The Genesis Effect

Nov 21, 2019,17:11 PM

This post is about the car, and it's main designer, Luc Donckerwolke (former WPS member) However, If you were thinking this is about the Star Trek Project Genesis, scroll down to the end. 

Evolution of Athletic Elegance

 “G90 is the ultimate expression of the Genesis brand,” said Luc Donckerwolke, Executive Vice President and Chief Design Officer of Hyundai Motor Group. “Before the first sketch was even drawn, my team of designers thought carefully about how to evolve its styling and create something even more elegant and harmonic.”

From front to back, the styling of the 2020 G90 evolves the Genesis brand’s Athletic Elegance design language. In front, the signature Crest Grille is flanked by Quad Lamps. In the rear, Quad Lamps wrap around from corner to corner. The license plate is placed as low as possible, further accentuating a low and wide stance. The elongated, horizontal side profile of G90 is characterized by vigor and dignity.

G-Matrix, a Genesis design hallmark inspired by light reflecting from an illuminating diamond, is applied to the headlights and taillights to emphasize refined proportions and balanced architecture. For the first time, the G-Matrix pattern is applied to the optional, 19-inch wheels, which also feature sound absorption technology to noticeably reduce tire noise.

“When we tackled the challenge of reinventing G90, the Genesis flagship, we decided to start with designing light rather than form and shapes,” Donckerwolke said.

The interior design embodies the ethos of Horizontal Architecture, dominated by a harmonious, flow of horizontal surfaces including a parallel layout that includes air ventilation system, and audio controls that maximize simplicity and provide an intuitive user experience. Immediately evident is a focus on premium materials and finishes that are befitting a flagship, including authentic chrome plating applied to switches and premium leather wrapping applied to the center console. Authentic, open-pore wood acts as a garnish, as does double stitching and piping throughout the cabin.

Connectivity, Emotion, Serenity

The 2020 G90 introduces multiple technology firsts for the Genesis brand, as befitting a flagship. It is the first Genesis vehicle to offer over-the-air wireless updates for maps and software. Its 12.3-inch display navigation system now incorporates touchscreen controls and a copper Graphic User Interface. The split screens are highlighted with signature copper accents.

Further enhancing the technological capabilities of G90 are standard Apple CarPlay, Android Auto, and Mirror Link. Intelligent Car Management Service personalizes the driving experience by using data to analyze driving patterns and informs the driver of necessary maintenance and vehicle wear.

The interior environment is more serene, thanks to Active Noise Cancellation (ANC), which reduces noise, vibration and harshness using leading audio technology to reduce unwanted noise intrusion. Occupant convenience is enhanced by when entering tunnels through automatic external air prevention. The adaptive control suspension minimizes vibration in real time.

The Genesis Adaptive Control Suspension with electronic damping control smoothly and precisely manages body motions throughout the range of dynamics with minimal compromises to ride comfort.

Peace of Mind

The 2020 G90, offers an unparalleled level of standard active and passive safety systems as part of a brand-level commitment to passenger security and comfort. Advanced driver-assistance systems (ADAS) in the 2020 G90 add a level of assuredness to the already refined driving experience. In addition to Genesis brandwide ADAS technology, the following new systems debut on the 2020 G90:

Lane Following Assist (LFA) expands the reach of lane-keep and lane-departure assists, to help stay centered in a lane and provide steering assistance.
Rear Cross-traffic Collision-Avoidance Assist (RCCA) uses rear side radar to help detect and prevent impact with obstacles.
Forward Collision-Avoidance Assist (FCA) can now help detect bicycles and vehicles in front of the vehicle.
Safe Exit Assist (SEA) may alert a driver and passengers with alerts when an object is approaching an opening door.
Highway Driving Assist (HDA) assists the driver to maintain the center of a lane on marked interstate highways, while keeping a safe distance from a vehicle in front. It can act in conjunction with Highway Auto Speed Slowdown, which adjusts vehicle speed to match posted signs.

Valet Comes Standard

When the 2020 G90 goes on sale in the United States beginning in December 2019, it will arrive with the comprehensive Service Valet that already comes standard across the Genesis lineup. All Genesis vehicles offer the exclusive, no-cost, consumer-focused service program that elevates the luxury vehicle ownership experience. From valet service appointments that can be scheduled using the Genesis mobile app, to complimentary maintenance and Genesis Connected Services, the Genesis Experience delivers owners with market-leading convenience and time savings:

3 years/36,000 miles of complimentary scheduled maintenance
3 years/36,000 miles complimentary Service Valet
3 years of complimentary Genesis Connected Services, including Enhanced Roadside Assistance, Destination Search powered by Voice and Remote Start with climate control
3 years of complimentary SiriusXM® Travel Link (Data Services)
3 years of complimentary Annual Multimedia and Navigation Updates
Lifetime complimentary traffic data
Best-in-class warranty with Enhanced Roadside Assistance and Concierge Services, including transportation to the nearest Genesis retailer or authorized service facility, and reimbursement for inconvenience.


The 2020 G90 is offered in two trim level configurations:  3.3T Premium OR  5.0 Ultimate

Engine 3.3-liter turbocharged V-6 365 horsepower & 376 lb-ft. of torque  OR  5.0-liter V-8 420 horsepower & 383 lb-ft. of torque

Transmission 8-speed automatic

Drive Rear-wheel drive (standard) OR All-wheel drive (optional)

Length 204.9 in.

Width 75.4 in. (+ mirrors)

Height 58.9 in.

Wheelbase 124.4 in.


Project Genesis was a theoretical process to terraform dead planets by means of a genetic explosion that would reduce the surface of a planet to its elementary particles.

Under the direction of Dr. Carol Marcus this theory was successfully run on the planet Regula. The device was subsequently stolen by Khan Noonien Singh in his revenge plans against Admiral James T. Kirk and was detonated inside the Mutara Nebula, thus creating the unstable Genesis planet. The project was deemed a failure when the planet began to break down due to the usage of unstable protomatter in the original matrix. 

But the evil Khan's plans were thwarted when Spock's funeral capsule landed on the planet, and he was regenerated by the Genesis effect... a few Klingons suffered too (including Mr Back to the Future)

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Comments: view entire thread


Ever since the first Sonata I've thought that the Koreans eventually will achieve parity with top brands. Recently I was looking at G70s and G80s and was very impressed. They are serious

 By: InDebtButOnTime : November 21st, 2019-18:13
about producing top flight vehicles and anyone considering purchasing a high end vehicle (or otherwise) should cross shop their cars. Especially when some top brands have been slipping in reliability. Thanks for posting this!


 By: Esharp : November 22nd, 2019-00:20
I like the exterior design. Something 90s Acura / Lexus about the rear. Much better than the old Hyundai of yore. But then the designer has good experience. Not so sure about the interior - it’s fine, I guess, but completely undistinguished. I assume the ... 

Yes, it’s their press release

 By: cazalea : November 22nd, 2019-07:35
I think the interior looks clean and not gaudy like the M-Bs have become.

The GV80 SUV is a great design, even though I'm not an SUV fan.

 By: quattro98 : January 22nd, 2020-13:33
Looking forward to seeing what the next G80 sedan is like. I hope Genesis offers a performance line in the future.