2027 Genesis G90 sedan.

The current Genesis G90 sedan is the top dog of the Hyundai Motor Group. The most expensive and most luxurious model in the lineup. At least until the all-new GV90 electric SUV arrives. Which will almost certainly take over as the brand’s technological and design flagship. For now, though, the G90 still wears the crown as Genesis’ ultimate expression of old-school luxury.

The G90 is the successor to the good old Hyundai Equus. I had the pleasure of spending some time in Korea many moons ago and was driven around in what was then the first-generation Equus. Even back then, it left a strong impression. The materials were rich, the ride was serene, and the attention to rear-seat comfort was pretty impressive. Of course, it was a very traditional kind of luxury, more Lincoln Town Car than Mercedes-Benz S-Class. But it felt sincere and unapologetic about what it was trying to be.

Hyundai sold the second generation in the U.S. as the Hyundai Genesis, a somewhat confusing move that hinted at bigger ambitions. The third generation finally became the Genesis G90 under the newly formed luxury brand, marking a clean break from Hyundai’s mainstream image. The current G90 arrived for the 2023 model year, and somehow it feels like it’s been around longer than that. Perhaps because its design is still restrained and mature.

It has grown into a genuinely impressive luxury sedan. One that can compete with the best, especially the Lexus LS in the U.S. market. In many ways, the G90 feels like the spiritual successor to what the LS once stood for: quiet excellence, comfort over sportiness, and an emphasis on craftsmanship. While Lexus has just pulled the plug on the LS, Genesis is preparing a refresh of the G90 for the 2027 model year. That said, it may not make it to the U.S. at all, given that only 1,687 units were sold here last year. Even though that was the best year for this generation, the numbers are still tiny, even by luxury-segment standards.

The illustration above shows what the revised front-end design could look like. One that would align more closely with the design language of the upcoming GV90 SUV. That would be a welcome departure from the current, rather ghastly Superman-shield grille. Which feels oversized and oddly aggressive for a car that is otherwise all about calm and elegance. A cleaner, more horizontal front end would suit the G90’s personality far better.

Honestly, it’s hard to say what Genesis can really improve on the G90 at this point. The ride quality, interior craftsmanship, and overall refinement are already excellent. There is, of course, a persistent rumor that a hybrid version could be added, and that might be the most logical next step. Offering improved efficiency and effortless torque without sacrificing the character that makes the G90 special in the first place.

Over the past couple of years, Genesis has been playing with different body styles for the G90 by showing us various really cool concepts. But so far, none of these are scheduled for production. Which is really a shame.

Prices are coming down on the used car market, with 2020 models available in the mid-$20,000 range. However, the current generation is staying pretty pricey so far. With prices starting at over $60,000…