Genesis has unveiled the X Gran Equator Concept at New York Auto Show 2025. The rugged concept car previews a large Genesis SUV designed to compete with luxury off-roaders like the Land Rover Defender, Toyota Land Cruiser, and the Mercedes-Benz G-Class. This reveal comes shortly after Genesis debuted two G90-based coupe and convertible concepts at Seoul Mobility Show 2025.

1. Genesis X Gran Equator Concept gets 24-inch beadlock wheels and all-terrain tyres
2. The retro-styled interior uses analog-style displays and physical controls
3. Production model to support EV, hybrid, and range-extender powertrains

Genesis X Gran Equator Concept exterior design

Proportions resemble rugged estates more than traditional SUVs

The X Gran Equator Concept introduces the latest evolution of Genesis' "Athletic Elegance" design language, but with an emphasis on ruggedness and off-roading. To that end, the X Gran Equator Concept features a long hood, short front overhang, and a narrow windshield, making for a profile that deviates from traditional SUVs and instead echoes raised estate cars like the Audi A6 Allroad and Volvo V90 Cross Country.

Genesis’ hallmark 'two-line' parallel LED lights can be seen at the front and rear of the X Gran Equator Concept, even extending into the fenders, as well as silver roof rails up top. The front bumper also gets four X-shaped fog lights and a pronounced silver lip. Over to the side, the X Gran Equator Concept sports more silver cladding and 24-inch five-spoke beadlock wheels shod in all-terrain tyres, and at the rear, there’s a split tailgate that opens in two horizontal segments.

Genesis X Gran Equator Concept interior and features

No infotainment screen

Unlike the X Gran Equator Concept’s rather futuristic exterior, the cabin has been styled with a retro aesthetic that focuses on physical controls and aims to keep the driver focused on the road. The dashboard eschews the inclusion of an infotainment touchscreen, and instead features four circular digital displays that resemble analog dials. These show information like the navigation and wheel travel, as well as an inclinometer.

Right in front of the driver sits a two-spoke steering wheel with a plethora of buttons on it, and behind it lies a smaller three-gauge digital cluster showing the car’s speed, range, and time. The stalks behind the steering wheel are also much chunkier than usual, and the centre console has grab handles on either side and is lined with physical toggle switches for various vehicle functions.

A longer grab handle can also be seen on the passenger side of the dash, and underneath it is a modular storage area. The front seats can be swiveled around, and up on the roof, there are four small glass sections instead of a full sunroof.

Genesis X Gran Equator Concept powertrain and platform

Hybrid and range-extender versions alongside fully electric

According to Genesis, the X Gran Equator Concept is built on an offshoot of the platform underpinning the Kia EV9. While the concept shown is all-electric, Genesis plans to support a range of powertrains in the production-spec SUV, including hybrid and range-extender options. It’s worth noting that Genesis has ruled out hydrogen fuel cells from this line-up, even though the technology continues to be worked on at parent company Hyundai.

Genesis X Gran Equator Concept launch details

May debut by 2028 or 2029

While the X Gran Equator is strictly a concept, Genesis design chief Luc Donckerwolke told our sister publication, Autocar UK, that a production-spec version could be developed within three years, potentially hinting at a 2028-2029 launch. With Genesis set to enter India in the latter half of 2025, it remains to be seen if the production-spec X Gran Equator could make it here.