The refined 2017 Genesis G90 luxury sedan is Hyundai’s foray into the luxury brand market and the first new entry in the U.S. since Tesla in 2004.

Starting at $69,050, the G90 undercuts the competition like the Lexus LS460 and Mercedes-Benz S-Class and has more standard features, such as head-up display, lane-keep assist and wireless device charging. Available with a twin-turbo V-6 and a naturally aspirated V-8, the G90 comes with the best luxury car powertrain warranty — 10 years/100,000 miles.

The five-seat G90 is the first car to work directly with Amazon’s Alexa, allowing voice commands via Amazon home devices such as Echo, Tap and Echo Dot to, among other things, start the car remotely, set the interior temperature and check that doors are locked.

The long list of standard safety equipment is particularly noteworthy, and includes front pedestrian detection, automatic braking and smart blind spot detection that helps move the G90 back into its lane if an imminent side collision is detected.

The starting manufacturer’s suggested retail price is for a vehicle with rear-wheel drive with the 365-horsepower, twin-turbo V-6, leather seats, 22-way power-adjustable driver’s seat, 16-way power-adjustable front passenger seat, microfiber suede ceiling liner, real wood interior accents and a 900-watt Lexicon surround sound system with 17 speakers.

For an all-wheel drive G90 with a V-6 engine, the lowest starting retail price, including destination charge, is $71,550. This compares with the $73,495 starting retail price for a 2017 Lexus LS460 with rear-wheel drive.

The lowest starting retail price if you want to boost engine power with a 420-horsepower V-8 is $70,650 — far lower than the $97,525 starting price of a rear-wheel drive 2017 Mercedes S550 with 449-horsepower V8.

It’s a gamble that luxury car shoppers will accept a newcomer from Asia, especially since Hyundai’s reputation is for mainstream vehicles with affordable prices.

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