Say the name, “Hyundai,” and most folks are likely to think of a small econocar like the original Excel, or perhaps something a little larger and more modern, such as the Sonata. And that’s the problem the Korean carmaker has been struggling with as it has tried pushing into the luxury market with offerings like the Genesis and Equus sedans.
No wonder, then, that Hyundai decided to reverse course last year, announcing plans to launch a separate luxury brand that could more directly be positioned against established high-line competitors like BMW, Lexus and Mercedes-Benz.
The all-new Genesis brand made its debut earlier this year with the launch of the G80, a modestly updated version of the Hyundai Genesis sedan targeted against the likes of the BMW 5-Series and Mercedes E-Class. But now, the Koreans are set to put a halo around the new marque with the roll-out of the big Genesis G90. And we jumped at the chance to take the premium luxury sedan for several hundred miles of driving through the gorgeous mountains outside of Vancouver, British Columbia.