Genesis may have only been around for just over a decade, but it has proven from day one that it has what it takes to compete in the world of luxury cars. One of the models that made up its initial two-car lineup, the G90, is proof: it was designed to provide an alternative option for buyers interested in the Mercedes S-Class, at a much lower price.
The second (and current) generation has been around for three years, and built upon its predecessor with even more space-age tech and comfort-oriented features. The S-Class may not be giving up its throne just yet, but it definitely has plenty to worry about as the G90 becomes an increasingly formidable competitor. Let’s take a closer look at what the G90 has to offer, and why it’s lighting a fire under the S-Class.
The Genesis G90: A Model Built To Fight German Luxury Giants
2023-2025 Genesis G90 SedanGenesis
2026 Genesis G90
3.5T
3.5T e-SC
Engine
3.5L twin-turbo V6
3.5L twin-turbo V6 + e-supercharger
Power
375 hp
409 hp
Torque
391 lb-ft
405 lb-ft
0-60 mph
~5.5 seconds
~5.1 seconds
Top Speed
132 mph (limited)
When Genesis first introduced the G90 in 2015, it was already clear that Hyundai’s newly created luxury brand was serious about challenging the big players. When the model’s second generation arrived in 2021, going on sale for the 2023 model year, that challenge ramped up to a whole new level.
The new G90 was symbolic of Genesis’ upward trajectory into the territory of high-end vehicles; it carried forward some of the styling cues seen in its predecessor’s facelifted version, but with an updated look that made it even sleeker and more modern. With a tapering silhouette that evoked Mercedes-Benz design, and sci-fi-esque narrow dual headlights, the new G90 is a visual force to be reckoned with. The hood’s design has eliminated panel gaps, which dampens sound in the engine bay and drastically improves the car’s aerodynamics.
2023-2025 Genesis G90 SedanGenesis
Under the hood, we find a 3.5-liter twin-turbocharged V6, in two different states of tune. One version produces 375 hp and 391 lb-ft of torque; the other, which can be found in the G90 e-SC version of the model, is equipped with an electric supercharger and a 48-volt battery pack, bumping up the output to 409 hp and 405 lb-ft of torque. An eight-speed automatic transmission sends power to all four wheels.
The e-SC trim also sports a new variant for the 2026 model year: the e-SC Prestige Black, which adds a few cosmetic enhancements such as blacked-out window trim, dark chrome exterior trim, and 21-inch matte black wheels.
The G90 is also equipped with an intelligent suspension system, the Preview-Electronic Control Suspension (P-ECS). Thanks to a front-facing camera, the system detects imperfections in the road ahead, and adjusts the vehicle’s ride height accordingly to maximize comfort and reduce vibrations.
The G90’s Interior And Tech: Features That Challenge The S-Class
2023-2025 Genesis G90 Sedan interior view of the front cabinGenesis
The interior is a key part of any luxury vehicle; and while external design is crucially important, most of us spend more time sitting in our cars than looking at them from the outside. Comfort, sound, and tech are all make-or-break factors for a vehicle that wants to call itself high-end, which is why Genesis made sure the G90’s plush cabin could compete with models like the S-Class.
The cabin is awash with materials that balance luxury and sustainability, such as repurposed wood and newspaper trim on the doors and quilted Nappa leather upholstery. There is plenty of legroom and headroom to stretch out comfortably, although sadly American customers don’t have access to the long-wheelbase version of the model that provides even more space. The rear seats are equipped with side bolsters that automatically deflate when getting in and out of the vehicle, making the process even easier.
2025 Genesis G90 Burgundy Interior Rear InfotainmentGenesis
There are a few other comfort features on board for passengers in the rear seats, which are equipped with heating, ventilation, and massage functions. Thanks to the 8.0-inch Armrest Touch System, rear passengers also have the ability to adjust their own climate control settings, sound system, ambient lighting, and fragrance, with a function dubbed the Mood Curator. For the front row, meanwhile, the infotainment system is controlled via two separate touchscreens: a main 12.3-inch unit and a smaller one for the climate control settings, located just below.
