Genesis is preparing to take its biggest step yet into the ultra-luxury market with the all-new GV90. While the vehicle is being introduced as a 2027 model in Korea and other global markets, buyers in the United States and North America will see it as a 2028 model.
The GV90 is Genesis’ first full-size flagship SUV, and it represents a significant expansion of the brand’s ambitions. This is not simply a larger version of an existing Genesis SUV. Built on a dedicated electric vehicle architecture and measuring more than 208 inches long with a 127.8-inch wheelbase, the GV90 is designed to compete in a far more exclusive segment of the luxury market.
Genesis has focused heavily on space, technology, comfort and personalization. The result is a three-row electric SUV that combines advanced engineering with some unusual features that could help it stand apart from increasingly crowded luxury EV competition.
I see the GV90 competing against Bentley, Rolls-Royce and other ultra-premium brands.
The exterior follows Genesis’ familiar design language, including the brand’s signature two-line lighting, a clamshell hood and clean, flowing proportions. The styling is intentionally restrained, with Genesis drawing inspiration from the smooth shape of traditional Korean moon jar pottery. The rear design is especially clean, avoiding unnecessary cut lines and even eliminating the appearance of a conventional rear spoiler.
However, the most interesting exterior feature is reserved for the GV90 Neolun.
Genesis calls its door system the Neolun Arch Gate. The design incorporates coach-style doors with a hidden B-pillar, creating an exceptionally large opening when the front and rear doors are open. Rather than using a conventional rear-hinged door arrangement, Genesis developed a dual-motion hinge system in which the rear door moves outward before rotating open.
The company says the structure surrounding the opening has been reinforced with dual steel beams, a strengthened cabin frame, high-strength steel tubing and structural foam. The standard GV90 will use conventional swing doors, making the Neolun Arch Gate a distinguishing feature of the more exclusive version.
The GV90 will be available as a traditional 2 door SUV with 3-row options that seat six or seven people.
Inside, Genesis is taking an entirely different approach from the typical luxury SUV formula of simply adding more screens.
The GV90 cabin is intended to feel more like a personalized living space. Available materials include premium napa leather, wood, stone and wool cashmere, while the flat-floor electric architecture creates a substantial amount of open interior space.
Technology is still a major part of the experience. A wide display integrates driver information, navigation and media, while the center section can rise when the vehicle is parked to create what Genesis calls a Cinematic 25″ Display. Instead of relying on a traditional instrument cluster directly in front of the driver, the GV90 also uses a large 25″ head-up display.
Another unusual feature is the absence of a traditional start button.
Genesis has developed a new power control system that activates the vehicle when the driver enters. Pressing the brake pedal prepares the GV90 for driving, while various elements inside the cabin come to life. The column shifter moves into position, the Crystal Sphere Controller rotates into place and some speaker components also move, creating a more theatrical arrival experience than most luxury vehicles offer today.
The seating may be one of the GV90’s strongest features.
The seats incorporate multiple air cells and massage functions, while the Neolun version takes things further with front seats capable of rotating 180 degrees when the vehicle is parked. That creates a face-to-face seating arrangement designed around the idea that an electric luxury SUV can serve as something more than transportation.
Genesis also plans to offer an ultra-luxury four-seat Executive Suite configuration with features including a refrigerator, tables, privacy blinds and additional heating. The interior can also include radiant heated wood flooring, further reinforcing the GV90’s focus on passenger comfort. Heating the air and not just the seats.
Technology extends beyond the displays. The GV90 uses Genesis’ new Pleos Connect infotainment system, based on Android Automotive, with support for downloadable third-party applications. There is also an onboard generative AI assistant called Gleo AI.
Those systems sound promising, although their real-world performance will ultimately determine how useful they are. Advanced technology can be impressive during a product presentation, but daily usability matters far more once the vehicle reaches customers. WE will be test driviing the vehcile in the near future.
The available Bang & Olufsen Premier 3D sound system features 25 speakers and Dolby Atmos support. Extensive ambient lighting and additional sound-deadening materials are designed to create a quieter and more immersive cabin environment.
Underneath the luxury, the GV90 brings some serious hardware.
Genesis is using a 123.5-kilowatt-hour battery, the largest battery the company has installed in one of its electric vehicles. Genesis estimates approximately 310 miles of range for the seven-passenger version based on its internal testing. On a 350-kilowatt DC fast charger, the company says the battery can charge from 10 to 80 percent in approximately 22 minutes.
Power comes from front and rear electric motors producing a combined maximum of 657 horsepower and 590 pound-feet of torque.
The chassis is equally ambitious. The GV90 is equipped with dual electronic limited-slip differentials, multi-chamber air suspension and rear-wheel steering. Genesis says the rear wheels can turn up to five degrees, which should help improve maneuverability for such a large SUV.
Safety is another area where Genesis is introducing something unusual.
The GV90 has 12 airbags, including what Genesis describes as the world’s first roof airbag. The system is designed to provide additional protection during a rollover by deploying across the roof glass. Combined with a new aluminum frame designed to increase rigidity while reducing weight, Genesis is positioning the GV90 as both a luxury and technology flagship for the brand.
The biggest remaining question is price. No pricing was offered but we expect it will be priced to take the market by storm like they have in the past.
Genesis is moving into a considerably more expensive and competitive segment with the GV90, and pricing will play a major role in determining how aggressively it can challenge established luxury competitors. The appeal of the Neolun version, with its hidden B-pillar and coach-style doors, will also depend on how much of a premium Genesis places on that technology.
There are also questions about how buyers will respond to features such as rotating seats, the pop-up Cinematic Display and the new AI assistant. These technologies could help differentiate the GV90, but they will need to work seamlessly in everyday use.
My first impression is that the 2028 Genesis GV90 is the boldest and most ambitious vehicle the brand has built. Its beautiful and creates emotion that will make you want to own one.
Genesis is not simply adding another electric SUV to its lineup. The company is using the GV90 to redefine what it believes a flagship luxury SUV should offer, with more space, more personalization, more technology and a dramatically different approach to the passenger experience.
The GV90 Neolun, in particular, could become one of the most distinctive luxury SUVs on the market thanks to its hidden B-pillar and innovative coach-style doors.
For the North American market, the 2028 Genesis GV90 represents Genesis putting the luxury establishment on notice. New drivelines are also expected to be offered per our conversation with executives. This will most likely be hybrid and range-extended versions. The design, technology and engineering are ambitious, and the real test will come when the GV90 finally reaches the road.
Lauren Fix, The Car Coach®, is a nationally recognized automotive expert, analyst, and consumer advocate. You’ve seen her on television, radio, and across digital platforms, breaking down the latest in automotive news and reviews. For more updates and expert insight, follow Lauren at The Car Coach Reports.
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