Did a little digging...trying to see if this was posted before but didn't.In some ways, Hyundai "out-LS'ed" the LS with the G90: It's more traditional, comfortable, has a smooth V8, is relatively no thrills and serves old school luxury.
This happened just as Lexus changed their core strategy with the 5LS: coupe-like fastback shape, one (large) wheelbase, a more intimate cockpit with less interior room, sportier chassis, turbo V6 and a different attitude.
Kind of funny how Lexus vacated the "traditional luxury flagship" space almost seamlessly as Genesis entered it.
Toyota Was Way Off-target With Its Sales Forecast for the Fifth-generation Lexus LS - The Truth About Cars
Over the course of three decades, Lexus has accomplished remarkable feats in the U.S. marketplace. While the modern luxury landscape proves how challenging it is for a (non-Tesla) upstart such as Genesis to garner even an ounce of market share, Toyota’s premium brand generated relatively high...