Genesis is set to shake up the ultra-luxury SUV market with its flagship GV90 coming soon

Genesis is preparing to launch its new ultra-luxury GV90 electric SUV. After the first prototypes were caught near Hyundai’s facility, we are learning more about what to expect from the flagship SUV.

Genesis introduced the Neolun concept in March, a preview of its upcoming full-size SUV. The SUV will serve as a tech beacon as Genesis looks to move upward, challenging ultra-luxury brands like Rolls-Royce and Bentley.

The concept features a “reductive design,” giving it a clean, minimalistic look. One of the standout features is the connected two-tone headlamp in the shape of the iconic Genesis crest grille.

Genesis even included coach doors. With the B-pillars removed, the electric SUV has that smooth, premium look.

Meanwhile, the interior is fit for royalty. Upon opening the coach doors, you are met with electric side steps that automatically deploy. The interior seats swivel, providing a flexible, spacious interior.

The SUV also includes an immersive audio experience, almost “concert hall-like,” with each speaker strategically placed.

Genesis GV90 to launch as new ultra-luxury SUV

A massive 24.6″ infotainment screen can be adjusted or integrated into the dash. Genesis also included an “Ondol” heating system based on a Korean underfloor heating method. Genesis says it will help improve heating efficiency while providing a lounge-like experience.

Reports from Korea surfaced this summer claiming that the first GV90 prototypes would be built in October. According to TheKoreanCarBlog, the first prototypes have already been spotted outside Hyundai’s R&D facility in Korea.

Genesis is preparing to launch two models, a Standard and an Exclusive trim. The Standard model will get standard doors, but the Exclusive trim is expected to retain the coach doors from the concept.

The Exclusive model will be limited to just a few units as Genesis looks to move up the luxury ranks. It’s expected to rival the top-selling larger luxury SUVs like the Mercedes Benz GLS-Class and Bentley Bentayga.

According to the report, Genesis is finishing production prototype development after overcoming issues with the coach door. Hyundai’s R&D facility reportedly solved the problem, and GV90 prototypes are ready to be tested on public roads.