Genesis is undergoing a transformation, evolving from a luxury brand into an ultra-luxury powerhouse. While performance projects will contribute to this image shift, the brand’s everyday cars and SUVs will be the primary drivers of this change. The upcoming Genesis GV90 is poised to lead this charge, aiming to surpass even the current GV80 as the Korean marque’s flagship vehicle.
Genesis, initially introduced in 2004 as the Genesis sedan under the Hyundai umbrella, became a standalone luxury brand in 2015, mirroring the approaches of Lexus and Acura. The G90 has since become a symbol of Korean luxury, challenging the dominance of German brands in the premium market. Genesis shows no sign of slowing down its ascent in the automotive world, with plans for a Magma performance sub-brand, poised to rival the likes of AMG.
Recent spy photographs reveal that the GV90 will draw significant influence from the Neolun concept, which debuted just over a year ago. This design inspiration includes details reminiscent of Rolls-Royce models.
Internally codenamed JG1, the new project will utilize the eM electric vehicle platform, a versatile architecture that can accommodate a wide range of vehicles, from compact cars to full-size SUVs. Across its sister brands, Hyundai, Kia, and Genesis, as many as 13 new models are slated to launch on this platform by 2030. The GV90 will directly compete with luxury SUVs such as the Mercedes EQS and GLS, the BMW X7, and the upcoming Audi Q9.
Like the Neolun concept, the GV90 will likely feature an expansive front lighting signature that curves downwards. While the full fascia is still somewhat obscured, the LED running lights visible through the camouflage clearly angle downwards, extending back into the front fenders and terminating just before the front door. Similar lighting treatment will be seen at the rear, wrapping around the rear three-quarters of the vehicle with two distinct stripes.
Of particular interest are the door configurations. Although the spy shots show a conventional body style, other images captured in Korea suggest that the GV90 might offer reverse-hinged ‘suicide’ doors reminiscent of the Neolun concept. This more ostentatious feature may be available in select markets, whilst offering the GV90 worldwide in various trim levels. Top-tier models might feature a comfort seating package with reclining chairs in the rear. While the concept model’s wheels had a Maybach-esque design, prototypes captured in the photos have differing styles, one offering a sporty trim and the other more subdued.
While the interior design is still under wraps, the Neolun concept featured a driver’s seat capable of rotating 180 degrees. However, it’s unlikely the production GV90 will incorporate this specific feature in the American market due to existing Federal regulations. More information is expected as the GV90 heads towards its assembly in Ulsan, South Korea, at Hyundai’s new factory which is slated for completion by 2026.
