Genesis, the luxury brand of Hyundai, has some exciting developments in store for its top-of-the-line models. The Neolun concept car, which made its debut at the New York Auto Show, will evolve into a flagship SUV called the GV90 by early 2026. This new model will be fully electric, aligning with Genesis’ commitment to producing only EVs after 2025. What’s more interesting is that the GV90 will be the first vehicle manufactured at Hyundai’s new electric vehicle plant in Ulsan, Korea. This dedicated facility signifies Hyundai’s focus on the future of electric mobility.
To differentiate itself in the luxury segment, Genesis successfully convinced the parent company to position the GV90 against prestigious competitors like the Bentley Bentayga, Range Rover, and Rolls-Royce Cullinan. This is a bold move that reflects Genesis’ ambitious aspirations and determination to challenge established luxury brands. The Korean automaker has been eyeing the super-luxury market with rumors of a production version of the Genesis X Convertible concept and the launch of its exclusive One of One program in Dubai.
When it comes to design elements, the Neolun concept showcased several intriguing features that are likely to make it into production. The use of coach doors, a flexible infotainment screen, and swiveling front seats caught the attention of auto enthusiasts. It appears that Genesis plans to incorporate coach doors into a limited-edition trim of the GV90 following its standard launch in the United States around June 2026.
The ability to implement coach doors is made possible by Hyundai’s newly-developed electric vehicle platform, known as “eM,” and its advanced electrical architecture and modular motors. This platform will eventually replace the existing e-GMP platform used by current Hyundai Group products and will enable a range of innovative features such as pop-up displays, swivel seats in the first row, long-sliding seats in the second row, built-in air purifiers, Level 3+ autonomous driving, Remote Smart Parking Assist 3 (RSPA3), over-the-air updates, and AI-supported real-time battery diagnostics.
Hyundai’s in-house battery development has also contributed to the eM architecture, which utilizes a lithium-iron-phosphate chemistry in a cell-to-pack (CtP) battery technology. Unlike the traditional method of assembling cells into modules and modules into packs, CtP directly bonds the batteries to the cooling plate of the pack housing. This streamlined approach reduces the number of parts, saves space, and potentially allows for weight savings or additional cell capacity.
Hyundai Group plans to standardize nine battery variants and five motor types across its lineup. The GV90 is expected to feature a 113.2-kWh battery pack, providing ample range and performance. As these developments unfold, the Korean Car Blog predicts that a second-generation electric version of the GV80 will also hit the market in the near future, with production slated for the second quarter of 2026 and a possible market launch in late 2026 or early 2027.
In summary, Genesis is making significant strides in the electric luxury vehicle segment. With the upcoming launch of the GV90 flagship SUV and the potential release of the GV80 electric model, Genesis is poised to capture the attention of discerning customers. The brand’s focus on cutting-edge design, advanced technology, and strategic positioning against established luxury rivals demonstrates its commitment to becoming a major player in the luxury automotive market of the future.