New luxury car brand Genesis will make its debut in the Middle East with the launch of its flagship G90 sedan in the third week of September. 

With its strong focus on design, Genesis says it strives to make a positive difference to customers’ lives, becoming an important element of their lifestyle.

The G90 brings world-class technological innovations and the highest levels of refinement, convenience and dynamic performance to the top of the premium luxury car segment, the brand says. 

Virtually every element of the interior focuses on the passengers’ needs, from the intuitive driver controls to meticulous craftsmanship with precision stitching, and a premium material selection perfectly complemented by an elegant interior colour palette, it adds..

Powered by a choice of 3.3 litre V6, 3.8 litre V6 engine or 5.0 litre V8 engine coupled to an eight-speed automatic transmission, the full-size sedan embodies the brand’s ‘Athletic Elegance’ design, with prominent bonnet, long wheelbase and short overhangs accentuating a sense of strength and presence.

“The Genesis G90 represents the absolute best in automotive design, from supreme passenger comfort and deluxe features, to the chrome elements that artfully highlight the elegance of its exterior lines,” said Mike Song, Genesis Head of Operations for Africa and the Middle East. “Yet within these traditional hallmarks of luxury, the G90 integrates advanced technology to ensure performance, safety, and ease of driving.”

Genesis says that Quality is engineered into the DNA of the G90. The ultra-rigid body structure is composed of 52 percent advanced high strength steel, along with around 200 meters of advanced structural adhesives. The multi-link suspension design minimises camber and toe changes throughout the suspension travel range, while the Genesis Adaptive Control Suspension, with electronic damping control, smoothly and precisely manages body motions throughout the range of dynamics with minimal compromises to ride comfort.

Segment-leading low levels of noise, vibration and harshness are a key differentiator for G90, with obsessive attention to detail resulting in superior in-cabin quietness, a major achievement in this critical area of refinement in the premium luxury segment. Convenience features are defined by simplicity and intuitive function. The emphasis on “human-centred” technology can be found throughout the interior, from advanced seating and climate features to an intuitive multimedia system and wireless device charging.

“Our vision is to become an authentic and relevant global luxury brand by delivering outstanding and fascinating products and services and the G90 is the first expression of that ambition. In creating the G90, our engineers have paid close attention to meet the needs and to exceed the expectations of elite customers,” said Mike Song.  

Genesis models will embody four key aspects: mindful innovation, refined performance, athletic elegance and a stress-free customer experience. Following the flagship G90, the Genesis brand’s product line-up will keep expanding in the global market including the Middle East.

Genesis is an independent luxury brand of parent Hyundai, and the G90’s prices start at around $70,000, according to reports.