Genesis Neolun concept revealed: Hyundai's luxury brand goes after Bentley Bentayga, BMW X7 and Range Rover with ultra-plush SUV that previews the 2025 Genesis GV90

Genesis has previewed the next step in its expansion, moving into the upper-large SUV segment to take on the likes of the BMW X7, Mercedes-Benz GLS and Range Rover. 

Unveiled in New York, ahead of this week’s New York Motor Show, the Genesis Neolun concept seemingly previews an all-electric GV90 production model for the near-future. This would become the brand’s new flagship, sitting above the recently updated GV80.

Genesis Chief Creative Officer Luc Donckerwolke said the Neolun is “the epitome of timeless design and sophisticated craftsmanship.”

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The creative philosophy for the Neolun is “reductive design” with a minimalist exterior, highlighted by the fully-integrated front and rear lights and pillarless coach doors.

But it’s inside where the designers really worked to impress, starting with automatically deploying side steps to help lift you into the commanding seating position. Once inside the occupants are treated to four lounge-style seats. In true concept car fashion, the front seats can rotate so that all four occupants can sit facing each other.

The interior is finished in a combination of ‘Royal Indigo’ cashmere and vintage-inspired ‘Purple Silk’ leather, with real wooden floor boards. It certainly provides a premium look and feel that pushes Genesis into the upper end of the luxury market.

Genesis has called on its Korean heritage for a special heating system. Inspired by the traditional ‘ondol’ radiant heating system, which uses direct underfloor heat transfer, there is a heating film applied to the dashboard, door trims, floor and seat backs to help keep the cabin warm.

Inside the Genesis Neolun concept are four lounge-style seats.

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Genesis has previewed the next step in its expansion, moving into the upper-large SUV segment.

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The production version of the GV90 is expected to launch in 2025.

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The interior is finished in a combination of ‘Royal Indigo’ cashmere and vintage-inspired ‘Purple Silk’ leather.

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The production version of the GV90 is expected to launch in 2025 and will likely be based on the next evolution of the ‘e-GMP’ electric vehicle architecture that already underpins the likes of the Hyundai Ioniq 5 and Kia EV9. Expect dual motors, for all-wheel-drive traction and effortless performance, but details of this will likely be kept under wraps until it’s officially unveiled.

The updated platform is likely to have increased autonomous driving functionality too. This was highlighted by the Neolun featuring a large, retractable screen in the centre of the dashboard, which was described as ideal for “watching movies” - which is not something you should be doing if you’re driving.

The GV90 will almost certainly miss out on the pillarless doors but should still act as a new flagship model for the brand as it looks to continue its sales growth.