Genesis makes its third attempt on the already-stellar G90, producing something both fantastic and somewhat irrelevant.
This is the purpose of the segment. No one on this planet needs the sort of reclining-seat, perfumed comfort that the Mercedes and Genesis supply. They’d hardly be uncomfortable in a G80, or, hell, an Avalon. But they don’t want to be comfortable. They want to be as comfortable as possible, as pampered as money can buy. When that buyer sits in an S-Class, bathed in brilliant multicolor light from every crevice, they don’t just get a massage.
No wonder competing on Mercedes’ terms has rarely worked out. Acura and Infiniti never matured enough to gain serious share in the top-end segment, BMW’s 7 Series has always struggled to define its own image, and the Audi A8’s moment as the stylish, tech-forward play quickly passed. Only Lexus has ever succeeded in building a brand through this segment and, tellingly, the very nameplate that nearly usurped the King is now functionally irrelevant.
As it stands, the Genesis G90 is not the ultimate anything, other than “the ultimate Genesis.” The brand, in focusing so heavily on a traditional limousine as its flagship, is missing an opportunity to own a new, growing segment like the ultra-luxury crossover. Instead, it has built something 95 percent as good as the best car in the world, a monumental achievement that only three or four brands worldwide have the capability to pull off.
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