The sedan formerly known as Equus gets a starting price that just crosses the $69,000 barrier.

2017 Genesis G90 front 3/4 view

Hyundai and Genesis

It used to be a model now it's a brand. That would be Hyundai's Genesis.

No one ever said breaking into the luxury class would be easy. Even maintaining a presence in the segment can be difficult – just ask Lincoln and Cadillac.

It also won't happen overnight, but Korean manufacturer Hyundai has a plan. It's looking for luxury buyers willing to overlook its lack of a luxury pedigree in search of more bang for the buck. That's certainly what both Acura and Lexus did when both those brands entered the market.

That move was signaled last Friday, when Hyundai's Genesis brand announced pricing on its newly re-badged flagship, the G90.

2017 Genesis G90 rear 3/4 view

2017 Genesis G90

"The Genesis G90 not only presents a compelling product offering, but also a unique ownership experience to create value for our customers," said Erwin Raphael, general manager of Genesis in the U.S. market. "The G90 embodies all the hallmarks of a modern luxury vehicle with timeless design, performance engineering and innovative technology, while offering owners an unprecedented level of choice, convenience and customer care."

For its inaugural year, the G90 will be available in two trim levels – Premium and Ultimate.

2017 Genesis G90 front seat detail

Premium models will feature an all-new 3.3-liter twin-turbocharged V6 engine generating 365 horsepower. It will also come with the industry's first Amazon Alexa skill that will allow owners to send remote voice commands to the vehicle through Genesis Connected Services as "an uncompromised suite of driver safety technologies as well as "best-in-class standard features" that include:

• Automatic Emergency Braking (AEB) with Pedestrian Detection
• Driver Attention Alert (DAA)
• Smart Blind Spot Detection (SBSD) with Rear Cross-Traffic Alert (RCTA)
• Lane Keep Assist (LKA) and Lane Departure Warning (LDW)
• Dynamic Bending Light (DBL) and High Beam Assist
• Pre-safety seat belt and nine airbags
• Smart Cruise Control with Stop/Start
• Electronic Parking Brake with Automatic Vehicle Hold
• Multi-view and forward-view cornering camera
• Front and rear parking sensors

2017 Genesis G90 back seat detail

Ultimate models up the ante under the hood with a naturally aspirated direct injection 5.0-liter V8 which puts out 420 horsepower as well as a number of additional "premium amenities."

Unlike Acura and Lexus, the Genesis brand will not feature stand-alone dealerships, but will be offered by a select number of Hyundai dealers. However, both models will also come with:

• 3 years/36K miles complimentary scheduled maintenance
• 3 years/36K miles complimentary service valet
• 3 years complimentary Genesis Connected Services including Connected Care, Remote, and Guidance
• 3 years complimentary SiriusXM Travel Link (traffic & data)
• 3 years complimentary Map Care – annual map updates
• Best-in-industry warranty with enhanced roadside assistance and concierge services

2017 Genesis G90 side view

2017 G90 prices and availability

Model, Engine, Powertrain, MSRP (includes $950 freight charge)

G90 3.3T Premium 3.3L Twin-Turbo V6

RWD, $69,050
AWD, $71,550

G90 5.0 Ultimate 5.0L V8 GDI

RWD, $70,650
AWD, $73,150

The 2017 G90 will be available in Genesis retailers at the end of this month.

2017 Genesis G90 at the 2016 North American International Auto Show