There’s Even More Luxury On Deck in the Genesis X Gran Equator Concept
How is that even possible?
“It looks like a Bentley when I see it coming toward me on the street,” a woman named Carol said to me. She’s not wrong; the scale and proportions of many Genesis models feel similar to the Bentley Bentayga, or to the Flying Spur.
While she’s wrong to think that Genesis is simply a Bentley dupe, she’s right to see the resemblance. Genesis was born from a deep desire by Korean carmaker Hyundai to develop a luxury brand, and at the hand of the designers it hired to make that happen: Luc Donckerwolke, former chief of design at Bentley, and until he retired, his boss Peter Schreyer, who led design at Audi before moving to Kia and Hyundai to guide their reinvention.
But luxury is a journey. It may start out lofty, but it learns along the way and gets better; don’t we all? It adapts to the market, what customers want and considers each element carefully: is it necessary? Does it advance the experience? Is it true to the brand’s mission?
This story is 100% human-researched and written based on actual first-person knowledge, extensive experience, and expertise on the subject of cars and trucks. Additionally, I was a gyest of Genesis for this experience but all opinions are my own.
The Evolution of Genesis Just Made a Huge Leap
For my part, I’ve really loved being part of the Genesis story, from driving the first sedans and longing for an SUV version; from the first SUV, the Genesis GV80, which we first drove during the pandemic. Then, the GV70, also was a pandemic-era introduction and not easy to do, but Genesis managed to turn it into a best seller.
Then, the electrified models—GV70, G80—that introduce yet another luxury: Not having to go to the gas station, a chore that chips away at luxury’s protective layers. I hate the smell of gas on my hands.
And now, the promise of elusive vistas and fresh winds in the X Gran Equator, a concept that was revealed at Genesis House and demonstrates what Genesis envisions as its future.
Read: 10 Things My Family Adored about the 2025 Genesis GV80 3.5T Prestige
Meet the Genesis X Gran Equator, Named for an Iconic Stallion
The X Gran Equator is a mouthful of a name, but to break it down, it’s designed for off road—the X in its name—its large and comfortable, as a grand touring car is and it’s named after the iconic Equator Arabian stallion known for beauty and strength.
I was able to get a peek inside the X Gran Equator concept and found all those promises to be fulfilled. This is a concept, so many of the things seen here are more a work of art than what will file through an assembly plant, but you can see the ideas and intention for the future.
It starts here with a streamlined dash and intentional switch gear: switches, buttons and toggles to ensure you have all the control over your journey you need.
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Architectural Details Fill the Cabin
Notice how the light in the door panel underlights the window switches and backlights the door handle. It’s these little details that illuminate the design and bring it to life. The window switches are crystal framed in metal, another sumptuous detail that feels delightful.
A Minimalist Steering Wheel With Power Attached
For the X Gran Equator concept Genesis gave the steering wheel a makeover. There is a “racing band” at the top that indicates that this car, if they decide to build it, will be amply powered. But its the two buttons on the lower right and left of the wheel’s center that really give it away; this is where the driver will find a boost of power. Typically, Hyundai Motor Group only adds those buttons to electric cars; are they imagining this will be an EV? The luxury fan in me hopes so.
Quilted Leather Surrounds You In This Cabin
The materials inside the cabin, from woven wool (or cashmere?) to soft, smooth leather to double-stitched quilted leather, a Genesis signature, create a haven of luxury. Notice the quilted leather also on the ceiling, the door panels and what I’m assuming are extending foot rests.
Even the Rear of the Seats are Elegant
A true mark of luxury is to finish the hidden elements—the underside, the inside, the parts that no one will see. that’s what Genesis did her, with quilting and leather panels to finish the seat backs.
Welcome to My Retreat!
Altogether, the interior of the Genesis X Gran Equator concept is a welcoming pod of poshness that you want to climb into and forget the world. If they decide to build it, you’ll be able to drive away from the world in it, too.
Perfect for the Polo Fields
There’s tailgating, and then, there’s tailgating. Pull the X Gran Equator up alongside the polo field, remove your picnic basket, linens and Champagne bucket, and then leave the gate down; just flip up the seat backs and shimmy onto the seat for a perfect view of the match. As it should be.
The X Gran Equator Concept is Wrapped in Classic Genesis DNA
The rear tail lights wrap the liftgate and rear corners of the concept, showing off the brand’s signature look of horizontal dual light bands. It’s another classic detail that make this car stand apart as a Genesis vehicle.
Rugged Wheels Hint at the Genesis Future
These large, rugged wheels are fitting for this concept car, but they hint at something else: That Genesis is thinking of off-roading. Will we see a 4-wheeler adventure version of the GV 80 or the GV70 sometime soon?
Another Hopeful Sign: Power Running Boards
We haven’t yet seen a Genesis with retractable running boards as were shown on the X Gran Equator concept. But it’s another hopeful sign that there’ll be an adventure SUV soon in the lineup. Hopefully it’ll also feature a lighted logo, as this one does.
Refined, Sporty, Classic Yet Minimalist: The Perfect Adventure
The simple lines of the X Gran Equator project a truly luxe vibe. The boxy shape harkens to classic designs—Range Rover, Rolls Royce. I especially love the cloverleaf headlights. If this design ever comes to fruition, I hope they keep those. They are simply delicious.
We see concepts in automotive all the time. Most are never built, though the ideas behind them are broken down into usable strategies that evolve the brand. The concept itself is usually relegated to a warehouse or museum where only insiders and VIPs will ever see them. I truly hope that’s not the case here, and that Genesis plans to add these interior luxuries and off-road attributes to its lineup.
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