Just when you thought Genesis had figured out exactly what it wanted to be, the Korean luxury upstart comes out swinging with something completely unexpected. Unveiled at the New York Auto Show, the X Gran Equator concept is what happens when Genesis decides it’s had enough of being pigeonholed as the maker of handsome but predictable luxury machines and decides to go full adventure mode. This concept SUV is unabashedly gunning for the territory long dominated by Land Rover and Mercedes G-Wagen, while bringing a distinctly Korean design sensibility that makes those established players suddenly look a bit stuffy.
A Design That Breaks All the Rules
Forget the smooth, flowing lines of the current Genesis SUV lineup—the X Gran Equator brings a boxier, more muscular approach that’s still unmistakably Genesis. The front end goes almost completely grille-less (hello, EV future) but maintains the brand’s signature twin-line lighting that now wraps dramatically around the front and down the sides. The profile is where things get particularly interesting, with exaggerated proportions including a massive hood and dash-to-axle ratio that screams luxury, while the sloped rear glass and hidden rear door handles create a deceptively coupe-like silhouette.
The whole package rides high on gigantic 24-inch beadlock wheels wrapped in serious all-terrain rubber with a unique tread pattern that doesn’t carry any recognizable tire branding. The body sides show subtle black cladding around the wheel arches—just enough to signal its off-road intentions without resorting to the plastic overkill we see on too many “adventure” vehicles. Perhaps most interesting is the split tailgate at the rear, a clear nod to Range Rover that signals Genesis isn’t afraid to borrow from the best while putting its own spin on things.
Saying Goodbye To The Modern Infotainment Screen
Pop open the doors and you’ll find the X Gran Equator’s most revolutionary feature: a dashboard completely devoid of the massive screens that dominate modern luxury vehicles. Instead, Genesis has gone refreshingly retro with a cluster of round digital gauges including three behind the steering wheel and four more inset into the dashboard. These circular displays handle everything from vehicle info to entertainment functions while maintaining a delightfully analog aesthetic.
Physical controls are everywhere, with chunky toggle switches lining the center console and plenty of buttons on the steering wheel. It’s a bold rejection of the minimalist, screen-dependent interiors that have become ubiquitous across the industry. The four-seat layout features a gorgeous two-tone color scheme in light blue and beige, with surfaces that blend high-end materials with what appear to be more durable, adventure-ready finishes.
Overhead, a clever four-panel sunroof system gives each occupant their own personal skylight, while the rest of the cabin incorporates modular storage solutions that suggest this concept was designed with actual adventures in mind, not just mall crawling.
So, What Exactly Is Under The Hood?
Genesis remains frustratingly tight-lipped about what might be under the hood of the X Gran Equator. The grille-less front end strongly suggests an electric powertrain, and we’d expect all-wheel drive with sophisticated torque vectoring to give it legitimate off-road capability. That said, the concept’s dramatically long hood has some speculating about the possibility of an internal combustion engine—perhaps even a straight-six that would give Genesis another point of comparison with Land Rover.
Whatever the powertrain, the X Gran Equator’s stance and proportions make it clear that Genesis envisions this as a proper adventure vehicle “engineered to perform in extreme conditions while maintaining a natural sense of grace,” as the company puts it.
Spec Sheet
Model: Genesis X Gran Equator Concept
Type: Luxury adventure SUV concept
Powertrain: Unspecified (likely electric)
Drivetrain: Presumed all-wheel drive
Interior: Four-seat configuration with digital gauges
Special Features: Four-panel sunroof, split tailgate, 24-inch beadlock wheels with all-terrain tires
Design Elements: Twin-line lighting signature, coupe-like silhouette with hidden rear door handles
Interior Tech: Multiple circular digital displays instead of traditional touchscreen
Pricing & Availability
Genesis says the X Gran Equator is “not confirmed for production,” but the company also hints that design elements like the split tailgate and integrated roof rails will appear in future production vehicles. The concept will be on display at the New York Auto Show and then move to the Genesis House in Manhattan’s Meatpacking District, where it will remain until July.
Recap
Genesis X Gran Equator Concept
Signaling the Korean luxury brand’s bold move into adventure vehicle territory with a striking design that blends luxury proportions with off-road capability, and a retro-inspired interior that rejects touchscreen dominance.
