Flagship Fighter: Meet the 2023 Genesis G90
For an upstart luxury brand trying to make its mark, a flagship sedan like the new 2023 Genesis G90 is a make-or-break proposition.
That’s not to say any large sedan is expected to post records, especially given today’s demand for SUVs. But tradition runs deep, even for a brand as new as Genesis, which was founded as the premium division of Hyundai Motor Group a mere seven years ago.
Genesis doesn’t have a century of history or reputation to fall back on. In fact, the brand is so new, it doesn’t yet have a flagship SUV: the large three-row GV90 isn’t due for release until sometime next year.
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
That leaves the Genesis G90 to do the heavy lifting as the brand’s statement-maker, the car that symbolizes where it’s been and where it’s going. And through a complete redesign for the 2023 model year, the car that launched this disruptive South Korean marque now tells a more nuanced tale.
Ultimately, Genesis is moving in the same direction as everyone else, which is into electrification: the brand will not launch any new vehicles powered by gasoline as of 2025, and it plans to have a fully electric line-up by 2030. The new G90, then, is likely to be among the last Genesis redesigns to launch with a gas-powered engine. As it stands, the 5.0-litre V8 from the G90’s previous generation has been replaced with a 3.5-litre twin-turbocharged V6 lifted from the smaller Genesis G80 sedan and GV80 SUV. With the addition of an electronically assisted supercharger, it’s tuned here to produce 409 horsepower and 405 pound-feet of torque, which are sent through an eight-speed automatic transmission to standard all-wheel drive. This smaller engine improves the G90’s fuel efficiency to 11.8 litres per 100 kilometres combined, which is a litre less per 100 kilometres than what was consumed by the V8.
This car drives as well as — if not better than — many of its contemporaries, thanks to several factors. One is that the engine’s turbocharging and supercharging make peak torque available early and often, from 1,300 to 4,500 rpm. Another is the multi-chamber air suspension, which does an impressive job of eliminating road imperfections to maintain serenity for the car’s occupants. Perhaps the most important factor, however, is the rear-axle steering. This turns the back wheels with up to four degrees of angle, allowing the G90 to deliver a tighter turning radius and more dynamic handling than its size would otherwise permit.
Poise and serenity continue into the cabin, where Nappa leather, seat heating and ventilation, and noise-reducing materials are all standard for all four seating positions. In the front row, massaging seats are integrated, and second-row occupants have independent control of climate and radio functions through a dedicated panel mounted in the pull-down centre armrest. The soft-closing doors both open and shut via retracting exterior handles or buttons built into the doors and each row’s centre console. Audio plays through a 23-speaker, 1400-watt Bang and Olufsen sound system. The infotainment system even has a mood curator function, which combines the interior ambient lighting, seat functions, preselected audio, and scent delivered through a fragrance diffuser to create four unique environments: vitality, delight, comfort, and care.
While the G90 once offered more hints of its mainstream brand origins, today only two remain: several touch points, most notably on the centre console, have an artificial feel to them, and though wireless technology is now prevalent, the G90 still requires that a smartphone be plugged in to access Apple CarPlay and Android Auto functionality.
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
2023 Genesis G90 First Drive
Every feature listed here is standard equipment on Prestige, the sole grade to be offered on the G90 in Canada. As with other Genesis vehicles, the G90’s list price of $115,500 is all-in, no negotiation required, and includes an at-home test drive and sale process, plus warranty, roadside assistance, map updates, and scheduled maintenance for the first five years with valet service. Genesis Canada has partnered with Forbes Travel Guide to develop an elevated in-person experience at its Retail Experience Centres, four of which are open across Canada while seven more are under construction.
From humble beginnings, the redesigned G90 embodies a path for Genesis that now leads toward sustainability and ease. In today’s increasingly hectic world, that’s an important set of values to hang a flag upon.
