It’s fitting that Hyundai’s new venture into the gilded — but altogether treacherous — world of luxury adopts the name Genesis. As in “the beginning of things.” Long the Korean automaker’s most celebrated model, it’s understandable that Hyundai is focusing its success onto a higher stratum of consumer.
But the flagship luxury sector is a notoriously stubborn one, with brand equity and commensurate loyalty extremely high. Did Hyundai make a smart move spinning off its most popular car into a standalone brand? And does the full-size G90 sedan offer enough (amenities, safety technology, entertainment flourishes, luxury baubles, etc.) to make it a viable competitor against the stiffest of competition?
We flew to Vancouver, Canada, for several long road tests in the Genesis G90 to review this luxury flagship and find out.