Genesis GV90 EV Set to Redefine Luxury SUVs at 2025 New York Auto Show

Génesis, Hyundai Motor Group’s luxury brand, is poised to unveil its flagship electric SUV, the GV90, at the 2025 Nueva York International Auto Show, starting April 18. Previewed by the striking Neolun concept, the GV90 promises to blend minimalist Korean design with cutting-edge technology, positioning it as a formidable contender in the premium electric vehicle (EV) market. With production slated for early 2026, this three-row SUV aims to elevate Genesis’ prestige, challenging established rivals like the BMW iX and Mercedes-Benz EQS SUV.

A New Flagship Emerges

The GV90 marks a pivotal shift for Genesis, moving beyond traditional sedans to embrace SUVs as the new pinnacle of luxury. Luc Donckerwolke, Genesis’ Chief Creative Officer, hinted at this evolution in an interview with AutoExpress, stating, “You have seen it already with the Neolun concept, which is a new flagship of the brand.” He emphasized that SUVs are increasingly defining flagship status, noting, “Now we have SUVs that are becoming flagships, too.”

Unveiled in March 2024, the Neolun concept captivated audiences with its sleek, reductive design inspired by Korea’s moon-shaped porcelain jars. The production GV90 is expected to retain much of this aesthetic, featuring smooth bodywork, twin-line LED headlamps stretching across the front, and a minimalist silhouette. Unlike the concept’s two-row layout, the GV90 will offer three rows, catering to families and luxury buyers seeking versatility without compromising opulence.

Technical Innovation and Platform

The GV90 will debut on Hyundai Motor Group’s next-generation eM platform, a significant evolution from the E-GMP architecture used in models like the Kia EV9 and Hyundai Ioniq 5. According to TheKoreanCarBlog, the eM platform supports advanced features such as Level 3+ autonomous driving, over-the-air updates, and AI-supported battery diagnostics. It’s designed to accommodate up to 600 horsepower and a range exceeding 400 miles (644 km) in optimal conditions, though EPA estimates may be closer to 300-350 miles (483-563 km).

Speculation suggests the GV90 could house a 113.2-kWh battery pack, paired with dual electric motors for standard all-wheel drive. This setup aligns with competitors like the Cadillac Escalade IQ, which offers similar power outputs. The platform’s 800-volt architecture enables rapid charging, potentially achieving a 10-80% charge in under 30 minutes with compatible DC fast chargers.

Coach Doors and Exclusive Trims

One of the GV90’s most talked-about features is its coach doors, a rarity in production SUVs outside ultra-luxury brands like Rolls-Royce. Spotted in recent prototypes, these B-pillarless doors will be exclusive to a higher “Exclusive” trim. Donckerwolke previously noted that Genesis has engineered these doors to meet side-impact and rollover standards, making them “feasible for production.” This design enhances ingress and egress, offering a dramatic, red-carpet-worthy experience.

The Exclusive trim could command a premium, with estimates suggesting a price range of $140,000-$150,000 (€130,000-€140,000), per TheKoreanCarBlog. Standard models are expected to start around $75,000-$100,000 (€70,000-€93,000), positioning the GV90 against the Volvo EX90 and Lúcido Gravity.

Interior and Connectivity

Inside, the GV90 aims to rival the finest luxury SUVs with a spacious, tech-laden cabin. The Neolun concept showcased a 24.6-inch infotainment display, quilted leather upholstery, and a concert-hall-inspired audio system. While the production model may adopt a more practical 27-inch OLED display, similar to the updated Genesis GV60, it will integrate Hyundai’s latest connectivity suite, powered by Samsung’s Exynos Auto V920 chip. This processor enables seamless software updates and advanced driver-assistance systems, enhancing user experience and safety.

Genesis is also expected to incorporate sustainable materials, reflecting its carbon-neutral ambitions. The cabin’s design will likely balance minimalism with functionality, offering configurable seating for up to seven passengers. Features like radiant heating, inspired by Korean ondol systems, may persist, providing efficient warmth without traditional vents.

Market Context and Competition

Genesis’ focus on profitability over volume sets it apart from its Hyundai and Kia siblings, aligning it closer to brands like Bentley and Range Rover. Donckerwolke told AutoExpress, “Genesis is not chasing volume, but rather profitability and prestige.” This strategy is evident in the GV90’s premium positioning, targeting affluent buyers who value exclusivity and innovation.

The luxury EV SUV segment is heating up, with the BMW iX offering 516 horsepower and a 324-mile (521 km) range, and the Mercedes-Benz EQS SUV delivering up to 355 miles (571 km). The GV90’s blend of unique design elements, like coach doors, and advanced tech could carve out a niche, but it faces challenges in brand perception against German stalwarts. Genesis’ aggressive pricing and robust feature set may help bridge this gap, appealing to buyers seeking value without sacrificing luxury.

Regulatory and Production Considerations

Production is set to begin in early 2026 at Hyundai’s Ulsan EV plant in South Korea, with potential U.S. assembly at the Bryan County, Georgia Metaplant, per MotorAuthority. This dual-production strategy could mitigate supply chain risks and reduce tariffs for North American markets. However, regulatory hurdles, such as U.S. EV tax credit eligibility, remain uncertain. The GV90’s high price point may exclude it from federal incentives, potentially impacting affordability for some buyers.

Globally, Genesis must navigate varying emissions standards and charging infrastructure disparities. Europa‘s stringent CO2 regulations favor the GV90’s all-electric design, but inconsistent fast-charging networks could hinder adoption in certain regions. Genesis’ partnership with Samsung for infotainment tech underscores its commitment to reliability, addressing consumer concerns about software glitches prevalent in early EVs.

EVXL’s Take

The Genesis GV90 is more than a luxury SUV—it’s a bold statement of intent. By marrying Korean design philosophy with cutting-edge technology, Genesis is challenging the status quo in a segment dominated by European brands. The coach doors, while polarizing, signal confidence in delivering a distinctive experience, appealing to buyers who crave individuality. However, Genesis must ensure its software and build quality match its ambitions, as luxury buyers are unforgiving of flaws. If priced competitively, the GV90 could disrupt the market, offering a compelling alternative to pricier rivals. For EV enthusiasts, this SUV represents the next step in Hyundai Motor Group’s electrified evolution, blending innovation with aspiration.

With its debut imminent, the GV90 is poised to turn heads at the New York Auto Show, setting the stage for Genesis’ ascent in the luxury EV arena. As production nears, all eyes will be on Genesis to deliver on its promise of prestige and performance.

Photos courtesy of Genesis / Hyundai Motor Group.