The Genesis G90 is the flagship of the new Genesis lineup. It will be on the market in September, 2016. Genesis is positioning the G90 against the top-of-the line Mercedes-Benz, BMW and Lexus sedans. The question is can it compete?
Size is Competitive with Lexus, Mercedes, BMW From a size perspective, the Genesis G90 is within inches of its competitors. It is a bit bigger than the Lexus LS460. It is about the same size as the Lexus LS460L, however. That is the extended length LS. It is a couple of inches shy in wheelbase and overall length to the BMW 7-Series. It is a couple of inches shorter than the Mercedes S-Class. Its interior volume is a bit bigger than the S-Class. Let’s call it a toss up when looking at size.
Powertrain Choices – Base V6 TT with Optional V8 The base Genesis G90 powertrain is a 3.3L Twin-Turbo GDI (gasoline direct injected) V6 with 365 horsepower and 376 lb.ft. of torque. About 80% of G90 volume will be the V6. Base-to-base, G90 loses to the competition with standard V8s. Lexus’ 4.6L V8 has 386 horsepower. The Mercedes 4.7L bi-turbo V8 has 449 horsepower. But Genesis’ V6 has more horsewpower than BMW’s base 3.0L Twin-Turbo V6 that has 320 horsepower. The optional Genesis engine is the 5.0L GDI V8 with 420 horsepower and 383 lb.ft of torque. The BMW 750i with its 4.4L Twin-Turbo V8 has 445 horsepower. So Genesis’ V8 is a bit below the German V8s.
So what? The Genesis G90 with the Twin-Turbo V6 performs very well. Teamed with an 8-speed automatic transmission, the G90 has excellent performance. Power is delivered smoothly and continuously. The powertrain is seamless and unobtrusive. There are only two options – V8 and All wheel drive. Driving the V6 with both rear and all wheel drive, we did not feel any noticeable difference. It wasn’t snowing.
Genesis planners want to have an interior that is “whisper quiet” and the NVH of the car delivers. The interior is quiet. Conversation is easy at any speed.
Rumor has it that Hyundai called in Lotus Engineering to help fine tune the G90s suspension. True or not, the suspension feels biased towards a German feel – purposeful and taut. It is not the cushy, absorbent feel provided by the Lexus LS. Handling is stable with little body lean. Nothing not to like.
On the Road to Autonomous Driving The Genesis G90 is loaded with standard driver assist and safety features. Many standard features on the G90 are in optional packages on the competition. As more and more is being written about autonomous driving, the G90 has some features that qualify. With standard adaptive cruise control and lane keeping assist the G90 can cruise in heavy traffic pretty much autonomously. But, if the driver has their hands off the wheel for longer than 13-seconds, the car insists you touch the wheel again.
I found the lane keeping assist pretty accurate on twisty mountain roads in British Columbia, but there were a couple of times the car was obviously going to overshoot a lane marker and I had to take over. I would be confident in using this in heavy Los Angeles Freeway gridlock, but would stay attentive when on the twisties.
Base Pricing Guess – $65,000 – $70,000 Genesis is not ready to divulge pricing for the G90 yet. As brands usually say at a press event prior to introduction, pricing will be set closer to the release date. But the pricing of the competition can show the general area the G90 will be priced. The more-powerful V8-only S-Class has a base price of $95,650. G90 will not be that high. The less powerful in-line 6-cylinder BMW is priced at $81,500. A 750i V8 is priced at $97,600. The lowest priced facing competitor is the Lexus LS at $72,520. But lets look at the Genesis sister ship the G80. The G80 starts at $41,400 with a 311-horsepower 3.8L V6. Check all the boxes and you get the G80 up to $50,350. The V8 G80 is $54,550 fully equipped. Any guess at what the base price for a rear wheel drive G90 with the V6 would be? Our guess is the base price will be between $65,000 and $70,000. For a V8 G90 with All Wheel Drive? Maybe $75,000. I could be high.
Image Source: Genesis Motors USA
The new Genesis brand of luxury vehicles has been launched with Hyundaispeed! Bbalee! Bbalee! Quick, quick in Korean.
