Genesis X Gran Equator concept opens the way to compete with G-Class

Genesis X Gran Equator reveals top-of-the-line off-road SUV: RWD/AWD platform, 409-horsepower gasoline/hybrid engine; price could exceed $100,000 to compete with G‑Class.

Genesis is preparing to enter a new playground: luxury off-road SUVs. The clearest signal was the X Gran Equator concept that debuted earlier this year, not only to show off ideas but also as a draft for a potential commercial vehicle.

Hyundai Motor Group Chairman and CEO José Muñoz has said the brand will “go beyond the current portfolio to create new flagship models, such as an off-roader with an adventurous spirit like the X Gran Equator.” This statement reinforces the notion that Genesis is taking direct aim at icons like the Mercedes‑Benz G‑Class and Land Rover Defender.

Genesis X Gran Equator concept with square SUV shape, flat hood and signature surrounding light strip.

Korean-style luxury off-roader

The X Gran Equator appears as a statement: Genesis will expand beyond the safe zone of urban sedans and SUVs to set foot on the terrain. Although the name “X Gran Equator” does not follow the company’s current convention, many predict that if commercialized, the car may carry the prefix “GV” to identify with the GV60, GV70, GV80. The name “GVX” is also mentioned to emphasize the adventurous spirit and high-end positioning.

It’s worth noting that Genesis makes no secret of its ambition to compete at the top of its segment. That means the finished product (if it ever launches) must simultaneously meet two difficult requirements: genuine off-road capability and a luxury experience.

Two-Line design language adapted for terrain

The concept has a distinctly geometric style: a squared-off front end, a flat hood, and taut, seamless surfaces. The Genesis signature light strip wraps around the front and rear, creating a strong nighttime presence. These details are likely to be retained in the production version, as recent Genesis products have transitioned from concept to production with minimal visual changes.

Underneath, the closed surfaces and lack of exhaust pipes make the car look like an electric model. However, given the current market trend for premium off-road SUVs and the range/off-road challenges of electric vehicles, many experts are leaning towards the possibility of a commercial version using an internal combustion engine or a hybrid.

The signature wraparound lights are a familiar Genesis visual highlight, boldly displayed on the X Gran Equator.

Cabin concept: luxury first, practicality later

Inside, the X Gran Equator prioritizes luxury: minimalist layout, elegant color scheme, mechanical knobs and four-seat layout. This is a choice that serves a premium experience more than practicality.

If it goes into production, the cockpit is expected to add more screens and modern connectivity technology, but still maintain a luxurious spirit. The seating configuration can be converted to 5 seats to suit the actual needs of customers who love off-road.

Sharp lines and flat surfaces create a strong presence, distinguishing it from the classic G‑Class or the practicality of the Defender.

Platforms and Performance: From RWD to AWD

Genesis has not yet announced the technical platform for the X Gran Equator, but the company does have a rear-wheel drive (RWD) configuration for the G80/GV80, with the ability to switch to all-wheel drive (AWD) – a reasonable premise for a luxury off-roader.

The flexibility of this architecture allows for a wide range of gasoline or hybrid powertrains. The specs cited from Genesis' existing product range include: a 2.5L turbocharged engine with around 300 horsepower; a 3.5L twin-turbo V6 with 375 horsepower; and a 409-horsepower V6 hybrid powertrain (similar to the GV90). The choice of gasoline or hybrid powertrains is consistent with consumer reality in this segment, where pure electric models like the Mercedes‑Benz G 580 EQ are struggling with sales.

Powertrain options (expected)	Configuration	Capacity
2.5L turbocharged gasoline	RWD/AWD	about 300 horsepower
3.5L twin-turbo V6	RWD/AWD	375 horsepower
Hybrid V6	AWD	409 horsepower

From an experience perspective, a luxury off-roader from Genesis will need a refined AWD transmission, off-road driving modes and precise traction distribution. However, up to this point, the company has not announced technical details of operation; any assessment of climbing ability, wading ability or suspension durability is still unknown.

Safety and technology: still unknown

Genesis has not shared specifics about the active safety or driver assistance package for this model. If commercialized, the technology suite is expected to be commensurate with segment standards – where competitors are fully equipped with advanced driver assistance systems. Independent safety ratings (NCAP) are also not yet discussed at the concept stage.

Price and positioning: sandwiched between Defender and G‑Class

In terms of value, the new off-road SUV will likely be positioned as a “halo” – a symbolic product that plays a role in elevating the brand. The Genesis GV80 currently starts at around $60,000, while the GV90 is expected to be higher. For a top-of-the-line off-roader, the price could exceed $100,000, approaching the G-Class (from around $150,000) and significantly higher than the Defender (from around $65,000). This is a reasonable positioning range for Genesis to both assert its luxury and avoid direct price competition with the Mercedes-Benz icon.

Not only Genesis, German rivals like BMW and Audi have also signaled their entry into the luxury off-road arena. This predicts a more exciting segment in the next few years, at the same time putting pressure on any newcomers to really convince with their off-road capabilities and premium experience.

The closed underbody and lack of exhaust pipes give it the appearance of an electric vehicle, although the commercial version is expected to use gasoline or hybrid.

Conclusion: Great ambition, many questions waiting to be answered

The X Gran Equator shows that Genesis is serious about the idea of ​​a luxury off-roader. Its distinctive design, flexible technical direction (RWD/AWD, petrol/hybrid) and high positioning statement suggest a well-thought-out plan.

However, the production model – if it does appear – still has many questions: how Genesis will tackle the off-road optimized chassis platform and powertrain; how to balance luxury and practicality; and where the specific price will be placed compared to the G‑Class and Defender.

Expected pros: strong recognition, premium interior, viable powertrain range, clear positioning ambitions. Potential cons: no concrete off-road performance specs, risks of going all-electric, and the challenge of competing head-to-head with established icons. Those questions will only be answered when Genesis announces a production version – something off-road SUV enthusiasts are waiting for.

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Source: https://baonghean.vn/genesis-x-gran-equator-concept-mo-duong-doi-dau-g-class-10308564.html