Genesis Motor Europe celebrates the pinnacle of automotive luxury with the arrival of its G90 flagship saloon in Europe
G90 took center stage at the Genesis Studio Zurich on 4 October as it made its national debut in Switzerland during an exclusive launch event attended by esteemed media representatives and special guests, all gathered to celebrate the unveiling of this epitome of automotive luxury. G90 embodies the brand’s unique take on the traditional Korean approach to hospitality, where individuals are treated as son-nim, or cherished guests. Through its unrivalled luxury and customer care, G90 represents the ultimate expression of ‘the Genesis Difference’. Ultimately, choosing, purchasing and owning a G90 will be a pleasure for all its customers and provide an ownership journey where nothing is left to be desired.
The pinnacle of automotive luxury and the son-nim hospitality philosophy
A cornerstone of the Korean son-nim approach to hospitality is to treat each individual as a cherished guest, putting them at ease and ensuring their every need is met. To achieve this, the G90 benefits from a wide range of features created to make an owner’s life more comfortable and convenient both inside and outside the car. From luxury seating, a bespoke fragrance system and anti-microbial features through to the luxury materials, award-winning audio system and unrivalled aftercare, the G90 offers a distinctly Korean approach and embraces the four key senses of touch, sound, sight and smell.
Lawrence Hamilton, Managing Director for Genesis Motor Europe, said: “The occupant’s physical and emotional well-being is central to G90. Therefore, this saloon has been designed to cater for every customer’s needs, being able to both stimulate the senses and create the most calming atmosphere possible. While the importance of son-nim is visible throughout the Genesis brand, it is in G90 that the principle takes on a new, ever-present form with its sensory design focus and wide-ranging care plans to ensure the owners’ continuous peace of mind.”
For rear-seat passengers, there is a pair of powered reclining rear seats that offer both a massage and heating function, allowing occupants to stretch out in unparalleled comfort. Class-leading space is further enhanced on the long wheelbase model, which features an extra 190mm of legroom. The VIP rear seats of the G90 also feature a unique leg support that benefits from four-way power adjustment, heating, ventilation, and a massage function.
Standard on the G90, the Ergo Motion seats feature 10 air pockets, each self-aligning to an occupant’s posture for optimum support, allowing them to fully relax from the moment they step into the vehicle. The air pockets set into the backrests can be inflated by as much as 10mm, while those in the seat cushion rise by up to 30mm.
These unique seats also provide four massage modes, including full body, waist, pelvis, and upper body, with three options for massage duration and strength. Certified by the German Back Health Association (Aktion Gesunder Rücken) these seats, which can help strengthen a passenger’s back, have been subjected to durability testing that is 40% tougher than premium rivals.
For smooth transitions when passengers are boarding and exiting the vehicle, the Ergo Motion seats remove air from the side bolsters, returning them to their original position when an occupant is seated. When the drive mode is set to Sport Mode or when driving at speeds over 130 km/h, the side bolsters are automatically inflated to increase lateral support.
G90 guests are surrounded by luxury materials such as sustainably produced newspaper stripe wood and ultra-soft semi-aniline leather, which is treated with an anti-microbial material. Used in bespoke vehicle and furniture manufacturing, this leather is of the highest quality, with a softness and smoothness to the touch that reinforces G90’s first-class environment.
The G90 further supports passenger wellbeing with a selection of features designed to keep the cabin, its occupants, and their belongings clean. Alongside an air purification system, users are also able to make use of the unique antibacterial UV-C disinfectant compartment (located in the rear armrest) to sterilise their personal belongings, such as smartphones, keys and gloves, while on the move. Moreover, many of the interior surfaces are coated with antimicrobial silver zinc zeolite, which prevents the growth of bacteria and other microorganisms on these parts.
A quiet and calm environment underpins the son-nim philosophy, which is why G90 benefits from the latest generation of the brand’s Active Noise Cancellation Road (ANC-R). This technology detects noise from the surface of the road and then effectively cancels it out by sending the opposite-phase sound through the audio speakers. For the G90, the brand’s engineers have ensured that every occupant enjoys the same quiet serenity by measuring and analyzing the sound sensitivity of each seat and tailoring its sound cancellation accordingly.
Crucially, the reduced noise levels allow occupants to fully enjoy the incredible audio experience offered by G90’s bespoke 23-speaker Bang & Olufsen system. Engineered exclusively for G90, this set-up not only complements the design of the interior but also features cutting-edge technology such as Virtual Venue, which recreates the audio experience of the world-renowned Boston Symphony Hall. With such impeccable sound reproduction, users are able to leave the outside world behind and fully immerse themselves in their favourite music, radio, and podcasts.
