Hyundai Motor Group’s premium brand, Genesis, is preparing to lift the veil on its highly anticipated flagship ultra-large electric SUV, the Genesis GV90, on September 9, according to Asia Today report.
As the EV market experiences a temporary growth deceleration, all eyes are on whether this luxury flagship will redefine the high-end electric SUV segment and secure immediate box-office success.
The Crown Jewel of the New 2 Trillion Won Ulsan EV Factory
The Genesis GV90 carries immense strategic weight for Hyundai Motor Group. It is the first production model born out of the newly constructed Ulsan electric vehicle-dedicated factory, a state-of-the-art facility built with an investment of approximately 2 trillion won.
This factory marks a monumental milestone for Hyundai—it is the company's first brand-new finished car production base built in South Korea in three decades, following the completion of the Asan factory in 1996. Spanning a massive land area of 548,000 m2, the facility boasts an annual production capacity of up to 200,000 EVs.
Hyundai Motor Group Chairman Chung Eui-sun has championed the project as a core symbol of the group’s future electrification strategy. At the factory's groundbreaking ceremony, Chairman Chung noted:
"The Ulsan electric vehicle-only factory is another beginning toward the next 50 years of electrification. It is an honor to share my dream of becoming a 100-year company here."
Last-Minute Preparations and Production Stabilization
According to industry insiders and internal sources, the Genesis Business Division has virtually locked in September 9 as the global unveiling date. A senior Hyundai Motor Group official, speaking on condition of anonymity, confirmed, "We are preparing the Genesis GV90 launch schedule with a view to unveiling it on September 9, and the final schedule is being adjusted internally."
Currently, more than 250 mass-produced GV90 vehicles are parked in the Ulsan factory yard, undergoing rigorous quality checks and production stabilization work ahead of the big event. Full-scale mass production is slated to begin around September. Hyundai executives are currently conducting a final review to decide whether to combine the GV90 unveiling with the official completion ceremony of the Ulsan EV factory or to hold them as separate, standalone events.
Next-Gen eM Platform, 100kWh+ Battery, and Advanced Specs
The GV90 will pave the way for Hyundai Motor Group's next-generation engineering, expected to be the very first model built on the brand-new 'eM' platform.
As the successor to the highly successful E-GMP architecture, the eM platform is designed to vastly improve:
Driving efficiency across various road conditions.
Software competitiveness (including advanced Over-The-Air updates and autonomous driving features).
Scalability across different vehicle segments.
Industry experts predict the GV90 will be equipped with a massive battery pack exceeding 100 kWh, yielding significantly improved driving range per charge. The exact technical specifications and performance metrics will be officially finalized during the September reveal.
Concept Neolun Design and Premium Pricing
The design language of the GV90 draws heavy inspiration from the Genesis Neolun concept car, which captivated audiences when it was unveiled. The industry is particularly keen to see if the production model retains the conceptual coach door shape (suicide doors) with the B-pillar entirely removed, a hallmark of ultra-luxury vehicles. Expected price will surpass 100 million won for the "regular model" and 200 million won for the Coach Door model.
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