The all-new Genesis GV90 offers power-operated doors with no B-pillarGenesisGenesis has spent the past decade moving steadily up the luxury-car hierarchy, but the new Genesis GV90 represents something different. Unveiled in San Francisco as the Korean brand's first full-size flagship SUV, the all-electric GV90 is designed not merely to compete with established premium SUVs but to demonstrate how Genesis believes the luxury flagship should evolve in the electric era.Based on the Neolun concept Genesis revealed in 2024, the production GV90 arrives in two primary forms. The standard GV90 uses conventional doors, while the more dramatic GV90 Neolun features what Genesis calls the Neolun Arch Gate: coach-style front and rear doors with no conventional fixed B-pillar separating them. That feature alone makes the GV90 one of the more technically ambitious new luxury SUVs in years.The GV90 features a massive 128-inch wheel base and 24-inch wheelsGenesis GV90 Offers Coach Doors Without a B-PillarGenesis says the Neolun's system is the world's first independently opening and closing hidden B-pillar coach-door design. When both doors are open, occupants get an unusually wide, uninterrupted opening into the cabin. The rear door uses a dual-motion hinge that first moves the door outward before rotating it rearward, allowing it to operate independently from the front door.AdvertisementAdvertisementRemoving a traditional B-pillar creates obvious structural challenges, and Genesis appears to have devoted substantial engineering resources to overcoming them. High-strength dual steel beams are incorporated into the doors, while the passenger compartment uses a reinforced frame that is 1.5 times thicker than a conventional design, along with high-strength steel tubing and structural foam. Genesis claims the resulting structure provides crash performance equivalent to a vehicle using a conventional B-pillar.The GV90's boxy shape and electric drivetrain create a spacious interiorSafety innovation extends beyond the doors. The GV90 has 12 airbags, including what Genesis describes as the world's first roof airbag. During a severe rollover, it deploys beneath the panoramic glass roof to reduce the possibility of occupant ejection or contact with the roof. Seat-cushion airbags, extended third-row curtain airbags and an in-cabin monitoring system (that warns occupants when they are out of position to benefit from the vehicle's safety provisions) further expand the SUV's occupant-protection strategy.Flush taillights and smooth surfacing give the GV90 an uncluttered exterior designGenesis GV90 offers 657 HorsepowerUnderneath the GV90 is Genesis' new Electric Mobility Prime, or eMP, architecture developed specifically for a Genesis flagship. Its 128-inch wheelbase (about 7 inches longer than a Cadillac Escalade) helps create the long, flat-floor passenger compartment expected of a vehicle positioned at this level. Energy comes from a 123.5-kWh battery, currently the largest installed in an electric vehicle from Hyundai Motor Group. Genesis estimates the seven-passenger GV90 can travel approximately 500 kilometers, or roughly 311 miles, based on its internal testing. That is not yet an EPA rating, making the eventual U.S. certification an important number to watch. On a 350-kW DC fast charger, Genesis says the battery can recharge from 10 to 80 percent in 22 minutes.Performance should be suitably effortless. The dual-motor system produces 657 horsepower and 590 pound-feet, of torque. Both the front and rear axles feature electronic limited-slip differentials, making the GV90 the first Hyundai Motor Group vehicle with a dual E-LSD configuration.The GV90 will be offered in 16 exterior colors, including Baena GreenGenesis is also addressing the eternal challenge of large luxury SUVs: reconciling comfort with body control. Multi-chamber air springs can alter their effective stiffness, electronically controlled dampers continuously adjust damping force, and rear-wheel steering can turn the back wheels up to five degrees. Genesis says the latter gives the GV90 a turning circle comparable to a midsize vehicle while improving stability at higher speeds.The interior features a large central display screen and glass roofAdvertisementAdvertisementGenesis GV90's Interior Is More Like a LoungeIf the chassis establishes the GV90's flagship credentials, the cabin is where Genesis is making its strongest statement.In the Neolun, the front seats can rotate a full 180 degrees while parked, allowing front- and second-row passengers to face one another. The four-passenger Executive Suite pushes the concept further with real-wood flooring, radiant floor heating inspired by traditional Korean "ondol" heating systems, a refrigerator, integrated tables and a partition separating passengers from the luggage compartment.The GV90's start-up process is another indication of new thinking at Genesis. Pulling a door handle powers up the vehicle. Once inside, the door can close automatically, a motorized column shifter moves into position, Genesis' familiar Crystal Sphere rotates to expose its controller, and dashboard tweeter covers slide open. All to clearly indicate the GV90's powered up status. Pressing the brake pedal makes the GV90 ready to drive, eliminating the conventional start button entirely.The GV90's front seats can rotate 180 degrees for mobile meetings, or just hanging outA 23.6-inch OLED display normally integrates instruments, navigation and entertainment functions. When parked, the screen physically rises 90 millimeters to substantially increase the screen size for watching video content. Rather than relying on a traditional instrument cluster, Genesis supplements the central display with a huge 25-inch head-up display.AdvertisementAdvertisementGenesis' Pleos Connect infotainment system runs on Android Automotive OS and supports downloadable third-party applications, while the Gleo AI assistant uses generative artificial intelligence for conversational vehicle controls and information searches. A 25-speaker Bang & Olufsen Premier 3D system supplies Dolby Atmos audio, with software capable of recreating the acoustic characteristics of locations such as Boston Symphony Hall and Wembley Stadium. Ambient lighting spreads across leather, cashmere, stone and wood trim surfaces, while seats incorporate 15 air cells and pulse vibration for massage functions.The GV90 uses the clean look of Korea's traditional moon jar for design inspirationKorean Culture Drives the Genesis GV90's DesignPerhaps the most interesting aspect of the GV90 is that Genesis is increasingly comfortable eschewing obvious European luxury-car references. The SUV's exterior draws inspiration from traditional Korean moon jars, with Genesis emphasizing proportion, curvature and visual simplicity rather than excessive detailing. At 208 inches long and riding on available 24-inch forged wheels, the GV90 has the physical scale expected of a flagship, but its bodywork remains uniquely uncluttered in a world drowning in automotive design clutter.The front of the GV90 uses Genesis' familiar Two-Line lighting signature executed through Micro Lens Array technology beneath a clamshell hood. At the rear, Genesis eliminates even a conventional roof spoiler, relying instead on flush surface-emitting taillights and simple Genesis lettering. Buyers will have 16 exterior colors and multiple interior themes incorporating real wood, stone and wool cashmere — another indication that Genesis sees premium materials as central to the GV90's luxury positioning.The Genesis GV90 previews the brand's design focus for the next 10 yearsGenesis GV90: The Brand's Biggest Test YetThe GV90 arrives at an important moment for Genesis. Hyundai Motor Company President and CEO José Muñoz noted at the unveiling that Genesis reached one million global sales in less than eight years, an impressive achievement for a relatively young premium brand.AdvertisementAdvertisementBut selling luxury sedans and midsize SUVs is one thing. Establishing a credible flagship in one of today's more competitive segments is another. With its sophisticated chassis, coach doors, rotating seats, high-end materials, unusually ambitious safety technology, and impressive battery pack capacity, the GV90 clearly has the hardware to make that attempt.Pricing, EPA-certified range and U.S. launch timing will ultimately determine how compelling the GV90 is against established six-figure luxury SUVs. Those details weren't included in Genesis' debut material. But what is already clear is that Genesis is no longer merely trying to prove it belongs in the luxury segment. With the Genesis GV90, it is attempting to define what the next generation of luxury vehicles should look and feel like — and doing so on distinctly Korean terms.This article was originally published on Forbes.com
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