Genesis Launches G90 Luxury Sedan With High Fashion Campaign

Elsewhere, the luxury automaker has teamed up with MONSE, a high-end fashion label based in New York City. Described as a line for those who “seek to stand out from the crowd,” it’s clear to see Genesis is targeting those who swim against the tide; customers for whom a Mercedes-Benz or BMW is too common or mainstream.

It’s not like people will need to be convinced to buy the all-new G90. With a starting price of $88,400 it undercuts its rivals significantly but doesn’t skimp on luxury, safety, or technology. Traditional buyers will, perhaps, lament the lack of a V8 powertrain, but the e-supercharged V6 found in the $98,700 range-topper should offer V8-like performance; there’s 409 horsepower and 405 lb-ft of torque up for grabs.