First Look at Genesis’ New Flagship Luxury SUV
Genesis has spent roughly a decade establishing itself as a serious competitor in the luxury automotive market, and the brand is now taking one of its biggest steps yet. The all-new 2028 Genesis GV90 is finally here, giving Genesis a full-size, three-row electric SUV designed to compete directly with some of the most established names in the luxury segment.
I had the opportunity to get an up-close look at the new GV90 in San Francisco, California, and this SUV immediately makes it clear that Genesis isn’t trying to simply follow the competition. Instead, the GV90 brings an entirely new level of technology, design, space, and luxury to the Genesis lineup.
A New Electric Flagship for Genesis
The Genesis GV90 is launching exclusively as an electric vehicle. Underneath the elegant exterior is Genesis’ new EMP (Electric Mobility Prime) architecture, which is separate from the E-GMP platform used by other Hyundai Motor Group EVs.
Power comes from a substantial 123.5-kWh battery pack, making it the largest battery used in a Hyundai Motor Group vehicle. Genesis estimates up to 316 miles of range.
The GV90 uses dual electric motors producing a combined 657 horsepower and 590 lb-ft of torque. Power is delivered through a single-speed transmission and an all-wheel-drive system.
Genesis is also introducing dual electronic limited-slip differentials, or e-LSDs, on both the front and rear axles. According to Genesis, the combination should allow the GV90 to accelerate from 0 to 60 mph in under five seconds.
Final curb weight, towing capacity, and top-speed figures have not yet been announced.
A Bold Exterior Inspired by the Neolun Concept
The design of the 2028 Genesis GV90 is heavily influenced by the Genesis Neolun concept that debuted roughly two years ago. That’s particularly noticeable at the front, where the production SUV retains much of the concept’s distinctive styling.
The front fascia features Genesis’ new wing-shaped MLA lighting signature, with full LED headlights integrated into the design. The lighting elements create a modern interpretation of the Genesis crest while giving the GV90 a wide and imposing appearance.
The result is a vehicle that looks considerably more expensive than the current Genesis lineup. There are design cues that can remind you of Bentley and Maybach, but the GV90 still manages to maintain a distinct Genesis identity.
One of the most striking examples is the Bayana Green exterior color shown on the vehicle I saw. Under studio lighting, the metallic finish gives the SUV an exceptionally upscale appearance.
Full-Size SUV Dimensions
There’s no question that the GV90 is a large vehicle.
The SUV measures approximately 208.1 inches in length with a 127.8-inch wheelbase. That makes it roughly 13.5 inches longer than the current GV80.
With those dimensions, the GV90 is positioned directly in the full-size luxury SUV category. It has the road presence necessary to compete against vehicles such as the Cadillac Escalade IQ and other premium three-row SUVs.
The GV90 can also be equipped with massive 24-inch wheels, giving the SUV an even more imposing stance.
Genesis is pairing those large wheels with a multi-chamber air suspension and adaptive dampers. Rear-wheel steering can turn the rear wheels by up to five degrees, which should make maneuvering this enormous SUV easier in tight spaces.
Advanced Safety and a World-First Roof Airbag
One of the more unusual features of the GV90 is its panoramic glass roof and what Genesis describes as the world’s first roof-mounted airbag designed for rollover collisions.
Genesis says the system is designed to help reduce passenger ejection during a rollover accident.
The vehicle is also expected to feature a total of 12 airbags, along with extensive structural reinforcement designed to provide the level of protection expected from a flagship luxury SUV.
Coach Doors Take Luxury to Another Level
Genesis is offering something particularly special on certain versions of the GV90: coach-style doors with a hidden B-pillar design.
The doors open independently, creating an extremely dramatic entrance. Instead of having a conventional visible B-pillar separating the front and rear doors, Genesis integrates the structural components into the doors themselves.
The result is an open, lounge-like passenger compartment that feels more like something you’d expect from a Rolls-Royce than a traditional SUV.
Genesis says the structure has been engineered to maintain impressive rigidity despite the unusual door configuration. The coach-door version also features an integrated roll-cage structure and reinforced components.
This is clearly the GV90 designed to attract customers who might otherwise consider a Mercedes-Maybach, Bentley, or Rolls-Royce.
A Flagship Interior Filled With Technology
The cabin is where the GV90 makes perhaps its biggest statement.
Genesis has created an interior that combines traditional luxury materials with some very futuristic technology. The cabin shown featured quilted semi-aniline leather, contrasting stitching, premium wood trim, crystal-style controls, and extensive ambient lighting.
The overall objective is clear: Genesis wants the GV90 interior to feel more like a luxury lounge or art gallery than a conventional SUV.
The front seats are heated, ventilated, and massaging, while the second-row seats can also offer heating, ventilation, and power adjustment depending on configuration.
Soft-close doors are standard for the flagship experience, while the coach-door models add even more technology and convenience.
A Massive 23.6-Inch Display
One of the most eye-catching features inside the GV90 is the enormous central display.
The standard driving position features a 23.6-inch panoramic display, while the screen can extend upward when the vehicle is parked, creating an even larger viewing area of approximately 24.6 inches.
Genesis is using its latest connected infotainment software, with access to applications and smartphone connectivity including wireless Apple CarPlay and Android Auto.
The display handles navigation, vehicle settings, climate functions, entertainment, and other controls.
Despite the huge screen, Genesis hasn’t abandoned physical controls completely. The cabin still includes traditional buttons and knobs for frequently used functions.
