Genesis X Gran Equator Concept: overlanding in style

At the New York International Auto Show 2025, Genesis unveiled its latest concept car: the X Gran Equator Concept. It embodies a modern, stylish ‘overlander’ SUV built for adventures off the beaten path. A concrete production version is not confirmed (yet), but Genesis wants to expand into the lifestyle segment.

For a few years, Genesis, Hyundai’s premium sub-brand, has been building classic luxury SUVs, saloons, and even station wagons that have challenged the European premium brands. Although a real breakthrough has not yet happened, the Korean brand continues to explore new pathways to establish itself as a household name.

The latest concept car from Genesis

In other words, Genesis builds many concept cars, and the X Gran Equator Concept is the latest in the series. It’s a large, presumably electric SUV with lots of ground clearance and classic proportions, thanks to a long hood and relatively short overhangs.

The roof rails and 24-inch wheels with terrain tires emphasize that it’s made for off-road driving, specifically in landing, where you take a terrain-ready vehicle on a self-reliant adventure. However, a roof tent is missing from the concept.

No large displays

Inside, the Genesis X Gran Equator Concept surprises with its lack of large digital displays. To bring back a classic sense of luxury, the designers have hidden the digital elements in four round dials inspired by camera control elements. The two-tone interior features excellent materials and swiveling front seats to boost practicality.

Lifestyle vehicle incoming?

Genesis does not count on taking the X Gran Equator Concept into production. Still, the concept car intends to expand into lifestyle-oriented vehicles with a particular USP, but are bought more as status symbols. The Mercedes G-Wagon could be seen as a prime example of this type of vehicle.

The X Gran Equator Concept will be displayed at the Genesis booth during the 2025 New York International Auto Show, which will be held from April 18th to the end of July at the Jacob K. Javits Convention Center. Following the show, it will be displayed at Genesis House New York in the Meatpacking District.