Everything You Need to Know About the New All-Electric Genesis GV90

In 1915, the world came to San Francisco’s Palace of Fine Arts to see some of the planet’s greatest works of art. Just over 100 years later, Genesis executives posted up at the same historic place aiming to once again cause a stir. They succeeded. The global unveiling last week of the all-electric GV90 pulled the curtain back on what is by far the most arresting model ever produced by Genesis, which, for a decade, has been Hyundai’s standalone luxury brand. 

When seen in person, the mammoth S.U.V. seems more like a luxury limo than a family hauler, featuring styling that recalls the largest of Range Rover’s offerings and, even more specifically, the Maybach version of Mercedes-Benz’s GLS. We’ll get into the details, but the real standout is the optional Neolun Arch Gate, which is an ingenious coach door that does without the structural support of an intersecting B-pillar. 

“The GV90 is a declaration of the success of the brand in its first 10 years, and its platform is the foundation of the next 10 years,” says Tedros Mengiste, C.O.O. of Genesis North America, adding that the company “isn’t chasing anybody. We are a Korean brand, and we have a specific culture where you feel like you’re an honored guest. When you experience it, you know what it is.”

That quest drove the development of this new S.U.V., which should be available in the U.S. market sometime in 2027 (pricing has not been announced). While the GV90 will be offered in a variety of trim levels, with everything from 4- to 7-seat capacity and standard-opening doors, it is the top-of-the-range GV90 Neolun that represents the Genesis challenge to luxury shoppers who traditionally lean European. 

Let’s start on the outside. There’s a pleasing roundness to the GV90’s lines and overall aesthetic that seems to deliberately veer away from flash. That includes simple double-ribbon tail lights, a delightfully unfussy side profile, and absolutely astounding headlights that somehow emanate from jewellike strips that run across the nose of the vehicle. Genesis claims that this Wing Face Micro Lens Array is an industry first and required a special laser-engraving process to execute. The result feels a bit like a magic trick, even in this era of supercar projector beams.

“The GV90 is the first car of the second generation of Genesis, so that comes with some confidence from us,” says Genesis president and chief creative officer Luc Donckerwolke, who previously led design for Volkswagen Group–brands such as Lamborghini and Bentley. “The design may seem more extreme, but it is also much purer. You take things away to make something more pure.” In fact, the GV90’s serene vibe is said to have been inspired by the fabled Korean moon jar, a white porcelain marvel that impresses with its simplicity. But inside the new S.U.V., things get delightfully funky fast.

While one certainly could order a GV90 as a true soccer-practice transport, with three rows, traditional doors, and basic trim selections, that would be a shame. Of all the versions sent over to California from Seoul, the mack daddy of the group was a so-dubbed Neolun First Edition model. 

This GV90 features the aforementioned clamshell doors, beyond which are four luxurious leather seats that, at the push of a button, allow passengers to face each other when the car is stationary. Rear-seat passengers have thrones that recline, and an ample and well-appointed work area between them. There’s also a partition separating the rear seats from the luggage area. While the interior we saw was dressed in a purple hue, many more electric colors are possible.

For entertainment on the go, there’s a 25-speaker Bang & Olufsen sound system (with some of the largest dash-mounted tweeters ever spotted) that can transform the Neolun into Boston Symphony Hall or Wembley Stadium thanks to a feature called Virtual Venue. There’s also a centrally located OLED display that packs both infotainment and driver data into a 23.6-inch screen. But when the car is parked, that screen can be raised 3.5 inches from inside the dash and morphs into a good-size TV. 

Some other highlights include the brand’s first heated windshield—a boon to those in colder climates—and an ingenious roof-located airbag (that’s not a typo) that deploys in the event of a rollover. According to highway safety experts, many injuries in such crashes involve passengers being ejected from cars through moonroofs. Another nod of approval has to go to the Arch Gate design, which involves not only a complex motorized hinge but also built-in structural braces that Genesis says renders these pillarless doors every bit as safe as their traditional counterparts.

On the nitpick side: While the GV90 does have a parking assist feature, executives were mum on whether the car eventually might also offer self-driving capabilities. And while some E.V.s in this class boast nearly 500 miles of range, the GV90 comes in at 316 miles, made possible by its 123.5 kWh battery. 

See Also

This Rare 1960 Porsche 356 Restomod From Zagato Is up for Grabs

There was no opportunity to drive the car at this unveiling, a shame given that it promises a dead-quiet experience between its all-electric power train, a revamped electronic suspension, and seemingly acres of sound insulation in every corner of the S.U.V. Another time.

“Making every moment exceptional, this is the luxury that the GV90 pursues,” says Se Jin Ahn, head of the enigmatically named Genesis Project Group 2. “We were going for a moving lounge concept.” After seeing it for ourselves, we think that’s about as good as anyone can put it.

Click here for more photos of the Genesis GV90.