Genesis has opened orders for the GV90, its first full-size flagship electric SUV, introducing a new model range designed to strengthen the luxury brand’s position in the ultra-premium vehicle market.
Announced on November 10, the lineup includes the standard GV90 and the higher-end GV90 Neolun. Both models use Hyundai Motor Group’s dedicated eMP electric vehicle platform and a 123.5 kWh battery, the largest capacity currently offered in the group’s EV lineup.
Following their global debut in San Francisco in August, South Korea has become the first market to begin official sales.
Prices Start at 139.5 Million Won
The GV90 range starts at 139.5 million won (approximately $103,679), while the limited-edition Neolun First Edition reaches 270 million won.
The available configurations are priced as follows:
| Variant | Price |
|---|---|
| GV90 Standard | 139.5 million won |
| GV90 Individual Lounge Seat | 145.5 million won |
| Neolun Standard | 189.9 million won |
| Neolun Executive Suite | 239.5 million won |
| Neolun First Edition | 270 million won |
The GV90 is available with six- and seven-seat layouts, while the Neolun offers four- and six-seat configurations. The Neolun First Edition is limited to 222 units worldwide.
GV90 prices include a 5% individual consumption tax and applicable eco-friendly vehicle tax benefits. Neolun prices include the 5% consumption tax.
The pricing places Genesis in competition with high-end SUVs from brands such as Mercedes-Maybach and Land Rover’s Range Rover.
Neolun Introduces Pillarless Door Design
The GV90 Neolun introduces what Genesis calls the world’s first Neolun Arch Gate, a design that removes the conventional B-pillar between the front and rear doors. The arrangement allows the doors to open in opposite directions, creating a wider cabin entrance.
Genesis says it has maintained crash protection comparable to vehicles with a conventional B-pillar by incorporating ultra-high-strength dual steel beams inside the doors and a concealed roll-cage structure.
The exterior takes inspiration from traditional Korean moon jars, using rounded forms and restrained styling to establish the model’s luxury identity.
Inside, the Neolun introduces a Wood Floor heating system inspired by Korea’s traditional ondol floor-heating culture. Genesis says this is the first application of the technology within Hyundai Motor Group.
Electrically powered front seats can rotate 180 degrees when the vehicle is stationary, allowing the cabin to be arranged as a lounge-style space. The four-seat Executive Suite adds a refrigerator, rear passenger table and a comfort partition separating the front and rear sections.
Other equipment includes a pop-up OLED display, a 25-inch head-up display and a Bang & Olufsen audio system. The GV90 also introduces a buttonless power system that eliminates the need for a separate start button.
Dual-Motor Powertrain Produces 490 kW
The GV90 uses front and rear electric motors delivering a combined maximum output of 490 kW and peak torque of 800 Nm.
Its chassis equipment includes dual electronic limited-slip differentials, multi-chamber air suspension and active rear-wheel steering, designed to improve handling stability and ride comfort.
Genesis quotes a driving range of approximately 500 km for the standard GV90 and 460 km for the six-seat Neolun fitted with 24-inch wheels.
The 123.5 kWh battery supports charging from 10% to 80% in approximately 22 minutes using a 350 kW ultra-fast charger.
The SUV also supports Plug and Charge 2.0, which combines charging authentication and payment when the vehicle is connected to a compatible charging station. With a two-channel E-pit charger, charging can begin approximately two seconds after connection using standard authentication, or seven seconds through Plug and Charge.
Advanced Safety and Cabin Comfort Features
Genesis has equipped the GV90 with 12 airbags, including what it describes as the world’s first roof airbag. In a rollover, the system deploys across the roof glass to help prevent occupants from being ejected.
The battery also incorporates thermal propagation prevention technology, known as TRP, designed to limit heat transfer between cells and reduce the risk of battery fires.
All windows use sound-insulating glass more than 5 mm thick to improve cabin quietness.
Genesis Looks to GV90 to Support Sales Recovery
The launch comes as Genesis faces declining domestic sales in South Korea. The brand sold 68,683 vehicles between January and October, down 29.4% year on year and its lowest total for the period since 2019.
Its key G80 and GV70 models recorded sales declines of 28.6% and 25.9%, respectively. An ageing core lineup and the absence of hybrid options have been identified as factors contributing to the slowdown.
However, the introduction of hybrid powertrains has started to provide additional sales momentum. The GV80 Hybrid, launched last month, recorded 959 deliveries in its first month, accounting for 52.9% of total GV80 sales during that period. Genesis plans to introduce hybrid versions of the G80 and GV70 in the future.
A Genesis representative described the GV90 as a flagship model showcasing the brand’s electrification technology and customer experience strategy. The company is also introducing dedicated financial packages and an exclusive membership programme offering vehicle-care services and lifestyle benefits.
The GV90 will become the first vehicle manufactured at Hyundai Motor’s dedicated electric vehicle plant in Ulsan, South Korea. The facility was completed following an investment of approximately 2 trillion won, adding a new production base for the group’s electric vehicle ambitions.