Genesis, the luxury arm of Hyundai, has never been one to shy away from bold ideas. At the 2025 New York International Auto Show, the brand unveiled its latest vision: the X Gran Equator Concept, a striking SUV that blends rugged off-road capability with the refined elegance Genesis is known for. This adventure-focused prototype isn’t just another concept car—it’s a statement of intent, signaling Genesis’s ambition to carve out a space in the competitive world of luxury overlanding. While not confirmed for production, the X Gran Equator’s design and features hint at a future where high-end SUVs can tackle the wilderness without sacrificing sophistication. Here’s everything you need to know about this game-changing concept.
A Bold Design That Breaks the Mold
The X Gran Equator Concept stands out immediately with its unconventional proportions. Unlike the boxy, utilitarian shapes of competitors like the Mercedes-Benz G-Class or Land Rover Defender, this SUV takes a more fluid, almost gran turismo-inspired approach. Its long hood stretches dramatically forward, creating a massive dash-to-axle gap that gives the vehicle a sleek, athletic stance. The rear window slopes sharply, and a fast-angled C-pillar adds a coupe-like flair, making the X Gran Equator feel like a hybrid between a wagon and a traditional SUV.
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Genesis’s signature “Two Line” lighting design is taken to new heights here. Dual LED strips wrap around the front and rear, extending nearly the full width of the fenders and even continuing along the sides, interrupted only by flared wheel arches. This creates a futuristic, almost sci-fi aesthetic that ties the concept to the Genesis brand while setting it apart from anything else on the road. The front end is grille-less, a strong hint that the X Gran Equator is likely an electric vehicle (EV), though Genesis hasn’t confirmed the powertrain. The absence of an exhaust and a fully enclosed underbody further support this assumption.
Adding to its rugged appeal are 24-inch beadlock wheels wrapped in chunky all-terrain tires. While these massive alloys look stunning, they might not be practical for real-world overlanding due to their size and intricate spoke design, which could be a nightmare to clean after a muddy trail. Still, they underscore the concept’s off-road ambitions, complemented by dark wheel-arch cladding and geometric auxiliary lamps that enhance visibility in tough conditions. A split-opening tailgate, a rare feature in modern SUVs, adds practicality, with the lower section even including pop-up seats for campsite relaxation. Integrated roof rails, designed with a lattice-like pattern, are both functional and stylish, hinting at features that could appear in future Genesis production models.
A Cabin That Redefines Luxury Overlanding
Step inside the X Gran Equator, and you’re greeted by a cabin that’s as bold as the exterior. Genesis has taken a refreshing approach, bucking the trend of massive touchscreens that dominate modern luxury vehicles. Instead, the dashboard is a study in restraint, featuring a cluster of four circular digital displays in the center, inspired by vintage camera dials. These screens handle everything from entertainment to off-road data, blending analog aesthetics with modern tech. Three additional round displays sit behind the steering wheel, serving as the instrument cluster. This setup is a deliberate nod to simplicity, prioritizing tactile controls over screen-heavy interfaces.
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The interior is strictly a four-seater, with each occupant getting their own plush, captain’s-chair-style seat. The seats are upholstered in a striking two-tone color scheme of navy blue and light beige, with woven fabric accents and diagonal stitching that exude craftsmanship. Large center consoles separate the seats, incorporating grab handles for added stability during off-road adventures. Additional grab handles are found on the B-pillars and the passenger side of the dashboard, reinforcing the vehicle’s rugged purpose.
One of the standout features is the four-panel sunroof, with each seat getting its own individual skylight, creating a personalized sense of openness. The cabin also includes modular storage solutions, such as dual boxes with leather straps in place of a traditional glovebox, designed for adventure-ready practicality. Other thoughtful touches include swiveling front seats for easier interaction, a terrain mode selector on the steering wheel, and roof-mounted switches that likely control the sunroof panels or sunblinds. The overall effect is a space that feels both opulent and purposeful, blending high-end materials with durable, adventure-ready finishes.
What Powers the X Gran Equator?
