G Funk Era: Hyundai Teases New Genesis G90

Fare thee well, Horsey O’Luxewagon, for your replacement is nigh. Hyundai’s LS-baiting Equus shall shortly gallop off into the sunset, to be supplanted by the Genesis-branded G90, part of Hyundai’s new effort to take on Mercedes-Benz, Audi, and BMW.

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Hyundai—excuse us—Genesis, refers to the design language as “Athletic Elegance.” The company goes on to describe the G90 as featuring “graceful and profound elegance,” courtesy of a “grand radiator grille” and “sophisticated headlamps.” The rear lamp cluster is described as “agile.” That’s a whole lotta hifalutin’ jibber-jabber, but the car isn’t lacking for presence. The side profile seems to crib from Audi, Rolls-Royce, and Jaguar, while the nose riffs on that of the current Hyundai Genesis sedan.

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• Genesis 2.0: Hyundai’s Genesis to Become Separate Luxury Brand
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• Hyundai Vision G Concept Signals Design Direction for Expanded Family of Genesis Products
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• Hyundai Equus Full Coverage: News, Photos, Specs, Reviews, and More
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We’ll see the car in the metal next month, the first of six new models Genesis will launch within the next five years. Unlike the raft of luxury players that arrived from Japan a quarter-century or so ago, Hyundai won’t be establishing its own dealers for the G90 and its siblings. They’ll be sold at stores within existing Hyundai stores, which will keep launch costs significantly lower, even as it may soften the invisible touch of exclusivity.

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from Car and Driver Blog http://ift.tt/1OCpgYw