Hyundai Motor Group’s luxury brand Genesis has introduced the GV90, its first full-size electric SUV, marking a significant expansion of its U.S. lineup. The vehicle was unveiled on Wednesday, with production set to begin at a new facility in Ulsan, South Korea. Genesis confirmed the GV90 will go on sale in the U.S. early next year, though pricing has not yet been disclosed.
The GV90 will be available in two variants: the standard model and the GV90 Neolun, which features rear-hinged coach doors and a fixed B-pillar-free design. The Neolun also includes swiveling front seats that can face the rear cabin, transforming the interior into a lounge-like space. A First Edition variant will offer special badging, wool cashmere, and other premium materials.
Genesis positioned the GV90 as a competitor to luxury electric SUVs such as the Cadillac Escalade IQ, Mercedes-Maybach EQS SUV, and Lucid Gravity. The company highlighted the vehicle’s estimated range of 310 miles based on internal testing and a 10% to 80% charge time of 22 minutes at a 350-kilowatt fast-charging station.
The GV90’s design draws inspiration from China’s luxury EV market, where high-end features like massage seats, refrigerators, and adjustable privacy blinds are common. For example, the NIO ES9 includes a refrigerator and a magnetic tea lounge, while the Zeekr 009 Grand features a 43-inch smart screen separating front and rear cabins.
Genesis emphasized the GV90’s traditional Korean influences, such as heated wood floors inspired by the underfloor heating system known as “ondol.” The Neolun’s Executive Suite configuration includes a glass roof with adjustable transparency across six zones, privacy blinds, and tables.
Hyundai CEO José Muñoz stated in a press release that the GV90 represents “a landmark arrival for Genesis and the future of luxury mobility,” building on the brand’s commitment to innovation and elevated customer experiences. The vehicle expands Genesis’s U.S. lineup to seven models and is the brand’s fourth EV in the American market.
While Genesis did not confirm whether the GV90 will be offered as a hybrid or gas-powered variant, the company has previously offered such options for other models, including the GV70 SUV and G80 sedan.
The GV90’s launch comes amid a slowdown in U.S. EV sales, partly attributed to the end of federal incentives under the Trump administration, which previously provided up to $7,500 in purchase support for electric vehicles.