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National identity is a very big deal in the luxury-car world. German cars, for instance, are decidedly “German”: high-tech and exceptionally engineered, a reputation BMW and Mercedes exploit endlessly. American cars are powerful and economical, with little nonsense. The British serve up elegance on a silver platter; the Japanese are precise and efficient. Car buyers groove on these nuances, leading to executive-level pissing contests among luxury aficionados. So does the new Genesis G90 — from Korean brand Hyundai — really stand a chance?
The G90 is a new luxury flagship from Hyundai’s aspirational brand, Genesis. It’s a big, relatively pricey option aimed to compete with the esteemed Mercedes S-Class and Lexus LS. And it’s a bold opening shot. I drove the G90 in and around Vancouver last week and found a fully evolved luxury ride with a sophisticated, fresh design — a long, wide sedan with elegant details and a sumptuous interior. It is, in short, a worthy competitor for the best from Germany and Japan.
But can a brand without strong nationalistic mystique (or any mystique) actually move expensive luxury cars off the lot? That remains unclear. It’s one thing to sell hatchbacks to brand-agnostic consumers, as Hyundai has done for 30 years here. But when your pals roll into the parking lot in their latest BMW, Lexus, or Range Rover — where everyone is critiquing everyone else’s car choice — it’ll take a bold consumer to stick to the Hyundai upstart.
Or in this case, perhaps just a very smart one — a buyer who’s absolutely secure and confident in his choices. The G90 will likely find many of those, since there’s much to like about it. The exterior is understated yet commanding, and takes advantage of the long wheelbase to produce short front and rear overhangs to visually suggest power. There are no unnecessary “design features” like too-prominent character lines or phony vents; everything is subtle and effective, and proportions are strong and smooth.
Inside, 22-way leather front thrones with fringe piping and vented surfaces are thick and substantial, the steering wheel is chunky; there are fancy clocks and soft-close doors, which cinch themselves tight to eliminate vulgar door-slamming — all features of traditional luxury saloons. On the center console, the infotainment, gearshift, audio, climate, and a wide LCD display march northward, each one angling progressively more toward the driver. It’s an elegant design.
Hyundai Genesis G90 Specs
