They did it. Good grief. This isn’t a render or a concept. It’s real. Genesis is really putting this coach-door juggernaut into production as the GV90 Neolun.
We’ve said it before, but we’ll say it again: this young South Korean brand’s ambition is limitless. With the Neolun, Genesis is aiming for the king. And they rarely miss.
To recap, Genesis first went after the established German luxury brands; it’s something a lot of car brands say they’ll do but none really pull off. None except for Genesis, of course, whose range of sports sedans and SUVs can stand wheel to wheel against their European rivals. But now — with the Neolun — Genesis appears to be going after a much tougher market. One doesn’t need to be an industry analyst to figure out what the target is. Just take another look at those coach doors. There’s only one other big SUV on the market with coach doors, and it’s none other than the venerable Rolls-Royce Cullinan.
“In less than eight years, Genesis became the fastest luxury brand ever to reach one million sales,” said José Muñoz, president and chief executive of Genesis parent Hyundai Motor Company. It’s worth boasting about because it’s such a rare achievement. Name another full-range car company, with a lineup of combustion and electric cars, that has successfully muscled into the crowded luxury car market. Until Genesis, it hadn’t happened since the 1980s.
Muñoz continued, “Our new flagship SUV represents our vision for the future while embodying the very best of Genesis, staying true to the distinctly Korean values of hospitality and craftsmanship that have shaped our journey.”
We should clarify that the new SUV will be available in two versions. The GV90 Neolun is the model you see here, featuring these magnificent coach doors, dubbed the Neolun Arch Gate in Genesis-speak. If your budget can’t quite stretch that far, however, there will also be a standard GV90 with conventional swing doors.
Pricing and availability are still a mystery, but even without knowing the premium for the Neolun Arch Gate, we know that’s the model to have. Imagine walking up to it and seeing the whole side of the car open up to greet you. Talk about making an entrance.
Genesis claims the Arch Gate is the world’s first independently opening and closing hidden B-pillar coach doors. (For those keeping score at home, the Rolls-Royce Cullinan has a fixed B-pillar between the two doors.) Genesis builds that pillar into the doors, so it swings out of the way, creating a cavernous and inviting opening. It’s made possible by a giant hinge mechanism that works by first sliding the rear door outward, then smoothly rotating it open. We’re sure this caused all the engineers in Korea more than a few sleepless nights.
The theatrical entrance doesn’t stop at the doors, though. As Genesis explains, “As a passenger pulls the door handle, the vehicle powers on and the door closes automatically. Once the door closes, the Motion Column Shifter moves from the 12 o’clock to the 2 o’clock position, ready for gear selection. Simultaneously, the Crystal Sphere Controller rotates to reveal an integrated controller, and the tweeter covers on the dashboard part gracefully to the sides.” Got that? You’ve really got to see it in action to understand but trust us when we say it’s impressive.
Inside, there’s all the clever tech you’d expect, including an AI agent — named Gleo — and a next-gen infotainment system. Bang & Olufsen provides the sound system and its 25 speakers. A giant OLED central screen rises further out of the dash when the vehicle’s parked. Acoustic glass, more than five millimetres of it, helps ensure the cabin is silent like a spa at highway speeds.
Even the little things seem designed to make life easier. The metal-coated windshield, for example, melts snow and kills condensation so you’re not out there scraping away or heating up the cabin with the defogger. Radiant heaters in the first- and second-row armrests, side panels, and door trim ensure you can go from garage to car to office without ever catching a chill.
At this level, multi-chamber air suspension and rear-wheel steering are par for the course, as is plenty of power. The GV90’s electric motors — yes, the GV90 is an EV — combine for 657 horsepower and 590 lb-ft of torque. Driving range is 499 km, according to the company, which is very healthy for a full-size SUV with up to seven seats. (If we’re spec’ing it though, we’re going for the four-seat Executive Suite configuration every time.)
To hear Genesis explain it, the GV90 is just the beginning of the brand’s next decade. It anchors an expansion upward that — we sincerely hope — will include production versions of the Magma GT supercar concept and gorgeous X Gran Coupe and Convertible concepts. The brand’s first decade sent shockwaves through the luxury car establishment, but it’s now clear that Genesis is only just getting started.
