U.S. pricing announced for the 2017 Genesis G90 image

The all-new Genesis G90 should not be confused with the Hyundai Equus – not only because it’s not actually the model that replaces it. That one would be the G80, with the G90 acting as the first example of the new luxury brand.

The Genesis G90 is the first model to be launched under the new badge of Genesis – now a fully separate unit within Hyundai Motor Company – and it’s also the most important luxury attack coming from the South Korean automaker. The new G90 will reach dealerships at the end of the month, with US pricing kicking off at $68,100, excluding $950 for destination. For that base price the owner will get the G90 with the new 3.3-liter biturbocharged V6 engine and rear-wheel drive – go for the AWD version and the price jumps to $70,600. Go for the G90 with a naturally aspirated 5.0-liter V8 and you’ll need to shell at least $69,700 with rear-wheel drive or $72,200 with AWD.

Most likely the G90 will represent a worthy upgrade for Equus owners, even though it commends a premium of $6,600 – but for that cash they get a better vehicle in every respect. Among the possible rivals we could see the Cadillac CT6, which goes for $65,390 when selecting the 3.0-liter biturbo V6. Another alternative could be the Lexus LS 460, which is $4,420 more expensive. So, the G90 has reached the middle ground among the base area of the fullsize luxury segment.