SAN FRANCISCO — Genesis has unveiled the GV90, its first full-size flagship SUV and one of the brand’s most ambitious electric vehicles to date, combining a 123.5-kilowatt-hour battery, up to 490 kilowatts of combined motor output and an estimated driving range of approximately 500 kilometres with a cabin designed increasingly like a private lounge rather than a conventional three-row SUV.
Revealed at the Palace of Fine Arts in San Francisco, the production GV90 develops the ideas first shown on the NEOLUN concept in 2024. It will be offered as the standard GV90 with conventional doors and the more elaborate GV90 Neolun, whose headline feature is a hidden B-pillar coach-door arrangement Genesis calls the Neolun Arch Gate.
The GV90 also introduces several technologies claimed as firsts within Hyundai Motor Group, including dual Electronic Limited Slip Differentials, motorised 180-degree swivelling front seats in the Neolun, a new power-control system that eliminates the traditional start button, and a metal-coated heated windshield. Genesis additionally describes its Roof Airbag as a world first.
Underneath the technology showcase is a sizeable electric luxury SUV. The GV90 measures 5,285mm long, rides on a 3,245mm wheelbase and can be fitted with 24-inch forged wheels. Its dedicated eMP architecture has been developed specifically for the Genesis flagship and incorporates a flat-floor layout, air suspension, rear-wheel steering and a heavily insulated passenger compartment.
“GV90 is not simply a new vehicle, but a new vision for luxury mobility that brings together inspiring design, AI-powered software and connectivity, and industry-leading safety,” said Euisun Chung, Executive Chair of Hyundai Motor Group. “Technology alone does not create luxury, and design alone does not define luxury. The value of innovation lies in transforming the customer experience in intelligent and intuitive ways to improve people’s lives.
“True luxury is human freedom, and true luxury is beauty, expressed through craftsmanship, authenticity and commitment to excellence. Genesis will embrace these innovations to provide customers with differentiated value and experiences of distinction.”
123.5 kWh Battery, 490 kW and 800 Nm
Power comes from front and rear electric motors producing a combined maximum output of 490 kW and 800 Nm of torque, making the GV90 the most powerful EV motor application announced by Hyundai Motor Group in the material accompanying the launch.
The 123.5 kWh high-voltage battery is also the largest fitted to a Hyundai Motor Group electric vehicle. Genesis estimates that the seven-seat GV90 will travel approximately 500 km on a charge, based on internal R&D testing.
Using a 350 kW DC fast charger, Genesis says the battery can be replenished from 10 to 80 per cent in 22 minutes.
A Wireless Battery Management System has been employed to improve packaging efficiency, while Thermal Runaway Protection is intended to prevent heat from propagating between individual battery cells. A cloud-based Battery Management System can conduct real-time diagnosis and attempt to identify potential abnormalities before they develop further.
The GV90 becomes the first Hyundai Motor Group model fitted with electronic limited-slip differentials on both axles. The Dual E-LSD system distributes torque between the four wheels depending on driving conditions, with Genesis claiming benefits during high-speed cornering as well as on snow, rain and uneven surfaces.
Its multi-chamber air suspension varies air-spring stiffness and ride height according to conditions. Mono-tube Dual Valve electronically controlled dampers alter damping force between softer impact absorption and firmer control of larger body movements.
Rear-wheel steering can turn the rear wheels by up to five degrees, reducing the turning circle to what Genesis describes as a level comparable with a mid-size car. That could prove useful because, at nearly 5.3 metres long, the GV90 is not exactly destined to disappear between two hatchbacks unnoticed.
Four-piston monobloc front brake calipers and large-capacity brake discs handle stopping duties.
Neolun Coach Doors Remove the Conventional B-Pillar
The most visually dramatic difference between the two GV90 versions is found in the Neolun.
Its Neolun Arch Gate uses front and rear doors that open away from one another without a permanently visible central B-pillar. Genesis says it is the world’s first independently opening and closing hidden B-pillar coach-door system.
