After Lexus and Cadillac competed unsuccessfully against the Audi A8, BMW 7 Series and the S-Class, Genesis has thrown down the gauntlet with a sumptuous and refined model.
For the time being, the launch is only at home in South Korea and in the United States which is judged to be the car's most important market.
Genesis has lots of reasons to be cheerful about the G90 after the brand successfully launched two SUVs and upmarket saloons in the European market.
Naturally the well-off are also interested in saving money and the G90 entices with a price that, at least in the US, is more than 20% below that of the southern German luxury sedans. The Stateside sticker price is around US$88,400.
With four LED slotted headlamps up front, flanking a wide grille, the G90 looks as purposeful as an S-Class and avoids the aggressive stance of the controversially styled BMW 7 Series.
The rear end is exceptionally neat for a big car and the lines are well-proportioned.
Big limousines are all about creature comforts and high-tech gadgets. Inside, the Genesis has a posh interior and some features that take the luxury experience up a notch.
The Genesis offers a wealth of connectivity but does not vie with its German rivals to offer the biggest and best on the market. The infotainment interface is an adequate, crisp 12.3-inch display with navigation and satellite radio. The gauge display is a separate 12.3-inch screen unit.
All models come with a fancy Bang and Olufsen stereo system and a head-up display and a wireless smartphone charging pad are also included.
The driver is recognised by their fingerprint and supported during a journey by an intelligent voice control system. Depending on whether occupants want refreshment, relaxation or both, different moods ensure an optimal feel-good atmosphere, the manufacturer claims.
An on-board fragrance diffuser and an anti-microbial sanitation system clean both the air and items that are brought into the car such as smartphones.
As with all luxury liners, the rear seat passengers are cosseted. That why even the standard version comes with an optional lounge couch with fold-out footrest, massage seats, blinds and a host of electrical aids - the doors open and close at the front and rear at the touch of a button.
The Genesis is also available with 19cm of extra wheelbase which should prove ample, even for long-legged NBA basketball players.
The G90 can easily keep up with the market leaders in terms of design and equipment, but its under-bonnet credentials are a let-down, although the six-cylinder engine with 279 kW/380hp and 540Nm on tap is no slouch.
Acceleration from 0 to 100kph takes barely more than 5 seconds and maximum speed is listed at 250kph. These are impressive figures, and still the Genesis engine lacks prestige. Many buyers in this category expect an eight-pot motor, and there is no electrification.
Nevertheless, the G90 offers excellent ride comfort. The adaptive air suspension, all-wheel drive, automatic transmission and rear-axle steering harmonize well which makes both swift progress and relaxed cruising a pleasant experience.
Premium German car brands still rule the luxury roost but the Korean limo should not be ignored. This car oozes comfort and elegance and has clearly been well put-together.
The range of digital equipment is contemporary without overburdening the user and despite the motor, the G90 remains a worthy contender. Especially since the list price is well below models offered by the competition.
