Hyundai confirmed earlier this week that the Genesis luxury car will blossom into a full premium brand, distinct from its origins with Hyundai. Six new models are promised before 2020, with the first look today at the design direction and future name scheme for Genesis.
This first look at the G90 shows the way for the next-generation Equus limousine, making its debut in early December 2015 in Seoul.
The Equus sedan itself has been a massive hit in its home market, where it is currently named EQ900. The upgrade to a new Genesis brand is aimed as a springboard to make the S-Class rival more credible in major global luxury markets, including the United States.
A special design team has created the next generation of Genesis models, with our first look at the design language coming via the Vision G Coupe concept from Pebble Beach 2015.
The rollout of Genesis luxury boutique showrooms is in its first stages, but will be very helpful versus the sometimes-icky Hyundai showrooms in charging premium prices. But most critically, for establishing the brand values of ‘new luxury.’
Overall, the design shown so far on the G90 shows how much the car will share with its exceptional Genesis sibling in its next generation. Ditching the overtall and overweight look of the current car, the G90 shows sumptuous proportions, a Bentley-posh C-pillar making abundant headroom in back, plus a slightly chopped and curt tail treatment. All to emphasize the extreme long-hood/no-front-overhang look made so famous on the BMW 7 series and others.
There is plenty of fat to earn in the luxury limo market. The Audi A8 is a nightmare in this generation, yet sells massive numbers and even offers a turbo four and front-drive to juice its numbers.
Overall, we are encouraged by the next phase of the Genesis brand. We can relate if you feel skeptical about the new Genesis. But we also know that means you have not driven it yet. Simply stellar blend of BMW-like cornering, Lexus-like rolling comfort and Audi-like cabin build quality, if not materials.
Freeing Genesis from its Hyundai roots will let the firm dive into the tropical blue waters of the luxury market with both feet — immersing itself in the silks, stones, woods and leathers that define an LVMH lifestyle.
2017 Genesis G90 Sketches
- New large sedan G90 to top Genesis brand’s luxury model range
- ‘Athletic Elegance’ brings graceful and profound elegance to the new model
November 10, 2015 – Hyundai Motor has revealed the first rendering of its new range-topping G90 luxury sedan, which is named EQ900 in Korea. The elegantly designed, technology packed G90 hints at the recently-launched Genesis brand’s design identity and future direction.
Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor, said, “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 customer true satisfaction in every aspect of the vehicle ownership experience.”
As the Genesis brand’s flagship model, G90 is a blueprint for change and innovation that will distinguish the Genesis brand. Majoring on ‘human-centered’ technology combined with engaging driving dynamics, G90 boasts a raft of world-best safety features and technological innovations to set itself apart in the luxury market.
G90 also showcases the Genesis brand’s hallmark design style ‘Athletic Elegance’, interpreted by the newly-formed Prestige Design Division to bring graceful and profound elegance to G90’s significant proportions. Crowned by the Genesis emblem, the grand radiator grille combined with sophisticated headlamps communicates the car’s dynamic, future-orientated character. A theme that flows along a body-length character line to the long and agile rear lamp cluster completes the Athletic Elegance of G90.
Hyundai Motor created the Genesis brand for a new generation of discerning consumers. Capitalizing on its success in the fast-growing global car market, Hyundai Motor will launch six new Genesis models by 2020.
The launch of G90 is scheduled for early next month in Korea.
About Hyundai Motor
Established in 1967, Hyundai Motor Company is committed to becoming a lifetime partner in automobiles and beyond. The company, which leads the Hyundai Motor Group, an innovative business structure capable of circulating resources from molten iron to finished cars, offers top-quality best-sellers such as Elantra, Sonata and Genesis. Hyundai Motor has eight manufacturing bases and seven design & technical centers worldwide and in 2014, sold 4.96 million vehicles globally. With almost 100,000 employees worldwide, Hyundai Motor continues to enhance its product line-up with localized models and strives to strengthen its leadership in clean technology, starting with the world’s first mass-produced hydrogen-powered vehicle, ix35 Fuel Cell.
2015 Hyundai Vision G Concept Coupe
Tom Burkart is the founder and managing editor of Car-Revs-Daily.com, an innovative and rapidly-expanding automotive news magazine.
He holds a Journalism JBA degree from the University of Wisconsin – Madison. Tom currently resides in Charleston, South Carolina with his two amazing dogs, Drake and Tank.
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