Genesis Car Brand
2017 Genesis Cars The luxury division of Hyundai, the Genesis luxury brand will launch in the coming years as a rival to the likes of Lexus and BMW. The Genesis brand can trace its origins back to the original launch of the Genesis Coupe in 2008, followed by the Genesis sedan. By 2020 Hyundai hopes to offer six different luxury models.
Genesis Car Brand
The luxury division of Hyundai, the Genesis luxury brand will launch in the coming years as a rival to the likes of Lexus and BMW. The Genesis brand can trace its origins back to the original launch of the Genesis Coupe in 2008, followed by the Genesis sedan. By 2020 Hyundai hopes to offer six different luxury models.
Genesis Car Brand
For the 2017 model year, South Korean car company Hyundai launched its new luxury brand, Genesis. The rookie brand initially comes to the market with two models – the G80 and the G90 – both of which are built in Ulsan, South Korea. There’s little reason for concern over the newness of this nameplate. 2017 may be the first year of the Genesis brand, but it is not the first year for the G80. Under its previous badge as the Hyundai Genesis, the sedan scored well in our ranking of the best luxury midsize cars.
Genesis Car Brand
The G90 sedan is as new as the Genesis brand it belongs to, but neither the car nor the company is entirely fresh, at least in concept. Hyundai has been dabbling in the luxury space since 2008, when it introduced the mid-size, rear-wheel-drive Genesis four-door and, later, the larger Equus. More recently, Hyundai rechristened the former as the G80, redesigned the latter into this G90, and swept them together to create the stand-alone luxury entity called Genesis. As a successor to the Equus, the megahuge G90 casts a wide net, hoping to both skim buyers away from pricier establishment players such as the Mercedes-Benz S-class, BMW 7-series, and Lexus LS and offer buyers a larger alternative to fully loaded mid-size luxury sedans for similar money. In this mission, the G90 mostly succeeds.
Genesis Car Brand
Genesis announced the launch of its first model, the G90 (EQ900 in Korea), on 9 December 2015. The G90 will also serve as the brand’s flagship model. Genesis launched in the U.S. in late 2016, with the sale of the G80 and G90 models. The initial dealers are a subset of existing Hyundai dealers, with designated space for Genesis within the dealerships’ showrooms.
Genesis Car Brand
Once upon a time, Hyundai said, “Let there be a luxury sedan that offers unconditional comfort, seating that is spacious and supple, and a divine amount of driver assistance features. Let the ride be soothing, and the engines refined.” And the Hyundai Genesis was born. Then Hyundai created its luxury spinoff brand named Genesis and relaunched the vehicle as the 2017 Genesis G80. And it was good.
Even though it’s produced by Hyundai, the new Genesis brand will be a separate beast entirely, much like Toyota’s Lexus, or Honda’s Acura. The price point is certainly different: The Genesis G90 starts at nearly $70,000. And when I tested one this month, I found that the level of luxury really did set it apart from its economy-minded siblings. I drove (and, even more crucially, rode in the backseat of) a Caspian black 2017 Genesis G90 and found it to be of the caliber of rival cars from BMW, Mercedes, and Audi. I suspect others will feel the same, if they can get past the instinctual dealership-lot feeling that paying more means you get better quality.
Set aside Hyundai’s rapid progress since building its first U.S.-market car in the 1980s, though, and the G90 is less impressive on its own terms. Sure, it’s cohesive, but for any car that costs more than $65,000, that’s a core expectation. But where’s the beef? we ask. Where’s the “why buy?” The G90 brings not one unique feature or standout technology to the table. It doesn’t look particularly interesting from outside, and many others in its price range—notably the Volvo S90—match or exceed it in terms of interior loveliness. It doesn’t even offer the sort of customization, options, or fancier trims for today’s luxury buyers who desire choice (and don’t they all?). Some may argue that the G90 needn’t be anything more inspired than an affordable net into which buyers who can’t swing an S-class can leap, but a flagship sedan for a luxury brand should aspire to being more. Genesis needs to make a statement via design, engineering, or manufacturing that it can create a car that suits the consumer’s desires better than its competitors. Ascension to the luxury ranks depends on creating a cult of desirability—no one buys Louis Vuitton handbags or BMWs because those brands started as discount-priced alternatives to higher-cachet products. As a luxury sedan, the G90 is just fine. As a means of establishing Genesis as a name worthy of respect, it needs more work.
