Genesis is gearing up to shake up the luxury SUV world with its first dedicated off-road model, and the early signs have folks talking. This new adventure-focused vehicle, hinted at strongly through the X Gran Equator Concept unveiled last April at the New York International Auto Show, promises to bring a level of refinement to serious trail driving that many buyers have been waiting for.
The concept turned heads right away with its bold take on what a luxury off-roader could look like. Genesis described it as their first "adventure vehicle concept," designed to blend rugged capability with the brand's signature elegance. It drew inspiration from the Equator, known as the finest stallion in the world of Arabian horses—a nod to endurance, agility, and natural grace under tough conditions. The exterior keeps things clean and minimalist, with uncluttered surfaces, a notably long hood, a sleek cabin, and a fast-sloping C-pillar that gives it a distinctive profile unlike typical boxy SUVs.
Image credit: Genesis
Up front, you get the brand's familiar two-line lighting signature stretched across the grille-less face, pointing clearly toward an electric powertrain. Trail-ready auxiliary lamps add practical flair, while integrated roof rails and massive 24-inch beadlock wheels wrapped in aggressive, traction-focused tires scream off-road readiness. Dark wheel-arch cladding and impressive ground clearance complete the tough stance. At the back, a clever split-opening tailgate includes built-in seats, perfect for tailgating or taking a break after a long drive on rough terrain.
Inside, the concept mixes high-end comfort with functional touches. It features a four-circle display cluster inspired by vintage camera dials, along with geometric elements and modular storage solutions. The cabin uses contrasting materials—think light blue and beige tones—for a fresh, upscale feel. A four-panel sunroof offers individual openings for each occupant, and details like pillar-mounted grab handles for the second row hint at real-world adventure use. While it's only a concept with four seats separated by a central tunnel, the overall vibe combines analog charm with modern tech, making it feel both purposeful and luxurious.
Genesis has been celebrating its tenth anniversary with a wave of new ideas, including high-performance models under the Magma banner and other concepts. This off-roader fits right into that push, signaling the brand's move into lifestyle-oriented vehicles that can handle more than just paved roads.
Fast forward to late last year, and spy shots started popping up of a modified Electrified GV70 test vehicle out in South Korea. It carried clear off-road upgrades: beefed-up suspension, larger tires, and a prominent tow hook up front—features reminiscent of Hyundai's own XRT test cars. The chassis team was clearly putting it through its paces.
Then, just recently, a new video surfaced showing what looks like the Genesis Gran Equator test mule on public roads for the first time. The vehicle bears a strong resemblance to the current Electrified GV70, but with those added rugged touches. It's not the dramatic, concept-car wild design many expected from the X Gran Equator reveal. Instead, it feels more like a practical evolution—perhaps a new trim or variant built on the GV70 platform, similar to how Hyundai turned the IONIQ 5 into the XRT.
One online commenter captured what a lot of people are thinking: "Why on Earth does it need such a ridiculously long nose? They could have designed a car with the same length and considerably more cabin space (and forward visibility) that would have been a whole lot more practical."
Genesis hasn't officially confirmed the final powertrain yet, but the closed-off grille and the fact that it's testing on the electric GV70 base make a full EV the leading bet. That said, the brand has shifted its strategy lately, moving away from an all-EV future to include multiple options. Hybrids are coming in 2026, and extended-range electric vehicles (EREVs) aren't far behind. So a hybrid or EREV version of this off-roader can't be ruled out.
The new luxury off-road SUV is slated to arrive as a 2027 model year, coming after the flagship GV90 and the hybrid/EREV versions of the GV70. Whether it ends up as a standalone nameplate or simply a rugged trim of an existing model remains to be seen, but the test mules suggest it's getting closer to reality.
For drivers who want luxury without giving up the ability to tackle dirt roads, rocky trails, or remote getaways, this could be a game-changer. Genesis has built a reputation for delivering premium features at prices that undercut the traditional German heavyweights, and now they're bringing that same approach to the growing adventure SUV segment. Think of it as a refined alternative to vehicles like the Rivian R1S, Land Rover Defender, or Mercedes G-Class—elegant on the highway, capable when the pavement ends.
As more details emerge closer to the official debut, this project will be one to watch. Genesis is no longer just playing catch-up in luxury; they're carving out their own path, and this off-roader looks like a key part of that journey.
