Just as Toyota has done with their luxury brand Lexus, Hyundai has their sights on moving upmarket with their Genesis luxury brand. They revealed their first entry for the premium market in the form of the Genesis G90 flagship sedan.

Called the EQ900 in Korea, Hyundai says the technology-packed G90 hints at the recently-launched Genesis brand’s design identity and future direction. “Genesis’ new large luxury sedan G90 will deliver a concept of ‘New Luxury’ to our customers. The G90 sits at the pinnacle of the Genesis brand and demonstrates how we apply our human-centered values to give our customer true satisfaction in every aspect of the vehicle ownership experience.” said Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor.

Genesis G90 replaces Equus flagship

'Athletic Elegance' is what Hyundai calls their design philosophy, applied to the G90. Styling cues from the Hyundai Vision G Concept can be seen in the official render. It features a bold front end with a multi-slat hexagonal grill, finished in chrome. More chrome trim can be seen in the lower valence of the car.

There are no Hyundai badges on the car; instead one will see the wing-tipped Genesis logo sitting near the grill. A bold character line runs from the top of the hood, all the way to the rear of the car, defining the its side profile. The roof line starts with a relatively upright windshield and ends with a gently-sloped C-pillar. The render doesn't show the rear of the car, but from the looks of the tail lights in the side profile, it appears to be similar to the Vision G Concept.

The launch of G90 is scheduled for early next month in Korea.