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A 2023 Genesis G90 will start at $89,495

White sedan taking a short spin on a road lined with palm trees.

Genesis may not have the prestige of BMW or Mercedes, but that may not be the case for long.
Photo: Genesis

Okay, so here’s the thing: Genesis is pretty much the most interesting car company in business right now. It’s one of the few companies to go its own way when it comes to exterior and interior styling, and it’s the first company since Lexus in the early 1990s to offer a meaningful challenge to classic European luxury brands.

As proof of that last bit, take a look at the 2023 Genesis G90 – aka the flagship of the Genesis range. It’s been around for a while as a model, but for 2023 people in South Korea are pushing the luxury sedan to new heights in terms of technology, comfort and, of course, price. Genesis announced Tuesday that the 2023 G90 will start at $89,495 (including $1,095 destination fee) for the non-mild hybrid version and $99,795 for the 48v “e-Supercharger” equipped model (both prices include a $1,095 destination fee).

Now, if brushing below six figures seems like a pretty bold move for such a young brand, you’re right, but if you want to be taken seriously among such high competition, then pricing yourself accordingly is a big part of that. For context, the base model Mercedes S-Class sells for $112,150 and the entry-level BMW 7-Series goes for $94,295.

The other big part offers comparable functionality. Again, the 2023 G90 seems to live up to it with a huge list of standard equipment, including advanced driver assistance systems like adaptive cruise control, highway driving assist, lane keeping assist and rear cross traffic assist. Upgrading to the next-level trim adds things like rear-wheel steering, a Bang & Olufson stereo with 3D imaging, more sophisticated air suspension, and wireless device charging in the rear.

The 2023 Genesis G90 develops either 375 horsepower and 391 pound-feet of torque in the base model, or 409 horsepower and 405 pound-feet in the 48-volt version. Both models are equipped with all-wheel drive and should arrive in US dealerships by the end of the summer.

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