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Meet Hyundai's new flagship, the Genesis G90

Hyundai just revealed the first vehicle for its new Genesis luxury brand. It'll be called the EQ900 back home in Korea, but to the rest of us, it will be known as the Genesis G90, effectively replacing the Hyundai Equus. The G90 is as big as a Mercedes S-Class, but like the outgoing Equus, will be priced closer to the E-Class. Exterior dimensions are incrementally larger than the outgoing Equus, and compare roughly to the Mercedes S-Class (in the long-wheelbase form we get in America). But if Hyundai keeps pricing in line with the Equus we currently know, the G90 will be priced closer to the smaller E-Class. Design was carried out under the watchful eye of Peter Schreyer at the company's new Prestige Design Division, headlining a new Athletic Elegance design language that will expand to the five new Genesis-branded models coming after the G90. The front end is characterized by a Crest-shaped grille with the Genesis brand's new winged emblem (also projected onto the pavement from the side mirrors), and flanked by LED headlamps. A chrome beltline bridges to the rear with its dual exhaust tips. While the interior of the Equus may not have been up to par with the competition, the G90's cabin looks poised to rival the best of them. Italian leather offsets real wood trim. The ergonomic seats are certified by German back specialists, with 22-way power adjustment for the driver and 14 ways for the other occupants. In Korea the EQ900 even features a Smart Posture Caring system that positions the seat, steering wheel, head-up display, and outside mirrors to the driver's optimal position. There's a 12.3-inch high-definition screen in the dashboard, a megapixel parking camera, 360-degree around-view monitor, Lexicon surround sound system, and wireless inductive phone charging – all of which adds up to what looks like a sumptuous environment in which to pass the miles. While the Equus is powered exclusively by a V8, the G90 offers three engine options. While the Equus is powered exclusively by a V8, the G90 offers three engine options: Least potent is the new 3.8-liter V6 launched in the Kia K900, rated at 311 horsepower. There's a 3.3-liter turbocharged V6 good for 365 hp. And the 5.0-liter V8 carries over at 419 hp (though the current version is quoted at 429 hp), propelling the sedan to 62 miles per hour in 5.7 seconds. Power in any case is transmitted through an eight-speed automatic transmission to either the rear wheels or all four.

Here it is, Hyundai's headlining Super Bowl commercial

Hyundai has ponied up for five commercials to play in, around and after the Super Bowl on Sunday, and it's slowly been releasing them one by one this week to attract as much attention as possible to these expensive ads. You've stuck with us through the first four, and we've got one last ad from Hyundai, its headliner, to show you.
Called Epic PlayDate, the ad's big hook is alt-rock band The Flaming Lips, who not only appear in the ad, but also wrote a new track called Sun Blows Up Today just for the spot. The track is available on iTunes as a single today, and will be a bonus track on their new album called Terror, which comes out in April.
The commercial is meant to sell something, and that something is the new three-row Santa Fe crossover. It follows a day in the life of a family with kids who do all sorts of crazy things, and we're told by Hyundai that the activities in which they partake pay homage to "signature band references" of The Flaming Lips.

Hyundai considering upscale Genesis-based crossover

Hyundai already offers upscale entries in its lineup such as the Equus and Genesis (pictured above), but unlike many brands in North America, the company lacks a luxury crossover to further compliment the sedans. The latest signs suggest that hole in the lineup might be filled in the near future, though. According to four, unnamed company insiders speaking to Reuters, the Korean automaker might build a posh CUV on the Genesis' platform. "We are considering developing premium, large SUVs based on customers' needs. We plan to respond to the fast-changing market centered around SUVs by beefing up our SUV line-up," said a statement from Hyundai to Reuters. The idea stems from a proposal last year to pounce on the booming luxury CUV market. However, this strategy doesn't have a green light yet, and it could be years before the crossover sees showrooms. Potentially holding things back is the brand's concern about its power in the luxury market. "We are timid when it comes to bigger SUVs," a source said to Reuters. Hyundai also remembers the struggles of the Veracruz in North America, and the vehicle was eventually replaced by the three-row Santa Fe. Finally, there's a worry that higher gas prices around the time of the proposed debut could be a problem, too. Even if the plans for the luxury model don't pan out, this is hardly the end of Hyundai's upcoming crossover plans. A compact CUV is reportedly under consideration for North America, and there's the much-rumored Santa Cruz unibody pickup potentially on the way, too.