The secret of marketing and the secret towards marketing is making things desirable, and aspirational.
How to make the Genesis G90 desirable? Focus on this marketing notion of “Supreme Power”.
Also, make the G90 as the new CEO (male) car to have … why is the marketing placating towards women and moms?
For men, create this desire and this concept that if you purchase things XYZ, you will become more powerful, more handsome, more desirable, stronger, more masculine, etc.