As reported in our earlier article, Hyundai Motor is aiming further upmarket and intends to have a presence in the luxury segment. In its own domestic market, Korea, it has had large flagship models that are luxurious but it is now going to move upmarket with a new luxury brand known as Genesis.

The Genesis range will have 5 new models before this decade ends and the first of these has already been unveiled. It is new Genesis G90 and it is positioned as the brand’s flagship model. The G90 (sold as the EQ900 in Korea) has been designed to compete at the top of the luxury car market with world-best technological innovations and the highest levels of refinement, convenience and dynamic performance.

Designed with ‘profound elegance, natural dignity and grandeur’ by the Prestige Design Division at Hyundai that will craft the visual identity of each Genesis model, the G90 is the first realization of the brand’s ‘Athletic Elegance’ design style.

Outside, the G90’s silhouette has a long bonnet while inside, the finest artisan materials meet human-centered ergonomics to provide occupants with absolute convenience and luxurious comfort. With technological innovation at its core and in anticipation of fully-autonomous cars, G90 features Genesis Smart Sense, which brings together advanced systems including advanced ‘Highway Driving Assistance’ (Korean market only), Advanced Smart Cruise Control and Lane Keeping Assistance System. The system can substantially reduce driver fatigue by combining a series of innovative technologies.

The first-class theme extends to occupant comfort, with the G90 offering the world’s first clinically-validated Smart Posture Caring System, which automatically adjusts the seat, steering-wheel, outside mirror and head-up display to the optimal position for the driver’s body (Korean market only). The G90’s VIP ergo passenger seats feature multiple ranges of electronically-controlled adjustment and are approved by the German campaign for healthier backs, Aktion Gesunder Rücken.

The driver will also experience high standards of refined performance. This is central to the Genesis brand’s character, with development teams carrying out rigorous performance testing at the Nurburgring circuit in Germany and the Mojave test centre in the USA. Despite the car’s sporty and responsive characteristics, the interior environment remains refined with all of the three available petrol powertrains: V6 3.3-litre T-GDI (370 ps), V6 3.8-litre GDI (315 ps), or V8 5.0-litre GDI (425 ps).

[Chips Yap]

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