Genesis, the premium brand of Hyundai Motor Group, has officially announced its entry into the off-road SUV market. With plans to compete directly with legendary models like the Mercedes-Benz G-Class and Land Rover Defender, Genesis is preparing to reshape the luxury off-road segment.
Genesis X Gran Equeror: A Bold New Beginning
The journey begins with the Genesis X Gran Equeror concept, unveiled at the New York Auto Show in April. Luc Donckerwolke, Chief Creative Officer at Genesis, expressed a strong desire to bring the concept to production, signaling a serious commitment to the off-road direction.
José Muñoz, President and COO of Hyundai Motor, also highlighted the need for a flagship model that goes beyond the current lineup, confirming that a rugged off-road vehicle is under serious consideration.
Off-Road Optimized Design & Performance
The concept features a large body, high ground clearance, and oversized off-road wheels, embodying the key traits of a capable off-roader. With positive market feedback, the chances of mass production are increasing significantly.
Powertrain: Electrification Options Under Review
While the final powertrain has yet to be confirmed, Genesis plans to introduce hybrid models starting in 2026 and is also working on EREV (Extended-Range Electric Vehicle) technology. This points to a wide range of electrified powertrain options being on the table for the new SUV.
Expanding the Premium Portfolio: GV90, Magma, Bespoke
Looking ahead, Genesis aims to expand its premium portfolio with the upcoming GV90 full-size SUV, a high-performance Magma sub-brand, and a bespoke customization program. The ultimate goal: boost annual global sales to 350,000 units.
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