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Hyundai Is Planning To Fight Germany's Biggest And Baddest Luxury Sedans With This

Can the Korean automaker really battle Europe's best?

Hyundai is moving fast with the launch of its Genesis luxury brand. Just last week the automaker announced the luxury offshoot and already it has released renderings for its new range-topping sedan, the G90. The G90 will first debut in South Korea early next month (right in time for Christmas!) and will be known as the EQ900 there. These two renderings don’t give a ton of detail but do indicate that the G90 is sized to fight Europe’s biggest and baddest, aka the BMW 7 Series and the Mercedes-Benz S-Class.

While it may be unrealistic for Genesis to compete with Mercedes and BMW out the gate the automaker still needs to show it means business, and that means rolling out a large sedan with comparable dimensions and features. If you’re looking for an explosive first take then here it is: The G90 looks a bit like a Bentley from the side. If you’re looking at the roofline, that is. From the front it looks suitably luxurious with a large grille and chrome trim. The hood is massive and makes us wonder if the Hyundai Equus’ 5.0-liter V8, or something bigger, will be sitting underneath. The craziest bit is without a doubt the wheels, which we don’t think will make production but hey, dare to dream.

If the G90 looks different from any Hyundai ever before it’s because it was created by the company’s newly formed Prestige Design Division using what the automaker calls its “Athletic Elegance” design language. Its launch in Korea will closely follow the reveal of the all-new Elantra, which is set to debut at the 2015 Los Angeles Auto Show. We’re more excited for the G90 and the inevitable German comparison tests to come, although Hyundai didn’t mention when its Genesis range-topper would be released outside of its home market.

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