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Marketing is at its best when it helps you quickly understand why a product is worth buying. However, there are times when marketing can misrepresent a product, trying to make it seem like something more appealing than it actually is. The 2025 Genesis GV80 Coupe serves as a prime example of this. It is marketed as a sporty, driver-centric model, yet it is neither of those things. Instead, it stands as a refined luxury SUV.

Our main issue with the new GV80 Coupe is its attempt to be something it’s not. Rather than embracing its true identity, it leans toward a sporty persona. The GV80 is Genesis’s flagship luxury SUV, and it excels in that role. It’s elegant, comfortable, and luxurious. Recent updates to the standard model have enhanced its features without a significant price increase, though the fuel economy rating took a hit.

Like other SUV “coupes” before it, the GV80 Coupe is marketed as the sporty option. It’s offered exclusively with a more powerful twin-turbo V-6 engine, along with an available electric supercharger that adds 34 horsepower and 14 lb-ft of torque. Additionally, it features a Sport + drive mode, sport stability control, and launch control. The all-wheel-drive system has been adjusted for rear-wheel power bias in dry conditions. Despite unchanged suspension hardware, Genesis claims that the GV80 Coupe’s tuning makes it sportier than the standard SUV.

For those familiar with the GV80, the problem becomes evident. The SUV isn’t inherently sporty, which is perfectly acceptable. Not all luxury SUVs require a performance variant. Retuning the existing suspension only offers limited improvement, resulting in a firmer ride and reduced body roll in corners, but not significantly more engaging or thrilling driving experience.

At over 5,000 pounds, the GV80 Coupe is not a lightweight vehicle, and it drives like a hefty, tall luxury SUV rather than a nimble, sporty one. This is perfectly fine, but it doesn’t meet the criteria for sportiness. Since the base GV80 Coupe shares its engine and transmission with the high-trim GV80 SUV, its performance and acceleration impressions are likely similar. Testing it could provide more insight, but Genesis hasn’t released performance estimates. Testing might reveal differences between the standard 20-inch wheels and the 22-inch wheels on the 3.5T e-Supercharger model. The larger wheels and thin tires may contribute to a firm ride that transmits road imperfections softly into the cabin.

The 3.5T e-Supercharger GV80 Coupe’s extra horsepower doesn’t significantly boost performance. The electric supercharger mainly smooths out the torque curve and aids the turbos at low rpm. It might be slightly faster than the turbo-only version, but not by much. It performs well for a large luxury SUV, though it won’t impress those driving high-performance German SUV coupes. The small power increase didn’t necessitate bigger brakes, as the large wheels are primarily for show.

The Sport + drive mode, resembling Hyundai’s N cars, amplifies throttle response and transmission aggressiveness, yet it feels out of place for this vehicle. It creates an illusion of sportiness until you realize the throttle peaks before halfway pressing the pedal. Moreover, the suspension lacks the ability to handle rapid weight shifts, making the drive feel hectic. The Michelin Primacy all-season tires lack the grip needed to counteract understeer, so the rear-biased power delivery and sport ESC mode have little impact in reality.

This raises the question of why the GV80 Coupe includes a sport ESC mode and launch control. These features seem more like marketing points than functional additions. Similarly, the fake exhaust noise through the speakers can thankfully be turned off, as it feels strange.

Focusing on the real strengths of the GV80 Coupe, its appeal lies in the design. The exterior maintains a balanced look despite the lower roof, akin to the Panamera’s style. While rear headroom officially decreases by 0.8 inches, it doesn’t significantly impact comfort, and shoulder room remains adequate. The front interior remains largely unchanged, with the exception of a new D-shaped steering wheel. Optional new interior colors and carbon-fiber trim are available on the 3.5T e-Supercharger model. The new 27-inch screen is low-mounted, giving the impression of sitting high in the vehicle.

The GV80 Coupe excels in offering a quiet, luxurious ride. External noises are minimal, as are vibrations from the powertrain. Tire noise and impact harshness could be improved, while wind noise only becomes noticeable at freeway speeds, maintaining the vehicle’s luxury identity rather than a sporty one.

This sleek design naturally comes at the cost of cargo space. The third row is removed, and the sloping roofline reduces the cargo area by 6.2 cubic feet compared to the SUV (9.6 cubic feet with the seats folded). Most of the lost space is vertical, leaving enough room for several suitcases. The rear window is large, preserving visibility, with a camera-based rearview mirror available.

Disregard the “sporty” features and see the GV80 Coupe for what it truly is: a stylish, less practical version of a luxury SUV. Embrace the comfort and quiet ride, and appreciate the Coupe for its aesthetic appeal rather than its performance. The GV80 Coupe starts at $81,300, while the 3.5T e-Supercharged model, with its additional features, begins at $87,100 before options.