We’re witnessing the birth of yet another luxury brand. In the mid-1980s, Honda launched Acura in the U.S. market and by the end of that decade, Toyota had yanked Lexus out of its hat and Nissan had conjured up Infiniti. Now, Hyundai is spinning off an all-new Genesis family of luxury vehicles from its mainstream lineup, leaving the Hyundai name to the plebes. The first Genesis product is here, and it’s called the G90. The intention, it seems, is to give your Mercedes-Benz S-class a mild fright.
To alleviate any confusion between the new Genesis brand and the existing Hyundai Genesis, a luxury sedan now in its second generation, know that the two are not mutually exclusive. The Genesis sedan will soon be renamed “G80” and will join this G90 under the Genesis brand banner. Whereas the Hyundai Genesis and its larger sibling, the Equus (which this G90 replaces), stood at arm’s length from mainstream models, both were sold as Hyundais. The new crop of Genesis cars will enjoy a more luxurious distance from regular Hyundais, much as Lexus is to Toyota and Acura to Honda. And the G90 is only the beginning; we’re told it will be joined by a stand-alone group of luxury vehicles that’ll number six strong by 2020. There’s also the matter of the boy-racer-ish Genesis coupe, but the next version of that car may be repositioned as a grand tourer and plugged into the new luxury brand with a G-tastic new name.
More than a 90
It’s probably best that you erase any memories bouncing around your noggin of the Hyundai Equus before considering the G90. While that sedan was a nice value, it was neither as large nor as finely crafted and cosseting as more-expensive full-size luxury sedans such as BMW’s 7-series, Audi’s A8, and the Mercedes S-class. We found it to be a solid competitor to Lexus’s LS460, but otherwise it carried whiffs of “first effort” throughout. Just as Hyundai significantly improved the current Genesis/G80 over its predecessor, it attempts to pull off the same feat with the G90.
Dimensionally, the G90’s 124.4-inch wheelbase, 204.9-inch overall length, and 75.4-inch width closely mimic those of the S-class. Those figures also mark increases of 4.5 inches, 1.8 inches, and 1 inch over the Equus, rendering the G90 as a properly large car. Better still, the long hood, upright grille, and formal roofline convey a dignified presence. Although the car’s face closely follows the pattern laid down by the current Hyundai Genesis sedan, the headlights’ forms are softer, and the vertical taillights lean into the rear quarter-panels to nicely set off a strong shoulder line that runs all the way to the front fenders. The overall design’s clear inspiration in the gorgeous Vision G concept confirms that the show car’s styling cues have a future on the Genesis products to come. The outgoing Equus—with its excess chrome, awkward detailing, and generally undistinguished and generic styling—looks downright cheap by comparison.
Genesis applied the same restraint to the G90’s interior, and a preliminary list of features suggest a lavish environment. There is a 12.3-inch wide-screen dashboard display, a seven-inch display in the instrument panel, a 17-speaker Lexicon audio system, tri-zone climate control, a 22-way power driver’s seat, 16-way passenger seat, and “VIP” 12-way adjustable rear seats (14-way for the right seat) approved by Aktion Gesunder Rücken, a “German campaign for healthier backs.” Even more compelling—and equally Germanic—is the Smart Posture Caring (SPC) system, which “automatically adjusts the seat, steering wheel, outside mirror, and head-up display to the optimal position for the driver’s body” (SPC is so far confirmed only for the Korean market).
To keep things quiet, the G90 comes with a laminated rear window and thicker carpet, and all doors feature triple seals with double-pane glass. Genesis even claims the two-piece 19-inch wheels quell excess turbulence. Other conveniences include advanced adaptive cruise control, lane-keeping assist, auto-braking with pedestrian detection, a driver-drowsiness monitor (including a cabin CO2 sensor), head-up display, and other usual assists. Unlike Audi, Mercedes, and Volvo, Genesis lacks a semi-autonomous mode that can take near-full control on the highway.
Two Engine Choices
The familiar Tau 5.0-liter V-8 crowns the line, with 420 horsepower and 383 lb-ft of torque at 5000 rpm. But the base engine is an all-new twin-turbocharged 3.3-liter V-6 which churns out 365 horsepower and 376 lb-ft of torque at 1300 rpm (in Korea and other markets, the 311-hp 3.8-liter V-6 as seen in the Genesis/G80 is the starter). Both engines accept regular fuel (with some power degradation) and are backed by a smaller eight-speed automatic transmission that sheds 18 pounds. Rear-wheel drive is the standard setup, while H-TRAC all-wheel drive, biased toward the rear but able to send up to 40 percent of available power to the front, is optional.
The G90’s chassis layout mimics that of the Genesis/G80, with a front and rear multilink suspension with adaptive dampers. Like in the 2016 Kia K900, the G90 can detect the driver’s aggression and automatically switch driving modes to alter throttle, transmission, and suspension settings (a user-selected Individual mode is also available). Genesis claims the body structure, half of which is high-strength steel, is a couple of points stiffer than the Mercedes-Benz S550. Staggered 19-inch tires (245 mm front, 275 mm rear) with four-piston brake rotors measuring 14.8 inches up front (only on the V-8) and two-piston 13.4 inchers at the rear were tested on the Nürburgring, because even ice-cream trucks these days need “tuned on the Nürburgring” marketing taglines.
More to the point, such “me too!” European racetrack name-dropping seems less and less necessary for Hyundai’s luxury wares. The G90, with its winged hood badge, distinct styling, and apparently high level of execution, wouldn’t look out of place in a group photo with an Audi, BMW, Lexus, or Mercedes-Benz. Even though it will more realistically compete with Cadillac’s CT6 and Lincoln’s coming Continental, the G90 could still surprise with honed driving dynamics—ideally benefiting from Lotus’s input on the Genesis/G80’s agreeable ride-handling balance—and a finely crafted interior. Simply meeting the Germans on features and size won’t be enough, however; full entrance to the S-class and 7-series pantheon will require a high enough and suitably justified price. Those details are forthcoming, so perhaps pour yourself another glass of scotch.
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