For the 2023 model year, the G90 flagship of the Genesis line of luxury vehicles will set you back $88,400 plus a $1,095 destination charge. That’s big news in two ways. On one hand, it makes waves because it’s a jump of about $10,000 from last year’s G90. On the other hand, it’s news because it’s still less expensive than rivals and still a good value for the massive list of content it brings with it.
This Price Means Genesis Thinks It Has Arrived
Genesis — the luxury marque of South Korea’s Hyundai Motor Company — has long made a name for itself by building stunning luxury cars and pricing them a full level down from the competition.
Its G80 midsize luxury sedan, for instance, rivals cars like the BMW 5 Series and Mercedes-Benz E-Class in size, quality, and list of luxury features. But its price starts at $49,500 — closer to the price tag of the smaller BMW 3 Series or Mercedes-Benz C-Class.
Genesis is still new to the game, at least by the standards of the luxury car classes, where pedigree sells. The Korean brand staked out its ground with a value argument. Buying a Genesis essentially lets you step up to a higher class of car for the same price.
The G90, since its introduction for the 2017 model year, has lined up against full-size ultra-luxury sedans like the BMW 7 Series or Mercedes-Benz S-Class. But it’s shown up to their party with a starting price as much as $20,000 lower.
For the new year, Genesis has closed that gap. The roughly $89,000 price of entry for the G90 is now not far off from that of BMW’s banner-carrier sedan, which starts at $93,300 at the moment (plus $995 shipping and handling).
The price is a bold move for Genesis. It’s an argument that Hyundai doesn’t need a much lower sticker to attract buyers from the old-money brands.
This Car Means Maybe It Has
That price tag gets you a 3.5-liter turbocharged V6 making 375 horsepower and standard all-wheel-drive. The feature list is long, including a camera-based suspension system that adjusts to smooth out road bumps, a 23-speaker Bang & Olufsen audio system, enough legroom for your tallest friends even in the back, and doors that close themselves at the touch of a button.
Oh, it’s also stunning. Our Lyn Woodward got some time behind the wheel and pronounced it “absolutely gorgeous.” She also says the car is “so comfortable to drive that if you’re used to something a bit rougher, it might lull you to sleep.” Watch the video above for more details.
That’s the kind of praise typical of ultra-luxury cars and may justify Genesis setting its prices more like Audi and Lexus do.
2023 Genesis G90 Pricing:
Genesis also charges a mandatory $1,095 delivery fee on all G90 sedans.
| Trim Level | MSRP |
| G90 3.5T AWD | $88,400
|
| G90 3.5T E-Supercharged AWD | $98,700
|