Genesis has remained tight-lipped about the X Gran Equator’s powertrain, leaving much to speculation. The grille-less front, lack of exhaust, and fully enclosed underbody strongly suggest an all-electric setup, aligning with the brand’s recent focus on electrification. An all-wheel-drive system is almost certain, given the vehicle’s off-road aspirations, and advanced torque-vectoring technology could give it an edge in challenging terrains. However, the dramatically long hood has sparked some debate, with a few speculating it could house an internal combustion engine, perhaps even a straight-six for a nod to classic luxury SUVs. Without official details, it’s unclear whether the concept leans toward EV, hybrid, or something else entirely. Performance figures, such as horsepower or range, are also absent, as Genesis is focusing on the design and lifestyle aspects for now.
A Vision for the Future of Genesis
The X Gran Equator Concept is part of Genesis’s ongoing “X” series of prototypes, which explore bold new directions for the brand. Unlike the sleek X Gran Coupe and X Gran Convertible concepts unveiled earlier at the Seoul Mobility Show, the X Gran Equator is less production-ready but no less ambitious. Genesis describes it as a vehicle that “harmonizes contrasts,” combining elegance with ruggedness and exploration with comfort. This philosophy, dubbed “Athletic Elegance,” is evident in every detail, from the smooth, uncluttered exterior to the minimalist yet luxurious interior.
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Named after Equator, a renowned Arabian stallion symbolizing endurance, agility, and refined power, the concept embodies Genesis’s vision of a vehicle that’s both graceful and capable. While the brand insists the X Gran Equator is “not confirmed for production,” it’s hard to ignore the hints that elements like the split tailgate, integrated roof rails, and simplified dashboard could influence future models. Some even speculate that the concept previews a next-generation GV80 with a more off-road-focused trim, tapping into the growing demand for adventure-ready luxury SUVs.
Why the X Gran Equator Matters
The X Gran Equator Concept arrives at a time when luxury overlanding is gaining traction. Brands like Land Rover, Lexus, and Mercedes-Benz have long dominated this space, offering vehicles that blend off-road prowess with premium comfort. Genesis, however, brings a fresh perspective, combining its signature clean lines and futuristic design with the rugged spirit of adventure. The concept challenges conventional SUV norms, offering a sleeker, more dynamic alternative to the boxy shapes of its rivals.
Its focus on tactile controls and minimal screens is particularly noteworthy. In an era where massive touchscreens are often seen as a shortcut to luxury, Genesis’s decision to prioritize physical buttons and analog-inspired gauges feels like a bold rejection of cost-cutting trends. This approach could resonate with buyers who crave a more engaging, distraction-free driving experience, especially in the context of overlanding, where the focus should be on the journey, not the tech.
Where to See the X Gran Equator
For those eager to see this concept in person, the X Gran Equator is on display at the Genesis booth during the 2025 New York International Auto Show, which opens to the public on April 18 at the Jacob K. Javits Convention Center. After the show, it will move to Genesis House in Manhattan’s Meatpacking District, where it will remain until the end of July. These exhibitions offer a chance to experience the concept’s striking design and innovative features up close, even if a production version remains uncertain.
The Road Ahead for Genesis
The X Gran Equator Concept is more than just a show car—it’s a glimpse into Genesis’s growing ambition. Since becoming a standalone luxury brand in 2015, Genesis has rapidly established itself as a serious contender, with sales soaring from 64,000 units globally in 2016 to nearly 230,000 in 2024. The U.S. market, in particular, has been a key driver, with over 75,000 vehicles sold last year alone. The X Gran Equator reflects Genesis’s push to expand beyond sedans and crossovers into lifestyle-oriented vehicles that cater to adventure-seekers.
While a production version of the X Gran Equator would be a dream for many, its influence is likely to be felt in future Genesis models. Features like the split tailgate, integrated roof rails, and minimalist dashboard could find their way into a road-going SUV, potentially challenging established players like the Rivian R1S or the electric Mercedes G-Class. For now, the X Gran Equator stands as a testament to Genesis’s ability to think outside the box, offering a vision of luxury overlanding that’s as elegant as it is adventurous.
