Genesis, the luxury branch of Hyundai, is gearing up to challenge iconic off-road legends like the Mercedes G-Class and Land Rover Defender. The Korean marque is preparing a rugged, high-end SUV that promises to combine uncompromising durability with sophisticated elegance. Dubbed as a true adventure-inspiring vehicle, this future model is expected to bring a fresh level of luxury to the off-road segment and redefine what premium capability means. Inspired, at least in part, by the stunning Genesis X Gran Equator concept unveiled earlier this year at the New York Auto Show, this rugged newcomer is designed to be more than just a stylish utility vehicle. It aims to embody mastery in both off-road performance and plush comfort, creating an entirely new expression of adventure luxury.
The concept's muscular proportions and refined details hint at what customers can expect: an imposing presence on rough terrains without sacrificing interior refinement. While the official name remains a secret, anticipation is high that it will feature a robust four-wheel-drive system, advanced traction controls, and a resilient chassis designed for severe off-road challenges. This upcoming off-road titan will be part of a broad expansion plan by Genesis, which aims to boost annual sales from approximately 225,000 units today to over 350,000 by 2030. The brand’s current lineup includes the all-electric GV60 hatchback and the Electrified GV70 midsize SUV, starting at roughly €62,000 and €73,000 respectively. These entries reflect Genesis’s swift shift towards electrification, a trend that will further influence the development of its future models. Genesis’s strategy moving forward revolves around four core pillars, as revealed by Hyundai CEO José Muñoz.
First is a focus on premium SUVs, with a flagship model already under development that’s likely to carry the name GV90. This electric flagship promises to have a commanding and regal presence, characterized by tall, commanding proportions and luxurious details. It will serve as a ‘beacon’ vehicle to elevate the brand’s stature and demonstrate its capability to blend opulence with utility. In addition to SUVs, Genesis is exploring the avenue of elegant convertibles, with concept sketches hinting at a design based on the long, sleek Genesis X Gran Convertible. This model aims to elevate the brand's emotional appeal, offering a sophisticated open-air experience that complements its luxurious identity.
The idea is to captivate customers seeking both high-end refinement and the thrill of open-top motoring. Customization is a key part of Genesis’s concept of next-gen luxury. The brand plans a bespoke personalization program targeted at the Middle East market, allowing owners to tailor virtually every aspect of their vehicle—from materials to color schemes—to reflect their personal stories and identities. Near-limitless options will ensure that each Genesis can be a true expression of its owner’s style and individuality. To appeal to driving enthusiasts and performance purists, Genesis is developing a high-performance sub-brand called Magma. This lineup will include the upcoming GV60 Magma electric crossover, expected later this year, and a racing team set to compete at the iconic 24 Hours of Le Mans in 2026. High-performance electric models developed under Magma will deliver at least 600 horsepower, with possibilities of exceeding 1,000 horsepower—equivalent to accelerated acceleration of roughly 0-100 km/h in about 3 seconds. Such power levels underscore Genesis’s commitment to establishing itself as a serious contender in the high-performance EV arena.
While the current Genesis lineup features only one petrol-powered model, the mid-size GV70 SUV, Hyundai’s CEO confirmed that a hybrid variant will debut in 2026. Genesis also plans to introduce range-extender powertrains—innovative systems that combine electric driving with an onboard combustion engine—aimed at eliminating range anxiety and expanding flexibility. The new EREV (Extended Range Electric Vehicle) powertrain is capable of exceeding 965 kilometers, or approximately 600 miles, on a single tank and charge, making long-distance travel stress-free. In addition, Genesis is preparing a next-generation vehicle platform that will launch in 2028. This versatile architecture will be compatible with hybrid, fully electric, and range-extender powertrains, providing a foundation for diverse models while retaining signature design and performance qualities. The platform will also maximize manufacturing efficiencies by leveraging the scale and resources of Hyundai Motor Group, ensuring Genesis’s continued growth and innovation.Through this bold plan, Genesis aims to blend the spirit of adventure with luxurious riding, delivering vehicles that excite, inspire, and exceed expectations.
As the brand pushes into new territories—off-road, high performance, personalization, and electrification—its upcoming lineup will redefine what premium driving truly means in the modern era.