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The luxury car reborn.

Hyundai plans to deliver just as much luxury experience with its new Genesis brand as it does high-end automobile. The market is primed for its concierge luxury and classic refinement.

Watch Hyundai Launch The Genesis Luxury Brand and Unveil The G90

Watch Autoblog's coverage of the Hyundai press conference at the 2016 North American International Auto Show in Detroit. The automaker launched its Genesis luxury brand and unveiled its G90 range-topping sedan, and our hosts and editors bring you their uncut reaction.

The G90 isn't only a big vehicle for Hyundai, it's the first car from the company's new Genesis line, and represents the successor to the unloved Equus sedan.

Hyundai has taken the wraps off the new Genesis G90 sedan, known at home as the EQ900 and ready to take the place of the Equus as the Korean automaker's new flagship luxury sedan.

Hyundai's new premium brand, Genesis, launches next month. The Equus-replacing G90 will be the first car to arrive, and here it is, fully uncovered.

Hyundai is previewing its upcoming new Genesis G90 flagship luxury sedan, set to replace the current Equus next month, with a pair of teaser renderings.

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