Park Jin-hai primarily focuses on K-dramas, entertainment shows and actor interviews. Beyond that, she also pens articles covering the broader arts scene, with a particular emphasis on classical music, dance and various aspects of lifestyle. Since joining The Korea Times in 2013, she has made significant contributions in the realms of hallyu (Korean wave), industry news and international affairs.
Hyundai Motor unveils new Genesis
The Hyundai EQ900, globally named the G90, was unveiled, Tuesday. The partially autonomous luxury sedan will be the first car bearing the new Genesis brand. / Courtesy of Hyundai Motor
By Park Jin-hai
By Park Jin-hai
Hyundai Motor unveiled its first premium luxury sedan, the EQ900 (globally to be named the G90), under the new Genesis brand.
The EQ900 is the latest edition of Hyundai Motor's Equus flagship luxury model, which was consolidated with the Genesis brand after its launch on Nov. 4.
The luxury vehicle, larger but sharper looking than the Equus, has been widely expected to herald a new era of assisted driving in the country, as it is the first mass-produced car with highway driving assist, a feature that enables partially-autonomous driving.
“The EQ900 is the first mass-produced luxury car after we launched our new Genesis brand. We have worked for years to create a human-centered luxury sedan. It will present the beginning of new luxury,” said Yang Woong-chul, Hyundai Motor vice chairman in charge of research and development, during a press preview at the Hyundai Namyang Research Center in Hwaseong, Gyeonggi Province, Tuesday.
The nation’s largest auto maker has spent four year developing the top-of-the-line model. A special task force and 1,200 researchers tested the car on various road conditions at home and abroad.
“Unlike our other global rivals, we have eliminated the technologies that customers could feel are excessive and stressful to adapt to. Instead we focused on technologies that give comfort and stress-free driving,” he added.
The EQ900 boasts greater safety and a balanced driving performance.
The body is tougher and lighter through the use of 51.7 percent advanced high strength steel, more than triple the previous 16.3 percent of its predecessor.
The most conspicuous feature is its highway driving assist (HDA) system, whereby the car can maintain a fixed distance from the vehicle in front of it without the driver doing anything. It only works when the driver holds the steering wheel. When the driver takes their hands off for a certain time, the function is disabled.
The vehicle also has a lane guidance system and an advanced smart cruise control system.
The EQF900 has Italian leather covers on its seats and steering wheel, while hand crafted real wood trim and an analogue clock add its premium image. It also has Germany’s AGR (Campaign for Healthier Backs) association certified seats, jointly developed with Seoul National University. It received the certificate after Mercedes-Benz S-Class and Volkswagen’s Phaeton, according the company.
Emulating first class seats on some aircraft, the seats can move to optimal positions after analyzing the passenger’s height and weight.
Albert Biermann, vice president in charge of research and development for high-performance vehicles, said the EQ900 exceeds other competitors in driving comfort because it better reflects local road conditions.
“In my whole life, I didn’t drive over so many speed bumps as I did within the last eight months here in Korea. And working on the EQ900 added a lot more speed bumps. Finally for me, the EQ900 is the master of speed bumps. It exceeds the right comfort levels of its competitors,” he said.
The car comes with three engine types ― the Lambda 3.8 V6, the Lambda 3.3 V6 Turbo and the Tau 5.0 V8 ― all of which were developed by Hyundai Motor. The Lambda 3.3 V6 Turbo engine produces a maximum 370 horsepower.
The EQ900 has four drive options, smart, eco, sport and individual. When the driver chooses the smart option, the engine, accelerator and suspension are automatically customized to their driving habits.
It comes in eight body colors with four develop exclusively for the EQ 900.
The company said the Genesis brand’s new family look will be more conspicuous in 2017 and fully established by 2020.