Hyundai unveils rendering of new G90

All models will be designed under the “Athletic Elegance” theme within a newly-formed Prestige Design Division by former Lamborghini and Bentley designer, Luc Donckerwolke, following his defection to Hyundai from the Volkswagen Group June this year.

Genesis G90 will follow a design language called “athletic elegance” which will be used as a base to build on the six models the company plans to put on the road by 2020.

The current Hyundai Genesis Sedan will be renamed G80.

Hyundai hinted at the looks in August, when it unveiled the Vision G luxury concept at the Pebble Beach Concours d’Elegance.

“Genesis” new large luxury sedan G90 will deliver a concept of “New Luxury’ to our customers”, said Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor. Crowned by the Genesis emblem, the grand radiator grille combined with sophisticated headlamps communicates the car’s dynamic, future-orientated character.

Hyundai told AM it was too early to say if the franchise will launch in the United Kingdom, but it will first launch in South Korea and will likely be available in USA markets.

The Genesis G90, which is going to be the flagship for the luxury brand will have a host of advanced safety features and technological innovations to set itself apart in the luxury market according to the company.

Genesis’ lineup will span three sedans. Also in the works: a smaller G70 sedan, a coupe and a midsize crossover and larger SUV. The Hyundai brand has had impressive results recently, but the Genesis project might prove a little more hard, as tradition is a very important aspect in the premium segment. The move also could burnish the image of the Hyundai brand and catch a tailwind from booming luxury-car sales.

Initially, the Genesis brand will launch in North America, China, Korea and the Middle East, but is only expected to come to Europe and Australia once the brand has been more established.