Normally a “fiefdom” of the Germans, the luxury segment in Europe is about to receive a new competitor from South Korea: the Genesis G90.
Originally launched in 2016 and now two generations old, Hyundai's premium brand flagship has been “caught up” in tests at the Nürburgring as it prepares to face rivals like the new Mercedes-Benz S-Class, Audi A8 or BMW 7 Series .
Despite the camouflage that still disguises the lines of this prototype, there are details that are already difficult for Genesis to disguise. We are, of course, talking about the huge front grille (already a hallmark of the current generation of the G90), the split headlamps and the new beltline.
A novelty in Europe
A kind of Lexus or Acura by Hyundai, Genesis is a real “newbie” in the European market, having arrived here just this summer and, for now, in only three markets: United Kingdom, Germany and Switzerland.
The debut was made with two models G80 and GV80 (one SUV), but the arrival of the new G70 and GV70 is expected, with smaller dimensions compared to the 80 models, which will rival models such as the BMW 3 Series or the Mercedes-Benz GLC, respectively. The G90 will serve, as until now, as Genesis' top of the range.
With a business model that abdicates dealerships in the purchase process, Genesis bets on online sales. The car is delivered to an address indicated by the customer (it can be at your home or your place of work).
As for its possible arrival in the Portuguese market, for now the premium brand has not revealed any intentions of launching itself in our market and has not yet revealed to what other markets it plans to expand beyond the three where it is already present.