Genesis reveals a new design concept that steps outside its typical luxury sedan and crossover lineup.
Unveiled at the 2025 New York International Auto Show, the Genesis X Gran Equator Concept represents the brand’s first attempt to explore the world of overlanding—a growing segment focused on vehicles capable of handling extended off-road travel while offering long-distance comfort.
The vehicle is not confirmed for production. Instead, it’s described as a design study meant to examine how Genesis’ visual identity and approach to luxury might translate into an off-road context.
Genesis X Gran Equator Blends Luxury and Utility
The X Gran Equator Concept was created around the idea of blending refinement with off-road function. According to Genesis design chief Luc Donckerwolke, the concept explores how “ruggedness” can coexist with high-end automotive design. That includes body proportions that depart from traditional off-road vehicle architecture in favour of sleeker, more coupe-like lines.
Despite its minimalist overall style, the concept includes several indicators of off-road intent. These include large 24-inch beadlock-inspired wheels, dark fender cladding, geometric auxiliary lighting, and a horizontal split tailgate. Integrated roof rails and simplified exterior surfacing complete a look that’s less about aggressive styling and more about reducing visual clutter.
Genesis GMR-001 Hypercar Makes Full-Scale Debut, Marking Official Entry into Global Endurance Racing
Stunning Interior
Inside, Genesis takes a similarly contrast-driven approach. The cabin merges minimalist surfaces with retro-inspired controls. A prominent example is the center stack’s four-dial cluster, reminiscent of old film camera equipment. This analog aesthetic sits alongside digital features and configurable seating—such as front seats that swivel to face the rear of the vehicle.
Modular storage and geometric interior shapes are intended to support various use cases for travel and outdoor activity. The goal, Genesis says, was to focus the driver’s attention on functionality and simplicity rather than ornamentation.
In person, the interior is stunning. The two-tone seats blending multiple fabrics, the various dials and the metallic trim create an interior that is both modern and classic, and unmistakably high-end. If this design signals the future direction of Genesis interiors, already one of the brand’s best selling points, consumers are in for a treat.
Inspiration Behind the X Gran Equator Name
The vehicle’s name, “X Gran Equator,” references a specific Arabian stallion named Equator—chosen for its associations with stamina and elegance. Genesis says the name reflects the conceptual model’s dual priorities: endurance and refinement. This form of symbolism fits within the brand’s pattern of using abstract or cultural references to guide design language, as seen in previous concept vehicles.
While Genesis has not indicated that the X Gran Equator will be built, the concept does suggest potential future directions for the brand. Until now, Genesis has focused primarily on sedans and crossovers, with a few electric models introduced in recent years. The X Gran Equator could provide the launch point for the brand’s next-generation interiors as discussed previously, but also its upcoming lineup of SUVs and perhaps a line of more rugged, off-road focused trims for models like the GV70 and GV80.
Genesis’ parent company, Hyundai, after all, has been pushing its new XRT lineup across its lineup. The X Gran Equator could be a preview of upcoming Genesis trims that up the capability and add more muscle to the design while preserving luxury and refinement. Only time will tell, but the X Gran Equator wasn’t out of this world, the model actually looking like it is close to being production ready.
The X Gran Equator Concept will be shown at the Genesis booth during the 2025 New York International Auto Show, opening to the public on April 18. Afterward, it will move to Genesis House in New York’s Meatpacking District, where it will remain on display until the end of July.