Eliminating noise is another major part of the equation (remember the sound-dampening hood design we mentioned earlier?), and Genesis has used features such as upgraded door seals and acoustic-laminated glass to make the cabin as quiet as possible. But there’s more: aside from the physical components, there is also a high-tech noise-canceling system, which Genesis calls the Active Noise Control-Road (ANC-R) system. Thanks to devices such as in-car microphones (located in the headliner) and external sensors, the Bang & Olufsen sound system cancels out any noise that makes it past the glass and door seals, with a similar mechanism to that used by noise-canceling headphones.
How Genesis Brought Hyundai Into The Realm Of Luxury
2023-2025 Genesis G90 SedanGenesis
If the G90 is evidence of Genesis’ commitment to competing against the major players of the luxury world, then the Genesis brand as a whole is evidence of Hyundai’s dramatic evolution over the decades. Over the course of the 11 years since it was launched, Genesis has helped Hyundai along on a journey that started back in the late 80s.
When Hyundai arrived on US shores in 1986, it was a budget-focused brand, as far removed as possible from the world of luxury cars. The few models it offered were as affordable as possible and had few comfort features on board. Gradually, however, Hyundai began to move upwards in the market, a move that accelerated with its acquisition of Kia at the turn of the millennium.
2023-2025 Genesis G90 SedanGenesis
Genesis’ arrival in 2015 marked another step up in Hyundai’s journey. The Genesis name had previously been used for a Hyundai model, which was renamed the G80 and incorporated into Genesis’ lineup alongside the G90. Six years later, Genesis expanded its territory; initially only present in the US and Korea, it arrived on the European market as well.
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How Genesis Turned Hyundai From Ordinary Commuter Into A Genuine BMW Rival
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The launch of a luxury sub-brand signaled to the automotive world that Hyundai’s identity had changed. Genesis’ commitment to comfort and style has made it a worthy competitor to well-established brands such as Mercedes-Benz, Audi, and BMW. Today, the Korean brand’s lineup has grown and includes six models: three sedans (the G70, G80, and G90) and three SUVs (the GV60, GV70, and GV80, with the latter also available as a coupe). The GV60 and a version of the GV70 sport an all-electric powertrain.
Genesis is also expanding into the world of performance with the Magma division, which includes the striking Magma GT supercar, several concept cars such as the Wingback Magma, and even a motorsport team.
The G90’s Competitor: The Seventh-Gen S-Class
2021 – 2026 Mercedes-Benz S-Class Sedan front 3/4 angle in blackMercedes
Although the G90 has a few competitors in the luxury car arena, one of its main rivals is the Mercedes-Benz S-Class, which is currently in its seventh generation and has undergone a facelift for 2027. The S-Class has been a staple of the high-end automotive market for decades: while it has existed with its present name since 1972, its predecessors date back to the early 50s.
The current model offers stylish design, an extremely high-quality interior, and a lineup of powerful, smooth and efficient engines. It offers many of the features also seen in the Genesis, including the active noise-canceling system, but at a much higher price point. The G90 starts at $92,700, while its range-topping model will set you back $105,750. The Mercedes, on the other hand, starts even higher at $119,500, while the range-topping model comes with a whopping price tag of $189,800.
2021 – 2026 Mercedes-Benz S-Class Sedan exteriorMercedes
You could argue the price difference is worth it, not just due to the prestige and history attached to the S-Class name, but also because of some areas (such as acceleration, suspension, and rear seat comfort) where the S-Class performs better.
However, for a sizable cohort of prospective buyers, the differences won’t be big enough to justify such a major step up in price. The G90 remains an attractive option for people looking for a luxury sedan, and evidence of Genesis’ ability to build a car that can put up a fight against brands with decades of history and experience.
The S-Class, of course, still has a place of pride in the luxury market, but it is increasingly becoming a symbol of how German brands’ dominance in the luxury car market is increasingly being challenged.
Sources: Genesis, Mercedes-Benz
