Genesis revealed its latest design study, the X Gran Equator Concept, at the New York Auto Show, signaling the brand’s ambition to expand into more adventurous, lifestyle-oriented vehicles.
The off-road SUV concept follows recent unveilings of the X Gran Coupe and Convertible concepts at the Seoul Mobility Show and showcases a distinct approach to luxury off-roading.
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Combining the brand’s “Athletic Elegance” design philosophy with the “rugged spirit of overlanding,” the X Gran Equator rides on 24-inch beadlock wheels wrapped in aggressive all-terrain tires, with pronounced ground clearance and bold proportions. “It’s engineered to perform in extreme conditions while maintaining a natural sense of grace,” Genesis said in a statement.
The concept’s exterior emphasizes a futuristic silhouette, featuring a long hood, short front overhang, and narrow windshield. Signature twin light strips run along both the front and rear, with additional LEDs embedded in the front bumper.
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A split tailgate, integrated roof rails, and subtle plastic cladding complete the look, suggesting practical utility without compromising luxury appeal. The lack of visible cooling intakes further suggests the SUV is likely a fully electric vehicle, though the company has not confirmed powertrain specifications.
Inside, the cabin takes a surprising turn toward retro-modern design. There is no conventional infotainment screen; instead, four circular displays evoke classic analog dials, paired with a three-gauge digital instrument cluster.
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The interior includes chunky toggle switches, a button-rich steering wheel, and oversized control stalks, reinforcing the SUV’s tactile, analog feel. Additional features include swiveling front seats, modular storage, and multiple sunroofs, with premium materials and contrasting stitching enhancing the upscale aesthetic.
While Genesis has not confirmed production plans for the X Gran Equator, it emphasized that several elements—such as the split tailgate and integrated roof rails—could appear in future models. The company described the concept as a preview of its strategy to move deeper into lifestyle vehicles, potentially targeting electric off-road segments alongside rivals such as the upcoming electric Mercedes G-Class or a battery-powered Land Rover Defender alternative.
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Genesis continues to test boundaries in design with bold concept vehicles, as it explores new directions in both electric mobility and off-road luxury.