A newly developed dual-motion rear-door hinge initially slides the rear door outward before rotating it open. Crucially, the rear door can operate independently rather than requiring the front door to be opened first.
Removing one of the major structural pillars from a vehicle naturally creates rather more serious engineering questions than simply asking whether the entrance looks impressive outside a hotel.
Genesis says high-strength dual steel beams have therefore been integrated into the doors, while the passenger compartment receives what the company describes as a concealed roll cage. Its frame is 1.5 times thicker than those used in conventional vehicles and incorporates high-strength steel tubes and structural foam.
According to Genesis, the resulting structure is designed to deliver crash performance equivalent to vehicles fitted with conventional B-pillars.
12 Airbags, Including a Roof Airbag
Safety is another major focus of the flagship, with 12 airbags fitted throughout the cabin.
The most unusual is the new Roof Airbag. During a severe rollover, the airbag is designed to deploy across the glass roof, helping prevent occupants from being ejected and reducing the risk of contact with the roof structure.
Passenger seats receive dual-depth airbags capable of deploying differently according to occupant posture, while additional airbags inside the seat cushions are intended to reduce submarining beneath the seatbelt. Curtain airbags extend to the third row, and Genesis has enlarged the first- and second-row side airbags as well as the driver’s knee airbag.
An in-cabin monitoring system determines occupant type and seating position to help optimise airbag and seatbelt operation. It can also warn against incorrect seating posture and improper seatbelt use.
The GV90’s underbody combines cast and extruded aluminium structures, while aluminium is extensively used for exterior panels. Ultra-high-strength steel reinforces the sides of the body and battery protection area.
A structure positioned ahead of the battery is designed to redirect components such as the motor and subframe underneath the vehicle during a frontal impact rather than allowing them to strike the battery directly.
No Start Button — Just Get In and Go
The GV90’s New Power Control System does away with a conventional ignition button altogether.
When a passenger pulls the door handle, the vehicle powers on and can automatically close the door. Once inside, a Motion Column Shifter moves from the 12 o’clock position to 2 o’clock, the Crystal Sphere Controller rotates to reveal its controls and dashboard tweeter covers move aside.
Pressing the brake pedal completes the start-up sequence.
It is a rather theatrical way of saying “ready”, although owners of luxury flagships have rarely objected to a little ceremony.
The dashboard’s centrepiece is a retractable OLED Cinematic Display. During normal driving it measures 23.6 inches and combines instruments, navigation and media information.
When the GV90 is parked, the screen can rise by 90mm and expand to an effective 24.6-inch format, which Genesis says provides about 1.7 times the display area of its retracted configuration.
Rather than using a conventional separate instrument cluster, the GV90 projects key information through a 25-inch head-up display.
Pleos Connect and Gleo AI Join the Cabin
Infotainment is handled by Pleos Connect, Hyundai Motor Group’s next-generation software platform based on Android Automotive Operating System.
The platform supports downloadable third-party applications through the Pleos App Market and forms part of the group’s move toward software-defined vehicles.
Genesis is also introducing Gleo AI, a generative artificial-intelligence agent designed to allow passengers to search for information and operate vehicle functions through natural-language conversations.
Remote Smart Parking Assist 3 can handle automatic parking and exit manoeuvres, while Memory Reversing Assist records the vehicle’s previous path and can guide it backwards out of confined parking spaces or narrow routes.
Front Seats Can Turn 180 Degrees
The GV90 Neolun takes the lounge idea considerably further.
When parked, its front seats can rotate through a full 180 degrees at the press of a button, allowing front- and rear-seat passengers to sit facing one another.
The arrangement is intended for meetings and socialising while stationary, though turning the driver’s seat around to discuss quarterly forecasts probably represents the final stage in transforming the SUV into an executive boardroom.
