Genesis X Gran Equator Concept Wows in New York

New York, NY — It’s been a short ten years, but in that time, Genesis Motors has grown by leaps and bounds, releasing more all-new vehicles since 2015 than most any manufacturer. It’s been quite the performance but if Genesis’ recent moves are any indication, they’re only getting started.

The company that started off as a model name in the Hyundai world has since delivered sedans in the compact, mid-size and full-size segments as well as a compact crossover and a mid-sizer in the GV70 and GV80, with the GV90 full-size on the way. Add a sprinkling of full-electric spinoffs as well as some concepts that run the gamut from a grand touring convertible to a suave four-door coupe, and you have the makings of a serious luxury brand. Indeed, the recent announcement of a top-flite racing effort has solidified its place at the luxury table, and one has to think Genesis is gunning for the head of that table.

Key to Genesis’ success is its adeptness at capitalizing on the various trends going on across the automotive landscape, most notably in the electrification department. Using history as our guide, it should come as little surprise that they are dipping their toes in a new frontier: that of the luxury off-roader.

In recent years, we have witnessed the arrival – and runaway success – of the Land Rover Defender, the madness that is the electric GMC Hummer and the quirkiness of the Ineos Grenadier. Add (slightly) more pedestrian stuff like the Ford Bronco and Rivian R1S and you can see where the North American luxury buyer’s head is at. With that in mind, Genesis rumbled into New York with the X Gran Equator concept, a no-holds-barred four-wheeler with an all-electric powertrain.

Like those gorgeous Genesis concepts we mentioned (stuff like the X Speedium Coupe and Convertible), the X Gran Equator gets a long hood and cab-rearward profile, as well as Genesis signatures such as dual full-width front light with matching fender signatures and full-width rear light.

Except here, it’s all complimented by much bigger details such as massive ride height, ultra-chunky off-road rubber wrapped around 24-inch beadlock-ready wheels, plastic fender and rocker panel cladding – all the stuff you need if you’re planning to…cross the equator through the Andes, I guess?

Of course, as rugged as its exterior styling is, the interior is much more Genesis luxury, done to the nines. The two-tone white/blue leather feels of the highest quality, while the glass/aluminum jewelry sprinkled throughout is perfectly applied. You find it on the drive mode toggle switches, light controls and door pulls. That’s very nice — as is the crystalline gear selector globe — but our favourite aspect is the dual gauge clusters. There’s one in the traditional spot behind the wheel as well as atop the dash, and they all get ultra hi-def gauge images and chrome bezels. It’s all so very unique and if it ever makes production, it will be a chrome-letter day.

Other neat stuff includes some very concept-like “seats” mounted to the open rear tailgate, white-on-blue diamond print seatback uppers and wild two-tone door cards. It’s an absolutely incredible conflagration of styles and materials and if we’re honest, we’re all for it.

But will they build it? Likely not, but they’ll probably build something with the lessons learned. One can hope!