Hyundai Motor Group is gearing up to redefine luxury in the SUV market with its highly anticipated flagship model, the Genesis GV90, set for a 2026 release. Positioned to compete with the likes of the Mercedes-Benz GLS and BMW X7, the GV90 promises an array of cutting-edge technologies and a luxurious design. Among its standout features is a set of “coach doors,” reminiscent of ultra-luxury brands like Rolls-Royce and Ferrari. However, recent reports suggest that production challenges surrounding these innovative doors may impact the GV90’s release timeline.
Genesis GV90: A New Era of Luxury SUVs
Currently in development under the project name “JG1,” the Genesis GV90 is positioned to revolutionize the luxury SUV segment. The model is expected to showcase at least five major technological advancements, with the “coach doors” as a focal point. Opening toward each other, these doors will create a grand, pillarless entrance, offering an unparalleled level of sophistication and accessibility in the SUV market.
The GV90 prototypes were expected to be undergoing real-world testing by now, but they are still being tested inside the R&D Center in Namyang due to an issue discovered in one of the key features. The coach doors keep opening during turns, and no solution has been found for this issue yet.
Pillarless Coach Doors: A First in Mass Production
The Genesis GV90 will be the first mass-production vehicle from Hyundai to feature coach doors, which were previously unveiled on the concept model “NeoLun” in New York in March 2024. While captivating, these doors pose structural and safety challenges, as the absence of traditional B-pillars requires significant reinforcement to ensure passenger safety during side impacts and rollovers.
To address these safety requirements, Hyundai has filed patents in South Korea, the United States, and Germany, developing advanced door reinforcement and hinge technology to withstand impacts. However, recent reports indicate that issues have arisen with the production body prototypes, specifically related to the coach door design. These prototypes are still in Hyundai’s R&D Center due to ongoing safety and structural refinement, which may delay the model’s expected 2026 release.
Elevating Luxury with Swivel Chairs and Personalized Audio
In addition to coach doors, the Genesis GV90 promises an array of luxury features aimed at enhancing the in-cabin experience. Among these is a unique swivel chair design, allowing the front seats to rotate 180 degrees to face rear passengers, creating a lounge-like atmosphere. This feature, part of Hyundai’s new “eM” electric vehicle platform, was first showcased in 2022 during the CEO Investor Day.
Hyundai Transys, the automaker’s seating supplier, will likely play a significant role in enhancing the GV90’s appeal with seats that include built-in speakers. This personalized audio feature allows each passenger to enjoy a customized sound experience, enhancing the vehicle’s luxury credentials.
Furthermore, the GV90 will incorporate a cutting-edge radiant heating system, recently demonstrated by Hyundai. This innovative heating method, used alongside traditional air conditioning, can reduce energy consumption by up to 17%, offering a more efficient solution for winter driving.
Conclusion
The Genesis GV90 represents a significant milestone in Hyundai Motor Group’s evolution into the luxury automotive sector. With its suite of advanced features—including the iconic coach doors, swivel seats, and a personalized audio system—the GV90 stands as a symbol of the brand’s commitment to innovation and luxury. However, the recent challenges with the production body prototypes underscore the complexities of such ambitious designs and could push back its anticipated launch.
