Genesis X Gran Equator: The Most Luxurious Way to Get Your Hiking Boots Dirty

• Genesis enters the luxury off-road space with the X Gran Equator Concept, blending opulence with rugged capability.

• Design language stays true to “Athletic Elegance” while introducing functional overlanding features like roof rails and beadlock wheels.

• Not production-ready yet, but it signals Genesis’ ambition to take on Land Rover, Rivian, and Mercedes in the lifestyle EV SUV segment.

Genesis Has a Wild Side — And It's Wearing Beadlocks

Up until now, Genesis has played the restrained luxury card masterfully — building swoopy sedans, crisp crossovers, and throwing subtle jabs at the Germans. But at the 2025 New York Auto Show, the Korean luxury brand rolled out something entirely unexpected: the Genesis X Gran Equator Concept — a four-seat, electric, off-road-ready SUV that looks like it was carved with a katana and then sent to an REI catalog shoot.

It's still a concept. Yes, the usual caveats apply — no production date, no drivetrain specs, no official pricing. But what Genesis is really showing off here isn't just a one-off design exercise. It's a declaration: We can do Range Rover. We can do adventure. And we can do it beautifully.

Genesis X Gran Equator Concept Top View

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An Adventure-Ready Design Without the Macho Posturing

Genesis calls it an “elegant overlander for the modern explorer,” and for once, the PR language isn't reaching too far. This SUV concept is genuinely handsome — with a minimal, sculpted profile that avoids the bulky, try-hard look of some of its competitors.

Let’s break down what makes this SUV stand out:

Feature	Details
Design Philosophy	Based on Genesis’ “Athletic Elegance,” with clean lines and muscular stance
Lighting Signature	Two-Line motif front and rear
Wheels	24-inch beadlock-style alloys, chunky off-road tires
Roof	Integrated rails with a wraparound rack
Tailgate	Split-opening design, practical for gear access
Interior	4-seat layout, swiveling front seats, modular storage, vintage camera dials

Inside, it’s pure Genesis — thoughtful, clean, and surprisingly practical. The swiveling front seats and modular storage aren’t gimmicks — they’re deliberate nods to lifestyle flexibility. Think of it as a lounge that just happens to be off-grid capable.

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A Statement, Not a Spec Sheet

The most glaring omission? Powertrain details. Genesis hasn’t released any specifics about range, horsepower, or torque. But it’s almost certain this concept is based on the brand’s next-gen EV platform, possibly a stretched variant of the one underpinning the GV60 or GV80 EV.

Instead of performance numbers, Genesis wants you to focus on emotion — on what it would feel like to take this serene SUV into the mountains, park under the stars, and sip something expensive while the front seats swivel to greet the view.

The head of Genesis Global Design, SangYup Lee, summed it up with clarity:

“The X Gran Equator Concept is about reimagining adventure through the lens of Korean luxury.”

It's a far cry from rooftop tents slapped onto pickups. This is design-first adventuring.

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So, Is Genesis Going to Build It?

That's the million-dollar question — or more like $90,000, given the market it’s targeting. Genesis has been coy about production intent, but the buzz around this concept has been strong. And with the SUV market still red-hot — especially in the high-margin lifestyle space — this isn’t just a sketch on a designer’s napkin.

In fact, it wouldn’t be surprising if Genesis pulls a classic industry move: tone it down slightly, slap a badge on it, and start talking limited production.

And who’s it aimed at? Clearly the Range Rover crowd, but also Rivian R1S, Mercedes G-Class, and the upcoming Scout Motors EVs. Genesis is saying: “We’ve got the design, the EV chops, and the courage to compete.”

Genesis X Gran Equator Concept Interiors

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Final Thoughts: A Stylish Curveball

The X Gran Equator isn’t just a concept SUV. It’s Genesis saying it’s ready to stop playing catch-up — and start dictating the rules. Whether or not it hits the production line, it shows where the brand is headed: boldly upscale, confidently electric, and unafraid to take the road less traveled — even if it’s unpaved.

For more detailed images of the Genesis X Gran Equator Concept, click here.