Hyundai launched the new Genesis brand at the Detroit Auto Show, a luxury off-shoot that will start with the all-new G90 flagship.

The new 2017 Genesis G90 is at the least of its existence, the spiritual successor to the Hyundai Equus sedan. The new Genesis brand itself will be the new spiritual home for the G90 and an entirely new portfolio of exclusive luxury models.

Keeping Genesis exclusive will be a cadence of six new products by 2020 including the G80 sedan and G70 sport coupe within the year. Setting these apart from Hyundai will be exclusive technologies, powertrains, and rear-wheel drive architectures.

The flagship G90 we have here will be the image setter however with its “Athletic Elegance” design language and imposing size. An executive transport car, it rides on a 124-inch wheelbase and at 205-inches long is right in the cross-hairs of the Mercedes-Benz S-Class and BMW 7-Series.

The styling is familiar, echoing themes we’ve already seen in the Hyundai Genesis sedan currently on sale. The hexagonal grille is a statement as is the all-new redesigned wing emblem for the Genesis brand.

Inside, the luxury story is all about what Genesis calls “human focused” technologies. Yes this is a marketing term but as their head engineer said at the reveal, they want to provide all of the features and capabilities competitors have, but without all the complexity. I can vote for that.

This means a leather and wood lined interior with all of the creature comforts and high-end technologies customers expect in this class, but easier and simpler to access. At first blush, the detail and finish work looks much like that of the current Hyundai Equus sedan which is very good.

Design however is transformed to a more cost-no-object plane, a theme especially evident in the rear passenger compartment. Here, the chauffeured passenger will enjoy the same heated and cooled seats with power adjustments as the driver.

They will be able to control infotainment, their environment on their own with rear controls for most things as they spread out and relax. These are features especially crucial in markets outside North America, but few here will complain about them.

The driver is still being served here, with the standard power-plant being an all-new and exclusive twin-turbocharged 3.3 liter V6 which offers an impressive 365 horsepower and 376 pound-feet of torque. And if a V8 thrum is expected, the company’s 5.0 liter Tau V8 is offered with 420 horsepower and 385 pounds of twist.

Note however, the torque from the V6 isn’t that much less than the V8, so sound and a few extra horses aside, the feel will be much the same. Both engines come with an 8-speed automatic transmission and both are available also with all-wheel drive.

The ride and handling experience Genesis tells us will be exquisite. With a body structure stiffer they say than a Mercedes-Benz S-Class, they are able to tune its adaptive suspension to max potential. And with its unlimited adjustability, drivers around the world should be pleased. At least that’s the goal.

The Genesis G90 will launch this fall along with the brand itself, we’re told with a separate marketing and dealership sales channel. Like Lexus and Infiniti when they launched, the goal is to offer the utmost in the customer experience both during and after the sale with heightened levels of service.