Hyundai’s luxury brand, Genesis, is only seven years old and yet it has one of the most desirable model range in the luxury segment. Although Genesis is well into the EV game with models like the GV60 or G80 Electrified, the pinnacle of the internal-combustion lineup is the Genesis G90.
The full-size luxury sedan is hell-bent on offering a proper, old-school luxury car feel without trying to pull double-duty as a performance car. Genesis is trying to do what Lexus did over 30 years ago, which is to offer German-rivalling luxury cars at a lower price. Naturally, the Mercedes S-Class was the one to beat in the flagship luxury segment, and here’s what makes the Genesis G90 a proper contender.
The Only Mainstream Luxury Brand To Go Up In Sales
While it may be a bit of a stretch to call Genesis a mainstream luxury brand, its direct competitors are brands like Lexus, Mercedes, Audi, BMW, Infiniti, Acura, and even Volvo, and those are mainstream. Even more impressive is the fact that, out of the bunch, Genesis is the only brand that has experienced a rise in sales. At the same time, all of the aforementioned brands have experienced declining sales, in some cases, by as much as 50 percent.
Lavish Luxury At A Lower Price
Hyundai’s foundations were built on offering a decent car at a bargain price. While “decent” is not good enough in the luxury world, the Genesis G90 shows that lavish luxury in an executive-size package doesn’t need to come with a Bentley price tag. The G90 has already been called “the Korean Bentley” or the “$100,000 Rolls-Royce”, but its main competitor is the Mercedes S-Class. The executive sedan from Stuttgart has a starting price of $111,100, although it is worth noting that the W223’s least powerful version, available in the US, is an S500, which means 429 horsepower and 383 pound-feet (520 Nm) from a 3.0-liter turbocharged, inline-six.
The Genesis G90 starts at $89,495 and tops out at $101,295 for the mild-hybrid version. Typical for Asian luxury cars, the G90 is loaded with options even in its base trim (more on that in a bit). More importantly, the 3.5-liter, twin-turbo V-6 now has an e-supercharger as part of a 48-volt, mild-hybrid setup, which cranks out 409 horsepower. Sadly, the 5.0-liter, naturally-aspirated, Tau V-8 is no longer available. Power is routed through the rear or, optionally all four wheels, via an eight-speed automatic.
Rolls-Royce Levels Of Luxury?
Genesis has made sure that you would not mistake the G90 (or any other Genesis model) for anything other than a luxury car. The brand’s design language may be Athletic Elegance, but really, Genesis is about luxurious elegance. The G90’s main goal was to integrate the latest tech into an otherwise traditional luxury package. The front and rear doors feature remote closing via physical buttons while the drive-mode selector is an orb that rotates to reveal drive-mode buttons.
The 2023 Genesis G90 is the first one to feature air suspension. Moreover, the car scans the road ahead allowing the suspension to adjust accordingly for upcoming imperfections. The windows feature double glazing with an extra noise-canceling film in between. The 26-speaker Bang & Olufsen sound system also packs a 1,400-Watt amplifier. There’s also 3D sound, courtesy of an additional, 300-Watt amplifier. The sound system also features active noise cancellation, which together with the double-glazed windows, makes for an extremely quiet cabin experience.
No Place For Performance
Genesis states that “the G90 thrives at low to medium speeds”. That, pretty much, sums up the driving experience. There’s even a chauffeur mode, which is specifically meant to prioritize rear-seat passenger comfort at any cost. This also translates into a longer brake and throttle throw, negating any abrupt inputs on behalf of the driver. Sadly, this means there is no place for performance achievements as the Genesis G90 feels best while lofting along. There are a few downsides like the engine, which although adequate in its propulsion, does not really sound or feel eager to go when pushed. Then, there’s the rear-wheel steering, which contrary to the rest of the car, is a bit too eager to change direction.
Hyundai Brought The Right People On Board
Just like in the 1980s when Hyundai first landed on U.S. shores, its young luxury brand, Genesis benefits from the know-how of people with experience. People like ex-BMW M GmbH boss, Albert Bierman, former Bentley head of design, Luc Donckerwolke, and ex-Lamborghini CEO, Manfred Fitzgerald, were enlisted to make sure the Korean automaker and its luxury arm are more than up to the task of competing with their Japanese and European counterparts. While some of the aforementioned experts are no longer part of Hyundai’s expansion, their know-how was instrumental in Genesis establishing a strong foothold in the luxury segment.
Distinctive Design And Identity
While you can’t mistake the Mercedes S-Class for anything else, the flagship German sedan, over its last few generations, has been more of the same. Genesis is the new kid on the block, but as things stand, the Korean luxury brand has one of the most distinctive design languages in the auto industry. The diamond-shaped grille and twin-piece lights are easily recognizable and catchy. When EVs become the norm, most offerings on the market will feel, pretty much, the same. The only difference in driving characteristics will be the intensity of the acceleration. Aside from that, the only thing that would matter is styling, and Genesis has truly nailed it and is a stellar effort, given how young the brand is.