Just six years after starting its global operations Genesis, Hyundai’s luxury brand, has managed to structure an impressive and solid line of luxury vehicles, made up of three sedans and two SUVs, with more models on the way. One of its new models about to debut is a replacement for the largest of its sedans, the 2023 G90 that will start shipping later this year.
Genesis does not expect the G90 to be its sales leader or its biggest source of profit, but it is still of great importance to the brand from an image point of view for two reasons: first, because it will set the visual cues that the rest of the line will continue in its future development, and also because it is the vehicle that will underpin the reputation of the young Korean brand as a true member of the club of luxury car manufacturers. This last point is essential for Genesis since Korea has no history or translation in the world of luxury vehicles. Genesis is leading that way.
The G90, seen only from the outside late last year, is a completely new design that shares nothing with its predecessor, though it does share its architecture with the GV80 crossover. The size of the G90 leaves no doubt that it is a full-fledged luxury car. Its wheelbase is two inches longer than the Audi A8L, and just an inch and a half shorter than the Mercedes-Benz S-Class.
But luxury is not only space, it is also beauty and in that section the G90 has won the battle. The design is clean, innovative, doesn’t seem to copy any other manufacturer and creates a very original style that builds on what Genesis has already achieved.
1 from eleven
The pentagonal grille returns with smoother and more beautiful lines, again flanked by the two lines of lights that have become one of the brand’s visual signatures. Laterally the beltline travels down to bounce off the middle of the rear window. A character line running from the upper edge of the front fender follows the downward ride creating a beautiful confluence of lines in the rear quarter of the vehicle.
Beneath its wraparound clamshell-style hood is an engine that doesn’t sound very fancy, at least on paper. It’s a turbocharged 3.5-liter engine. Genesis hasn’t talked about the engine’s architecture or the number of cylinders it has, but producing 375 horsepower and 391 pound-feet of torque, there’s no question it’s a V6. The car will have to be driven before a judgment can be formed on the suitability of an engine like this as the only option for a car that aims to compete with the Mercedes-Benz S-Class and BMW 7 Series. In any case, the transmission is eight-speed automatic and optional all-wheel drive.
Unlike the engine, the cabin leaves no doubt about the G90’s luxury claims. Inside the car, everything that appears to be a luxurious material is, nothing is fake and everything is first class. The G90 will offer a 26-speaker Bang & Olufsen audio system and a Mood Curator system. that satisfy the emotional and aesthetic needs of drivers through the integrated control of functions such as ambient lamps, sound system, fragrance system, massage seats and electric curtains, improving the mood of passengers.
The car offers four different mood modes, each of which is in turn customizable. The vehicle even has aromatherapy cartridges and a drawer in the rear armrest to disinfect the phone with ultraviolet lights, ideal for these pandemic days.
Genesis has yet to announce how the G90 will be configured when it arrives in the US, but it should at least match the level of luxury of the current version, which itself is decidedly luxurious. If this is the case, and the new model isn’t much more than the $74,950 starting price of the current model, the Genesis is going to have yet another hit on its hands.