Three buyer profiles we see most often

After years of selling the G90 to Northwest Indiana buyers, three buyer profiles emerge consistently. Most G90 buyers fit one of these three personas, with some overlap between them.

Profile 1: The German-flagship cross-shopper

Coming from a 5 Series, an E-Class, or stepping up from an A6 or X5, this buyer has been shopping luxury sedans for years. They walk in at our Merrillville showroom expecting to compare specs and end up surprised by the value delta. They’ve already test-driven a 7 Series and an S-Class. The Genesis salesperson’s job is mostly to confirm what they’ve started to suspect: that the G90 delivers a comparable luxury sedan experience for $15,000 to $20,000 less out the door.

This buyer typically lands on the E-Supercharger trim. The standard 3.5T AWD is a strong product, but if they’re already prepared to write a $100,000-plus check, the audio system upgrade and rear-seat amenities make the move to E-Supercharger easy. Roughly 60% of our G90 sales fit this profile.

Profile 2: The Lexus LS loyalist ready for change

Long-time LS owners (sometimes spanning two or three generations of the model) come in looking for something that delivers the Lexus reliability and refinement they value while feeling less common in their professional and social circles. The G90 fits this brief well.

This buyer typically prioritizes the rear-seat experience and the complimentary service program. They often have a driver or family member who’s also in the car frequently, and they value the rear-seat ventilation, massage, and recline functions. Roughly 25% of our G90 sales fit this profile, often on the E-Supercharger trim.

Profile 3: The established luxury owner valuing quiet capability

This buyer doesn’t need to prove anything with the car they drive. They’ve owned multiple BMWs, Mercedes, or Audis over the past two decades. The current generation of 7 Series styling doesn’t move them. The S-Class is excellent but they’ve already had two of them. The G90 represents a quieter, more considered flagship aesthetic.

This buyer often gravitates toward the Prestige Black trim for its subtle, blacked-out aesthetic. They’ve already decided what they want before they arrive at our showroom. The conversation is about getting the right color, the right interior, and the right delivery timing. Roughly 15% of our G90 sales fit this profile.

Business use cases for the G90

For Northwest Indiana business owners and executives who use their flagship sedan as part of their professional life, the G90’s specific feature set lines up well:

• Client transport: The rear-seat experience on E-Supercharger and Prestige Black is genuinely first-class. Massaging, ventilated, reclining rear seats with the rear-seat console controls means clients arrive at meetings in better condition than from any competing sedan
• Long-distance corridor work: The G90 is built for the Northwest Indiana to Chicago to Indianapolis triangle. Smooth ride, exceptional noise isolation, full ADAS suite, and Service Valet means time on the road is comfortable and unscheduled service is handled at your office, not your service center
• Chauffeur-driven scenarios: The right-rear seat with extended leg rest, dedicated controls, and rear sunshades is positioned for owners who are sometimes the passenger
• Brand expression in conservative industries: For executives in industries where a 7 Series or S-Class signals a particular brand identity, the G90 communicates capability and refinement without the prestige overload. For some industries this is genuinely valuable

5-year total cost of ownership comparison

Below is an approximate 5-year total cost of ownership comparison for comparably-equipped flagship sedans. Numbers are directional and based on published manufacturer data and typical operating costs. Actual costs vary based on driving patterns, geography, and individual circumstances.

Estimates only. Actual costs vary based on usage, region, financing, insurance, and individual driving patterns. Depreciation estimates based on industry-typical 5-year retention rates for the luxury sedan segment. Verify current pricing and maintenance schedules with each manufacturer.

Step-by-step purchase decision

1. Identify your buyer profile. Are you the cross-shopper, the Lexus loyalist, or the established luxury owner? The profile shapes your trim decision and your overall expectations.
2. Decide on the trim. Most buyers land on E-Supercharger. The 3.5T AWD is genuinely complete if you don’t need the rear-seat upgrades and audio system. The Prestige Black is for buyers who specifically want the blacked-out aesthetic.
3. Schedule a chauffeured test drive at our Merrillville location. We’ll drive you in the rear seat first to experience the passenger position, then let you drive from the front. This is the right order for evaluating a flagship sedan.
4. Compare to your German cross-shop. If you haven’t yet driven a 7 Series and an S-Class, do that too. The G90 makes its strongest case when compared back to back with the alternatives. We’ll be confident in the result.
5. Run the lease vs purchase numbers. Genesis Financial offers competitive lease and finance terms. We can structure both for direct comparison at our Merrillville store.
6. Add trade-in valuation. Bring your current vehicle for appraisal. We’ll provide a verified trade-in offer that’s good for typically 30 days while you finalize the decision.
7. Place the order or take delivery. If a G90 in your preferred configuration is in our inventory, you can typically take delivery within a week. Special orders take 8 to 16 weeks depending on configuration and current Genesis production scheduling.

Frequently asked questions