The 2024 Genesis G90 is Quiet Luxury
Its origins are difficult to trace. HBO’s Succession inspired the concept, but it has been refined and spread through social media. The concept of “Quiet Luxury”, which entered the zeitgeist in 2012, has grown even more popular over the past year. It’s a simple concept with a lot of intention. It is a simple idea with a lot of intention. Even the richest can blend in with ease. It’s an extreme version of a subtle design flex. Because, when you’ve got it like that, not all attention is good.
However, despite its simplicity, the concept doesn’t easily translate to the automotive world. The cars are either luxury goods, and proudly display that fact, or not. Genesis G90 is a luxury car. The Genesis G90 starts at $90.450 but the top-of-the line model that I have been driving is $102,250. The Mercedes-Benz S-Class, the BMW 7-Series and other full-size luxury cars are all vying for its attention. It has the tech, the materials and the refinement necessary to compete. Why is “Quiet Luxury”, then, still the best description I can give it?
Before arguing why the Genesis G90 qualifies as “Quiet Luxury,” let’s look at why the S-Class or the 7-Series do not. It’s simple. They are too recognizable. Even though we would like to believe that a car in black-over-black will blend in, it’s not possible to hide the fact that you are driving one of the most expensive vehicles produced by two popular premium brand. Each has been around for too long and outsells its Korean rival by an order magnitude. They are undisputed luxury symbols, and even people who don’t know much about cars recognize them for the expensive machines that they are. The carmaker’s 2020 year was a crucial one, as it launched the second-generation G80 Sedan along with the GV80. Two products that were a major push upmarket, with vastly improved styling and interior quality while maintaining a focus value. The current G90 model is the second-generation G90. It has made even more progress in these areas. It uses the same excellent air suspension system as Germans to deliver a plush ride. The interior is wrapped in Nappa Leather, with metal finishes that contrast and wood trim options. It is also good-looking and has an undeniable appearance. The Genesis G90 may be competitive on paper, but it is not easily recognizable by those who are not familiar with the product. The G90 is a good example of “Quiet Luxury”, which is characterized by high-quality design and blending in seamlessly. A full-size luxury car will never be a bestseller, but the S-Class mentioned above, 7-Series and Audi A8 outsell it. This is a self fulfilling prophecy. This will change in time. The G90 may be the product of an up-and-coming brand, but its merits are undeniable. It looks and rides like an expensive car. But most importantly, it is made with the right materials. Let’s take a look at its price. The G90 is significantly cheaper than its main competitors, and the standard equipment it comes with would easily add five figures to a Benz. While the Genesis is cheaper, it does not perform as well in some areas. The suite of safety features and driver assistance features are extensive, but they also have a high level of sensitivity. They give out many early warnings. Its most powerful engine configuration is a complex mild-hybrid supercharged and twin-turbocharged V6 with 3.5-liters. This only produces 409 horses and 405 pounds-feet. To use a professional phrase, this is not much for a car weighing 5,149 pounds. It is not as powerful or responsive behind the wheel compared to its competitors, and powertrain delays are a frequent occurrence.
For an upcoming nameplate, this is a pretty short list, especially since it has to compete with icons like the 7-Series, which has been around for 47-years, and the S-Class, which dates back 70 years. The Korean automaker has made significant progress in terms of quality and refinement. It’s only a matter of time before it makes another, finally breaking into the luxury mainstream.
Yet, therein lies the elephant in the room: intention. The Genesis G90 may be “Quiet Luxury”, but it isn’t trying to be. The car is built to be as good as it can be and aim for the top of the luxury full-size world. The Genesis G90 is a full-size limo for those who want to avoid attention without sacrificing luxury. The Genesis G90 is a full-size limousine for those who don’t want the attention but still want a luxurious experience. However, this concept will not last long.
