A New Era for Genesis
Genesis is officially entering the ultra-luxury, full-size SUV segment. Unveiled at the Palace of Fine Arts in San Francisco on August 19, 2026, the GV90 represents the brand's most ambitious push yet into the electrified flagship market. Building upon the design language of the 2024 NEOLUN concept, the vehicle aims to redefine what customers expect from the Genesis brand.
Engineering the Executive Experience
At the heart of the GV90 is the brand's new eMP (Electric Mobility Prime) platform. This architecture was developed exclusively for the flagship to ensure a blend of spacious cabin comfort and high-end driving dynamics. Genesis emphasizes that the platform is specifically tuned for a refined, serene ride, distancing the vehicle from the harsher performance-focused tunings often found in competitor SUVs.
- eMP (Electric Mobility Prime) platform optimized for interior space and ride comfort.
- Available ultra-exclusive Neolun First Edition for elite clientele.
- Executive Suite configuration featuring a four-seat layout.
- Advanced driver assistance, including Smart Cruise Control and Highway Driving Assist 2.
- Innovative design cues, including 24-inch forged wheels and reverse-hinge coach doors on the First Edition.
The GV90 delivers an elegant and serene driving experience befitting a luxury flagship model.
— Genesis Official Statement
Competing at the Top
By introducing features like rotating front seats and the distinctive 'coach door' entry system, Genesis is sending a clear message to established leaders like BMW and Mercedes-Benz. The market shift toward electrification provides Genesis an opening to pivot its brand perception, moving away from being a value alternative to becoming a direct challenger to the industry's most recognizable luxury icons.