That combination of digital technology and physical controls is something I particularly appreciate because it keeps the cabin futuristic without making every function dependent on a touchscreen.
A New Approach to the Driver’s Controls
The GV90 also features a completely new steering wheel design and an unusual crystal-style column shifter.
Rather than using a conventional push-button start system, the GV90 automatically activates when the driver enters the vehicle, sits down, and presses the brake pedal.
The overall setup gives the cabin a clean and modern appearance while eliminating unnecessary controls from the center console.
There’s also a large central volume control, wireless smartphone charging, multiple USB-C ports, and generous storage throughout the cabin.
Premium Audio and Luxury Materials
Genesis is clearly targeting the highest levels of luxury with the GV90.
The vehicle features a 25-speaker Bang & Olufsen audio system, extensive ambient lighting, premium leather surfaces, quilted upholstery, and carefully integrated crystal-style controls.
The attention to detail is especially noticeable in the second row, where the same level of material quality continues.
This is important because the GV90 isn’t simply intended to be a large family SUV. Genesis wants it to function as a genuine chauffeur-style luxury vehicle as well.
Six- and Seven-Seat Configurations
Genesis says the GV90 will be available in multiple seating configurations, including four-, five-, six-, and seven-seat layouts.
The six-seat configuration uses second-row captain’s chairs, providing a more luxurious experience while still maintaining access to the third row.
Second-row passengers receive dedicated climate controls, USB-C ports, ambient lighting, power-adjustable seats, and other luxury features.
The coach-door version takes things even further by allowing the front seats to rotate toward the rear, creating a lounge-style environment.
Finally, a Third Row That Adults Can Use
One of the biggest weaknesses of the current GV80 is its third row. It’s simply too small for many adults.
The GV90 changes that.
Although final measurements weren’t available during this first look, the third row appears substantially more spacious. At around 5 feet 7 inches tall, I was able to sit in the third row with reasonable knee and headroom.
The third row also receives heated seats, air vents, USB-C charging ports, ambient lighting, and other premium touches.
That makes the GV90 much more practical as a genuine full-size family SUV.
Cargo Space Could Be a Major Advantage
Genesis hasn’t released final cargo measurements yet, but the GV90 clearly offers substantially more usable space than the GV80.
For comparison, the current GV80’s third-row cargo area is relatively limited. With the GV90’s significantly larger body, Genesis has an opportunity to deliver the kind of cargo capacity buyers expect from a full-size three-row SUV.
That additional practicality could be one of the biggest reasons families choose the GV90 over smaller luxury SUVs.
Fast Charging With an 800-Volt Architecture
The GV90 uses an 800-volt electrical architecture and comes equipped with a Tesla-style NACS charging port.
Genesis says the SUV can accept charging speeds of up to 350 kW.
With compatible DC fast charging equipment, Genesis estimates a 10% to 80% charge in approximately 22 minutes.
A 316-mile estimated range is competitive, although it doesn’t lead the luxury electric SUV segment. Some competing EVs can exceed 400 miles of estimated range.
Still, the combination of a large battery, fast charging, and an 800-volt system should make the GV90 considerably more practical for long-distance travel.
Expected Price and Availability
Genesis has not officially announced final U.S. pricing yet.
The GV90 is expected to launch in Korea first, with U.S. availability expected afterward. Because of the timing, the vehicle is being positioned as a 2028 model-year vehicle for the American market.
If Genesis follows the current GV80 pricing structure, a reasonable expectation would be for the GV90 to start around the $90,000 range in conventional-door form.
The much more luxurious coach-door versions could potentially move toward the $150,000 range, depending on configuration and equipment.
That would put the most expensive GV90 models directly into territory occupied by premium vehicles from Mercedes-Maybach and Bentley.
Can the Genesis GV90 Compete With Bentley and Maybach?
After seeing the GV90 in person, I think Genesis has created something that deserves to be taken seriously.
The company isn’t simply offering another three-row electric SUV. The GV90 combines enormous dimensions, 657 horsepower, a 123.5-kWh battery, 800-volt charging, air suspension, rear-wheel steering, advanced safety technology, a huge digital display, premium materials, and even coach doors.
More importantly, Genesis has addressed one of the biggest weaknesses of the GV80: interior space.
The GV90 finally gives Genesis a legitimate flagship SUV capable of carrying adults comfortably in all three rows while offering the kind of luxury technology buyers expect at this price point.
Final Thoughts
After spending time with the new 2028 Genesis GV90, I think this is exactly the vehicle Genesis needed.
Genesis has managed to establish itself remarkably quickly in the luxury market, and the GV90 represents the next major step in that evolution.
Its combination of dramatic styling, impressive electric performance, fast charging, a spacious three-row cabin, advanced technology, and available coach doors gives it a unique position in the luxury SUV market.
The biggest question now isn’t whether Genesis can build a flagship luxury SUV. It clearly can.
The real question is whether buyers who traditionally spend six figures on a Mercedes-Maybach, Bentley, or another established luxury SUV will be willing to give Genesis a chance.
If Genesis can deliver the GV90 at the expected price while maintaining the impressive quality and technology seen in these early vehicles, this could become one of the most important models in the brand’s history.
The 2028 Genesis GV90 isn’t just a bigger Genesis SUV. It is Genesis’ clearest statement yet that it intends to compete at the highest level of the luxury automotive market.
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