“This was not simply about developing a new SUV. It was a process of questioning what we take for granted and asking ourselves what luxury means for Genesis,” said Manfred Harrer, head of R&D at Hyundai Motor Group, during a tech brief event for the new flagship electric SUV, the GV90, held in San Francisco on August 20.
The tech brief followed the previous day’s world premiere of the GV90 and was designed for the head of research and development to explain the key technologies applied to the vehicle.
The presentation covered the development philosophy, followed by an overview of the product and its key features, the Neolun Arch Gate, vehicle safety, driving performance and quietness, and manufacturing technology.
Huh Kwang-hoon, executive in charge of Genesis development, described the GV90 as “the most challenging vehicle Genesis has ever created.” He noted that the platform, battery, power system, body structure, and infotainment system were all newly developed, along with the factory where the vehicle is produced.
Notably, the GV90 features the world’s first roof airbag, developed after analyzing 38 million real-world accidents. Lee Seung-mok, head of integrated safety development, stated, “We did not stop at meeting national regulations and crash test standards; Genesis considers safety to be preparing for the moments customers may actually face.”
During the tech brief, a video of the GV90 undergoing a rollover test was also shown. The vehicle, traveling at 110 km/h, rolled over while navigating a slope, deploying 12 airbags, including the roof airbag, to protect the occupants.
Additionally, a video titled “Sanctuary of Fineness,” showcasing the production process of the GV90 at the Ulsan electric vehicle (EV) plant, was premiered. The GV90 is the first model produced at Hyundai’s Ulsan EV plant. Huh Kwang-hoon remarked, “We will continue to challenge ourselves to make every moment customers encounter with the vehicle a special experience.”
Meanwhile, Genesis has surpassed 450,000 cumulative sales in the U.S. market after ten years of entry. The company plans to launch the GV90 and the GV60 Magma locally, as well as introduce hybrid (HEV) models to expand its SUV lineup in the U.S.
* This article has been translated by AI.
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