With the launch of the big G90 sedan, the all-new Genesis brand plans to take on some of the world’s toughest luxury competitors, products like the BMW 7-Series and Mercedes-Benz S-Class.
The luxury arm of Korea’s Hyundai Motor Co., Genesis is nothing if not ambitious, with a total of six products scheduled to fill its line-up over the next five years. Those range from a compact sports coupe to a large SUV and tackle some of the luxury markets best-known entries, including the classic BMW 3-Series.
The Genesis name has been around for almost a decade, making its original debut as the first luxury model from Hyundai itself. But after years of resisting plans to create a separate luxury division, Hyundai reversed course, last year announcing it would spin off Genesis and turn it into a brand of its own.