As we have announced, Genesis were preparing to reveal what may become the crown jewel of its lineup, the GV90, at the upcoming 2025 New York Auto Show. Our colleagues at SH Proshots captured a propotype in Germany while testing and charging, allowing us to see in full detail.
The Next Flagship: Bigger, Bolder, and Fully Electric
Rather than pursuing smaller, entry-level vehicles, Genesis is doubling down on prestige. Its product strategy is focused on larger, high-end models that maximize profit and elevate brand perception. The GV90—expected to be a full-size, all-electric SUV—is likely to be the most ambitious expression of that strategy yet.
Luc Donckerwolke, Genesis’ Chief Creative Officer, offered a subtle confirmation when asked about the brand’s direction:
“You have seen it already with the new Neolun concept, which is a new flagship of the brand. Which will be the new flagship of the brand.” he said.“A new full-sized SUV will be revealed at the New York Auto Show”. he added.
Donckerwolke also noted the shift in what defines a flagship:
“Flagship was the traditional three-box sedan, but now we have SUVs that are becoming flagships, too.”
This marks a pivotal moment not only for Genesis, but for the broader luxury segment where SUVs now represent the pinnacle of luxury and innovation.
From Concept to Reality: Neolun to GV90
The Genesis Neolun concept, which stunned audiences with its futuristic design and ultra-premium cabin, appears to be the direct preview of the production-ready GV90. It showcased everything Genesis stands for—sustainability, advanced technology, and uncompromising luxury.
The GV90, if it closely follows the Neolun’s design and intent, will square off with high-end competitors such as the BMW X7, Mercedes-Benz GLS, and Range Rover, while bringing a fresh perspective to the segment through its electric-only powertrain.
Genesis Signals Strong Production Intent
Genesis doesn’t introduce concept vehicles without long-term plans. At the recent Seoul Mobility Show, the brand unveiled multiple new designs, including coupe and convertible variants of the G90. These weren’t just design exercises. Marc Choi, Head of Product Planning at Genesis, made it clear:
“Genesis doesn’t do pure concept cars without an intention of putting it into production; it’s our job now to put the business case together.”
Detail of GV90’s Charging Port
This statement reinforces the belief that the GV90 isn’t just a possibility—it’s a near-certainty, and the 2025 New York Auto Show is the ideal platform to introduce it to the world.
A Clear Strategy: Prestige Over Volume
Genesis is not chasing mass-market sales. Instead, the brand is focused on building a reputation around luxury, design excellence, and profitability.
Choi added:
“We’re not interested in smaller models, as we’re not chasing volume, but rather profitability and prestige… This is not about the risk of cannibalising sales from Hyundai and Kia, but maximising profitability and raising the brand’s profile.”
It’s a bold approach, but one that’s already helping Genesis distinguish itself from legacy competitors and align more closely with established luxury marques.
What We Expect from the 2025 Genesis GV90
While Genesis hasn’t officially confirmed full specifications, the industry is anticipating the following from the GV90:
- Dedicated EV architecture with long-range electric performance
- Cutting-edge interior technology, including panoramic OLED displays and smart cabin features
- Minimalist, upscale design inspired by the Neolun concept
- Flagship-level materials, finishes, and ride comfort
- Debut expected in May at the 2025 New York International Auto Show
Final Thoughts
The Genesis GV90 is shaping up to be a defining entry in the brand’s growing lineup. As Genesis expands its presence in the luxury SUV space, the GV90 is expected to play a critical role in showing the world exactly what the brand is capable of.
