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Hyundai rolls out first new model for Genesis luxury brand

November 10, 2015
The Hyundai EQ900, globally named the G90, was unveiled, Tuesday. The partially autonomous luxury sedan will be the first car bearing the new Genesis brand. (Courtesy of Hyundai Motor)

The Hyundai EQ900, globally named the G90, was unveiled, Tuesday. The partially autonomous luxury sedan will be the first car bearing the new Genesis brand. (Courtesy of Hyundai Motor)

By Brian Han

Less than a week after Hyundai Motor launched its first luxury brand, Genesis, the South Korean company unveiled its flagship G90 sedan to the public on Tuesday.

Granted the announcement provided concept art rather than photos of the actual car, but to be fair Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor, said that the first of six models in the lineup will be officially presented next month.

The automaker hired Luc Donckerwolke who is known for his work with Bentley as a chief designer, to help fulfill the vision of providing a consumer experience that would match those of BMW, Audi and Mercedes-Benz.

It’s fair to assume that the car will be a significant departure from the reputation Hyundai Motor cultivated as the manufacturer of affordable entry-level cars.

In order to hammer that point home, their press releases use phrases like “athletic elegance” and “new luxury” coming from a car equipped with “sophisticated headlights” and a “grand radiator grille.”

Seems like a lot of hoopla, but the effort is understandable considering that the Genesis brand needs to depart from Hyundai Motors almost four-decade history.