The Genesis G90 is the beginning of a new age for Korean automotive luxury

Not your regular Hyundai plush anymore
by Gerard Jude Castillo | Jan 2, 2016

Genesis G90

It was only recently when we ran a couple of stories about a new luxury brand entering the market. Keen readers among you may recall that this marque will be known as Genesis, the luxury division of Korean carmaker Hyundai Motor Company. The new brand's very first model will be the G90.

Hyundai has officially taken the wraps off the Genesis G90 full-size sedan. Known as the EQ900 in its home market of South Korea, this model is set to compete against the likes of the Mercedes-Benz S-Class, the BMW 7-Series, the Audi A8 and the Lexus LS. So why would one go for this newbie, you wonder?

Genesis wants to think that its offering has the perfect balance of sport and luxury, and tech and comfort. The exterior design is one that conveys the division's Athletic Elegance styling language. Penned by the Prestige Design Division, the G90 shape features flowing LED headlamps, flanked by a signature large grille. Atop this is the winged Genesis logo--a fascia that will be present on future Genesis models as well. The long hood and the short overhangs symbolize strength mixed with grace. More of these design cues can be seen at the side and the rear--a powerful appearance that communicates the owner’s stature in society.

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Inside, the G90 boasts a handful of class-first features that set it apart from the upscale pack. The world’s first Smart Posture Caring system can be found in the newest luxury sedan. This attunes settings and adjustments such as the seat, the mirrors, the steering wheel and even the heads-up display to the driver’s field of vision and hand placements. This provides the most optimal and relaxed position. Occupants are likewise pampered by VIP Ergo seats that adjust every which way, for the most soothing and relaxing ride. Naturally, the finest leather, wood trim and metallic accents are present here.

Three available engines give the G90 both sporty and effortless performance. The base 3.8-liter GDi V6 puts out 310hp and 397Nm, and does a 0-100kph sprint in 6.9 seconds. The smaller yet more potent 3.3-liter turbo T-GDi V6 produces 365hp and 510Nm for a century-mark run of 6.2 ticks. The top-of-the-range 5.0-liter GDi V8 is rated at 420hp and 520Nm, and capable of a quick 5.7-second blast from rest to 100kph.

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Each engine is mated to an eight-speed automatic gearbox. But don’t let this seemingly boring setup fool you. Genesis says that the G90 has been tuned on the twisties of the Nurburgring and the straights of the Mojave Desert. This means the car’s Sporty Agility setup will be a smooth cruiser that can handle bends as well.

As with most other cars today, the G90 features safety equipment such as autonomous emergency braking, active blind spot detection, and smart high beam assist, just to name a few. The Korean-spec variants will even get advanced highway assistance and smart cruise control.

The G90 will first be available in Korea, with other markets such as the United States and Europe to follow soon thereafter. In fact, a total of five other Genesis nameplates will come within the next few years to fill various segments in the luxury bracket. No word yet on whether Hyundai's Philippine distributor will carry the luxury brand.

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