After several years of competing for the premium segment of the car market, the South Korean company Hyundai has decided to create its own independent brand called Genesis. According to the company, the Genesis brand is fully focused on the needs of customers who want to get the maximum comfort, security, multimedia capabilities, technical innovation and at the same time be stylish. In the long run, Genesis plans to sell its vehicles through separate independent channels not affiliated with Hyundai dealerships.
As of 2016, the Genesis model lineup consists of two premium sedans: the flagship G90 (this car is comparable in class with the Stuttgart S-class, BMW seven and Audi A8) and the mid-size G80. The appearance of these cars was developed under the leadership of chief designer Peter Schreyer, who displayed incredibly elegant lines and emphasized the proportions characteristic of premium sedans with a long hood and short overhangs. With the entry of the Genesis luxury brand into the market, Hyundai symmetrically leaves its lineup without 2 top premium cars - the Hyundai Equus (now this car is sold as the Genesis G90) and the Genesis model of the same name (G80). Mostly Genesis cars are designed for buyers from the USA, Canada, Russia, the Persian Gulf and Korea. In the future, it is planned to expand the sales market.
The market for Genesis is a priority. In the fall of 2016, the company launches official sales of its G90 sedan and opens the production line of this model. According to the manufacturer, the Genesis G90 uses a high-strength body made of high-rigidity alloys with low weight. The car is equipped with an innovative adaptive suspension and HTRAC all-wheel drive system. Starting with the basic version, the sedan is equipped with 9 airbags, a premium audio system, a rear view camera and other electronics. The top-end model, built on an elongated base, features separate rear seats and an expanded list of options. In 2017, the younger model Genesis G70 is released, which stands out from other sedans with a pronounced sporty appearance.