Genesis Releases G90 / EQ900 Design Film

By subtly taking us on a journey across the G90’s stylish body, Genesis has us thinking that this car might be able to give its direct rivals a run for their money.

Say what you will about South Korean carbrands, but the truth is, they’ve leapfrogged a few other automakers with a lot more prestigious names. Just think about the likes of Acura or Infiniti; they’re not really competing with the new G90 (EQ900) or the KIA K900.

We might nitpick at what LeBron James is saying about these types of cars, but to anyone who’s not ridiculously wealthy, either the G90 or the K900 would more than suffice as their everyday luxury limousines.

This video only serves to remind us about the sights and sounds of the Genesis G90 (more so the sights). You can argue that the headlights and taillights are gorgeous to look at, and the car overall looks like it’s borrowed a little something from almost all of its competitors.

It’s not a copycat, but a little angle here, a little angle there, and you’ll probably be reminded of certain German or Japanese luxury saloons.

Speaking of which, it’s definitely going to be a long and arduous journey for Hyundai to get their Genesis brand to scare off the XJs and the A8s of the world. Not to mention the S-Class, 7-Series and Lexus LS – which is still going strong in the US in terms of sales.

Is it impossible? Not really, though Hyundai shouldn’t hold their breath in terms of worldwide sales. In certain markets, the Genesis G90 should definitely be able to climb up over some of its rivals and plant a well earned flag in this very prestigious segment.

The fact that Hyundai is marketing the car as a Genesis should also give it a slight edge over the K900, which is still badged as a KIA – and that generally reminds people of budget cars. Perception is reality.

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