Hyundai has absolutely been on a roll with their new cars and their latest models are proof that they’re serious about continuing their upward trend of becoming a serious player in some of the most serious segments in the market. A couple of those markets include the midsize luxury sports sedan and the full-size luxury sedan leagues, both occupied respectively by the excellent Genesis sedan and the Equus.
Though recently, we’ve been teased and told to expect a new Hyundai Equus soon and just now, Hyundai released a digital rendering that previews the new Genesis G90 sedan, which also previews the next-gen Hyundai Equus. And holy crap!
The first and current Hyundai Equus didn’t quite muster any high scores for looks since it was rather conservatively designed. But the new G90 model seeks to shatter that.
The new model also ushers in Hyundai’s latest launch of the all-new and highly-touted Genesis luxury sub-brand, the newly established luxury branch of Hyundai set to play the same role to the Korean automaker as Lexus is Toyota, Infiniti is to Nissan, and Acura is to Honda. The new Genesis G90 also introduces Hyundai’s new “Athletic Elegance” design language, which will serve as a starting point and theme for future models to come, including future Genesis coupe and sedan models, as well as new Hyundais.
Ever since the Equus was launched, Hyundai expressed interest in establishing a new brand under its portfolio, but found it to be too early to do so.
But thanks to their perpetual success and ability to establish themselves in much more competitive segments, the market is certainly more in favor of a new luxury brand. And with this latest G90 rendering, we can hardly wait.
Check out the statement below, and expect a full reveal sometime next month in Korea.
‘New Luxury’ Takes Shape – Hyundai Motor Unveils Rendering of New G90
- 10 November, 2015
‘New Luxury’ Takes Shape –
Hyundai Motor Unveils Rendering of New G90
– New large sedan G90 to top Genesis brand’s luxury model range
– ‘Athletic Elegance’ brings graceful and profound elegance to the new model
November 10, 2015 – Hyundai Motor has revealed the first rendering of its new range-topping G90 luxury sedan, which is named EQ900 in Korea. The elegantly designed, technology packed G90 hints at the recently-launched Genesis brand’s design identity and future direction.
Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor, said, “Genesis’ new large luxury sedan G90 will deliver a concept of ‘New Luxury’ to our customers. The G90 sits at the pinnacle of the Genesis brand and demonstrates how we apply our human-centered values to give our customer true satisfaction in every aspect of the vehicle ownership experience.”
As the Genesis brand’s flagship model, G90 is a blueprint for change and innovation that will distinguish the Genesis brand. Majoring on ‘human-centered’ technology combined with engaging driving dynamics, G90 boasts a raft of world-best safety features and technological innovations to set itself apart in the luxury market.
G90 also showcases the Genesis brand’s hallmark design style ‘Athletic Elegance’, interpreted by the newly-formed Prestige Design Division to bring graceful and profound elegance to G90’s significant proportions. Crowned by the Genesis emblem, the grand radiator grille combined with sophisticated headlamps communicates the car’s dynamic, future-orientated character. A theme that flows along a body-length character line to the long and agile rear lamp cluster completes the Athletic Elegance of G90.
Hyundai Motor created the Genesis brand for a new generation of discerning consumers. Capitalizing on its success in the fast-growing global car market, Hyundai Motor will launch six new Genesis models by 2020.
The launch of G90 is scheduled for early next month in Korea.
– By: Chris Chin