Genesis unveils electrified off-road SUV in New York

Executives from Hyundai Motor Group and Genesis pose with a concept model for Genesis X Gran Equator electric off-road SUV at Genesis House in New York, Tuesday (local time). They include Hyundai Motor CEO José Muñoz, fourth from left, and Luc Donckerwolke, third from right, chief creative officer at Genesis. Courtesy of Genesis

Genesis has unveiled a concept model for its X Gran Equator electrified off-road SUV in New York for the first time in the world, showcasing a blend of refined luxury design and a bold, masculine silhouette, the carmaker said Tuesday (local time).

The vehicle was designed to target customers seeking to enjoy both an exquisite driving experience on the road and sturdy riding in mountainous areas.

The concept vehicle displays Genesis' willingness to launch fresh vehicles featuring both masculinity and elegance — rarely seen among existing off-road cars.

The luxury off-road SUV concept car was built on Genesis' design philosophy of athletic elegance.

“The X Gran Equator concept is an exercise in harmonizing contrasts — combining elegance with ruggedness and the spirit of exploration with refined comfort,” Luc Donckerwolke, chief creative officer at Genesis, said.

“It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the discovery of the world’s most breathtaking landscapes.”

The exterior of the vehicle features clean lines and uncluttered surfaces. Genesis designed it with a long hood and steep C-pillar, with a view to building a silhouette unlike that of traditional SUVs. The vehicle’s dark wheel-arch cladding and 24-inch beadlock wheels also underscore its off-road readiness, according to the carmaker.

Genesis focused on simplifying interior design, which features linear dashboard architecture and an absence of decoration. This was aimed at elevating drivers’ attention to the road.

The concept model will be on display at the Genesis booth during the 2025 New York International Auto Show.

Geneis Magma Racing's GMR-001 Hypercar is displayed at Genesis House in New York, Tuesday (local time). Courtesy of Genesis

Genesis Magma Racing also unveiled its full-scale GMR-001 Hypercar and its team identities, such as livery and racing suits, on the same day on the sidelines of the auto fair.

The vehicle and its livery embody Genesis’ commitment to blending Korean heritage with motorsport, which the carmaker said will set a new standard for creativity on the global racing stage.

“The GMR-001 Hypercar, like every race car, is a sculpture designed by the constraints of efficiency and performance,” Donckerwolke said. “The livery is an orchestration of the tension and balance of the distinctly Korean character.”

Genesis Magma Racing is the official motorsport program of Genesis. The team will debut the GMR-001 Hypercar in the FIA World Endurance Championship (WEC) in 2026 and the IMSA SportsCar Championship in 2027.

The vehicle will also be displayed at the same venue in New York, which will open to the public on April 18.