The 2027 Genesis GV90 Neolun with coach doors and rotating front seatsGenesisFor the last decade, Genesis has been on a mission to define luxury in Korean terms, to add intuitive hospitality to its brand cachet and to compete on a global stage alongside Mercedes-Benz, BMW and Rolls-Royce.With the introduction of the GV90 and its pinnacle trim, Neolun, the brand is poised to do just that.With more than a million cars sold since Genesis left the Hyundai umbrella in 2016, the company has come a long way. It's defined modern minimalist design, opened more than 100 stand-alone dealerships across North America and won more than a few awards along the way. Last year the company launched its first motorsport endurance team, Genesis Magma Racing competing on FIA World Endurance Championship circuit.A New Flagship Leads The Genesis LineupWith the debut of the Genesis GV90, the brand's first full-size luxury SUV, the company now has a nearly complete offering—a sports car will complete the set—for buyers who love the brand and need to find the right fit within the lineup.AdvertisementAdvertisementThe GV90, which sits at a full 208 inches long, similar in size to both Rolls-Royce Cullinan and Cadillac Escalade (though not as large as the Cadillac Escalade IQ) , will offer buyers the choice of an ultra-luxury limousine-style experience or a posh three-row SUV for more passenger seating.Inside the GV90 buyers will find novel and surprising features, from rotating front seats that create a lounge-like cabin, to an extending center screen to coach doors that open outward for easy entry.What the Genesis GV90 won't offer is multi-cylinder power; it's being offered in an electric-only powertrain, following commitment by Genesis, and parent company Hyundai, to continue EV development in its lineup.The Genesis GV90 further defines the brand's design languageAn EV Platform Designed For Luxury DrivingThat Genesis decided to go all-electric with the GV90 makes sense; EVs lend a natural quietness to time on the road. The dual-motor system, though, will deliver plenty of power, Genesis says. The GV90 is powered by a 123.5 kWh battery system that generates 657 hp and 590 pound-feet of torque. In testing so far, Genesis says the GV90 has a range of about 310 miles, and that it will be able to recoup up to 80% of the battery's charge in 22 minutes at a 350 kW DC fast charger.AdvertisementAdvertisementAdding to the luxury feel is a drive train that's designed to be predictive and responsive; the air suspension is intended to absorb the impact from potholes and level out the chassis to reduce the feel of body-roll on curvy roads. And rear-wheel steering will enable this full-size SUV to execute tighter turns and more easily fit into tight parking spots.The front cabin of the 2027 Genesis GV90A New Tech Platform Paves The Way For This Software-Defined VehicleWith the Genesis GV90 the company introduces the first iteration of its new and upgraded connectivity system, Pleos Connect. The system is built on the Android Automotive Operating System and leverages natural language AI to enhance the user experience; the system will be able to execute a range of functions from lowering the windows to navigation to changing the color of the ambient lighting.This new system also enhances the ability of the Genesis to function as a truly software-defined vehicle, able to update and upgrade systems via over the air updates. This extends to the battery pack; it's cloud-connected with a diagnostic system that can alert owners or Genesis to malfunctioning cells or other issues before they impact performance.The interior of the 2027 Genesis GV90 equipped with the executive packageThe Neolun Adds Innovative Luxury DetailsOne of the most competitive arenas right now is among ultra luxury cars, especially those in which the owner might be chauffeured. And this is where the GV90 Neolun has squarely set its sights.AdvertisementAdvertisementThe Neolun will boast a number of features that are exclusive to this model; they include the outward-opening coach doors that were engineered to slide then open in order to not conflict with the front doors. To accommodate these, Genesis had to reinforce the roof structure and added a roof air bag for additional crash protection.Then, there's a dimmable panoramic sunroof with six different modes. When the car is parked, the front seats can rotate to face the rear seat, creating the feel of a lounge. The rear seats can be equipped with a drink chiller, retractable tray tables and reclining, massaging seats. If all that weren't special enough, buyers of First Edition models will also be able to choose from among several two-tone exterior paint options, a detail that's typically only seen on super-luxe models from companies such as Rolls-Royce, Range Rover and Mercedes-Maybach.The rear of the 2027 Genesis GV90Three Rows of Luxury Greet GV90 OwnersBuyers who need more space (and less luxury) can opt for the standard GV90 trims. With three rows of seating, the GV90 promises plenty of leg and head room in all three rows. Standard features include semi-aniline leather upholstery and an extra-large center screen that sits at 23.6 inches for regular use but when the car is parked, can be extended another 3.5 inches to span 24.6 diagonal inches. The screen is designed to lend a cinematic feel to the cabin and is capable of streaming popular video platforms.The interior also features a choice of colors and finishes, from wood to stone and cashmere and is accented with ambient lighting. The lighting is responsive to occupants, brightening when "Hey Google" voice assistance is active or when occupants access the door handles.AdvertisementAdvertisementThe novel and modern feel inside the Genesis GV90 is felt simply getting into the car; pull the door handles and the car is powered on, with ambient lighting and screens coming alive. The gear shifter rotates on the steering column to the two o'clock position and on the center console a crystal sphere rotates to reveal a media controller. Genesis abandoned the idea of a starter button; the car is started by pressing the brake pedal.In all, Genesis incorporated a number of innovations first seen in other Genesis models and in the Neolun concept first shown at the New York Auto Show in 2024. Many of these innovations are bold, the type that are often left on the cutting room floor when the production model makes its debut. But clearly, pushing the limits of luxury is the Genesis mission and what will put it solidly among the ranks of super luxury competitors.This article was originally published on Forbes.com