Art of Korean hospitality in the Genesis G90

Japanese carmakers like Lexus apply the concept of omotenashi carmakers to provide the highest levels of hospitality for those who travel in their luxury models. It begins from the time a person enters the car and embarks on a journey, to the time of he or she steps out.

The Koreans also have a similar concept of hospitality – known as son-nim – and Genesis, the Hyundai Motor Group’s luxury brand, uses this approach for its models, particularly the G90 flagship. Son-nim, or cherished guests, brings the traditional Korean approach to hospitality to every aspect of interaction with Genesis from the time of entering a showroom and throughout the ownership journey.

To achieve son-nim, the G90 has a wide range of features created to make an owner’s life more comfortable and convenient both inside and outside the car. From luxury seating, a bespoke fragrance system and anti-microbial features to the luxury materials, all 4 key senses of touch, sound, sight and smell are elevated to their highest levels.

“The occupant’s physical and emotional well-being is central to G90. Therefore, this saloon has been designed to cater for every customer’s needs, able to both stimulate the senses and create the most calming atmosphere possible. Whilst the importance of son-nim is visible throughout the Genesis brand, it is in G90 that the principle of hospitality takes on a new, ever-present form with its sensory design focus and wide-ranging care plans to ensure the owners’ continuous peace of mind,” explained Lawrence Hamilton, MD for Genesis Motor Europe.

Touch
For rear seat passengers, there’s a pair of powered reclining rear seats that offer both a massage and heating function. Class-leading space is further enhanced on the long wheelbase model, which features an extra 190 mm of legroom. The VIP rear seats of G90 also feature a unique leg support with 4-way power adjustment, heating, ventilation, and a massage function.

Standard on G90, the Ergo Motion front seats feature 10 air pockets, each self-aligning to an occupants’ posture for optimum support, allowing complete relaxation. The air pockets set into the backrests can be inflated by as much as 10 mm, while those in the seat cushion rise by up to 30 mm.

These unique seats also provide 4 massage modes of, including full body, waist, pelvis, and upper body, with 3 options for massage duration and strength. Certified by the German Back Health Association, the seats have been subjected to durability testing that’s 40% tougher than premium rivals.

For smooth transitions when passengers are boarding and exiting the vehicle, the Ergo Motion seats remove air from the side bolsters, returning them to their original position once the occupant is seated. When the drive mode is set to Sport Mode or when driving at speeds over 130 km/h, the side bolsters are automatically inflated to increase lateral support.

Passengers in the G90 are surrounded by luxury materials such as sustainably produced Newspaper Stripe Wood and an ultra-soft Semi-Aniline Leather which is treated with an anti-microbial material. Used in bespoke vehicle and furniture manufacture, this leather is the highest quality, with a softness and smoothness to the touch.

The passengers’ wellbeing is also assured with features designed to keep the cabin, its occupants, and their belongings clean. Alongside an Air Purification system, the unique Antibacterial UV-C Disinfectant compartment (located in the rear armrest) sterilises their personal belongings, such as smartphones, keys and gloves, while on the move. Moreover, many of the interior surfaces are coated with antimicrobial Silver Zinc Zeolite, which prevents the growth of bacteria and other micro-organisms on these parts.

Sound
A quiet and calm environment underpins the son-nim philosophy. This is achieved with the G90’s standard Active Noise Cancellation-Road technology. This technology detects noise from the surface of the road and then effectively cancels it out by sending the opposite phase sound through the audio speakers.

For G90, the engineers have ensured that every occupant enjoys the same quiet serenity by measuring and analyzing the sound sensitivity of each seat and tailoring its sound cancelling accordingly.

With the quiet environment, the occupants can fully enjoy the superlative audio experience offered by the bespoke 23-speaker Bang & Olufsen system. Engineered exclusively for the G90, this system  not only complements the design of the interior but also features cutting edge technology such as Virtual Venue that recreates the audio experience of the world-renowned Boston Symphony Hall.

According to statistics, city-dwellers are regularly exposed to noise above 85 decibels. This usually comes from traffic, subways, building sights and living under flight paths or near airports. However, sirens can hit 120 decibels – a level the World Health Organisation deems to be in line with the human pain threshold.  As noises of just 60 decibels are enough to raise blood pressure, increase the heart rate, cause stress, and reduce concentration, the G90’s acoustic technology employs a combination of Active Road Noise Cancellation and the B&O speaker system to protect a passenger’s physical and emotional well-being.

Smell
Genesis’ son-nim principle is also present in the aromatic environment of the G90. It is the brand’s first model to be fitted with an onboard fragrance system. Many studies have highlighted the stress-reducing effects of certain smells on the human olfactory system, and with 3 different scents to choose from, passengers can be more relaxed during the journey. The type and intensity of the fragrance can be controlled through the infotainment system or the rear touchscreen control panel.

Sight
Hospitality also applies to the appearance of everything in and around the cabin also plays a part in how the occupants will feel. Taking the ‘Beauty of White Space’ Korean architectural design philosophy to the next level, the G90 mixes classical beauty with the highest quality materials and exceptional craftsmanship to create a truly first-class environment that cossets and relaxes from the moment occupants enter.

A refined driving experience
While G90 has passengers’ comfort and the son-nim experience at its heart, it also delivers an engaging driving experience for the driver, as well as a smooth ride. The Multi-Chamber Adaptable Air Suspension automatically adapts ride height to ensure the smoothest possible journey.

The driving experience is also further enhanced by G90’s Chauffeur brake mode, which reduces the risk of any uncomfortable motion when slowing down by smoothening the brake response.

Enhanced care
In certain markets, Genesis offer exclusive care plans for the G90 as an extension of the enhanced hospitality. These include an ultrasonic wheel cleaning with every wheel change, a 5-year annual Leather Care, and an annual ozone cleaning that refreshes the interior cabin. The care plans are in addition to the usual warranty and support services available.

Genesis crosses 1 million unit milestone in global sales