending collision and increasing braking if needed, while the Distronic Plus cruise control can now bring the car to a complete stop.
This system works in outdoor conditions; a test demonstration by Mercedes-Benz in a crash-test hall resulted in embarrassment for the company when a new S-Class crashed into the back of a stationary W220 S-Class, an incident later attributed to radar-confusing steel in this hall.

In 2007, Automobile Magazine named the W221 S-Class as one of its 2007 “All-Stars” over rivals from Lexus and BMW,and Car and Driver selected the S550 as the winner in a five-way comparison test of flagship luxury sedans.The W221 S-Class was also the recipient of several other motoring awards.
Engines
The W221 S-Class features a similar number and variety of engine choices as the previous generation W220 S-Class. The current lineup of gasoline engines includes a 3.5L V6 with 268 hp in the S350, and two V8 selections: the 4.6 L, 335 hp V8 in the S450, and the 5.5, 383 hp V8 in the S500/S550. Turbo diesel V6 options include 3.0L 235 hp and 4.0L 310hp variants in the respective S320 and S420 CDI models.

The twin-turbo V12 S600 returns with the W221 generation, and features a 5.5L twin-turbo V12 with an output of 510 hp. Two high-performance S-Class AMG models are currently offered: the S63 AMG with a 6.2L, 525 hp V8, and the chart-topping S65 AMG with a 6.0L, twin-turbo V12 producing 612 hp.

Safety
Mercedes Benz has traditionally introduced its safety innovations in the S-Class. For instance, the S-Class was the first car in Europe to incorporate airbags. S-Class safety features include the following innovations in active safety (accident avoidance), passive safety (collision protection), and holistic safety (integration of both active and passive safety features):

Active safety: ABS braking in 1978 (acts to reduce braking distances and improve stopping control; co-developed with Bosche); traction control and Electronic Stability Program (ESP) in 1995 (improves driver control during difficult road conditions); and Brake Assist (provides full braking power during emergency stops). In 2005, a new infrared night vision feature was introduced (improves visibility during nighttime conditions). Despite the popular misconception, the S-Class was not the first car fitted with ABS braking technology, although some credit can be given for popularizing this now largely standard feature (ABS was initially an option on most models of the W126 S-Class).

Passive safety: crumple zones in 1957 (vehicle body structure absorbs the force of impact); three-point seatbelts in 1965 (provides additional torso/body protection); collapsible steering column (prevents the steering column from protruding into the cabin during accidents), strengthened occupant cell enhanced occupant protection during severe impacts, rollovers); pre-accident seatbelt tensioning (tightens seatbelts prior to impact), and sandwich platforms (allows the engine the slide under the occupants in a head-on collision).

PRE-SAFE, Mercedes-Benz’s holistic safety feature, was introduced on the S-Class in 2002. PRE-SAFE integrates multiple active and passive safety features for a “safety net” approach to vehicle safety by attempting to prevent accidents; if accidents do occur, PRE-SAFE aims to reduce occupant injury. In the latest version of this pre-collision system, PRE-SAFE will prime the brake assist system, lock the doors to prevent accidental opening during the accident, adjust the seats, close the windows and sunroof, and tighten seatbelts during certain types of collisions. In the event an accident results in a roll over, the “PRE-SAFE” feature unlock the doors and lower the windows approximately one half an inch to allow you to exit or safety workers to gain access easily.