Genesis G90: Hyundai's Luxury Flagship and How Genesis Became a Brand

The Genesis G90 is the flagship sedan of Genesis, the luxury brand Hyundai launched as a standalone marque in 2015. The G90 grew out of the Hyundai Equus, and its current, second generation (on sale in the U.S. from the 2023 model year) offers air suspension, soft-close doors, a rear-seat relaxation mode, a Bang & Olufsen sound system and a price well below comparable German sedans. It has earned strong reviews as a genuine rival to the S-Class and 7 Series.

At a glance

How Genesis began

Hyundai first used “Genesis” for a rear-wheel-drive sedan in 2008 that surprised critics with its quality. In November 2015, Hyundai spun Genesis off as its own luxury brand — following the path Toyota took with Lexus — and hired senior designers and engineers from European luxury brands. The G90 was its first flagship. Read why Toyota created Lexus for the earlier template.

Design

The current G90 uses Genesis’ “Two Lines” design, with slim double headlights and taillights, a crest grille and long, clean sides. It is elegant rather than aggressive.

Rear-seat comfort

• Reclining rear seats with massage and heating/ventilation.
• A “rest mode” that reclines the right rear seat and moves the front passenger seat forward.
• Soft-close doors, and powered doors that can open and close automatically.
• Rear screens and a rear control panel in the armrest.
• A Bang & Olufsen sound system.
• Predictive air suspension that reads the road ahead.

Value

The G90 costs considerably less than an equivalent S-Class or 7 Series while offering similar equipment. Genesis also offers perks like complimentary maintenance and valet service for scheduled maintenance, borrowing from the Lexus playbook.

G90 vs S-Class

The G90 matches much of the S-Class’s comfort and features, but the S-Class has deeper chauffeur credentials, more powertrain options and a global service network. Read S-Class vs Genesis G90.