It is almost impossible to determine its origin. While HBO’s Succession is certainly a source of inspiration, this is a concept that was refined and popularized through social media. ‘Quiet luxury’ entered the zeitgeist last year, and its popularity has only grown in the intervening 12 months.
A simple idea with intention. Products that represent this are usually well-known brands with exceptional cost and quality, but whose value is intentionally hidden through simple and thoughtful design. It’s the ultimate in subtle flexibility, allowing even the wealthiest of people to blend in seamlessly. Because when that happens, not all attention will be good.
However, despite its simplicity, this concept cannot easily be applied to the automotive world. Cars are a luxury and you either flaunt that fact proudly or you don’t. The Genesis G90 certainly falls into the former category. Prices start at $90,450, but the top-of-the-line model I’ve been driving costs $102,250. This is a full-size luxury sedan through and through, with the technology, quality materials, and refinement needed to compete with the Mercedes-Benz S-Class and BMW 7 Series. So why is “quiet luxury” still the best description for me?
Before we discuss why the Genesis G90 is a “quiet luxury car,” let’s explain why the S-Class and 7 Series are not “quiet luxury cars.” It’s simple. they are too famous. We’d like to think that optioning a car with a black-on-black configuration would allow it to blend in, but it also hides the fact that we’re driving the most expensive cars produced by two popular premium brands. You can’t. They’ve been around for too long and each outperforms their Korean competitors by an order of magnitude. Its status as a symbol of luxury is undisputed, and it’s important that even people who aren’t into cars can recognize it as an expensive machine.
Genesis, by contrast, continues to build brand cache among luxury buyers who refuse to pay big bucks for untested brands. 2020 was a pivotal year for the automaker, which introduced the second-generation G80 sedan and GV80 SUV. Representing a major push into the luxury market, the two products significantly improve interior quality and style while focusing on value.
The current model, the second generation G90, takes further leaps forward in these areas. Like German cars, it uses an excellent air suspension system to provide a luxurious ride. The cabin is fully wrapped in Nappa leather, with contrasting metal finishes and optional wood trim available. It looks cool and has a great presence.
However, while the Genesis G90 is competitive on paper, it is still unrecognized by the uninformed. If an item representing “Quiet Luxury” is of high quality and has a design that blends in seamlessly, then it is the G90.
This lack of awareness stems from the simple fact that there aren’t that many G90s out there. Full-size luxury sedans will never be best sellers, but the aforementioned S-Class, 7 Series, Audi A8, and even the old Lexus LS all outperform the Genesis. It’s a self-fulfilling prophecy. However, over time, this may change. Although the G90 is still a product of a brand in its infancy, the sedan’s advantages are undeniable. It rides like a six-figure car, looks like one, and importantly, is built with the right materials.
Let’s look back at the price for a moment. The G90 costs significantly less than its two main rivals, and its standard equipment easily adds five digits to the price of a Benz or BMW. However, while Genesis costs less, it doesn’t offer as much performance. The suite of safety systems and driver assistance features is extensive, but particularly sensitive and provides plenty of early warnings.
The most powerful engine configuration, a complex mild-hybrid, supercharged, twin-turbocharged 3.5-liter V6, produces just 409 horsepower and 405 pound-feet of torque. The car weighs 5,149 pounds (which, to use the technical term, isn’t that much). Compared to its rivals, the steering doesn’t feel as responsive or powerful, and the powertrain lags often.
For a nameplate that hasn’t yet reached its 10th anniversary, this is a pretty short list of cons, especially when you’re up against an icon that’s been around for 47 years in the case of the 7 Series and 70 years in the case of the S-Class. We can’t forget the leaps the Korean automaker has already made in terms of quality and refinement. It’s only a matter of time before it spawns the next product and finally breaks into the luxury mainstream.
But therein lies the elephant in the room: intention. The Genesis G90 may be “quiet luxury,” but it’s not trying to be. This is a car built to be the best it can be, aiming to be at the top of the world for full-size luxury cars. This is in sharp contrast to products designed to embody trends, expensive products whose sole purpose is to blend in. So while the Genesis G90 currently offers a full-size limousine for those who want to avoid attention without sacrificing a luxury experience, the possibilities are there. This concept will not apply for long.
