Genesis, the new luxury off-shoot of Korean carmaker Hyundai, will enter the Middle East market with its flagship G90 model, which was launched in Dubai today. Set to go on sale in showrooms across the region by end of this month, the largest car in the new brand’s line-up aims for the very top of the premium luxury segment. Whether it will manage to crack the tough segment dominated by stalwarts like Mercedes-Benz S-Class, BMW 7 Series, Audi A8 and the Jaguar XJ remains to be seen, although Genesis executives seem to be confident about it.

“The Genesis G90 represents the absolute best in automotive design, from supreme passenger comfort and deluxe features, to the chrome elements that artfully highlight the elegance of its exterior lines,” says Mike Song, Genesis head of operations for Africa and the Middle East.

Powertrain options include a 370 horsepower 3.3-litre V6, a 308 horsepower 3.8-litre V6 and a 413 horsepower 5.0-litre V8. Coupled to Hyundai-Kia’s new eight-speed automatic transmission, the full-size saloon, which is essentially a replacement for the erstwhile Hyundai Centennial, looks like an inflated version of the smaller G80, which replaces the original Hyundai Genesis.  

Genesis claims the G90’s body structure is made up of 52 per cent advanced high strength steel, and as much as 200 metres of structural adhesives. It also boasts multi-link adaptive suspension, with electronic damping control, which purportedly brings handling dynamics and ride comfort on a par with those of established rivals in the segment.

It is also packed with the latest ‘human-centred’ tech features, including an easy to use multimedia system and wireless device charging among others. We’ve already driven the Genesis G90, which has a starting price of Dh300,000 in the UAE in V8 trim, and will bring you an in-depth review in one of the upcoming issues.