Enjoying the lap of luxury on a budget Tested: 2020 Genesis G90 5.0 Ultimate

The Genesis brand began in 2017 when the first G90 appeared, replacing the Hyundai Equus. Like the Kia K900 and Cadenza, the model didn’t receive the respect it deserved until it became part of its own luxury brand. Yet it still lingers in the minds of premium brand shoppers; not knowing or realizing how it stacks up to its competitors. So far, Genesis has made its reputation solely on its three sedan models, however that’s about to change.

The previous Genesis model became the regentrified G80. It will be getting its own refresh for 2021, just three years into its run. A third sedan model debuted for 2018 as the G70, which shares its underpinnings with the Kia Stinger. The Stinger will be getting a refresh for 2021, but don’t expect anything to happen with the G70 until at least 2022.

Thirty years ago, when Lexus and Infiniti made their respective launches, having a sport utility in the lineup wasn’t such a big deal. Though Hyundai may be later to the game, Genesis is about to score major points with the 2021 GV80 and upcoming GV70. Hyundai and Kia have proven their worthiness as viable manufacturers of larger sport utilities with the Palisade and Telluride. One can only imagine how nice the GV models will be.

That initial 2017 G90 model carried on through 2019 virtually unchanged, however it has received a total revamp for 2020. Every ounce of sheet metal except the roof and doors has been revised. The G90 now sports its brand-new Genesis trademark wide-mouth grille, which will be the theme for future models, starting with the refreshed G80, as well as the GV80. The LED lights below the headlamps flow, on each side, pass the wheel well, to the end of the fender. Which is nice touch. The rear bonnet features wrap around taillamps and the word “Genesis” spelled out in script. However, I would have preferred the logo instead. At least one can tell what the car is from the rear.

Besides the wide-mouth grille, the 19-inch wheels look like they were machined from a solid chunk of aluminum. They're actually functional, too - you know, beyond being round and holding a tire in place. The face of each is friction-welded to the ring (the barrel part of the wheel), creating a circular resonance chamber between the two weld faces. That chamber includes holes that empty into the tire volume, helping to cancel tire noise in the 190- to 220-hertz range. As a bonus, the two-piece construction saves seven pounds per wheel.

My tester was the G90 5.0 Ultimate, which comes standard with the upgraded all-aluminum non-aspirated 5.0-liter 420-hp V8. Though performance is similar to the G90 3.3T Premium’s 3.3-liter 365-hp twin turbo, the sound of that meaty V8 rumble is somewhat similar to comparing the F-150’s 3.7-liter EcoBoost twin turbo V6 to the Coyote 5.0-liter non-aspirated V8, which is shared with the Mustang GT. You only lose one mile per gallon (17/25 vs. 16/24). However, I achieved an average 21.7 mpg combined.

My G90 came in a striking Adriatic Blue with matching brown/blue (Indigo) interior. Though loaded with every conceivable amenity, there were absolutely no options on the Moroney. So, the window sticker was a simple $76,695 (including $995 designation fee). This is at least $15k less than the price of a similarly equipped Lexus LS, and $30k-$40k less than the German models.

Features included, new for 2020, Apple Car Play, Android Auto, and proximity keyless entry, but that’s just the start of it. Where one expects features like soft closing doors and memory seats, the G90 has both, even though you can shut the doors normally with a solid quiet closing. The memory seats are for both driver and front passenger, yet there’s a third button for a feature referred to as Smart Posture Care, where it calculates your body size and weight for the optimum driving position. Whereas Lexus touts their Harmon Kardon sound system, Genesis beats it big-time with its Lexico17-speaker surround sound, which is otherwise only offered on Rolls-Royce models.

The 2020 G90 comes with an improved infotainment system which is controlled

Through a 12.3-inch touchscreen or a rotary knob on the center console, which is easy to navigate once you get the hang of it. Speaking of navigation, the G90 has one of the better units, next to Tesla’s or the 12-inch touchscreen of the new Ram pickups. The G90 even came with an intuitive Heads-up display, which integrates with the turn by turn navigation system. I have given kudos to the camera display of the Palisade and Sonata, for left mounted within the tach side, and right mounted within the speedo side. The G90 did not disappoint; its display was located within the center stack, not disrupting either tach or speedo.

Safety features include forward collision warning, pedestrian detection, automatic emergency braking, driver attention monitoring, lane departure warning, lane keep assist, blind spot monitoring, rear cross traffic alert, and lane change assist. Even though the backup sensors produced an audible, the steering wheel emits a slight vibration.

Standard features also include lane following assist, highway driving assist, safe exit assist, adaptive headlights, adaptive cruise control, a surround-view parking camera system, and a heads-up display. The infotainment screen even displays forward motion until you’ve built up enough speed.

There are a couple of missteps. Even though the G90 has a regular-sized power glass moonroof, it’s not panoramic. The absence of folding power mirrors is curious, since those are even found on my subsequent Mazda CX-5 Signature tester.

Interior-wise, once you understand the ergonomic layout, everything is in its proper place. The gear selector (wrapped in leather/aluminum) is a bit tricky at first, but once you get the hang of it, it works like a champ. There are even paddle shifters, which seems a little overkill for this type of vehicle. Traction Control is available; however, Launch Control is not even in the equation, and trying to screech the tires is near impossible. However, the G90 5.0 Ultimate does takes off like a rocket, again thanks to that soothing V8 rumble.

