Hyundai’s luxury brand has refreshed its flagship sedan for 2020 and that is bringing a higher price point. With a new face and many new features, the 2020 Genesis G90 is inching closer and closer to $80,000.

Genesis says the 2020 G90 will start at $73,195 for the G90 3.3T Premium trim level. This trim is granted Hyundai’s 3.3-liter 365 horsepower twin-turbo V-6, which is borrowed from the Kia Stinger GT. G90 buyers can also opt for the 5.0 model, which includes a 420 horsepower 5.0-liter V-8. Adding the V-8 option brings the base price to $76,695.

Buyers of both trim levels can add optional all-wheel-drive for an additional $2,500. Basically a loaded up V-8 model will come in just a hair under $80,000.

The 2019 G90 started just under $70,000, so Genesis is being fairly aggressive with the price increase given this is just a refresh. G90’s pricing as a whole is aggressive, given the 2020 model is now within a few thousand of the starting price of its main competitor, the Lexus LS.

Layer in the fact big sedans are not selling well anyway and it seems like Genesis is feeling very optimistic about the G90’s refresh.

Some will argue that it still starts way under the starting price of stalwarts such as the Audi A8, BMW 7 Series and Mercedes-Benz S class. This writer would argue the folks looking at those models aren’t giving Genesis a second look so it is a moot point.