Cabin quietness has also received extensive attention. Genesis says every window, including the windshield, Vision Roof and tailgate glass, uses acoustic glass more than 5mm thick.
High-expansion soundproofing material has been injected into structural cavities, while additional sound-absorbing materials and revised bonnet and tailgate seals aim to isolate passengers from road and mechanical noise.
Four-Seat Executive Suite Targets Rear-Seat VIPs
At the top of the range sits the four-seat GV90 Neolun Executive Suite.
Here the second row receives a genuine wood veneer floor with a radiant heating system inspired by Korea’s traditional ondol underfloor heating.
A Comfort Partition separates rear passengers from the luggage compartment to reduce transmitted noise, while electrically operated blinds provide additional privacy.
The Smart Vision Roof uses Polymer Dispersed Liquid Crystal film and can vary transparency independently across six sections.
Semi-aniline leather seats, a second-row tower console, refrigerator and integrated tables are also included, pushing the GV90 further into territory traditionally occupied by chauffeur-driven luxury saloons.
All seats employ 15 individual air cells and a pulse-vibration function for massage.
Heating extends beyond the seats. Radiant warmers are positioned in first- and second-row console armrests, side panels and door trims, while the metal-coated heated windshield can directly warm the glass to clear frost and condensation without depending entirely on the climate-control system.
25-Speaker Bang & Olufsen System
For buyers who consider ordinary surround sound insufficiently surrounded, the GV90 can be equipped with a 25-speaker Bang & Olufsen Premier 3D audio system.
The 7.1.4-channel Dolby Atmos installation incorporates Acoustic Lens Technology tweeters on the dashboard, four roof-mounted speakers, mid-range speakers and subwoofers.
A Virtual Venue function attempts to recreate the acoustic characteristics of locations including Boston Symphony Hall and Wembley Stadium, while Beosonic allows occupants to adjust the character and tone of the system.
Ambient Glow lighting stretches across the dashboard and doors and illuminates cabin surfaces finished in materials including leather, wool cashmere, stone and wood. Additional lighting is integrated into the roof and centre console.
The lighting also communicates vehicle functions, changing its behaviour during entry or voice-recognition operations rather than existing solely to give passengers another menu to explore after dinner.
Moon Jar Inspiration Shapes Exterior Design
Genesis says the exterior takes inspiration from the Korean moon jar, a traditional form of porcelain known for restrained proportions and simple curves.
At the front, Wing Face Micro Lens Array headlamps extend across the fascia and continue the brand’s Two-Line lighting theme. Genesis uses laser engraving to integrate lighting elements with the bodywork, while a three-dimensional dual-layer G-Matrix patterned chrome grille appears lower in the bumper.
Despite its large dimensions, the company has deliberately avoided excessive exterior decoration. The rear has no conventional spoiler, and flush surface-emitting taillights are intended to preserve the smooth body surfacing.
The Neolun is distinguished by anodised aluminium detailing between the first- and second-row windows. The standard GV90 instead uses frame-flush door glass.
“GV90 is the embodiment of The Ultimate Majestic Presence, Genesis’ belief that true luxury is revealed not through addition, but through reduction, until only the essential remains,” said Luc Donckerwolke, President and Chief Creative Officer of Hyundai Motor Group. “Inspired by the Korean moon jar, we pursued a purity shaped by restraint, balance and an elegance that never fades. By removing unnecessary elements, we allowed timeless beauty to speak for itself. The Neolun Concept, unveiled in 2024, was not simply a vision, but a promise for the future. GV90 brings that promise to life, opening a new chapter for Genesis design, one shaped by extraordinary patience, care and dedication.”
Buyers will be offered 16 exterior finishes, including 13 gloss and three matte colours.
The gloss palette consists of Seychelles Beige, Baena Green, Sonoran Navy, Taupo Gray, Jaipur Rose, Vela Burgundy, Como Blue, Uyuni White, Saville Silver, Makalu Gray, Vik Black, Capri Blue and Cardiff Green.
