2017 Genesis G90: a Historic Moment for Hyundai

The arrival of the 2017 Genesis G90 marks an important milestone for Korean manufacturer Hyundai, who is launching their new luxury division, Genesis. We all know that it’s practically impossible for a mainstream brand to stand out in the luxury-car business, even if its vehicles are competitive. Buyers not only want the prestige of a brand, but also a distinct purchase experience equivalent to their ambitions.

That’s exactly why Hyundai is deploying the same strategy as Honda did with Acura, as Nissan did with Infiniti and as Toyota did with Lexus, which is creating a division dedicated to the cause. It’s a formidable challenge, as the competition is fiercer than ever, and simply duplicating what already exists just doesn’t cut it. Tesla succeeded in gaining a share of the luxury-vehicle market with its 100% electric powertrain strategy, a risk that seems to be paying off so far.

• Also: Here Is The 2017 Genesis G80
• Also: The 2017 Genesis G90 Hits Detroit

As for Genesis, it will rely not only on its vehicles, but also on a unique purchase experience. Instead of establishing a new dealer network, the brand seeks to favour sales over the web, with boutiques set up in busy city centres and a concierge service. Customers will be able to choose a model in a global inventory, without any price negotiation; the vehicles’ MSRPs will be etched in stone just like Tesla’s approach.

What about the new 2017 G90?

If the G80, which was previously sold as the Hyundai Genesis sedan, arrives in the division’s lineup like a expansion draft pick, the 2017 G90 is the first true Genesis model, 100% engineered and packaged for the new luxury brand. From that start, the G90 stands as Genesis’ flagship, one that will measure up to large luxury sedans such as the BMW 7 Series, the Mercedes-Benz S-Class and the Lexus LS. That’s quite a challenge.

After a presentation that seemed to lack a little enthusiasm, we were concerned about taking the wheel of a car that would be a step behind the competition, or that wouldn’t bring anything new to the table. However, the G90 cleverly demonstrated its qualities that could convince its fair share of buyers.

Style-wise, the upscale look is a success. This isn’t really a surprise, with global design director Peter Schreyer at the helm of the Hyundai/Kia group, who has literally revitalised the manufacturer’s product lineup—especially on Kia’s side. Despite a rather bland palette of colours, the G90 looks magnificent and has little to envy about its competitors. The smallish rear window reminds us of Rolls-Royce’s style, while the LED taillights and headlights provide a nice touch of sophistication. The car’s imposing presence draws a certain level of respect, while a few design elements add a hint of sportiness, such as the 19-inch alloy wheels and the dual exhaust tips.

Two engines, two trims

Forget the complexity of the German brands’ model lineups, the G90 is offered in only two versions, without any options, each getting its own powertrain. The more affordable of the two is the G90 3.3T, equipped with a new twin-turbo, 3.3-litre V6 that develops 365 horsepower and 376 pound-feet of torque. The engine is mated to an eight-speed automatic transmission, and all-wheel drive is standard. The latter, called HTRAC, is tuned for performance by sending more torque to the rear wheels under normal driving conditions, but can distribute up to 90% of available power to the front wheels as needed.

There’s also the G90 5.0 that features a familiar engine in the Hyundai/Kia family, a 5.0-litre V8 that develops 420 hp and only slightly more torque than the V6, rated at 383 lb.-ft. Aside from its higher output, the G90 5.0 inherits more equipment such as executive-class, power-adjustable and ventilated rear seats. Unlike some competitors, there isn’t a hybrid version or a high-performance variant, either. The choice is simple, but much more limited, which might not help sales numbers.

As for gadgets, the G90 stacks up to its rivals. It includes a decent-sized infotainment screen, plenty of connectivity options, adaptive cruise control with semi-autonomous driving, a power rear window sunshade and much more. Actually, the only thing that seems missing is a proper panoramic sunroof. We only get a small glass panel with a manual sunshade. The car’s instrumentation is pretty conventional, while today, we’re used to seeing totally configurable digital screens in luxury cars. In short, the driver instrument panel in the G90 is okay, but not as advanced as in the segment’s big guns.

For the rest, the on-board prestige factor is there. The choice of materials and build quality is beyond reproach. Passenger space is generous, as the G90 is longer and wider than the 7 Series and S-Class, and rides on a longer standard wheelbase, too. The numerous controls are well bunched up and relatively easy to understand. There isn’t a touchscreen to operate the infotainment system, but a rotary knob and a few buttons.

On the road

We got behind the wheel of the 2017 Genesis G90 during a trek of more than 400 kilometres between Vancouver and Kelowna. The first thing we noticed is that the G90 is a superb highway cruiser, comfortable and very quiet. It makes the long commutes a lot less tiresome, especially for those sitting in back. We quickly realised that the big sedan is calibrated for a smooth ride, and not so much for a sporty drive. Overall, its road manners are closer to Lexus than to the German brands.

A button allows the selection of various drive modes, including Intelligent, Eco and Sport. They notably modify the calibration of the suspension, the steering system, the transmission and the all-wheel drivetrain. However, we didn’t notice much difference with the Sport mode activated, as the car and its suspension still felt pretty soft. How about a Sport+ mode?

We tried out the new twin-turbo V6, which provided decent power, thanks to its generous low-rpm torque. The initial acceleration is pretty good, but not so much for high-speed passing. The engine has its work cut out for it, as the G90 is no featherweight. On the other hand, the eight-speed automatic transmission does a great job exploiting available power.

What about price?

The G90’s price range hasn’t yet been officialised, but while Hyundai’s vehicles always stood out for value, in the realm of luxury cars, a lower price isn’t necessarily a good strategy. It will be interesting to see how brand will play it out here, as a more affordable sticker price could give the impression that the cars aren’t competitive, which wouldn’t be too good in the eyes of buyers who seek ultimate luxury.

Obviously, it will take some time for Hyundai to expand the model range of its new premium brand and convince car shoppers, but we shouldn’t underestimate them, either. Remember the Pony and the Stellar, and look at where they are now.