INTRODUCTION

Labeled as an automaker that produces cheap cars for many decades, Hyundai has improved its brand reputation tremendously in recent years — thanks to automobiles such as the Genesis and the Equus. In 2015, after some six years of testing the premium segment with the aforementioned sedans, the Korean company has finally decided to enter the luxury segment with a dedicated brand.

The said brand will go by the name Genesis and will include both the Genesis and the Equus nameplates, albeit under a new alphanumeric naming structure that will include the letter "G." The new division will be aimed toward similar products from Toyota’ s Lexus and Nissan’ s Infiniti arms. The first automobile to be launched under the new brand will be named the Genesis G90 in North America and the Genesis EQ900 in South Korea.

Described as the brand’s new flagship model, the G90 just broke cover in South Korea in December 2015, only a month after Hyundai announced the founding of the Genesis division. At the 2016 Detroit Auto Show, the G90 made its North American debut.

“Genesis’ new large luxury sedan G90 will deliver a concept of ‘New Luxury’ to our customers. The G90 sits at the pinnacle of the Genesis brand and demonstrates how we apply our human-centered values to give our customers true satisfaction in every aspect of the vehicle ownership experience,” said Woong-Chul Yang, Head of Hyundai Motor R&D Center.

THE DRIVETRAIN

Motivation for the G90 comes from two gasoline engines. The base model uses a twin-turbo, 3.3-liter V-6 rated at 365 horsepower and 376 pound-feet of torque, while the range-topping version features a 5.0-liter V-8 that cranks out 420 horses and 383 pound-feet of twist.

Both units benefit from Hyundai’s second-generation, eight-speed automatic transmission with reduced clutch-disc drag, lighter converter components, and reduced losses from lower oil pump displacement. The new gearbox is 18 pounds lighter that its predecessor and boasts higher efficiency and more compact dimensions.

In other markets, the base G90 gets a naturally aspirated, 3.8-liter V-6 rated at 315 PS (311 horsepower). The unit is similar to the one offered with the Equus in Asia, but it delivers an extra 25 PS (25 horses).

A hybrid drivetrain should also be on the table, but it will probably be offered later in the sedan’s life cycle.

An new all-wheel drive system is available for either drivetrain. Hyundai’s H-TRAC system can direct up to 40 percent of the available torque to the front axle for enhanced traction in adverse road conditions such as ice or snow. In dry road conditions, its Sport calibration uses a high degree or rear-drive bias for sportier cornering and acceleration, sending up to 90 percent of the available torque to the rear axle. When Economy mode is activated, up to 100 percent of the torque is distributed to the rear wheels for maximum efficiency.

PRICES

Pricing is obviously not yet available at this point, but given that the Equus retails from $61,500, the Genesis G90 could fetch more than that. Expect the U.S.-spec model to break cover at the 2016 Detroit Auto Show in January and arrive in dealerships by the end of the year.

THE COMPETITION

Lexus LS
While Genesis’ long-term plan may include stealing customers from BMW, Mercedes-Benz, and Audi, taking on the Lexus LS should be the G90’s first step in the U.S. market. Launched in 1989 as one of the first Asian full-size luxury sedans to cross the pond to the U.S., the LS is now in its fourth generation. Revised for 2014, the current LS features the brand’s revised spindle grille and more aggressive styling cues, while the interior comes with standard heated and ventilated front seats and attractive color combos. Power is provided by either a 4.6-liter V-8 rated at 386 horsepower or a hybrid drivetrain generating 438 horses. Pricing starts from $72,520 for the V-8 and $120,440 for the hybrid.

Infiniti Q80
Genesis’ other main competitor, Infiniti, has yet to produce a full-size as of 2015, with its largest sedan being the Q70. Nissan ’s luxury division, however, plans to launch a production version of the Q80 Inspiration, which will become the brand’s flagship vehicle. Very little is known about the production model as of this writing, but much like the Genesis G90, the Q80 should also features a new design language and Infiniti’s latest tech and safety systems. Power is expected to come from a 5.6-liter V-8 and a hybrid drivetrain that will combine a 3.5-liter V-6 and an electric motor. The new sedan should fetch in excess of $70,000 in the U.S.

CONCLUSION
It’s hard to draw a conclusion without being able to jump behind the wheel for an actual test drive, but the upcoming Genesis G90 looks good so far. Hyundai already made a big step toward the luxury segment with the Equus, but its plain styling, modest low-end torque, and inferior driving experience prevented it from becoming a worthy competitor to the Lexus LS . That too changes with the Genesis G90, which looks to be a improvement in just about every department and delivers more luxury than any other Hyundai before it. We won’t know for sure if it has what it takes to give the German full-size sedans a run for their money until it hits dealerships, but the G90 might just become the first Hyundai product you won’t have to justify paying more than $60,000 for.