Can Hyundai’s Genesis brand take on BMW with its large, ultra-posh G90 sedan?

Hyundai recently announced plans to launch a luxury-oriented sub-brand called Genesis in the not-too-distant future. Making good on its promise in record time, the company has introduced the South Korean version of the G90, a large sedan positioned at the very top of Genesis’ lineup.

Billed as a replacement for the aging Hyundai Equus, the G90, known as the EQ900 in its home country, is a monumentally important vehicle because it ushers in the Korean automaker’s “Athletic Elegance” design language, which will lend styling cues to every model in the Genesis lineup. The G90 wears an elegant-looking front end characterized by a large hexagonal grille with thin vertical slats, boomerang-shaped LED headlights, a long piece of chrome trim at the bottom of the bumper, and a prominently-placed winged Genesis emblem. In retrospect, the Vision G concept that Hyundai quietly introduced earlier this year was an accurate preview of the G90.

Inside, Hyundai’s newest sedan puts a huge emphasis on luxury with a 22-way adjustable driver’s seat, a 12.3-inch high-resolution screen built into the dash, Genesis-specific leather upholstery provided by Italy’s Concerio Pasubio SPA, and real wood trim all around. Engineers spent countless hours fine-tuning the cabin in order to make it as quiet as possible, and they developed a doctor-approved Smart Posture Caring (SPC) System that detects how tall the driver is and automatically adjusts the seat, steering wheel, door mirror, and  heads-up display.

In South Korea, the G90 is offered with three engines: the familiar 3.8-liter V6 rated at 310 horsepower, a new 3.3-liter V6 tuned to deliver 365 hp, and a range-topping 5.0-liter V8 that generates a healthy 419 ponies. Hailed as Hyundai’s first-ever twin-turbocharged mill, the V6 sends the G90 from zero to 60 mph in 6.2 seconds, while the V8 allows the S-Class-sized sedan to perform the same task in 5.7 seconds.

All engines are bolted to an eight-speed automatic transmission that spins the rear wheels, and all-wheel drive is available at an extra cost. Additionally, safety-minded buyers can select autonomous emergency braking with pedestrian detection, adaptive cruise control, and lane keeping assist. The G90 can also be equipped with Hyundai’s semi-autonomous Highway Driving Assistance technology, but it seems like that feature will only be available in South Korea.

Although Genesis hasn’t revealed when the G90 will make its North American debut, we wouldn’t be surprised to see it in the metal for the first time in a little over a month at the Detroit Motor Show.

What’s next?

Hyundai will take on well established companies like Mercedes-Benz, BMW, and Lexus by launching a total of six all-new Genesis-branded models before the end of the decade.

Further details haven’t been made public yet, but a recent rumor claims the G90 will quickly be joined by a large SUV that will fight head-to-head against the BMW X5 and the Mercedes-Benz GLE-Class. Additionally, Australian website Motoring reports the lineup will include a 3-Series-fighting sedan called G70, a smaller crossover, a sports coupe, and an entry-level sedan ambitiously aimed at the BMW 3 Series.

Cars

Lyft and Aptiv’s self-driving car program has come a long way (but not far enough)

Many companies talk about self-driving cars, but Lyft and Aptiv are already using a fleet of them to transport paying customers in Las Vegas. Hop in for a close look at the tech of autonomous cars, and the challenges they face.
Cars

Tesla cuts workforce by 7 percent, ends referral program to trim costs

Tesla has announced plans to trim its workforce by seven percent, and it will end the referral program that rewards customers who help it sell cars. These measures are ways to cut costs and boost profits.
Cars

Sibling rivalry: 2019 BMW Z4 takes on the 2020 Toyota Supra

BMW and Toyota forged an unlikely partnership when they set out to build a sports car platform together. Here, we examine the similarities and differences between the 2019 Z4 and the 2020 Supra.
Cars

Big tech, bigger grille: BMW updates its 7 Series flagship for 2020

The BMW 7 Series will enter the 2020 model year with a host of updates inside, outside, and under the sheet metal. The new-look nose with a jumbo grille hides updated engines, while passengers benefit from smart tech features.
Cars

Muscle cars, trucks, and EVs roared into the subdued 2019 Detroit Auto Show

The 2019 Detroit Auto Show was the quietest edition of the event in recent memory, but that doesn't mean nothing significant happened inside the Cobo Center. Here are the new cars and concepts we saw at the show.
Cars

Michigan OKs digital license plates with Rplate’s connected car platform

The state of Michigan approved the use of digital license plates on motor vehicles registered in the state. Reviver Auto, the manufacturer of the Rplate connected car platform, worked with Michigan's Department of State to pass the bill.
Emerging Tech

Awesome Tech You Can’t Buy Yet: camera with A.I. director, robot arm assistant

Check out our roundup of the best new crowdfunding projects and product announcements that hit the web this week. You may not be able to buy this stuff yet, but it sure is fun to gawk!
Cars

This Chevy Silverado pickup truck is made from more than 300,000 Lego bricks

To promote The Lego Movie 2: The Second Part, Lego and Chevrolet teamed up on a life-size replica of the automaker's Silverado pickup truck made from more than 300,000 plastic bricks.
Cars

Prices for using Tesla Supercharging just skyrocketed

Tesla is updating their Supercharging pricing based on local electricity rates and customer demand, which has lead to an increase in charging costs by as much as 33 percent in some regions.
Cars

Can electric motors finally make three-wheeled cars great?

Every few years, someone tries to sell a three-wheeled vehicle to Americans. Historically, it hasn’t gone very well. We’ve got our suspicions about why people don’t buy trikes, and they boil down to this: a trike is just not a real…
Outdoors

Is Uber planning to put its self-driving tech into bikes and scooters?

Uber reportedly has its eye on building autonomous electric bikes and scooters that ride to a user when summoned by an app. The technology could also be used to make its two-wheelers safer with obstacle avoidance systems.
Cars

Someone just paid supercar money for the very first 2020 Toyota Supra

The 2020 Toyota Supra made its long-awaited debut at the 2019 Detroit Auto Show. The resurrected sports car, famous for a role in The Fast and the Furious, goes on sale in the U.S. this summer.
Cars

Lincoln’s stately, limited-edition flagship sedan sells out in a month

The 1961 Lincoln Continental became a design icon thanks to center-opening "coach doors" (also known as "suicide doors"). Lincoln is bringing those doors back for a special edition of the 2019 Continental.
Cars

Volkswagen is planning a tougher challenge for its all-electric I.D. R

The Volkswagen I.D. R electric race car will head to the Nürburgring for a lap-record attempt. Volkswagen will reportedly aim to set the quickest lap time ever by an electric car with the I.D. R.