Why this comparison comes up often at our Merrillville showroom

The full-size luxury sedan segment is small. Most Northwest Indiana buyers shopping the G90 are also considering the BMW 7 Series, the Mercedes-Benz S-Class, the Audi A8, and to a lesser extent the Lexus LS. Of those, the BMW 7 Series is the closest direct comparison in price and positioning, especially for buyers who want the driver-engaged sedan experience.

BMW deserves credit. The 7 Series has been a flagship benchmark since 1977. The brand has 50 years of luxury sedan engineering, deep resale value, and a global dealer network. The current 7th generation (G70) launched for 2023 with an entirely new design language, including the controversial split headlamp and oversized grille that’s polarized the brand’s customer base.

Genesis is younger as a brand but moving fast. The current G90 is in its second generation, launched for 2023 with a complete redesign. The G90 also won the 2023 World Luxury Car award and has accumulated steady critical acclaim through the 2024, 2025, and 2026 model years.

Price: the largest meaningful gap

Base trim comparison favors the G90 by about $10,000. The 2026 G90 3.5T AWD starts at $92,700 with all-wheel drive standard. The 2026 BMW 740i xDrive starts around $103,000 with AWD. That’s a $10,300 starting gap at comparable base equipment.

At the higher trims the gap widens further. The G90 3.5T E-Supercharger at $103,000 lines up against the BMW 760i xDrive at roughly $130,000. The Prestige Black at $105,750 is meaningfully under the BMW M760i variant pricing. So at the top of each lineup the G90 saves you $20,000 to $30,000.

More importantly, the G90 includes standard equipment that BMW charges extra for: massaging seats, AWD, Highway Driving Assist, and Genesis Service Valet pickup-and-delivery service. By the time you option a 7 Series to G90 equipment levels, the price gap can grow to $20,000 even at base trims.

Powertrain: similar horsepower, different character

Base trim engines are close on paper. The G90 3.5T AWD makes 375 hp / 391 lb-ft from a 3.5L twin-turbo V6. The BMW 740i xDrive makes 375 hp / 383 lb-ft from a 3.0L turbocharged inline-6 with a 48V mild-hybrid system. Both run 8-speed automatics. The G90 includes standard AWD; xDrive AWD is included on the 740i.

Stepping up: the G90 3.5T E-Supercharger MHEV adds 34 hp for 409 total. The BMW 760i xDrive jumps to a 4.4L twin-turbo V8 making 536 hp, but at considerable cost increase ($130,000+). For buyers who want both V6 architecture and modest power gains, the G90 E-Supercharger is the closest analog to the 740i. For buyers who want maximum power from this segment, the BMW 760i V8 is in a different price tier than any G90.

In daily driving, the character difference shows. The G90’s twin-turbo V6 emphasizes smoothness and quiet response. The BMW inline-6 emphasizes the high-RPM sweetness that’s been a BMW signature for decades. Neither is objectively better, they’re different design philosophies.

Standard equipment: where the G90 wins decisively

Standard equipment is where the comparison gets uncomfortable for BMW. The 2026 G90 base trim includes features the 740i charges extra for or doesn’t offer:

• Massaging front seats — standard on G90, $1,200 option on 740i
• Standard AWD — standard on G90 at $92,700; xDrive standard on 740i at $103,000
• Dual 12.3-inch displays — standard on both
• Wireless Apple CarPlay / Android Auto — standard on both
• Highway Driving Assist (hands-on, partial automation) — standard on G90, part of Driving Assistance Professional package on 740i
• Service pickup and delivery — complimentary 3 years on G90 (Genesis Service Valet), not offered by BMW
• Complimentary scheduled maintenance — 3 years on G90, not offered by BMW after the 2017 changes

By the time a 740i is optioned to match a G90’s standard equipment, the price gap grows from roughly $10,000 to roughly $15,000 to $20,000 depending on options.

Where the BMW 7 Series wins

Three areas favor the BMW in our experience:

1. Brand prestige. The 7 Series has 50 years of flagship-sedan history. The roundel on the hood carries weight in certain professional contexts that Genesis doesn’t yet have.
2. Resale value. 3-year residual values on the 7 Series have historically been stronger than G90 residuals, though the gap has narrowed in recent years as Genesis has built recognition. If you typically trade every 3 years, this matters more than if you keep cars 7-10 years.
3. Driver-engaged handling. The 7 Series tunes its suspension and steering for a more involved driving experience. The G90 prioritizes isolation, smoothness, and rear-passenger comfort. Neither is wrong, but if you’re a driving enthusiast specifically, the BMW will feel more rewarding from behind the wheel.

Head-to-head spec sheet

BMW pricing and specifications based on manufacturer published data. Actual pricing may vary. Verify current MSRP and equipment with each manufacturer.

Verdict: who buys which

Buy the 2026 Genesis G90 if value-per-dollar matters to you, you appreciate standard equipment over a la carte options, you spend meaningful time in the rear seat or have passengers who do, and you’d rather not pay a brand premium when the underlying car is functionally comparable. Also if you value the Genesis Service Valet (your car comes to you, with a loaner left in its place, complimentary for three years).

Buy the BMW 7 Series if you’re specifically a driver who values steering feel, throttle response character, and chassis dynamics over pure isolation. Also if brand prestige and resale value matter more than the absolute price-per-feature ratio. Also if you specifically prefer the BMW design language (which the current 7 Series has polarized opinions on).

Frequently asked questions