Preview: Genesis GV90 Debuts as Brand’s Fanciest Model Yet

Over the past decade, Genesis has been fighting an uphill battle to establish itself as a legitimate competitor to legacy luxury brands. While its full-sized G90 sedan has found many fans among South Korean executives and dignitaries, their North American counterparts tend to favour large, swanky SUVs, and finally, there’s a vehicle from Genesis for those customers.

Called the GV90, the brand aims to redefine the segment with this new fully electric three-row flagship vehicle. Sitting at the very top of the Genesis lineup, the GV90 represents the pinnacle of what the brand has to offer — Korean craftsmanship, executive comfort, and next-generation technology.

“Our new flagship SUV represents our vision for the future while embodying the very best of Genesis, staying true to the distinctly Korean values of hospitality and craftsmanship that have shaped our journey," José Muñoz, president and CEO of Hyundai, said in a statement.

The seven-seat GV90 is built on a new platform called Electric Mobility Prime (eMP) that prioritizes a spacious cabin and a refined ride.

The coach doors on the GV90 Neolun variant — Genesis calls them the Neolun Arch Gate — are a stunning feature that sets it apart. What makes them unique is that the rear doors can open and close independently of the front doors. Typically, rear coach doors can only open if the ones in front are opened first. Genesis claims they’re “the world’s first independently opening and closing hidden B-pillar coach doors.”

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The coach doors make it easier to enter and exit, and while parked, motorized swivelling seats can rotate the front seats 180 degrees so occupants can speak face-to-face. A variant with more conventional swing doors will also be available.

The exterior is designed around a minimalist approach that Genesis calls “restrained elegance,” inspired by a traditional Korean moon jar. Genesis’s now-signature double-line motif is well represented on this new SUV, with a new lighting signature that first debuted on Genesis' race car. The lights are faceted so they sparkle like crystals. Thirteen gloss and three matte exterior finishes will be available. The SUV has an unmistakable presence and is monumental in stature; it rides on enormous 24-inch forged wheels and with an overall length of 5,285 mm, it's only a bit shorter than the Cadillac Escalade and slightly larger than the Mercedes-Benz GLS-Class.

An Electric Platform Packed with Performance

The GV90 is built on a 123.5-kWh battery that offers an estimated 500 km of range. With a 350-kW fast charger, the battery can charge from 10 to 80 per cent in 22 minutes in ideal conditions. Maximum output is rated at 657 hp and 590 lb-ft of torque, making this the most powerful among Hyundai Group electric vehicles (EVs).

The GV90 is also the first vehicle from the group to get dual electronic limited-slip differentials to help distribute power more precisely to all four wheels depending on the weather conditions or driving situations.

In line with the most luxurious vehicles on the market, the GV90 will ride on a multi-chamber air suspension that should help it glide over rough roads and improve stability and control in corners. Rear-wheel steering helps virtually shrink its turning circle, makes it more agile and stable at higher speeds, and easier to manoeuvre at lower speeds.

A New Luxury Experience

The GV90 doesn’t have a start button, and instead powers on as soon as you pull the door handle. A side step to ease entry then deploys automatically. The door closes with the push of a button, then the column shifter moves into position so the driver can select a gear. There’s also a crystal sphere controller, first seen in the smaller Genesis GV60.

A new pop-up OLED display measures a huge 23.6 inches across that integrates the instrument cluster, navigation, and media in normal driving. When parked, drivers can extend the screen to 24.6 inches and raise it 90 mm (3.5 in) for a cinematic mode occupants can enjoy, perhaps while charging.

There’s also a huge 25-inch head-up display that shows vital information instead of a traditional instrument cluster. Drivers can also use crystal buttons to interact with the system.

The GV90’s infotainment runs on a new Android-based software called Pleos Connect, which supports third-party vehicle app downloads through the Pleos App Market. Of course, an AI agent allows drivers to operate various vehicle functions using natural, conversational language.

Some feature highlights include remote smart parking, memory reversing assist, a heated windshield, ambient lighting, massaging seats, heated armrests for the first- and second rows, a 25-speaker stereo, and more. The interior garnishes are made of cashmere, leather, stone, wool, or wood.

The topline GV90 Neolun Executive Suite has a four-seat configuration, heated wood floors, window blinds, a glass roof with adjustable transparency, work desks, a refrigerator, heated and cooled cup holders and more.

Regardless of which GV90 is chosen, the highlight is the beautifully crafted interior. Looking more like a lounge than a car interior, the cabin is painstakingly detailed with rich-feeling materials and interesting textures. It gives bespoke Bentley vibes. The colours of the quilted leather available are stunning, and an analogue clock sits on the dashboard, a decidedly old-school touch in such a tech-forward vehicle.

Safety First

A B-pillar is typically critical for support and safety, but Genesis has engineered a solution to increase rigidity that joins the doors and the body to disperse collision forces. The passenger cabin frame is 1.5 times thicker than normal, effectively creating a roll cage.

The GV90 also has the world’s first roof airbag designed to offer extra protection in the event of a rollover, which is especially important because the roof is glass. The GV90 has a total of 12 airbags and an in-cabin monitoring system that ensures the airbags deploy optimally regardless of a passenger’s body type or posture.

The GV90 is also equipped with a new battery management system that can identify and diagnose potential anomalies and notify the driver of serious battery issues. The battery was also designed to dissipate heat more effectively, reducing the spread of heat to nearby cells and helping prevent fires.

Final Thoughts

The GV90 embodies all the progress Genesis has made over the past 10 years and sets the brand up for its next decade, which it has entered with incredible momentum and ambition. This grand SUV also represents everything Genesis aspires to be in the future. With a striking look unlike anything else out there, an innovative powertrain, and an obvious focus on luxury, the GV90 may be what takes Genesis from a loved underdog to a serious contender in the luxury space.