Can This Luxury Sedan Fill An SUV-Shaped Hole For a Family? originally appeared on Autoblog.
Well, what do we have here?
I’ll admit it. The Genesis G90 is a car I didn’t know existed. Here in Colorado, you just don’t see them. What you do see are Subarus of all varieties, 4Runners and Tacomas of every vintage, and way too many beaten-down Altimas with weathered temporary tags of dubious validity. Cars like the G90 just aren’t very popular in my neck of the woods, and big luxury sedans have never really been on my radar, either; I’m a sports car guy, with an EV for a daily. But Genesis says that its sales in the U.S. are up—way up. In fact, 2024 was a record year for the company. While those numbers have been driven in large part by the company’s SUVs, its sedan sales have also been on the rebound. Which got me thinking: In a world where most buyers are convinced that they need an SUV, could a sedan actually make more sense? Can a family—my family—sedan?
That was the question I set out to answer when I reached out to Genesis for a press car. Could so many of us shopping for a family vehicle be getting it wrong? There are some truly compelling sedans on the market at the moment that don’t even get cross-shopped because so many buyers default to SUVs. In fact, Genesis currently offers three: the G70, the G80, and the G90. And they all look... pretty much the same. Kind of like how BMW used to do it back when BMWs were BMWs. I mean that as a compliment, but you’d be hard-pressed to tell one Genesis sedan from another, at least without seeing them all in a lineup. So, not really knowing the Genesis taxonomy—and not being all that familiar with its model line—I was expecting something along the lines of a well-equipped Camry. What showed up at my curb was something else entirely.
The numbers
This is an ocean liner on wheels. The biggest Genesis of all is available with two engine variants under the hood: the 3.5T and the 3.5T E-SC MHEV. Both pack a 3.5-liter twin-turbo V6, but checking the E-SC box adds a 48-volt electric supercharger that bumps total output to 409 horsepower and 405 lb-ft of torque. And yes, all-wheel drive comes standard.
On paper, 400-plus horsepower might sound like plenty, but the mouthful that is the G90 3.5T E-SC MHEV AWD is a big mouthful, weighing in as it does at 5,351 lbs. Drive it like you stole it, and the car struggles a bit, with its efficiency-minded transmission hunting on each downshift and a boosted engine that waits for boost. This is not a car that’s meant to be hustled, despite Genesis’s best efforts. The brakes are very good, or as good as you’d want your anchors to be on something this size. What this car really needs is a V8 or even a V12, as unlikely as that might be in 2025. This thing wants to waft. But, as is, it doesn’t waft. A more refined (or even electric) power plant would help, but the G90 isn’t really about the driving experience.
This is a luxury sled
My G90 presser came in matte white with a brown interior. While the combo wasn’t exactly to my taste, I still had two strangers offer genuine compliments during the week I had it. The wheels are huge 21-inchers, and they’re beautifully executed. Genesis is killing it—wheel-wise—across its lineup. Leather abounds, and, yes, it smells fantastic. Instead of the usual wood or aluminum trim, Genesis opted for a forged composite material. I respect the effort to try something different, but to me, it’d be more at home in something like a Lamborghini than in a full-size luxury sedan.
The rear passenger area is huge. Vast. Expansive. The back seats are where you want to be. This is a car that’s made to be driven in, and when you look at the G90 through that lens, it starts to make a lot more sense. You can lie flat. You can control the HVAC and infotainment systems from the center armrest console. All four seats are heated and ventilated, of course, but they’ll also massage you. I’m not going to lie, I miss those massaging seats.
Then there are the little niceties you don’t immediately notice, like a suspension system that anticipates potholes and rough roads, adjusting the ride height to smooth out imperfections. That phone-charging compartment in the rear uses UV light to zap germs on your device as it juices it up; maybe Kills Germs Fast should be Genesis’ new tagline. The car diffuses its own signature scents, as well, theoretically cancelling out any noxious emissions of your passengers.
Don’t forget the G90’s 26-speaker Bang & Olufsen audio system, complete with tweeters that pop out of the dash. I’m a fan of B&O products and have enjoyed listening to them many times before, especially in Audis. But no matter how much I fussed with the “Beosonic” tone adjustment, I could never quite dial it in. The sound stayed far too bright and the imaging way too forward for my ears.
The daily grind and beyond
Once you understand what the G90 is, living with it becomes easy. You find reasons to drive it, and you adjust your driving style and daily routine to fit its size and purpose. Costco runs were a breeze thanks to that huge trunk. My daughter loved being chauffeured to her lacrosse practice and to concerts with friends. Rolling up to family gatherings became an event; everyone wanted to try the back seats. The car has gravity.
But to really put the G90 through its paces, we took a day trip from our home in Denver to Estes Park, CO, and instead of the interstate, we opted for the beautiful Peak to Peak Scenic Byway; an excellent road but also a great reminder of just how lucky we are to live in this state. Estes Park is a fun little tourist town nestled in the mountains, serving as the gateway to the epic Rocky Mountain National Park. If you ever find yourself there, be sure to swing by The Taffy Shop and ask for Mark, telling him Ryan sent you. Mark’s shop is the only one in town that makes its taffy fresh on-site and has been doing it since 1935. It’s also got a great old lighted sign, and we couldn’t leave without getting a shot of the G90 parked out front. As a road-tripper, the car is tough to beat, especially if you’re lucky enough to ride in back. It's exceedingly quiet, composed, comfortable, and yes, gives a great massage along the way.
Who’s this car for?
This is not a car for the casual family sedan buyer. For those folks, Genesis’ own upscale G70 and G80 sedans make much more sense. This is a car for someone who values luxury over everything else. This is for the individual of a certain age who’s got an Erewhon appetite but a Whole Foods budget. Or, for the heavy-hitter who spends wisely but still wants to be driven around in a truly indulgent space, watching the world go by with their head against a soft leather pillow.
While this didn’t turn out to be quite the showdown between family sedan and SUV that I expected, it still raises an important question: for most of us, is the sedan actually the better choice? I’d argue that the answer is yes. Even here in Colorado—a true four-season state—a sedan like the ones Genesis offers simply makes more sense, more often. You still get all-wheel drive, you still have space for the kids, the dog, and all your gear, and there’s even plenty of room for those oversized warehouse store hauls. Unless you genuinely intend to take your family off-road—or simply can’t imagine a vehicle without “TRD” splashed across its side—a sedan will reliably get you wherever you need to go more efficiently and with a better ride. In the long run, you’ll likely be happier for it.
Final thoughts
The Genesis G90 is an impressive thing. Riding in it is an experience; something very few cars can brag about anymore. It’s kind of old-school like that, despite all its modern tech and toys. While it does everything well for a big luxury sedan, you’d be hard-pressed to point to anything it does better than its rivals. There was a time when the G90 was the value play, but today it’s priced right alongside the Mercedes-Benz S-Class, BMW 7 Series, and Audi A8. Personally, I can’t imagine choosing it over a similarly valued, lighter, and quicker A8; especially if I planned to spend most of my time behind the wheel. But if I were planning on being driven, then yeah, I suppose I could make it work.
Can This Luxury Sedan Fill An SUV-Shaped Hole For a Family? first appeared on Autoblog on Aug 18, 2025
This story was originally reported by Autoblog on Aug 18, 2025, where it first appeared.
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