Genesis GV90 Launch Pushed to June 2026
The Genesis GV90, the premium marque’s upcoming flagship SUV based on the Neolun Concept, is facing another delay in its launch timeline. Initially expected to debut in late 2025, the GV90’s launch was first pushed to March 2026 due to slowing demand for battery-electric vehicles (BEVs). According to a recent report by The Korea Economic Daily, which obtained Hyundai Group’s product development plan, the GV90 will now make its global debut in June 2026.
Production at Hyundai’s New EV-Dedicated Plant
The GV90 will be manufactured at Hyundai’s new plant in Ulsan, South Korea, which is specifically designed for electric vehicle production. This facility represents a significant investment in Hyundai’s EV strategy, demonstrating their commitment to expanding their electric lineup.
Luxury Segment Competition
The GV90 is expected to be Genesis’ most luxurious model yet, directly competing with established premium SUVs such as the Mercedes EQS and GLS, BMW’s X7, and the upcoming Audi Q9. The vehicle will utilize Hyundai Group’s new eM electric vehicle platform, a modular architecture designed to support various vehicle sizes ranging from full-size SUVs to compact cars. Notably, this platform will underpin 13 different models across Hyundai, Kia, and Genesis by the end of the decade.
Design and Features
Recent spy shots of the production GV90 have surfaced, showing that the vehicle will retain much of the Neolun concept’s distinctive styling, including its dramatic design elements. Some test units have even been spotted with the concept’s signature suicide doors. While the interior has not been captured by automotive spies, Genesis has promised significant improvements to the cabin of their upcoming vehicles while maintaining physical controls.
Hyundai Group’s 2026 Product Offensive
The delay of the GV90 is just one part of Hyundai Group’s broader product strategy for 2026. According to The Korea Economic Daily’s report, the group plans to unveil a total of 42 new vehicles in 2026 – comprising 21 models from Hyundai, 14 from Kia, and seven from Genesis. This aggressive product offensive includes hybrid versions of existing models, such as an extended-range EV (EREV) variant of the GV70, as well as new models specifically designed for the Chinese market through Hyundai’s collaboration with BAIC Motor Corp.
The new vehicle launches will face significant challenges, including a new 25 percent tariff on imported automobiles, the ongoing decline in BEV demand, and general economic slowdown. Despite these challenges, Hyundai Group remains committed to its electrification strategy and expanded market presence.
