2017 Genesis G90 Road Test and Review

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.

Newly minted Head of the Genesis Brand in the U.S., Erwin Raphael, stood in front of a roomful of skeptical auto journalists and explained the difficulty of launching a luxury brand. They’re not fooling themselves, he explained confidently: they know the road to acceptance in that rarefied realm will be a steep one. After all, only six luxury brands have emerged in the American automotive market since 1970, and only two this century (Tesla being the other). So this is not a decision made lightly — Hyundai execs have been pondering the chess move for decades, long before the first Genesis hit the asphalt in 2008. 

And the luxury market has grown for seven consecutive years, reaching an all-time high. They believe the segment is going to become even more important in the future, and are determined to be a part of it. “We don’t enter the luxury market lightly,” vowed Raphael. “The substance has to be there; fluff won’t settle.”

The entire Genesis team was adamant in stressing their new brand was not a sub-brand, but rather a completely different company. But they face the same difficulty that Nissan and Honda have in establishing their luxury marques, in making people believe that an Acura is not just a tarted-up Honda. Lexus made the strongest case out of the gate, and Infiniti is finally establishing its own global prestige. Genesis execs are hoping it won’t take them decades to establish the same perception — and Hyundai execs are betting on it.

To put its money where its mouth is, Genesis has developed its own dedicated platforms, dedicated powertrains and established owner experiences, and loaded the G90 up with standard features and safety suites.

The volume Premium model is powered by Hyundai’s direct-injected 3.3-liter V6, now updated with twin turbochargers to make up for downsizing (from 3.8 liters). The power plant generates 365 horsepower at 6,000 rpm and 376 lb-ft of torque from only 1,300 rpm. Despite the generous torque at low revs, there is a bit of turbo lag — it just feels like a turbocharged V6. But once it hits anywhere over, say, 4,000 rpm, the G90 pulls away potently. Mid-range power is superb; you will not be left wanting.

A larger 5.0-liter V8 is also available in the Ultimate trim, but we only had limited time behind the wheel. Plucked from the Hyundai Equus, the G90’s predecessor, the V8 offers 420 horsepower and 383 lb-ft of torque. And with 15/23 MPG (city/highway) rated efficiency, you don’t lose much economy compared to the V6’s 17/24 MPG.

Both lumps are mated to a smooth-shifting, 8-speed transmission and come standard as rear-wheel drive. A rear-biased AWD is optional on both engines. Yes, there are paddle-shifters, but it’s doubtful you’ll ever use them given the G90’s supple, relaxed temperament.

The G90 boasts a cashmere-soft ride. This compliance results in a good amount of roll on corners, however — the car feels a bit heavy under stress. But it rides very smoothly; this isn’t meant to be a performance car, after all. Think of it more as a cloud-wafter than an agile sports sedan. We drove 100 miles without even noticing.

While not apt to going toe-to-toe with the Germans in gut-punching potency, the “Tau” V8 is a critical component to the luxury space. The same goes for the RWD architecture — if you want to truly be considered a luxury executive saloon, the ability to offer a V8 and RWD is non-negotiable. This is where wannabe luxury brands like Lincoln and Kia fail categorically. Clearly, Genesis does not.

Quality metal on all touchpoints: vents, HVAC buttons, radio dials, gear shifter, driving mode wheel on the center console. Nice knurling applied to all dials. Big sweeping wood surfacing across the dash and the top of doors. There’s mood lighting, an Alcantara headliner, a power sunroof, bright color HUD and an intuitive, crisp 12.3-inch display. Big aluminum Lexicon speaker grills ape what Burmester has recently done so handsomely with Benz and Porsche. The 900-watt, 17-speaker surround system, especially the QuantumLogic “On Stage” live concert setting, offers bright and clear soundwaves, even when pumped up to the point of earhole bleeding.

Flawless leather wraps all surfaces that aren’t wood or metal: across the top of the dash, the entire steering wheel, door panels, center console, etc. The wood is especially nice — when direct sunlight hits it, the dark grains sparkle. But the highlight for the driver is undoubtedly his heated and ventilated 22-way adjustable seats, crafted of supple leather. Electronically adjustable, heated rear seats are also available with the V8 (and can be optioned with ventilation).

