2023 Genesis G90 Review: An Unknown Icon

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There is something rather bittersweet about Genesis. In all its recent history, it failed to deliver a bad car. Yet, despite the engineering success, the brand failed to promote its vehicles so that luxury flagship buyers would turn their heads away from the likes of S-Class and towards the G90.

Now at its 3rd iteration, the Genesis G90 is showing bold signs of design maturity. The previous generations built on top of one another to boost every aspect, from performance to creature comfort features. However, the 2023 Genesis G90 is taking the product of its predecessors and puts it on a tall pedestal.

Looks like a romance novel

Let’s not beat around the bush. The 2023 Genesis G90 looks beautiful from every angle. It has been taking on the European-dominated luxury market for a while now. Alongside its smaller siblings, the G70, G80 or the GV70, Genesis’ flagship proved it can fight head to head against the Germans and even beat them on several fronts.

The large grille stands out first. Given the current oversized grilles out there in the wild today, it seems that only Genesis mastered the design. We won’t throw names (BMW, ehem), but the G90 grille casts shadow over other German flagships.

Headlights are split over the middle and run through the fenders, aligning with the taillights. The continuity spotted all around the car’s design gives a warm feeling of completion and integrity. The taillights give just enough anger to the design, while the wheels are the diamond of the crown – simply gorgeous.

Feels fit for a king

The only thing better than the G90s exterior is the inside of the car. Focusing mainly on the back seat, the G90 delivers an astonishing experience. The front passenger seat slides forward with just the press of a button, providing ample leg space. You won’t manage to hit the front seat backrest even with your legs straight. The same goes for the doors, as they close automatically with a push of a button from the rear central console.

With the integrated mood system, your driver won’t ask you how you’re feeling today just to make small talk. Instead, he can choose one of the 4 moods: Vitality, Delight, Care or Comfort. Each mode provides different settings for seat positioning, light intensity, massage options, music and even fragrance. Speaking of music, sound is masterfully played through a 23-speaker B&O system tuned to perfection.

Here is a particular feature of the G90 that inspires luxury. Usually, carbon fiber trims indicate a sports inclination. However, Genesis’ luxury flagship mixes forged carbon fiber trim and metal inlays to create an unexpected elegant appearance. Match with the Nappa leather seats and the suede headliner for the ultimate optical and tangible treatment.

Engine specs don’t rise to the same heights as the visual and comfort treatment of the G90. This is by no means a slow pony, with the optional 3.6-liter turbo V6 with the e-supercharger puts 409hp and 406 lb-ft. on display. It doesn’t come near the obnoxious figures of BMW and Mercedes-Benz but the G90 carries itself with plenty urgency. And in the end, the G90 is not a racer but a soother. There’s also a base 3.6-liter turbo V6 that makes 375 horsepower and feels sufficient.

And yet, it remains unknown

While on paper the difference between the G90 and its German competitors is low bordering none, the way the Genesis chooses to showcase itself makes the gap seem deep and wide. The rich array of physical buttons and competent approach may tickle the older clientele of luxury sedans.

However, Mercedes manages to better capture the imagination of the public. The S-Class better markets what the epitome of luxury is, even though if the G90 delivers on the same note. There’s another issue: price. With a fully featured G90 passing into the $100k territory, the argument goes for switching to the S-Class. Indeed, the S-Class will ask for another 10 or 15k more over fully fledged G90, but it is highly unlikely the target market for these vehicles is looking to save money when buying.

Conclusion

It would take the harshest automotive critic to point out the smallest imperfections of the Genesis G90. Nobody else would even notice a gap between the refinement level of the G90 when measured against the S-Class. However, with the former now entering 6-digit MSRP territory, it is hard to advocate for besides having potent options outside the European dominated segment.

The Genesis G90 isn’t the ultimate luxury sedan. It is the best-looking car in the segment by a mile, it comes at a better value-for-price ratio and manages to get 95% right of what it means to be the best luxury vehicle. It’s the best Genesis out there, and can easily hold its ground against the greats. It just needs to come out of the closet and let its beautifully sculpted body shine bright in the afternoon sun to unlock those final 5%.

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