Monashee Silver, Matterhorn White and Makalu Gray Matte make up the matte alternatives.
Interior Uses Wood, Stone and Wool Cashmere
Inside, Genesis has attempted to reduce the appearance of conventional automotive controls.
The dashboard and door trims use a two-layer arrangement, while motorised air vents remove traditional manual adjusters. Glass crystal buttons, indirect mood lighting and a centrally positioned rotary display controller form part of the interface.
Available decorative materials include natural wood, genuine stone and wool cashmere.
The standard GV90 will be offered with five interior colour combinations: Veiled Indigo/Puglia Green, Folio Brown/Batiste Blue, Vault Black/Shadow Gray, Tyrian Purple/Travertine Beige and Saddle Brown/Shadow Gray.
The GV90 Neolun receives five choices of its own: Regal Navy/Majestic Purple, Quince Brown, Vault Black/Shadow Gray, Tyrian Purple/Travertine Beige and Saddle Brown/Shadow Gray.
Limited GV90 Neolun First Edition Revealed
Genesis also unveiled a GV90 Neolun First Edition, positioned above the four-seat Executive Suite.
The limited model receives two-tone exterior paint, body-coloured 24-inch forged wheels and wool cashmere interior trim. First Edition logos are engraved into the Crystal Sphere Controller, head restraints and door sills.
Three colour combinations have been announced: Jaipur Rose/Seychelles Beige with a Quince Brown interior; Vik Black/Baena Green with Veiled Indigo/Puglia Green; and Vik Black/Sonoran Navy with a Majestic Purple/Regal Navy cabin.
Genesis has not announced pricing or market-specific launch details in the information released with the San Francisco unveiling.
Genesis Links GV90 Campaign With Marilyn Monroe
Alongside the vehicle launch, Genesis is continuing a cultural campaign drawing a connection between the brand’s development and Marilyn Monroe’s career.
The company launched “Manifesting Marilyn” at Genesis House New York in June and is supporting the Maggie Gyllenhaal-directed short film Flesh Impact, which is scheduled to debut at the 2026 Venice International Film Festival.
Genesis is positioning the GV90 as the centrepiece of its next phase of global expansion.
“Today marks a landmark arrival for Genesis and for the future of luxury mobility. GV90 opens a new chapter for Genesis, building on our track record of bold innovation, elevated customer experiences, and an unwavering commitment to excellence,” said José Muñoz, president and CEO of Hyundai Motor Company. “In less than eight years, Genesis became the fastest luxury brand ever to reach one million sales, built on distinctive design, class-leading innovation, and a relentless focus on our customers. 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 craftmanship that have shaped our journey.”
For Genesis, the GV90 is considerably more than a larger electric SUV. It is an attempt to establish what the Korean luxury brand believes a modern flagship should become when battery-electric engineering, software, traditional craftsmanship and chauffeur-oriented luxury begin occupying the same vehicle.
Whether features such as swivelling seats, hidden B-pillars and concert-hall audio ultimately define the next generation of luxury cars will depend on customers rather than launch-stage theatre. But the GV90 makes the direction clear: Genesis is no longer merely trying to participate at the top end of the luxury market. It is increasingly attempting to define its own version of it.
GV90 Specifications
| Specification | GV90 / GV90 Neolun |
| Overall Length (in) | 208.1 |
| Overall Width (in) | 79.9 |
| Overall Height (in) | 71.5 (22-inch tires) 71.9 (24-inch tires*) *GV90 Neolun features 24-inch tires as standard |
| Wheelbase (in) | 127.8 |
| Max. Power (hp) / Max. Torque (lb-ft torque) | Front: 322 hp / 258 lb-ft torque Rear: 335 hp / 332 lb-ft torqueCombined System Power: 657 hp / 590 lb-ft torque |
| Battery Capacity (kWh) | 123.5 |
