So.. Not cheap.
Almost $7000 more than the Hyundai Equus it's replacing.
So Hyundai is really betting the new Genesis brand is worth that much more.
Of course, it is a lot cheaper than the German "competition".
(Which is not really competition since no BMW or Mercedes owner will ever consider this)
.Mercedes S Class: $89 620
.BMW 7 series: $77 900
.Audi A8: $82 425
But really, its main competition in the US would be the Lexus LS. Which starts at $73 495.
So, by buying a "big Hyundai" sold under a brand new name, you only save about $5000, over the big Lexus. With its impeccable reputation for reliability and resale value.
I am not sure who would ever get the Genesis.
Just like I could figure out who was getting the Equus a few years ago.
All I can say to Hyundai/Genesis is: Good luck.