A new automotive brand has surfaced to pamper a value-driven mindset.
In the late 1980s/early 1990s, Japan's big three automakers (Toyota, Nissan and Honda) debuted their value laden answer to Europe's top luxury brands including Audi, Mercedes-Benz and BMW. Enter Lexus, Infiniti and Acura respectfully; all positively impacted the bottom line for their mainstream parental units. All three initially zeroed in on the U.S. market before slowly expanding to other corners of the globe. Now comes South Korea's turn.
Enter Genesis, the new aspirational division of Hyundai Motors. Genesis eyes upward mobile customers satisfied with the Hyundai experience looking for luxury upgrades.
The Genesis name already existed within the Hyundai family, debuting in the 2009 model year as a large-scale rear-wheel-drive 'luxury' choice. Two years later, the pricier Equus arrived as the 'flagship' luxury sedan from Hyundai.
Elevating an existing vehicle name within the product line to brand designate has precedent. Fiat Chrysler Automobiles (FCA) introduced the Ram truck brand in late 2009. For decades Ram was the full-size pickup truck within the Dodge division.
This week's tester, a 2017 Genesis G90, in actuality represents the second-generation version of the Hyundai Equus introduced in 2011. The Genesis luxury brand officially arrived in the 2016 model year, with G90 basically a rebadged first-generation Equus. The Genesis Brand's only other 2017 offering , the mid-luxury G80 sedan, is (bear with me here) a rebadged 'Hyundai Genesis' first introduced back in 2009.
The G90 sedan received a huge credibility boost as one of three finalists for the highly regarded and coveted 2017 'North American Car of the Year' award handed out at January's Detroit Auto Show. While G90 fell short of winning the gold metal (that honor going to Chevrolet's all-electric, plug-in Bolt) the Genesis flagship edged out Volvo's S90 sedan for second place.
Unlike the breakout Japanese luxury brands that started with stand-alone dealerships, Genesis branded sedans rent out floor space within plebian Hyundai dealerships, at least for the time being. Hyundai expects stand-alone Genesis franchises by 2021.
Expect continued growth within the Genesis lineup. At last year's Chicago Auto Show, a 'Vision G' concept coupe debuted looking suspiciously close to production ready. This year's show opens to the general public on Saturday, February 11.
The G90 sedan comes well equipped with minimal options, and two trims (Premium and Ultimate) simplifying the buying process. Two available powertrains include a 3.3-liter twin-turbo V-6 (365 horsepower in Premium trims) or a 5.0-liter V-8 (bumping HP to 420) in Ultimate. Rear-drive comes standard and all-wheel-drive is available with each powertrains. Both mate to an eight-speed automatic transmission and recommend premium fuel for maximum performance and to accommodate the sizeable 21.0-gallon tank.
Our "Casablanca White" (one of six available exterior colors) Premium tester with V-6 engine and all-wheel drive checked in at $70,600. A $950 destination charge brought the bottom line to $71,550. A rear-drive Premium starts at $69,100. Yes, these numbers raise some eyebrows, but seasoned competitors pricing easily starts north of $80,000.
The larger V-8 engine adds ventilated rear power reclining seats (outboard positions) along with a rear vanity mirror as standard content. Also, the 5.0 Ultimate upgrades to Xenon high-intensity discharge headlights from the 3.3T Premium's full LED headlights.
Our V-6 turbo tester provided plentiful highway and passing power in a whisper quiet cocoon with a very smooth ride quality.
The exterior exudes smooth corners and an unassuming, elegant attitude, not a boastful 'in-your-face' braggadocio. Affixed atop and outside the large, bold crest grille; the Genesis logo with an outline reminiscent of a bat in flight (the flying mammal, not baseball lumbar). Flanking the grille; three-dimensional LED headlights. The trunk lid conveniently powers up and down, strap-like door handles illuminate at night and headlights include a swiveling action for increased visibility.
This next-generation effort incorporates all the latest electronic safety nuances both high and not-so-high tech. A lower tech 'heads-up' display projected onto the inside windshield includes digital speedometer speed, posted speed limits and blind-spot activity through easily identifiable icons. It's summoned via steering wheel controls and instrument panel select screen. Push-button start comes standard.
Both trims include emergency braking with pedestrian detection, blind spot detection and cross traffic alert, radar cruise control, lane departure warning with lane keep assist and driver attention alert.
Inside, a supportive driver's bucket seat with white stitching acts as a command center for all the standard bells and whistles. Centering the dash, an elegant, old-school analog clock with face and hands.
Between buckets is the electronic transmission shifter. Genesis resisted a temptation for push-button or dial designs tried by some competitors, opting instead for a, smart, ergonomically-friendly short-and-stubby 45-degree 'T-bar' easily movable back and forth to select gears. The "Park' selection does, however, require a tap of a well-marked rectangular push par ahead of the "T." German luxury brands sometimes get too involved in technology, creating a counter-intuitive effect. The G90 manages to largely avid those pitfalls.
The handsome interior utilizes medium-sized buttons and dials, which are logically arranged and tactile friendly. A large, 12.3-inch non-touch screen tops the center console with wide horizontal steps leading down towards the gear shift region. At sunset, thin blue pin stripping separates top and bottom portions of the dashboard and all four doors.
White backlighting anchors the sharp instrument panel with two large circular analog dials surrounding a bustling center scrollable message screen.
To the shifter's right: a coverable storage area designed with portable electronics in mind with plug-in outlets. Inline buttons to the left summon multiple in-dash camera views and four distinct driving modes (choose 'smart' for a majority of Chicago-area conditions).
The arm rest/storage bin is home to two 12-volt outlets and hinged-at-the-sides as to open like a side-by-side refrigerator door. Three additional 12-volt outlets are accessible by rear-seat riders: one inside the armrest, and two from a floor-area drop drawer at the backside of the front arm rest.
The transmission floor hump vertically partitions the roomy rear region into two orbs, but three adults can enjoy the ride when needed. Row two residents also have command of temperature controls with temperature and fan speed monitors tucked inside the fold down arm rest.
While some luxury flagship sedans (BMW 7-Series, Lexus LS) offer "L" editions ('L' signifying extended wheelbase with limousine-like rear leg room), both G90 trims offer a single wheelbase.
Parent Company Hyundai benefitted mightily from introducing a 10-year/100,000-mile powertrain warranty to grab consumer's attention and eventual loyalty. The new Genesis brand offers this same peace-of-mind warranty while adding another level of sophistication: the 'Genesis Experience.' Both G80 and G90 come with three years of complimentary routine maintenance (oil change, air filter replacement) and valet-delivered loaner cars, if circumstances merit.
2017 Genesis G90
Price as tested: $71,550
Engine: 3.3-liter turbo V-6
Horsepower: 365
Wheelbase: 124.4 inches
Overall Length: 204.9 inches
Overall Width: 75.4 inches
Overall Height: 58.9 inches
Fuel Economy: 17 mpg city, 24 mpg highway
Curb weight: 4,784 pounds
Powertrain Warranty: 10 years/100,000 miles
Assembly: South Korea
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