NEW YORK – Genesis, the luxury brand of South Korea’s top automaker Hyundai Motor Co., has premiered its first electric off-roader concept and showcased high-performance racing car in a bold double debut aimed at cementing its position in both lifestyle and motorsport segments.
At an event held on Tuesday at Genesis House New York in Manhattan, Hyundai’s luxury marque pulled the wraps off the X Gran Equator Concept, a rugged all-electric SUV that signals Genesis’s entry into the adventure vehicle space.
Described by the company as an “electrified off-roader,” the concept marks a significant step in expanding Genesis’ portfolio beyond sedans and luxury crossovers, Genesis officials said.
Genesis also showcased the GMR-001 Hypercar, its first racing model.
“The world had doubts when we launched Genesis a decade ago with just two sedans – the G90 and G80,” said Luc Donckerwolke, Hyundai Motor Group’s chief design officer and chief creative officer. “Now, ten years later, we offer a full SUV lineup across all powertrains – and we’re just getting started.”
Genesis also plans to launch a rear-wheel-drive hybrid model starting next year.
STRONG GENESIS SALES IN THE US
The X Gran Equator is the first in what Genesis calls an “adventure-oriented” product line.
While technical specifications remain under wraps, the concept hints at a more rugged direction for the brand, with a design tailored to deliver off-road capability alongside Genesis’ signature luxury cues.
The unveiling aligns with the company’s broader push into the premium SUV category.
Launched in November 2015, Genesis has rapidly grown from a niche luxury brand to a global contender. In 2016, it sold just over 64,000 units worldwide. By 2024, that figure surged to nearly 230,000, with cumulative sales surpassing 1.3 million vehicles over the past nine years.
Much of that growth has been driven by demand in the US, where Genesis sold more than 75,000 vehicles last year – roughly one-third of its global volume. That represents more than a tenfold increase from 2016, when it sold just 6,827 units in the US.
SUVs now form a critical pillar of that growth strategy for Genesis and Hyundai Motor Group in general.
The X Gran Equator Concept, presented as the brand’s first fully electrified off-road SUV, reflects Genesis’ expanding ambition to attract customers seeking performance and luxury beyond city streets.
Built on the marque’s “Athletic Elegance” design language, the concept is aimed at drivers who “seek both serenity and challenge,” blending a refined interior experience with a rugged, adventure-ready exterior, according to the automaker.
GMR-001
In a second reveal at the event, Genesis also showcased the GMR-001, its first high-performance vehicle, or hypercar, and the centerpiece of its nascent push into motorsport.
The full-scale design model was shown for the first time since the company announced the launch of its racing team – Genesis Magma Racing – in Dubai last December.
The hypercar is expected to lead the brand’s competitive efforts as it explores formal entry into elite motorsport categories.
Few details about the GMR-001’s performance capabilities were released, but company executives described it as a “statement of intent” in pushing Genesis engineering to its limits.
The GMR-001 will be the first car entered by the Magma team and is slated to make its competitive debut in 2026 as part of Genesis’ entry into the World Endurance Championship (WEC).
The company plans to follow up by entering the WeatherTech SportsCar Championship (WTSCC) in North America in 2027.
By Jung-Eun Shin
newyearis@hankyung.com
In-Soo Nam edited this article.