Though interior leather stitching and appointments were top-notch, I would have preferred the seating to be of the quality of Nissan’s Zero-Gravity arrangement, or Lincoln’s 30-position Perfect Position seats.

Interior trim includes aluminum/genuine wood instrument panel insert, aluminum/genuine wood door panel insert, aluminum/genuine wood console insert, chrome/metal-look interior accents and leather upholstered dashboard, full simulated microfiber suede headliner, leather door trim insert, and nappa leather seating surfaces.

Both front seats are heated and cooled and are equipped with an Integrated Memory System (IMS). The driver’s seat is 22-way power adjustable with power lumbar, shoulder and bolster adjuster, the front passenger is16-way power adjustable with the same power lumbar, shoulder and bolster adjuster

The rear seating is sumptuous to say the least. The G90 was primarily designed to chauffeur Asian executives, as opposed to being a vehicle that the owner really likes getting behind the wheel. Because of this, this large barge is designed for four passengers, although the center pull-down armrest can be raised to accommodate five. The two outboard passengers also have heated and cooled cushions, as well as seatbacks that recline. That’s a feature most often found on a Bentley or Rolls-Royce.

Rear seat controls are plentiful, which include power operated side and rear sunshades, twin monitors mounted on the back seats (displaying what is shown on the front sat/nav screen.) There’s even individual pull down mirrors mounted on the ceiling, which might explain why there’s no panoramic roof. On the right side, where the alleged executive would sit, the passenger seat can be moved back and forth with a touch of a button. However, the rear seat does not fold down; there’s only a pass-thru to the trunk. But there’s no place to conveniently place your chilled champagne bottles, wine glasses, or even Grey Poupon.

The G90 is offered in two trim levels, the 3.3T Premium and 5.0 Ultimate, and both leave nothing to the imagination. Like the Lexus LS, the G90 doesn’t really need a performance model, like the Bimmer 7-Series Alpina, Mercedes-Benz AMG, or Audi RS8. However, Lexus did discontinue its 5.0-liter V8 for a twin turbo 3.5-liter V6 for the LS (it also offers a hybrid), but left it to the GS F, which will be discontinued with the rest of the GS series by this August (Please read my previous review on the GS F).

On getting groceries (yes, the G90 qualifies as a grocery getter with its massive 15.7 cu. ft. boot), my favorite Kroger courtesy clerk delivered our groceries out to the car. Knowing that he never finds me in the same vehicle, he was, to say the least, extremely impressed. So not knowing, he inquired “Who makes it?” “Hyundai”, I replied. “It’s like Toyota and Lexus”. His comment, “I really don’t like Lexus.” Another trip to Kroger a day or so later produced two men walking around the G90 giving a close inspection.

To say this rather understated large luxury land yacht got noticed is a huge understatement. I’ve tested many a BMW 7-Series, Mercedes-Benz S-Class and Audi A8, with hardly a nod around the neighborhood. My spouse finally was able to get her hair cut, and all the men inside looking out were noticing the G90 parked out front. “Is that your car, ma’am?” one inquired. “Well, sort of, it’s my husband’s, he lets me drive it because I have a better driving record,” she chuckled.

Upon picking my son up at Love Field, he was loading his stuff in the trunk, when a pleasant older gentleman inquired “Genesis, is that made by Bentley?” No, but the Chrysler 300 has been referred to as a knockoff of said Bentley. The G90 looks more aspiring to a Maybach, which is basically a glorified Mercedes-Benz S-Class.

Luc Donckerwolke, former Bentley design chief ,as well as the Hyundai-Kia Motor Group, recently resigned. Joining in November 2015, he played a key role in the launch of its Genesis luxury brand. He also helped define the identity of Genesis as it evolved into a standalone luxury brand. His handiwork is displayed on the G 90 and upcoming G80 and GV80 SUV.

The decision to hire him was representative of two significant, ongoing trends: A recognition of the importance of strong, coherent design as a means to elevate brand image and encourage sales, and a willingness to look outside the company - indeed, outside the country, if need be - to find top talent rather than reinventing the wheel in Korea.

It’s typically incorrect to ascribe a given automotive design to one particular individual; even virtuoso stylists work in teams to take ideas from the sketchbook to reality. But putting the right person in charge can dramatically change the visual direction of a brand, and to show where things went under the stewardship of Donckerwolke, look no further than the completely redesigned 2020 Hyundai Sonata. Donckerwolke also oversaw the design of the Hyundai Kona and Palisade, two key products in the crossover-craze.

As my son got in the rear seat to be “Ubered” in style back to his place, he stated that his rental had been a Hyundai Elantra, which might as well have been comparing a no-nonsense Toyota Corolla to a Lexus LS.

There’s no doubt that Genesis has come a long way since the very first sedan and coupe models in 2008. As time marches on, the brand will only get better, with the possibility of some halo models in its portfolio. Finding an exclusive Genesis dealer in a smaller market may be difficult, but so are Audi, BMW, Mercedes-Benz, Lexus and Infiniti dealers. At least, Genesis now offers a concierge service, as well as the best factory warranty of its segment. Like a Lexus and Infiniti, it will be chugging along 20 years and more from now.