Genesis unveiled its first full-size flagship SUV, the GV90, at San Francisco’s Palace of Fine Arts on August 19, offered in standard GV90 and range-topping GV90 Neolun variants.
The production model builds on the Neolun concept Genesis showed in 2024, and Hyundai Motor Group Executive Chair Euisun Chung framed it as a statement that real luxury comes from combining design, AI-driven software and safety to genuinely improve the customer experience, not from technology or styling alone.
Hyundai Motor Company President and CEO José Muñoz added that the launch builds on Genesis’s rapid rise — the brand reached one million sales faster than any luxury automaker in history, in under eight years — and called the GV90 a reflection of the Korean hospitality and craftsmanship values that have defined that growth.
A Door Design With No B-Pillar
The GV90 Neolun’s signature feature is the Neolun Arch Gate, described as the world’s first independently opening hidden B-pillar coach doors. Front and rear doors open toward each other without a center pillar between them, using a newly developed dual-motion hinge that slides the rear door outward before rotating it open, creating a wider, more open entry point than a conventional door setup.
Genesis compensated for the missing B-pillar with dual high-strength steel beams at the door-to-body junction and a reinforced passenger cabin frame — 1.5 times thicker than standard, with integrated steel tubes and structural foam — designed to match the crash performance of vehicles with a traditional pillar.
Building Safety Around a New Structure
Beyond the door design, the GV90 carries 12 airbags, including what Genesis calls the industry’s first roof airbag, designed to deploy across the entire roof glass in a rollover to prevent ejection and reduce injury from roof contact.
Other additions include dual-depth passenger airbags, seat cushion airbags to prevent submarining, curtain airbags extended to the third row, and an in-cabin monitoring system that adjusts airbag and seatbelt response based on occupant position.
The body itself uses a cast-and-extruded aluminum underbody structure, a front deflector to limit A-pillar deformation in small-overlap crashes, and ultra-high-strength steel along the sides for both structural and battery protection, with a slider structure designed to redirect the motor and subframe away from the battery in a frontal impact.
The battery pack adds Thermal Runaway Protection to isolate heat between cells, along with a cloud-based battery management system that runs real-time and predictive diagnostics.
Power, Range and Driving Dynamics
Built on Genesis’s dedicated eMP flagship platform, the GV90 rides on a 127.8-inch wheelbase with a flat floor and slim cockpit for cabin space. Front and rear motors combine for 657 horsepower and 590 lb-ft of torque, drawing from a 123.5-kWh battery — the largest in Hyundai Motor Group’s EV lineup — that Genesis estimates delivers around 310 miles of range in the seven-seat configuration and can charge from 10 to 80 percent in 22 minutes on a 350-kW fast charger.
The GV90 is the first Hyundai Motor Group vehicle with dual Electronic Limited Slip Differentials on both axles, paired with multi-chamber air suspension, dual-valve electronically controlled dampers, and active rear-wheel steering that turns up to five degrees to shrink the turning radius to that of a mid-size car.
Braking comes from four-piston monobloc front calipers with large discs, and cabin quiet is handled through acoustic glass over 19 inches thick on every window along with expanded sound-deadening in the body structure.
Cabin Technology Built Around the Driver
The GV90 introduces Hyundai Motor Group’s New Power Control System, which removes the traditional start button: pulling the door handle powers up the car, and pressing the brake pedal starts it, while the shifter, center controller and dashboard tweeter covers all shift position to signal the car is ready to drive.
A 23.6-inch center OLED Cinematic Display integrates the instrument cluster, navigation and media, and can extend upward by 90mm to become a 24.6-inch screen when parked. A 25-inch head-up display replaces the traditional instrument cluster entirely.
The car also debuts Pleos Connect, Hyundai Motor Group’s Android Automotive-based infotainment platform with access to third-party apps, alongside Gleo AI, a generative AI assistant for natural-language control and search, plus Remote Smart Parking Assist 3 and Memory Reversing Assist for tight parking and reversing maneuvers.
A Sensory-Focused Interior
Sound comes from a 25-speaker Bang & Olufsen Premier 3D system with Dolby Atmos, including Virtual Venue acoustic profiles modeled on real concert spaces and Beosonic personalization.
Ambient Glow lighting runs from the dashboard into the doors, highlighting leather, wool cashmere, stone and wood trim, and also communicates vehicle status through subtle lighting cues.
Front seats include 15-cell air massage systems, and a metal-coated heated windshield — a Hyundai Motor Group first — clears frost without relying on the climate system, backed by radiant heaters in the console and door trim.
Executive Suite and a Limited First Edition
The four-seat GV90 Neolun Executive Suite adds a wood-veneer second-row floor with ondol-inspired radiant heating, a partition isolating the cabin from trunk noise, privacy blinds, and a six-zone Smart Vision Roof with adjustable transparency, along with a rear tower console, refrigerator and integrated tables.
Genesis also revealed the GV90 Neolun First Edition, an ultra-limited version of the Executive Suite with two-tone paint, matching 24-inch forged wheels, wool cashmere trim and exclusive logo engraving, offered in three color pairings.
Design Rooted in the Korean Moon Jar
Genesis based the GV90’s exterior on the moon jar, a traditional Korean porcelain form built around restraint and proportion. The 5,285mm-long body pairs Micro Lens Array headlamps and a layered chrome grille up front with a deliberately minimalist rear that skips a spoiler in favor of flush taillights. Buyers can choose from 16 exterior colors and, depending on trim, five or six interior color schemes.
Chief Creative Officer Luc Donckerwolke described the design as proof that luxury comes from removing rather than adding, calling the GV90 the realization of the promise made by the 2024 Neolun concept.
Alongside the launch, Genesis is running a brand campaign connecting its own growth story to Marilyn Monroe’s legacy of reinvention, including an exhibition at Genesis House New York and support for the Maggie Gyllenhaal-directed short film “Flesh Impact,” set to debut at the 2026 Venice International Film Festival.