Genesis has made its move into the full-size luxury EV arena. At a reveal held at San Francisco’s Palace of Fine Arts on August 19, the Hyundai Motor Group luxury brand took the wraps off the GV90, its first full-size flagship SUV and the largest vehicle the company has ever built. The production model follows the Neolun concept that Genesis showed two years ago, and it arrives in two forms: the standard GV90 and the range-topping GV90 Neolun with coach doors. Genesis is positioning the new three-row SUV, which can seat up to seven, squarely against the Rolls-Royce Cullinan and Bentley Bentayga EWB, while also courting buyers who would normally look at a Range Rover, Cadillac Escalade, or Mercedes-Maybach EQS. This is the model that puts Genesis at the very top of Hyundai Motor Group’s luxury portfolio.
Coach Doors and a Heated Floor Make the Neolun the Star of the Show
The GV90’s most dramatic party trick belongs to the Neolun. Its rear doors are rear-hinged coach doors, and with the B-pillar removed there is no structural interruption between the front and rear openings. When both doors are swung open, the entire side of the car becomes one wide, welcoming entrance — the kind of moment Genesis has been hinting at with the ‘palace gate’ description. The interior backs up that theater. The Neolun can be specified with a heated floor, which Genesis compares to a five-star hotel room, along with wooden flooring, a cinema-style screen, a built-in refrigerator, and a 25-speaker audio system. For buyers who want their SUV to feel less like a vehicle and more like a lounge on wheels, the Neolun delivers.
A 123.5-kWh Battery, 500 km of Range, and 657 HP
Beneath that grand body sits a 123.5-kWh battery pack. Genesis estimates that is enough for roughly 311 miles, or 500 km, of range — a number that should ease some of the range anxiety that still makes full-size electric SUVs a harder sell. The dual-motor all-wheel-drive system is good for up to 490 kW, which converts to about 657 horsepower. That kind of output pushes the GV90 well beyond merely adequate and into genuinely quick territory. It also gives the flagship a specification sheet that can compete on paper with anything from the established European luxury brands, and it means the GV90 is not just a comfortable cruiser but a serious performer in its own right.
The World’s First Roof Airbag Is a Quiet Revolution
One of the GV90’s most intriguing safety details is a feature that literally deploys above your head. Genesis says the GV90 is the world’s first production vehicle with a roof airbag, designed to cover the roof glass in the event of a crash. That is a significant engineering statement. The Neolun’s B-pillar-less body and expansive glass roof create a unique set of challenges, and an airbag for the roof glass is a signal that Genesis was willing to invest heavily in making its dramatic design safe — not just beautiful. It’s the kind of technical story that enthusiasts appreciate even if they never see the airbag deploy.
Pricing, Positioning, and the Road Ahead
Genesis has not yet announced exact pricing, but early published estimates put the GV90 between roughly $110,000 and $160,000. That bracket would place the standard model comfortably in the luxury EV mainstream while allowing the Neolun to challenge prestige SUVs that cost considerably more. In the UK, reports point to a starting price of about £100,000 when the car arrives in 2027, with the Range Rover Electric named as a direct rival. The GV90’s debut came during Monterey Car Week, an appropriate stage for a vehicle that represents Genesis’s most ambitious attempt yet to move from premium upstart to full-fledged luxury flagship. As the 2027 model-year rollout approaches, the big question is whether a Korean-brand SUV with coach doors and a heated floor can take on the old guard at its own game.
More details, including finalized pricing and full standard equipment lists, are expected as the 2027 on-sale date approaches. If the GV90 delivers on the promises made in San Francisco, Genesis will have a flagship capable of taking on the best from Britain, Germany, and beyond.