Genesis is accelerating its entry into the market with its first large flagship electric sports utility vehicle (SUV), the GV90, which is based on the concept car 'Neolun.' The company aims to set a new standard for luxury flagship vehicles in the electric era.
On August 18, Genesis held a media design preview for the flagship SUV at its exhibition center in Yongin, South Korea, where it unveiled the GV90 for the first time. This large electric vehicle is a luxury flagship model developed from the Neolun concept car showcased in 2024.
Hyundai Motor Group Chairman Euisun Chung stated at the 'GV90 World Premiere' in San Francisco on August 19, "To be truly luxurious, a vehicle must have good quality and safety, and it should exceed expectations in value for the money spent." He added, "We have not yet achieved our goals for eco-friendly vehicle development, and there is still much to improve in electric vehicles regarding batteries and motors, while hydrogen fuel cell vehicles are just beginning their journey."
This marks the first time Genesis has launched a large flagship electric SUV. The GV90 is available in two versions: the 'GV90 Neolun,' which features the world's first independent opening hidden B-pillar coach doors known as 'Neolun Arch Gates,' and the standard 'GV90' with swing doors.
Notably, the GV90 Neolun incorporates Hyundai Motor Group's first electric swiveling seats in the front row. By pressing a button on the door, the front seats can rotate 180 degrees to face the second row. However, for safety reasons, the seats are designed to rotate only when there are no passengers in the vehicle. A Genesis representative explained, "We have implemented a system that recognizes people using cameras, and the vehicle cannot be driven while the seats are turned around."
Additionally, the GV90 introduces a new power system that eliminates the traditional ignition button, a first for Hyundai Motor Group. When the door is closed from the inside, the rotary gear lever moves from the 12 o'clock to the 2 o'clock position, allowing for gear shifting. The vehicle can then be driven by pressing the brake pedal and shifting gears.
With the launch of the GV90, Genesis is expected to target the growing demand for large electric SUVs. Currently, the company offers electric models in South Korea, including the G80 electric model, GV60, GV70, and the high-performance 'GV60 Magma' based on the GV60. The addition of the GV90 expands its electric lineup to include a flagship SUV.
Moreover, the GV90 is significant as it will be the first production model from Hyundai's dedicated electric vehicle (EV) plant in Ulsan. Hyundai plans to begin full operations at the Ulsan EV plant in the fourth quarter of this year, with plans to produce various electric vehicles starting with the GV90. The company has invested approximately 2 trillion won for this initiative.
Hyundai Motor President Jose Munoz emphasized, "The GV90 is a model that sets a new milestone for Genesis and future luxury mobility, embodying the brand's core values of Korean hospitality and craftsmanship in the most advanced way possible."
* This article has been translated by AI.
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