It has been a while since we’ve seen a new luxury brand cross the Pacific to these shores, but that’s just what Hyundai has launched with its new Genesis brand. The G90 is its flagship model, a four-door luxury sedan comparable to the Mercedes-Benz S-Class and BMW 7 Series, but available at a lower price point.
The G90 traces its roots back to the Equus, the full-size luxury sedan Hyundai launched in the Korean market back in 1999. After ten years, the company replaced it with an all-new Equus, and unlike its predecessor, this one came to North America.
Having seen what Toyota created with Lexus, Nissan with Infiniti, and Honda with Acura, Hyundai spun off the Genesis brand late in 2015 as its upscale counterpart. The Hyundai Genesis sedan was rebadged as the Genesis G80, and the Hyundai Equus was replaced with the new Genesis G90, laying the groundwork for more models to come.
The Latest Generation
Like the Equus before it, the new Genesis G90 is positioned as a value proposition. Where the BMW 7 Series and Audi A8 kick off in the low-$80k range, and the Mercedes S-Class only gets started at nearly $100k, the G90 starts at under $70k—even undercutting aging also-rans like the Lexus LS and Jaguar XJ.
Buyers can select between a 3.3-liter twin-turbo V-6 rated at 365 horsepower or a 5.0-liter V-8 good for 420 hp. Both come mated to an eight-speed automatic transmission driving either the rear wheels or all four wheels.
Why You’d Consider One
As we wrote in our First Drive, the Genesis G90 grants you “Mercedes-Benz features and technology at a Cadillac price.” The G90 offers “a pleasant, comfortable, somewhat floating, and satisfying ride with plenty of power to pass when needed.”
Why You’d Look Elsewhere
Although tasteful, the design of the Genesis G90 is quite conservative on the exterior and interior. Many would prefer the look of more striking offerings from BMW, Mercedes, and Lexus.