Automotive Rhythms, photos by John Faulkner and Genesis
Genesis chose the Palace of Fine Arts in San Francisco to introduce the GV90 this week, as the artistic location suited the occasion. The domed rotunda and colonnade have anchored the city’s skyline since the 1915 Panama-Pacific International Exposition, and now they’ve hosted the debut of Genesis’ full-size flagship SUV, an EV the brand calls the culmination of everything it has built since launching in 2015.
The GV90 arrives in two forms: the standard GV90 uses conventional doors, and the GV90 Neolun—the more elaborate of the pair—presents independently opening and closing, hidden B-pillar coach doors. Genesis calls this system the Neolun Arch Gate. The front and rear doors swing open facing each other, clearing a wide, pillar-free opening that makes entry and exit noticeably simpler, particularly in the second row. Genesis engineered a dual-motion hinge for the rear doors that first slides them outward, then rotates them open, a sequence built specifically around the hidden-pillar body structure.
From a safety perspective, losing the B-pillar usually means losing some structural strength, so Genesis compensated elsewhere. High-strength dual steel beams now run through the door-to-body joint to disperse crash forces, and a concealed roll cage, built from a cabin frame 1.5 times thicker than a standard vehicle and reinforced with structural foam, gives the GV90 Neolun crash protection Genesis says matches vehicles with conventional pillars.
That safety emphasis carries through the rest of the vehicle, including 12 airbags in total, such as the roof airbag, a Hyundai Motor Group first, that deploys across the entire ceiling in a rollover to keep occupants from being ejected. Passenger seats receive dual-depth airbags that adjust to passenger seating position, and cushion-mounted airbags are meant to prevent an occupant from sliding under the seatbelt on impact. An in-cabin monitoring system tracks who’s sitting where and flags improper belt use or unusual posture.
On design, Genesis drew from the moon jar, the round white porcelain vessel that’s become shorthand for Korean minimalism, and applied that restraint to the GV90’s proportions. The Wing Face Micro Lens Array (MLA) headlamps spread across the front fascia (above the dual-layered G-matrix patterned chrome lower grille) and use laser engraving to blend the lighting into the bodywork. Think of the jeweled Two-Line design as a diamond neckpiece hanging in a V-shape, drawing attention across your outfit. At 5,285 mm in length and gliding on 24” forged wheels, the GV90 carries its size without much extra ornamentation. The rear skips a spoiler altogether, relying instead on flush-mounted taillights and minimal lines. Sixteen exterior colors are available across the lineup: 13 gloss finishes and three matte hues.
Onsite, Genesis also unveiled the GV90 Neolun First Edition, a limited-run special built on the Executive Suite layout with a 2-tone exterior, body-color 24” wheels, wool cashmere interior trim as standard, and First Edition logo engraving on the Crystal Sphere Controller, headrests, and doorsteps. It comes in three exterior and interior combinations.
“Today marks a landmark arrival for Genesis and for the future of luxury mobility. GV90 opens a new chapter for Genesis, building on our track record of bold innovation, elevated customer experiences, and an unwavering commitment to excellence,” said Jose Munoz, president and CEO of Hyundai Motor Company. “In less than eight years, Genesis became the fastest luxury brand ever to reach one million sales, built on distinctive design, class-leading innovation, and a relentless focus on our customers. Our new flagship SUV represents our vision for the future while embodying the very best of Genesis, staying true to the distinctly Korean values of hospitality and craftsmanship that have shaped our journey.”
Underneath the SUV is an eMP platform, the electric architecture built exclusively for Genesis’ flagship models. The GV90 rides on a 3,245mm wheelbase with a flat floor and a slim cockpit, and is powered by a 123.5 kilowatt-hour battery, the largest Hyundai Motor Group has put in a production EV. Combined output from the front and rear motors reaches 490 kilowatts and 800 Newton-meters of torque. Genesis estimates a range of roughly 310 miles for the 7-seat configuration, with a 350-kilowatt charger able to take the battery from 10 to 80 percent in 22 minutes. Dual Electronic Limited Slip Differentials—mounted front and rear for the first time on a Genesis—split power across all four wheels, while a multi-chamber air suspension and rear-wheel steering, which turns up to five degrees, tighten the turning radius.
Inside, Genesis built the cabin around a bespoke living space. The GV90 Neolun adds motorized front seats that rotate a full 180 degrees while parked, turning the compartment into a face-to-face lounge for meetings or conversation, another first for Hyundai Motor Group. A New Power Control System removes the start button entirely. Pull the door handle, and the car powers on and the door self-closes. Then the column shifter rotates into position while the Crystal Sphere Controller shifts to signal that the e-SUV is ready to engage.
The centerpiece of the dashboard is a pop-up OLED Cinematic Display. At 23.6 inches, it handles the instrument cluster, navigation, and media while driving, but parked, it extends 90mm and grows to 24.6 inches for watching content. A 25-inch head-up display replaces the traditional instrument cluster outright, and the infotainment runs on Pleos Connect, Hyundai Motor Group’s Android Automotive-based platform, with a generative AI assistant called Gleo AI handling voice commands and search.
The sound system is a Bang & Olufsen Premier 3D setup with 25 speakers running 7.1.4-channel Dolby Atmos, tuned with Virtual Venue modes that recreate the acoustics of specific concert halls and stadiums. Ambient Illumination runs from the dashboard into the doors, and the seats add 15 individual air cells with a pulse vibration function for a deeper massage than any prior Genesis model has offered. A metal-coated, heated windshield clears frost without tapping into the climate system.
The GV90 Neolun Executive Suite, a 4-seat configuration, pushes further, with a real wood veneer 2nd-row floor built on ondol-style radiant heating, a Comfort Partition that isolates the cabin from trunk noise, and a Smart Vision Roof that lets occupants dial in transparency across six separate zones.
Genesis is pairing The Bay launch with a larger campaign tied to Marilyn Monroe, framing her career and cultural staying power as a parallel to the brand’s own decade-long push into the luxury segment. The tie-in includes “Manifesting Marilyn,” an exhibit that ran at Genesis House New York in June, and support for “Flesh Impact,” a Maggie Gyllenhaal-directed short film set to debut at the 2026 Venice International Film Festival.
The GV90 and GV90 Neolun go on sale in the U.S. through Genesis’ retailer network, with pricing to be announced closer to launch.
