At the 2025 New York International Auto Show, Genesis – Hyundai’s luxury brand, unveiled its all-new concept, the X Gran Equator.
More than just a design concept, the X Gran Equator has been confirmed as a realistic development direction for a potential luxury off-road SUV that the Korean brand is considering for production.
Genesis’ brand director stated that the X Gran Equator is part of the brand’s strategy to expand its SUV lineup. Genesis currently offers a diverse range of SUVs, including the GV60, GV70, GV80, and GV80 Coupe. In the second half of this year, the brand will introduce the GV90, its flagship large SUV. If the X Gran Equator enters production, Genesis will have a total of six SUV models from 2026, covering everything from urban electric vehicles to large luxury SUVs, and now expanding into the off-road SUV segment.
In terms of exterior design, the Genesis X Gran Equator boasts a unique proportion rarely seen in traditional SUVs. It has a short front end, a long hood, and a narrow, raked windshield, creating an unusual aerodynamic profile. Notably, the long distance between the front axle and the edge of the hood evokes a sense of classic European luxury cars.
Lacking a traditional front grille, the X Gran Equator is likely an electric vehicle. This design trend is being adopted by many manufacturers to distinguish their EVs from internal combustion engine models.
True to Genesis’ design language, the vehicle features two thin parallel LED light bars at the front and rear. The front bumper integrates additional lighting for improved night vision, while the rear stands out with a horizontally split tailgate, creating a minimalist yet sophisticated look. The plastic cladding on the wheel arches and bumpers is cleverly designed to enhance durability without compromising the overall elegance.
In contrast to the modern exterior, the X Gran Equator’s interior impresses with its retro style, inspired by traditional analog clocks. Instead of a large central infotainment screen, it features four round displays in the center of the dashboard, which can be customized and paired with a digital instrument cluster with a retro three-gauge layout.
The center console also follows a mechanical design, featuring a series of large toggle switches reminiscent of aircraft controls. The steering wheel is equipped with multiple function buttons, while the gear selector and rotary dials are also generously sized for a confident grip.
The X Gran Equator Concept has a four-seat configuration. The front seats can swivel to create a more interactive space. The roof features a modular sunroof system, and storage compartments are also modularly designed for convenience.
Genesis has used premium materials throughout the interior, combining leather, metal, and eco-friendly recycled materials. The intricate cross-stitching and vibrant color palette create a space that exudes craftsmanship while remaining modern.
Genesis has ambitious plans for the X Gran Equator, positioning it in the luxury off-road SUV segment, where it will compete against the likes of the Land Rover Defender, Lexus GX, and Mercedes-Benz G-Class. This segment is known for its challenges, requiring vehicles to possess not only a premium design but also rugged durability and adaptability to harsh operating conditions.
While Genesis has not disclosed details about the powertrain or platform, they assert their capability to develop this vehicle in any configuration, be it gasoline, diesel, hybrid, or pure electric. Among these, diesel and hybrid options are considered more suitable for the nature of off-road vehicles.
TH (Tuoitrethudo)
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The Genesis X Gran Equator: A Futuristic Design and Nostalgic Interior
The Genesis X Gran Equator is a bold step forward for the Korean brand, a futuristic-looking SUV with a retro-style interior. This vehicle is a true design pioneer, offering a unique and innovative take on the traditional SUV. With its cutting-edge aesthetics and nostalgic cabin, the Genesis X Gran Equator is a striking fusion of old and new, a daring statement of style and a powerful presence on and off the road.
