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, only a month after Hyundai announced the founding of the Genesis division.
“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.
Although Hyundai had nothing to say about the U.S.-spec G90 model, the Korean EQ900 provides plenty of hints as to what we may get on this side of the Pacific. Let’s have a closer look at it in the review below.
Updated 12/10/2015: After dropping the official details and images, Genesis also revealed a first video for its latest G90. Check it out to see how the G90 was completed with innovative design and perfect proportion.
Continue reading to learn more about the 2016 Genesis G90.
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