According to statistics, city dwellers are regularly exposed to noise above 85 decibels. This usually comes from traffic, subways, building sights and living under flight paths or near airports. However, sirens can hit 120 decibels – a level the World Health Organisation deem to be in line with the human pain threshold. As noises of just 60 decibels are enough to raise blood pressure, increase the heart rate, cause stress, and reduce concentration, the G90’s acoustic technology is crucial to a passenger’s physical and emotional well-being. The combination of Active Road Noise Cancellation and the B&O speaker system protects and calms G90’s customers at every turn.
Genesis’ son-nim principle is also present in the aromatic environment of the G90, which is the brand’s first model to be fitted with an onboard fragrance system. Many studies have highlighted the stress-reducing effects of certain smells on the human olfactory system, and with three different scents to choose from (The Driver’s Awakening, The Great Outdoors and My Favourite Place), G90 can physically and emotionally carry passengers away from their immediate environment and transport them to a more relaxing and homely situation. The type and intensity of the fragrance can be controlled through the infotainment system or the rear touch-screen control panel. A maximum of two cartridges can be mounted to the upper part of the glove box. The type and intensity of the fragrance can be controlled through the infotainment system, rear seat touch control, and ventilation panel. Furthermore, G90’s ventilation system features air purifiers that use an antibacterial filter that blocks harmful substances from entering the cabin, helping maintain physical wellbeing no matter what environment G90 is driving through.
The pleasure of being in G90 extends to the visual, including the elegant design of the interior. Taking the ‘Beauty of White Space’ Korean architectural design philosophy to the next level, the G90 mixes classical beauty with the highest quality materials and exceptional craftsmanship to create a truly first-class environment that cossets and relaxes from the moment occupants climb aboard.
A further feast for the eyes are the two 10.2-inch touch-screen monitors set into the back of the first-row seats that allow passengers to relax and unwind by watching and listening to music and films independently through Bluetooth-compatible headsets. Depending on the seat mode, the angle of each screen can also be automatically adjusted to ensure those using them are guaranteed the best view.
Additionally, the rear armrest touchscreen can be used to set climate controls, adjust the seating position, activate massage functions, raise or lower the sunblind’s and adapt G90’s ambient lighting as desired. Moreover, G90’s large privacy-glass windows and distinctive C-Pillar design allow for a spectacular view out without compromising the privacy of the rear seat occupant.
A Refined Driving Experience
While the G90 has passengers’ comfort and the son-nim experience at its heart, it also delivers an engaging driving experience and exceptional comfort for those who wish to get behind the wheel. The Multi-Chamber Adaptable Air Suspension automatically adapts the G90’s ride height to ensure the smoothest possible journey. The driving experience is also further enhanced by the G90’s Chauffeur brake mode, which reduces the risk of any uncomfortable motion when slowing down by smoothing the brake response.
Further attention to detail is highlighted by the addition of speakers in the driver’s headrest that alert those behind the wheel to various warning functions, such as parking sensor sounds, without disturbing any passengers travelling in the back seat. Additionally, the G90 has a ‘Hands On’ detection system to ensure drivers keep their hands on the wheel when using the car’s semi-autonomous driver aids, including a Highway Driving Assist II (HDA II), and Smart Cruise Control that uses machine learning to adapt its behaviour to those of the driver. Also included are the Safe Exit Alerts, which highlight hazards approaching the vehicle as passengers are exiting. The G90 also takes tactile features to the next level, with buttons in the front and rear sections of the cabin that automatically open and close the doors.
The Genesis Difference
Overall, G90’s embodiment of son-nim and ability to provide luxury automotive hospitality at all times ensures that no customer’s desire will go unsatisfied. Whether as a passenger or driver, G90’s owners will always receive the utmost care and support from their vehicle and the Genesis ownership experience.
G90 owners benefit from three exclusive care plans available for the flagship model. These include a wheel cleaning with every wheel change, a five-year annual Leather Care treatment that ensures the exceptional quality of the leather throughout its lifetime, and an annual ozone cleaning that refreshes the interior cabin using an innovative process that removes unpleasant odours and leaves the vehicle smelling as fresh as when new.
When combined with Genesis’ 5-Year Care Plan, which comes standard for all Genesis vehicles and includes a five-year warranty, scheduled servicing, roadside assistance, courtesy cars, pick-up & delivery and over-the-air software updates, G90 ensures that its customers never have anything left to be desired at any stage of their ownership experience.
Exclusively in Switzerland, Genesis will introduce a personalized on-demand driver service, perfectly tailored to meet the needs of our customers. As part of this offering, G90 clients in Switzerland will enjoy the convenience of 10 days of included driver service per year.
Order books for the G90 are now open in Switzerland and Germany. For further information on the G90, head to https://www.genesis.com