Genesis X

Every few years a car company rolls something onto an auto show stage that makes the crowd go quiet for a second before the applause starts. The proportions are perfect. The surfaces are sculpture. The details are unlike anything currently on the road. Then two years later the production version arrives and something has happened to it. The roofline is higher. The wheel arches are smaller. The front end has been softened. The car that made people stop talking is now a car people drive past without looking at. This happens so consistently it might as well be a law of automotive physics...

Japanese automakers have been quietly building the strongest design portfolio in the world, and the automotive press is only now catching up to what has been happening. This did not happen overnight. It is the result of a philosophy shift that started in Hiroshima with one mid-size brand and spread outward in ways that are still playing out...