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Undercutting its rivals: Genesis’ 2017 G90 offers luxury for as low as $68,100

I recently had the chance to drive the 2017 Genesis G90 in Canada, and while I found the vehicle to be exceptionally well-appointed and tech-savvy, there was one thing missing — a price tag. To be fair, this isn’t an uncommon occurrence. Media members typically get to sample vehicles well before they’re released to the public, but given that value is Genesis’ secret weapon in the fight against the luxury elite, pricing information is vital in making an accurate conclusion about the car. Thankfully, now we have it.

Genesis has announced that the 2017 G90 will start at $68,100 for the 3.3-liter twin-turbo V6 and rear-wheel drive. The 5.0-liter V8 model starts just above at $69,700, with the all-wheel drive option adding $2,500 onto each vehicle’s MSRP. For clarity, none of these prices include the $950 freight charge. So what do these numbers mean?

In short, you get a lot of bang for your buck with the G90. Nearly every vehicle in its competitive set costs significantly more, with the Mercedes-Benz S-Class topping the chart with a base price of $96,600. BMW’s 7 Series will set you back a cool $81,500, while Audi’s A8 runs $82,500 and Lexus’ LS starts at $72,520. Only the Cadillac CT6 has a lower starting price of $53,495, but the G90 definitely has some tricks up its sleeve.

Related: The Genesis G90 isn’t ‘nice for Hyundai,’ it’s the start of a luxury empire

The list of standard features on the G90 is seriously impressive. Included in the base price are adjustable leather seats, a 17-speaker Lexicon sound system, a 12.3-inch infotainment screen with a heads-up display, adaptive suspension, and a full suite of tech features like automatic emergency braking, lane keep assist, smart cruise control, and multiview cameras. In addition, the Genesis offers complimentary maintenance and valet services for 3 years or 36,000 miles at no extra charge.

Everything I’ve just mentioned makes the G90’s relatively low MSRP more competitive than it looks, especially when you consider how much extra you’ll have to fork over to get similar features in other cars. In a world full of confusing tech packages that drive the price skyward, Genesis’ approach is refreshing. For our full thoughts on the G90, check out our First Drive.