Genesis Enters the Off-Road Luxury Arena
For nearly five decades, the Mercedes-Benz G-Class has dominated the luxury off-road market with its blend of style, capability, and prestige. Following BMW’s recent interest in creating its own G-Class competitor, Genesis now appears ready to join the race. At Hyundai Motor Group’s 2025 Investor Day in New York, President and CEO José Muñoz confirmed that the company is exploring “new flagship vehicles,” including an off-roader inspired by the X Gran Equator concept revealed earlier this year.
Muñoz highlighted the company’s ambition to expand beyond its current lineup, describing the upcoming vehicle as “an off-roader infused with the spirit of adventure.” While still officially labeled as a concept, his comments hint that Genesis is seriously evaluating the possibility of turning the X Gran Equator into a production-ready halo model, one designed to rival the G-Class directly.
A Concept Rooted in Adventure and Luxury
The X Gran Equator concept, unveiled at the New York Auto Show in April, showcased Genesis’ vision for a rugged yet upscale SUV. Key features included 24-inch beadlock wheels, elevated ride height, and roof rails, underlining its adventure-oriented character. While a fully electric version appears unlikely in the short term, industry insiders suggest a production variant could employ Genesis’ 3.5-liter V6 engine, potentially paired with a hybrid system to balance performance with efficiency.
Beyond this off-road project, Genesis has teased additional flagship concepts that could reshape its identity in the luxury market. Among them are a G90 coupe based on the X Gran Coupe concept, as well as a high-performance electric sedan aimed squarely at the Porsche Taycan, boasting a rumored output of more than 1,000 horsepower.
Expanding Genesis’ Ambitions
The pursuit of a G-Class rival signals Genesis’ intent to elevate its global standing by entering niche segments historically dominated by German automakers. While the brand has already gained recognition for its stylish sedans and SUVs, moving into the luxury off-road space would mark a bold new chapter. The X Gran Equator-inspired SUV could serve as a halo model, attracting adventurous customers who want both rugged capability and premium design.
As with many bold automotive concepts, the timeline for production remains uncertain. However, Muñoz’s remarks indicate that Genesis is serious about delivering vehicles that expand the brand’s horizons, potentially reshaping its role in the high-end luxury market.