“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction,” said Euisun Chung, Hyundai Motor Company Vice Chairman. “The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy.”
Silence seekers will love the G90’s convincing auditory impression of a bank vault with windows. We recorded a hushed 67 decibels at 70 mph, a figure that matches today’s Mercedes-Benz S550, while the car’s 37-decibel idle and 73-decibel full-throttle sound measurements beat the Benz by 3 and 2 decibels. Acoustically laminated glass in all four doors and “sound-absorbing” wheels contribute to the serenity. The car is so quiet that we figured it was simply a giant metal ingot, one that would weigh as much, but the Genesis comes in at 4647 pounds. That’s about 140 pounds less than the Mercedes S550 (although the Benz also carries a pair of turbos on its V-8) and falls directly between our long-term, rear-drive turbo-six-powered BMW 740i (4385 pounds) and an all-wheel-drive, eight-cylinder 750i we’ve tested (4883 pounds). The BMWs use carbon fiber in their structures and aluminum panels to reduce weight, but the Genesis is of conventional, all-steel construction.
Say hello to Genesis, Hyundai's new standalone luxury brand that will seek to follow in the footsteps of Lexus, Infiniti and Acura. Created to compete with the world's leading luxury automakers, Genesis will offer a six-model lineup, with the initial launch scheduled for next month. Not all six models will premiere at once — the automaker plans to have that many in showrooms by 2020.
It remains to be seen just how far from the design of the Genesis sedan Hyundai plans to take the brand, though the launch of a new luxury division was not a surprise to industry observers. The debut of the Equus and the Genesis represented a significant step upmarket for the company, which has been operating in the U.S. for a little over 30 years. Its early North American-market models had been on the road for just a few years when the trio of Japanese auto giants launched their luxury brands at the end of the 1980s, with Hyundai progressing upmarket at a gradual pace. And it wasn't until 15 years ago when models like the Sonata and the Santa Fe started posing a serious challenge to their Japanese rivals, with a true burst of model variety and luxury offerings taking place only within the last seven years.
With elegant styling and a first-class cabin, the G90 is the Genesis brand’s first attempt at a luxury sedan. Few options are offered; instead, nearly every conceivable feature is standard. Highlights include a 12.3-inch touchscreen for infotainment, adaptive dampers, a head-up display, automated emergency braking, and adaptive cruise control. Two engines are offered—a 365-hp 3.3-liter twin-turbo V-6 and a 420-hp 5.0-liter V-8—both with an eight-speed automatic and rear- or all-wheel drive. Jump to Instrumented Test – 2017 Genesis G90 5.0 V-8 View All Features and Specs
With elegant styling and a first-class cabin, the G90 is the Genesis brand’s first attempt at a luxury sedan. Few options are offered; instead, nearly every conceivable feature is standard. Highlights include a 12.3-inch touchscreen for infotainment, adaptive dampers, a head-up display, automated emergency braking, and adaptive cruise control. Two engines are offered—a 365-hp 3.3-liter twin-turbo V-6 and a 420-hp 5.0-liter V-8—both with an eight-speed automatic and rear- or all-wheel drive. Jump to Instrumented Test – 2017 Genesis G90 5.0 V-8
By 2020, a luxury sedan, a sports coupe, and two SUVs are also expected to be introduced; this would bring the number of Genesis models to six. An alphanumeric naming convention will be followed for the brand; models will be named by combining the letter G with a number (70, 80, 90, etc.). Genesis is initially being marketed in Korea, China, the Middle East and the United States, followed by Europe and rest of Asia.
All of this lends the G90 an approachable simplicity that stands out from the technologically dense BMW 7-series—and the stolid Mercedes-Benz S-class and Lexus LS460. Get in, drive, and be pampered. That cohesion, which extends to the car’s mechanicals, was sorely lacking in Hyundai’s first-effort Genesis sedan and the old Equus, both of which seemed to incorporate the suspensions, steering systems, throttles, and brakes from different cars. We should applaud Genesis for improving on those products and synthesizing their character in the G90.