Hyundai previews the new Genesis G90; luxury brand launched

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Genesis G90 front render

Hyundai has launched its stand-alone luxury brand by revealing the first rendering of its new G90 luxury sedan, which is named EQ900 in Korea. The solo Genesis brand is expected to get six models in its line-up by the end of the decade. The first of these six models is likely to make its debut in December this year, and the Genesis badge will be the expansion of current wing-type logo used on the luxury Genesis sedan, while the new nomenclature will see models using a number after the letter G.

The Korean car-maker has revealed the first renderings of its new range- topping Genesis G90 sedan. A Mercedes S-class rivaling, full-size luxury sedan that takes after the Equus, the G90’s appearance represents the Genesis brand’s identity and future direction.

Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor’s, said, “… new large luxury sedan G90 “Genesis” will deliver a concept of ‘New Luxury’ to our customers. The G90 sits at the culmination of the Genesis brand and demonstrates how we apply our human-centered values to give our customer true fulfilment in every aspect of the vehicle ownership experience. The first and current Hyundai Equus did not quite muster any high scores for looks since it was rather conservatively designed…

Genesis G90 side render

The Genesis brand’s immense design philosophy, which is addressed as ‘Athletic Elegance’ by the newly-formed Prestige Design Division. Popular highlights include a large radiator grille crowned by the new Genesis winged emblem, and a body-length character line that links the “high-quality headlamps” to the “long and agile rear lamp cluster” . Hyundai adds that the G90 will also host a raft of high-tech and safety features to go along with the nice and clean looking lines and the large radiator grille. The logo, looks really similar to Aston Martin but is slightly different. The lop sided window size suggests that the focus will be on the rear passenger luxury, rivaling the best in class. Hyundai Motor’s new Genesis brand will spawn six new models by 2020. The launch of Sedan G90 is scheduled for early next month in Korea. The teaser images sure look thrilling and Hyundai seems to be really focused on building that following in the car market as soon as possible.