The GV90 is peak SUV luxury, complete with lavish features, coach doors, and every bell and whistle. Genesis is growing faster than any luxury marque to date, but this is just the start.
Genesis is becoming more than just a luxury automaker
Genesis is blowing past expectations, even its own. After becoming its own standalone luxury brand in 2015, the automaker was told it would never work. The odds were against them.
Over the past ten years, Genesis has grown faster than any luxury marque in history. It took just 7 years and 8 months for Genesis to reach 1 million cumulative sales. In comparison, it took Lexus 9 years and Tesla 12 years to reach the 1 million mark.
Hyundai Motor Company CEO José Muñoz said this is just the start for Genesis, with much more in the pipeline over the next decade.
We got a first-hand look at the future of Genesis in San Francisco, where Hyundai unveiled the GV90, its full-size flagship SUV.
The “Super SUV,” if you will, serves as both a halo vehicle and tech beacon for the Hyundai Motor Group.
Genesis has a big advantage over luxury startups, thanks to Hyundai’s shared research, technology, and manufacturing scale.
Genesis chief creative officer Luc Donckerwolke explained that Genesis is the first Hyundai Motor Group brand to introduce new technology, some of which will eventually trickle down to higher-volume Hyundai and Kia vehicles over time.
The GV90 introduces several “world-first” innovations, including the first independently opening and closing B-pillarless coach doors, called the Neolun Arch Gate, a 12-airbag roof airbag system, and genuine wood floors with a radiant heating system.
The GV90: A moving luxury private lounge
Based on Hyundai’s new eMP platform, developed exclusively for its flagship, Genesis said the GV90 is like a “moving private lounge,” complete with multi-chamber air suspension and a dual electronic limited-slip differential (E-LSD).
The platform is custom-tailored to open up interior space for the B-pillarless coach doors, swivel seats, and more.
When parked, the front seats swivel a full 180 degrees to interact with rear passengers or to create “a face-to-face lounge-like configuration,” as Genesis described it.
The GV90’s interior is about as lavish as they come, with big digital screens and plenty of luxury extras.
It features an extendable pop-up OLED Cinematic Display. While driving, the 23.6″ center infotainment screen serves as the navigation, media, and instrument cluster. When the vehicle is parked, you can extend the screen to 24.6″ at the push of a button to watch movies or other entertainment.
In place of a traditional instrument cluster, the GV90 offers a 25″ Head-Up Display (HUD) that displays the vehicle’s speed, navigation directions, and other ADAS functions directly on the windshield.
The GV90 also comes with Hyundai’s new infotainment platform, Pleos Connect. Based on the Android Automotive Operating System (AAOS), the setup is similar to using a smartphone with apps and customizable layouts.
It’s similar to what Tesla uses, but also includes physical buttons for volume, climate control, and other commonly used functions.
The system also includes Gleo AI, Hyundai’s new in-car AI companion. Built on a large language model (LLM), the advanced voice assistant goes beyond basic voice commands, learning and adjusting based on your conversations with it. You can also ask it things like “find a restaurant near me” or “navigate here.”
About as lavish as they come
And that’s not all of it. The GV90 comes loaded with premium extras, including a 25-speaker Bang & Olufsen Premier 3D sound system that essentially sounds like a concert hall. It includes Acoustic Lens Technology (ALT) tweeters at both ends of the dashboard, four headliner speakers, mid-range speakers, and subwoofers with Dolby Atmos.
The Ambient Glow mood lights wrap around the dashboard and doors, illuminating when you enter the vehicle or when voice recognition is activated.
To top it off, the flagship SUV even features a built-in refrigerator to keep your drinks cold in the second row.
With Remote Smart Parking Assist 3, the GV90 can park itself. Meanwhile, Memory Reversing Assist remembers the vehicle’s path to guide it backward out of tight spots.
The vehicle powers on when you pull the door handles, which open and close the door automatically.
Once the door is closed, the Motion Column Shifter moves from the 12 o’clock position to 2 o’clock. Meanwhile, the Crystal Sphere, located between the driver and passenger, rotates to indicate it’s ready to drive. The vehicle starts when you press the brake.
Dimensions, range, charging, prices and more
The GV90 is huge. It measures 208.1″ (5,285 mm) long, 79.9″ (2,030 mm) wide, and 71.5″ (1,815 mm) tall (71.4″ with 24″ tires), with a 127.8″ (3,245 mm) wheelbase. That’s bigger than the Hyundai IONIQ 9 (199.2″/ 5,060 mm in length) and Kia EV9 (197.4″/5,010 mm).
Powered by a 123.5 kWh battery, the largest among Hyundai Motor’s EVs, Genesis said the GV90’s expected range is around 310 miles (500 km) for the 7-seater version.
With DC fast-charging speeds of up to 350 kW, the GV90’s battery can charge from 10% to 80% in just 22 minutes.
It also features a new drive system, delivering the most powerful performance of any Hyundai Motor Group EV yet. The dual-motor AWD system provides a combined maximum output of 657 horsepower (490 kW) and 590 lb-ft (800 Nm) of torque.
The Genesis GV90 will be available in GV90 Neolun, with coach doors, and standard GV90 variants, with traditional swing doors.
Genesis also introduced the GV90 Neolun First Edition, or the “pinnacle of the Executive Suite (4-seat) lineup.” It comes with a two-tonne exterior palette and body-color 24″ wheels.
Inside, the First Edition model features real wool cashmere garnishes and exclusive First Edition badges engraved on the Crystal Sphere, headrests, and door rests.
The Genesis GV90 Neolun First Edition debuts three new color combinations that change depending on how the light hits it. These include: a two-toned Jaipur Rose / Seychelles Beige exterior paired with a Quince Brown interior; a two-toned Vik Black / Baena Green exterior matched with a Veiled Indigo / Puglia Green interior; and a two-toned Vik Black / Sonoran Navy exterior blended with a Majestic Purple / Regal Navy interior.
The GV90 will be available in 16 distinct exterior colors, including 13 glossy and three matte finishes.
Genesis will offer five GV90 interior color combinations: Veiled Indigo / Puglia Green, Folio Brown / Batiste Blue, Vault Black / Shadow Gray, Tyrian Purple / Travertine Beige, and Saddle Brown / Shadow Gray.
The GV90 Neolun, on the other hand, will be available with five exclusive interior color schemes. These include: Regal Navy / Majestic Purple, Quince Brown, Vault Black / Shadow Gray, Tyrian Purple / Travertine Beige, and Saddle Brown / Shadow Gray.
How much does it cost? Genesis hasn’t said yet, but the GV90 won’t be cheap as a flagship, ultra-luxe SUV.
The standard Genesis GV90 is expected to start at around $100,000 in the US. The GV90 Neolun with coach doors and all will likely start closer to $150,000 or more.
During its 2026 CEO investor day on Wednesday, Hyundai said that Genesis has delivered “meteoric growth” in its first 10 years.
Genesis is laying the groundwork for another decade of growth, and the GV90 will be a cornerstone of its growth plans.
The luxury automaker is also launching its first hybrid, the GV80 Hybrid, and an extended-range electric vehicle (EREV). Genesis said the EREV SUV will launch in early 2027 with a combined range of over 640 miles.
After Italy, France, the Netherlands, Tunisia, and Morocco earlier this year, Genesis will launch in Spain by the end of 2026 as it expands into new markets.
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