Forget just another boring SUV – the Genesis X Gran Equator is like a luxurious spaceship on 24-inch tires, ready for Mars. But alas – driving it will be (for now) just a dream.
When we talk about concept cars, it's often about a design exercise and collecting likes on social media. Instagram. But Genesis X Gran Equator is something more. This SUV without a traditional grille, with softly curved lines and two laser-sharp light strips, acts like a cross between an ultra-luxury Japanese hotel and a lunar rover. Unveiled at the 2025 New York Auto Show, this concept car clearly indicates the direction in which the South Korean luxury sub-brand of Hyundai is heading.
While the vehicle (unfortunately) isn't confirmed for production, it's a strong design statement of the direction Genesis is likely to take in the coming years. And if that's the future, we'll be happy to pack our backpacks and head out there.
A design that can be signed by an architect
The design philosophy of "Athletic Elegance" has reached its zenith here. The Genesis X Gran Equator stands out with its clean lines, long nose (very "grand tourer style"), and a completely closed front grille, which further supports the rumors of an electric drive. The rear is equipped with a split tailgate, reminiscent of old SUVs - only here it is more a function of luxury than utilitarianism.
We cannot ignore the massive 24-inch beadlock wheels, surrounded by off-road tires – and this on a luxury brand concept! We usually see things like this on Dakar racers or converted Land Cruisers, not on Genesis.
Interior: futurism meets nostalgia
If the exterior exudes futurism, the interior pleasantly surprises with a retro touch. Instead of the huge digital display that has become standard in new electric vehicles, the X Gran Equator offers a minimalist dashboard with smaller, sleek digital gauges and physical switches.
Two-tone combination dark navy blue and warm brown creates the feeling of a private jet cabin, while four-panel panoramic roof and crystal gear lever They add that touch of extravagance that we expect from a brand like Genesis.
Under the hood – does it even have one?
Official technical data remains a secret for now. But given the absence of a classic mask and the electric orientation of all recent concepts (e.g. Neolun), we can almost certainly conclude that it is a electric drive with four-wheel drive (AWD). Battery, range, or power specs haven't been released (yet), but the concept is said to be more design-oriented than technical. We expect at least a 100 kWh battery, fast DC charging, and more than 500 km of range - if they ever go into production.
Why should we care?
The Genesis X Gran Equator represents courage and creativity. With it, Genesis leaves the safe waters of the classic premium segment and ventures into the uncharted territory of adventure luxury vehicles. And it does so in a way that is not cliché. No excessive “off-road” embellishment, no false ruggedness. Just pure, elegant brutality.
Conclusion: many will be disappointed – but the future is here
Will the X Gran Equator ever roll off the production line? Not yet, according to the brand. But that doesn't matter. This concept shows us how far Genesis can go in its design ambitions - and that they want to offer more than just classic sedans or crossovers. Can we expect some of the design solutions to soon find their way into production models - perhaps in the next generation GV80 or GV90?
Price? If it were a production model, it would easily compete with the most luxurious SUVs on the market. So somewhere in the €120,000 range and up. But as long as it's just a concept, we can only admire and dream. And sometimes – it's even better.