The Genesis brand has officially arrived in North America as Hyundai’s premium marque is currently exhibiting the Equus-replacing G90 in Detroit.

The Genesis brand has officially arrived in North America as Hyundai’s premium marque is currently exhibiting the Equus-replacing G90 in Detroit.

Hyundai is trying to compete with the big boys in the fullsize luxury segment with the G90 which is more than just a facelift for the Equus. For starters, the wheelbase has been stretched by a significant 4.5 inches (11.4 centimeters) and the engineers significantly reduced noise, vibration and harshness (NVH) levels by using extra sound-deadening material.

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The 2017 US-spec Genesis G90 will be available with a selection of only two engines. The first one is a newly developed biturbo 3.3-liter V6 developing 365 horsepower at 6,000 rpm and 376 pound-feet of torque from 1,300 rpm. The other motor is a larger naturally aspirated 5.0-liter V8 pushing out 420 hp at 6,000 rpm and 383 lb-ft at 5,000 rpm. Rear-wheel drive is going to be standard, but Genesis will also sell its range-topper with an optional H-TRAC all-wheel drive system. Regardless of engine choice, the model will be available exclusively with an eight-speed automatic transmission.

While the exterior is not a significant departure from the outgoing Equus, the cabin is where Genesis showed its expertise by implementing a lot of luxury appointments. It has basically everything that you could think of, from a 12.3-inch screen for the infotainment system to a 22-way electrically-controlled power driver's seat. There’s also a 17-speaker Lexicon sound system with a subwoofer, along with a plethora of safety & assistance systems like Pedestrian Detection, Rear Cross-traffic Alert, and Lane Keep Assist, just to name a few. The list goes on with full LED headlights, head-up display, and multiple configurations for the rear seats, along with a rear-seat entertainment system featuring dual 9.2-inch screens.

Will the Genesis G90 really have an impact on Mercedes S Class, BMW 7 Series, and Audi A8 sales? Probably not, but it’s really not a bad first-time effort. It’s only the tip of the iceberg for the Genesis brand as five more models will be out within the next five years.

Be part of something big

2017 Genesis G90 arrives in Detroit to take on premium segment