Finally, Hyundai Launches a Luxury Brand After years of deliberation, argument, and negotiation, Hyundai has launched the new Genesis brand. Hyundai officially announced the new Genesis brand in November 2015. Erwin Raphael was appointed head of Genesis in March 2016. The new Genesis brand goes public in September, 2016. That is quick – bbalee, bbalee!
In reality, the new Genesis brand is not a big deal. The brand will have only six vehicles by 2021. This does not approach the dozens of models offered by Mercedes-Benz, BMW and Lexus.
But wait. That is wrong, Genesis is a BIG DEAL! Genesis is the only luxury car brand launched after 1990 that has a deep pockets major manufacturer behind it. Tesla, launched in 2004, is questionably viable in the long term.
Hyundai has decided after years of consideration that a stand-alone luxury brand is a BIG DEAL. The resources of Hyundai are committed to guarantee its success. Hyundai presently has about 835 dealers in the United States. The new Genesis brand will launch with about 300. These have been selected with great care. The Genesis Institute will train dealer salespeople across the country.
Aggressive Launch Marketing The new Genesis brand launches with all guns blazing. Genesis launches as the luxury car sponsor for the National Football League. They are the sponsor for the Los Angeles Open golf tournament at the Riviera Country Club. These sponsorships are sure to make a splash. By early 2017, awide cross-section of American car buyers will know Genesis as a brand. They will know Genesis now exists as a brand rather than just a few car lines resting atop the Hyundai Motor America lineup. This will get the new Genesis brand and the two vehicles it will initially have to sell – the G90 and G80 – on the radar of people who have money to spend on their next new vehicle.
While Genesis vehicles promise to be outstanding, the brand’s commitment to its customers is a cornerstone of its existence. Genesis wants to take the customer experience to a whole new level beyond Lexus, Mercedes and BMW.
Respect for Time Respect for the Genesis Customers’ time is of paramount importance. Time is precious and cannot be replaced. So lets call this the Genesis “Respect Initiative”. Tthe features of this “respect initiative,” hovever, last only for 3-years and 36,000 miles. The 3/36 commitment results from Genesis management estimates that up to 80% of Genesis vehicles will be leased and the majority of those leases will be for 3-years and 36,000 miles. During the “respect period” Genesis owners/lessees will get full maintenance, valet service, SiriusXM Traffic and Travel Link, navigation map updates, 24/7 roadside assistance with concierge service, and Genesis Connected Services. It would not be a surprise if Genesis has a comprehensive CPO (certified pre-owned used car) program in place by the time the first vehicles come off lease that would extend the “Respect Period” for subsequent owners.
Genesis Uses Hyundai’s In-House Advertising Agency – Innocean While Genesis is a stand-alone brand, it accelerated its launch by using Innocean as its advertising agency. Innocean is owned by Hyundai and also handles advertising for Hyundai brand vehicles. By using Innocean, Genesis gets a known quantity without lengthy reviews to select from numerous agencies vying for the job through lengthy and expensive reviews. Also, there is likely a “family discount” for using the in-house agency in there somewhere.
When asked by an advertising-savvy media member how the new Genesis brand will target its buyers after the NFL and LA Open hoopla, Genesis and their agency will “respectfully” target anyone who can afford to buy their cars. Genesis head Erwin Raphael contends they have no specific target buyer in mind – no age range, gender, or ethnicity. They are just targeting the ability to pay a certain lease fee for their G90 and G80 sedans. And after the brand is launched with heavy advertising and sponsorships, specific groups will be emphasized using Internet messaging and social media.
Product is the Foundation Leading to The Genesis Customer Experience Presently, there are six vehicles planned for the Genesis lineup. There are four cars and two SUVs. The G80 luxury sedan is on sale now. It is a 5-Series/E-Class competitor. The all new G90 (formerly Hyundai Equus) luxury sedan goes on sale in September. It is a competitor to the Lexus LS, Mercedes S-Class and BMW 7-Series. Later comes a BMW 3-Series competitor – the Genesis G70. Then a near luxury sport coupe is launched. There will be a mid-luxury sport utility vehicle and a near luxury SUV. Frankly, they cannot get these SUVs on the market quickly enough.
Based on driving the G90 and G80, Genesis products promise to give the best entries in the competitive set a solid run for their money. Initially, they will be value propositions. You will get more features and content for your money. Such a deal!