Roughly one month ago, Hyundai revealed its plans to split its luxury division into a new sub-brand - a new badge under which all their forthcoming premium luxury cars will be sold - called Genesis. It followed that announcement closely with the teaser of the G90.
And now, Genesis is ready to fully unsheathe their range-topping saloon to kick off their journey to climb the heights of the premium car industry. This new model will also be called the EQ900 when it goes on sale in Korea. EQ900 which is an acronym reminiscent of Hyundai’s Equus that the G90 indirectly replaces, which previously was the largest and more luxurious car they offered.
That being said, the G90’s measurements are larger than the outgoing Equus and does come close to the Mercedes-Benz S-Class, perhaps deliberately so, at least in its long-wheelbase guise. Since Genesis cannot (yet?) command the kind of price the German flagship saloons, the G90 should be priced along the lines of a BMW 5-Series or Mercedes-Benz E-Class.
Its design was overseen by Chief Design Officer Peter Schreyer at Hyundai’s new Prestige Design Division, using a design language they have termed as 'Athletic Elegance', the G90’s shape and road presence is something that Genesis will carry over into their five-vehicle expansion plan that follows this maiden product.
The G90 will offer three engine options to the buyer, starting with a reworked 3.8-litre V6 that produces 311hp, then a new 3.3-litre turbocharged V6 with 365hp, and finally a 420hp 5.0-litre V8 that was previously seen in the Equus. All engines will be transmitting power through an eight-speed automatic transmission before being divided between either its rear wheels or all four using Hyundai's HTRAC all-wheel drive system.
The G90’s cabin is arguably where Genesis wanted to really make strides over Hyundai’s previous efforts, and is perhaps the most important factor that will convince potential buyers. And from these early previews, it looks poised to make the big boys worried. It has upholstery made with Italian leather, trim consisting of wood, aluminium, and polished marble overlay. Its seats are ergonomically certified, with the driver's seat being 22-way power adjustable and 14-way adjustable for the others. There's a surround sound system by Lexicon, wireless phone charging, a central 12.3-inch HD screen in the dashboard and additional media screens for rear passengers.
Genesis, or more accurately Hyundai, has also fitted the G90 with the latest in electronic safety features such as emergency braking with pedestrian detection, adaptive headlights, blind-spot monitoring, and even driver alertness monitoring. Units sold in Korea will also gain a Highway Driving Assistance system which, like cruise control on steroids, will allow for a near-autonomous driving experience.
Speaking of Korea, its home market is where the G90 (under the EQ900 moniker) will be sold first but will be followed up promptly by other markets such as the United States and Europe, with Asian markets next on the list.
There's just something about cars. It's a conveyance, it's a liability, it's a tool; but it can also be a source of joy, pride, inspiration and passion. It's much like clothes versus fashion. And like the latter, the pursuit of perfection never ends.