Prices for the GV70 start at 39,450 pounds (46,571 euros) in the key UK market for the entry 2.2-liter diesel, undercutting the cheapest Volvo XC60, which starts at 42,485 pounds.
Genesis says the price gap is created by selling directly to customers and bypassing the traditional sales route of franchised dealers.
“Because we are going to direct-to-consumer, we can undercut the competition by approximately 10 percent,” Miller said. “That is roughly the margin the dealers would have in the cars.”
In an approach similar to that of European newcomers Polestar and Nio, Genesis' only branded retail sites will be "studios" in high-traffic areas of city centers. All other contact with customers will be via phone or the internet, with cars (including test cars) delivered. Cars will be picked up for servicing.
The base GV70 also offers a higher level of standard equipment than the equivalent Volvo. For example, the entry Premium trim offers adaptive cruise control compared with regular cruise control in the XC60 Momentum; an electric rear tailgate versus a manual one; 19-inch alloy wheels compared with 18-inch wheels on the base Volvo; and a 14.5-inch landscape touchscreen compared with a 12-inch portrait screen in the Volvo. As with the Volvos, all models come with an automatic transmission only.
Available equipment includes a number of clever touches. For example, the navigation display augments a camera view of the road ahead with arrows to better indicate direction. And when the turn signal is activated, a camera view of that side of the car is displayed on the cockpit screen to warn of obstacles.
The GV70's interior is also distinct from its rivals', with the touchscreen rising from the top of the dashboard, visually separated from an oval-shaped panel of heating and ventilation controls.