Genesis has unveiled its boldest concept yet, the X Gran Equator, an off-road focused SUV that could put the brand in direct competition with Range Rover.
Dubbed the brand’s first “adventure vehicle concept”, the X Gran Equator hints at a possible move into the more rugged end of the luxury vehicle market, while also hinting at some design elements for the next generation GV70 and other SUVs.
“The X Gran Equator Concept is an exercise in harmonizing contrasts – it combines elegance and ruggedness, exploration and comfort,” explained Luc Donckerwolke, Chief Creative Officer of Genesis. “By stripping away the unnecessary, we've designed a vehicle for those who seek the thrill of adventure but refuse to sacrifice the refinement that defines our brand.”
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The X Gran Equator is a study in reductive design, according to the brand, with a clear emphasis on minimalist design and clean lines. The most obvious example of this is the front end, where the usual shield-like grille has disappeared and is replaced by the brand’s signature two-line headlights that wrap around the entire front of the car.
The other major design element that stands out with this latest Genesis concept is the proportions, with an extremely long bonnet met by a short cabin with clamshell tailgate. Genesis specifically called out the clamshell rear end, and the integrated roof rack, as two elements that “showcase the brand’s future design potential” - so expect to see those design cues on future showroom models.
The final notable external feature are the 24-inch alloy wheels, which feature a “bead-hole” design that plays on the rugged, off-road theme the brand is pushing with this concept.
Inside, Genesis has turned back the clock, somewhat, ditching the modern trend for smartphone-style rectangular digital screens. Instead, there are a series of smaller round screens that are reminiscent of older cars.
Befitting a concept car, Genesis claims the materials used throughout the cabin are “intentionally understated” to showcase the “raw beauty of nature”, while the swiveling front seats are another concept-only showpiece.
The X Gran Equator is the latest in a long line of concepts created for the New York Motor Show. In 2024 it was the Neolun, which previewed the upcoming GV90 upper-large SUV. And while Genesis admitted this latest creation isn’t likely to preview a direct production model, it is hinting at possible future expansion beyond its current on-road focused SUVs and sedans.
