Koreans Love Genesis. But Would They Pay $150,000 for the GV90?
Koreans Love Genesis. But Would They Pay $150,000 for the GV90? Genesis has finally unveiled the GV90 , its new flagship electric SUV. At first glance, there is very little to dislike. It is big. It is luxurious. It looks expensive. And it clearly represents Genesis' ambition to compete at the highest end of the global luxury market. As a Korean, my first reaction was actually quite simple: “That is a seriously impressive car.” But then I started thinking about the price. Genesis has not officially announced the final Korean retail price of the GV90 yet. However, market estimates have placed the higher-spec versions around the high 100-million-won range to roughly 200 million won or more . That translates to roughly $130,000–$150,000 , depending on the exchange rate and final specifications. And at that price, the question changes completely. It is no longer: “Is the GV90 a good car?” It becomes: “Would I actually spend that much money on a Genesis?” Genesis Has Earned Its Luxury...