Just how serious is Hyundai at tackling the luxury market? Very. Not only have the Koreans created an entire Genesis sub-brand, they also built a world-class luxury sedan with the G90. Reconciling upscale luxury with the Hyundai brand's budget-minded origin is a tough sell to consumers. The solution is a separate brand, a-la Toyota's Lexus division. Unlike Hyundai's previous luxury sedan, the Equus, the G90 is a thoroughly capable and competitive luxury sedan that if you ignore brand cachet, can challenge the world's best. It undercuts most ultra-luxury flagships by a good $20,000, yet cedes very little to them.
Two different engines are available: a smooth and effortless 365-horsepower, 3.3-liter twin-turbocharged V6 and a 420-hp, 5.0-liter V8. We opted for the V6 which feels more powerful than the V8. Both engines use an eight-speed automatic, which shifts extremely smoothly. We also chose the all-wheel-drive option, which is available with either engine. This rectifies a shortcoming of the G90s predecessor, the Equus, which came only as a rear-wheel drive. As such, our G90 proved thirsty, and achieved 18 mpg overall -- which is not stellar, even for this class.
In terms of dimensions and specs the G90 is positioned to go head to head with the BMW 7 Series, Lexus LS, and Mercedes-Benz S-Class, ultra-luxury sedans that hover around the $100,000 mark. Price wise, however, at just over $70,000, the G90 is positioned closer to high-end mid-sized luxury sedans like the Mercedes-Benz E-Class and BMW 5 Series. That cost savings might be a significant enough allure to some buyers that it compensates for the perceived lack of brand prestige.
We found the G90 pampering and luxurious. Its powertrain is as smooth, punchy, and refined as any competitors' and the car is supremely quiet. While it falls short of the Mercedes-Benz S-Class's ultimate magic carpet ride, the G90 delivers a very comfortable, supple, and steady ride. Only very sharp ruts or ridges manage to creep in, but it's rare. Even though the G90 is a large and heavy car, it's responsive in the corners, but not sporty.
Competing against luxury heavy-hitters requires a decadent interior. Bathed in soft-touch materials and flanked with wood and chrome trim, the G90 checks all the required items including soft-closing doors. Hyundai clearly loaded the deck here, yet the overall effect somehow comes up short on wow factor, feeling more conventional than artistic. Don't look for snazzy stuff or silky-damped switches when you touch them -- features that the Germans use to further gild the lily.
Don't get us wrong, the G90 is plush and sumptuous. Thick and wide -- like a favorite armchair -- the driver's seat has standard 22-way power adjustments. However, as is typical for this class of cars, the backseat is really the place to be. Power seats and a bank of controls in the center armrest handle audio and climate settings as well as the side and rear sunshades. Audiophiles, take note: the Lexicon system in the G90 is one of the best we've experienced.
Unlike most elite brands, Hyundai boasts relatively user-friendly controls. There are plenty of familiar-looking buttons and knobs, plus a console-located controller knob to interface with the center screen. Unfortunately the monostable gear selector is unintuitive to use. The separate Park button is awkwardly placed and hidden from view, and reverse doesn't always engage on the first try, particularly if the car is not at a full stop.
We like that the list of standard equipment includes all the advanced safety systems, including forward collision warning with automatic braking and pedestrian detection, blind spot warning and lane keeping assistance. The G90 also has the ability to follow the road and adjust its speed with its adaptive cruise control which is a convenience. Rival luxury brands typically reserve these features as expensive added-cost options.
Bottom line: The G90 delivers traditional luxury that makes it a very compelling car.