Although Hyundai did a superb job ticking off the myriad boxes that are requisite to fulfill luxury expectations, a few chinks in their armor can be found. For instance, there’s no panoramic sunroof, and the sunroof visor has to be manually moved. This is hardly a deal-breaker but, at the same time, a manual screen would be absolutely unthinkable in an S-Class or 7-Series. Simply would never happen.

Also, there is an all-around lack of “Tell-It-To-the-Joneses” technological wizardry that leaves you a bit unsatisfied given the current state of luxury. No, we don’t need fragrance atomizers or hot seat massage, but they certainly aid in making you feel like you’re truly enjoying a “luxury” experience. (It should be noted that the G90 isn’t alone, even the 6-figure Maserati Quattroporte fails in this metric.) Lack of LED headlights (only available as an option on the V8 model) and air suspension are also glaring deficits for this market.

One of the biggest indulgences of the Genesis is the “executive cabin,” aka the rear seats, in the 5.0 Ultimate model. The area between them is a replica of the center console and allows rear passengers to access controls over the climate, radio, etc. The seats can even lean back for a comfy nap. But here’s the thing: in America, this is a bit of overkill. If you have a chauffeur in America, chances are you won’t be in a Genesis. This superlative rear pampering is a holdover from their home market of South Korea, where the G90 is an incredibly popular flagship vehicle.

It would be not doing Genesis justice if we discussed any of their vehicles without mentioning their Best-In-Industry warranty. The 10-year/100,000 mile powertrain plan is simply peerless and lends consumers an inexplicable peace of mind. It’s not only the best in the luxury market, it’s the best in the automotive industry.

But beyond that, Genesis takes an extra step for the first 3 years (or 36,000 miles) of ownership. In that early timeframe, owners receive scheduled maintenance with free valet service – they’ll come pick your G90 up, and drop it off at home. There’s 24/7 roadside assistance, SiriusXM Traffic and Travel Link and even a concierge service. This white glove attention further underscores Genesis’ vow of giving owners everything they could want.

The Genesis G80 is now the #2 seller in luxury midsize, passing BMW to notch second only to the Mercedes E-Class. That’s why when asked why they’re launching the luxury brand now, Raphael doesn’t hesitate. “We think we paid our dues,” he told me. “We’re ready.”

So they’re splashing big with an initial broad introduction of the Genesis brand. Think Ndamukong Suh big. Like sister brand Kia did, attaching themselves with marketing powerhouse NBA, Genesis is aiming even bigger by becoming the official luxury brand of the NFL. Sure, basketball is popular, but football is basically religion in America. With ads on Sunday games and the ratings stalwart Monday Night Football, you can at least assure the Genesis name will be in the public consciousness.

After what can only be described as an aggressive mainstream media campaign, Genesis will turn their focus on a more targeted approach to luxury buyers. And with 6 vehicles promised by 2021 (including a coupe and SUV), they don’t have time to waste.

We’ll give Genesis executives points for their forthrightness in saying they realize they’re not going to steal many customers from the German “Big 3”. This is true – there will be very few S-Class, 7-Series or A8 drivers who will jump ship. Never mind the brand equity gap, which is Pacific Ocean-sized, but also the G90 lacks the tech wizardry and meticulous attention to detail to compete with those established Elders of State. For now, at least.

The G90 does, however, have a good chance of pilfering some customers away from their Japanese neighbors — particularly Acura RLX and Infiniti Q70 owners. Another large segment of buyers will come from current Hyundai and Kia drivers who’re looking to upgrade. A far superior offering than Kia’s K900, the G90 should dominate this populace who don’t place a premium on the hood badge, and instead enjoy the superb value proposition of a nearly fully-loaded luxury saloon for tens of thousands less than the competition.

All in all the G90 is an incredibly competent long wheelbase sedan, loaded with standard safety technology, powerful motors, imposing sheet metal and a RWD architecture. And even if it takes some years for Genesis to establish itself as a brand, the G90 does a fine job of pegging a stake in the rarefied earth of the luxury market.