Genesis G90: What people think

Genesis, the luxury brand spinoff from Hyundai, unveiled its first model last week in South Korea, the G90. It will be sold as the EQ900 in Korea. The G90 marks the first of six models that the Genesis brand will release through 2020 as the automaker looks to achieve solid footing in the luxury market. Here’s what some critics and others think about the large sedan that will make its North American debut at the Detroit auto show.

“Pour a glass of Macallan 30, request that your personal harpist strike some chords, and ease yourself into that nailhead leather chair in your mahogany-paneled library. We’re witnessing the birth of yet another luxury brand. In the mid-1980s, Honda launched Acura in the U.S. market and by the end of that decade, Toyota had yanked Lexus out of its hat and Nissan had conjured up Infiniti. Now, Hyundai is spinning off an all-new Genesis family of luxury vehicles from its mainstream lineup, leaving the Hyundai name to the plebes. The first Genesis product is here, and it’s called the G90. The intention, it seems, is to give your Mercedes-Benz S-class a mild fright. …

“The G90, with its winged hood badge, distinct styling, and apparently high level of execution, wouldn’t look out of place in a group photo with an Audi, BMW, Lexus, or Mercedes-Benz. Even though it will more realistically compete with Cadillac’s CT6 and Lincoln’s coming Continental, the G90 could still surprise with honed driving dynamics -- ideally benefitting from Lotus’s input on the Genesis/G80’s agreeable ride-handling balance -- and a finely crafted interior. Simply meeting the Germans on features and size won’t be enough, however; full entrance to the S-class and 7-series pantheon will require a high enough and suitably justified price. Those details are forthcoming, so perhaps pour yourself another glass of scotch and await the G90’s North American debut in January at the Detroit auto show.”

-- Alexander Stoklosa, Car and Driver

“Hyundai has discovered what other brands have discovered before it -- if you want to compete fully in the luxury market you have to offer consumers a luxury brand. This is not an inexpensive proposition, but it is a necessary step. The upscale Hyundai products, especially the current Genesis sedan, are well-regarded because of their good execution, but that has not resonated with luxury-car buyers. A key reason? Luxury-car buyers seek prestige, and there is not much prestige in owning a vehicle from a non-luxury manufacturer. Further, some studies have indicated that the Korean brands are near the bottom in overall prestige. We expect future Genesis products to be as well-executed as previous products, and backing those products with a true luxury-brand experience will enable Hyundai to grow in this lucrative portion of the market.”

-- Jack Nerad, executive editorial director and analyst at Kelley Blue Book and Autotrader

“Hyundai says the G90 is the first model to sport the brand’s ‘Athletic Elegance’ design language meant to harmonize the ‘beauty and elegance of movement with dynamism and an explosion of energy.’ Regardless, the sedan shares many styling cues with other Hyundai models, including a large gaping grille that is similar to the ones on the current Genesis sedan, Tucson crossover and Elantra GT hatch.”

-- Erick Ayapana, Motor Trend

“The G90 will be packed with the latest safety and autonomous driving tech dubbed Genesis Smart Sense, a suite of features like Highway Driving Assist, smart cruise control and lane keeping assist. Some of these features like Highway Driving Assist will only be offered on the Korean-market model, though others like autonomous braking with pedestrian detection, blind-spot monitoring and high-beam assist are expected to be more widely available.

“The sedan will, of course, devote many of its features to passenger comfort, with the company striving to achieve an interior on par with the world’s best luxury automakers. That means goodies like three-zone climate control, a 12.3-inch high-definition infotainment screen and plenty of sound absorption materials under the skin. In fact, Hyundai promises best-in-class sound suppression ratings in the new G90, with the company even adopting a hollow design for the 19-inch wheels that will keep noise to a minimum.”

-- Jay Ramey, Autoweek

“The body of the newest luxury sedan from the Korean automaker is noticeably larger than the Equus model it is supplanting, being comparable to the S-class but likely to be closer in price to the E-class based on prior pricing models. This is Hyundai, after all, and competitive pricing is of the utmost importance.”

-- Jason Bisnoff, New York Daily News

“Hyundai’s effort to move upmarket has had fits and starts. The Hyundai Equus ranks second from the bottom in its luxury segment just above the Acura RLX. Hyundai sold a mere 198 of them in November; just over 2,100 for the first 11 months of the year, a 30 percent decline which is twice the decline of the entire segment. The Hyundai Genesis fared a bit better. Among entry-luxury cars, a segment that is actually growing, the Genesis is mid-pack in volume, selling 28,280 so far this year, up nearly 5 percent for the year, a bit above the segment hike. Hyundai’s entries win rave reviews, but it is clear the automaker needs to do a lot more brand building to convince shoppers that it, indeed, is a luxury contender.”

-- Michelle Krebs, senior analyst at Autotrader

“While the interior of the Equus may not have been up to par with the competition, the G90's cabin looks poised to rival the best of them. Italian leather offsets real wood trim. The ergonomic seats are certified by German back specialists, with 22-way power adjustment for the driver and 14 ways for the other occupants.”

-- Noah Joseph, Autoblog

“So the car can dip your high beams for you, brake for pedestrians for you, keep you at a safe following distance from other cars for you, and stay in your lane for you.

“‘This combination of newly developed technologies create a first-class, all-but autonomous driving experience’ is how Hyundai put it.

“These technologies may be newly developed from Hyundai, but they are all technologies that are already available on the market today, particularly from Mercedes, which started offering this smart cruise/lane keep bundling on the S-class last year. We reviewed that car, and while it was somewhat spooky and self-driving, it was a long way from ‘all-but autonomous.’ (Bear in mind the G90 will be considerably cheaper than an S-class, which is kind of the point.) …

“We are still not at the point where we can take our hand and eyes off the wheel, take a nap, and arrive at work some time later. That being said, this new Genesis does look comfy.”

-- Raphael Orlove, Jalopnik

“Hyundai has done a great job of fashioning the Genesis into a sort of brand unto itself. Hyundai’s statement that the G90 is all about ‘New Luxury’ is perfect for this car and its prospective buyers. There are many buyers who now have the means to purchase a luxury car and are not saddled with preconcieved notions of brands -- they just want the best car for them no matter what badge is on the trunk. This new version of the Genesis should play well to that crowd. The G90 really highlights that there are simply no givens for today’s shopper. Autotrader has found that many people will consider all possibilities when car shopping -- new cars alongside certified cars and luxury alongside non-luxury ultimately choosing the car that works best for them. Brands like Hyundai, Kia and even Chevrolet are making cars that may not have a luxury badge but offer all the comforts of a pricier luxury car with the imaginary benefit of ‘heritage.’ This new Genesis is a perfect example of that -- I expect this car will do very well for Hyundai.”

-- Brian Moody, executive editor at Autotrader

“The G90 is also the first model to be styled in line with a new design language called Athletic Elegance, which relies on strong, muscular lines to emphasize a ‘dynamic, future-orientated’ character. Key elements include a hexagonal-shaped grille, sophisticated headlights and the new Genesis logo. The design has clearly been influenced by the recent Vision G concept but we also see some elements borrowed from rival brands, in particular Audi.”

-- Viknesh Vijayenthiran, Motor Authority