Like an Automoblox SUV, only bigger
BMW isn’t the only brand that wants to build a bona fide off-roader. Genesis wants in on the game, and they’ve done more than just talk about it. The Genesis X Gran Equator Concept at the 2025 New York International Auto Show is meant to be a direct rival to the iconic and decades-proven Mercedes-Benz G-Class and Range Rovers, SUVs that define the supremely rugged and supremely refined go-anywhere luxury segment.
From a mere glance, it looks like the SUV’s radical styling carries over some of the design elements that have cemented Genesis in the luxury world. The X Gran Equator is the brand’s first adventure vehicle concept, and it goes one step further in evolving Genesis’s “Athletic Elegance” design philosophy and creating a Korean luxury overlander that’s more than just a handsome body.
Refined but seriously rugged styling
Rather than make something ornate, the goal was to use what Genesis calls “reductive design principles” that focus on minimalism and uncluttered surfaces. The brand’s now-famous parametric lighting elements are even bolder here than on production models, spanning the X Gran Equator’s full front fascia and extending around the front quarter panel, punctuated by super-wide wraparound taillights.
The angled C- and D-pillars give the X Gran Equator an aggressive profile, and the all-terrain tires and high clearance make it look truly purposeful. The huge but smooth rear haunches also give it a powerful stance. Until now, Genesis has had both feet in more civilized and urban-ready SUVs like the GV70 and GV80, but the X Gran Equator could very well take owners rock-crawling in Moab or glamping in the desert. It’s refined but by no means a delicate flower that couldn’t mount a curb without hurting itself.
The radical cabin marks a new chapter
There isn’t an automotive interior that looks anything like the one in the X Gran Equator Concept. It deftly blends analog-inspired instrumentation with cutting-edge digital tech to create a cabin that’s truly practical and, at the same time, pleasing to the senses. Special mention goes to the four-circle cluster on the center stack, which almost seems to be a nod to the dials of classic cameras.
A chunky steering wheel, a huge column shifter, massive center console grab handles, a thick center console, and large modular storage bins dominate the interior. It’s so bold in the cabin that you may not have noticed the total absence of touchscreens. Now, that’s radical.
Powertrain speculation
Genesis was pretty hushed about what would power the Gran Equator. It is a concept, after all. The possibilities are myriad, including the 375-hp twin-turbo 3.5-liter V6 from the GV80, a hybrid mill with solid electric-only range, and even a pure EV with overlanding-ready range and DC fast charging. The grille-less front points directly to an electric SUV. Both the G-Wagen and the Range Rover have EV variants, although their success rates are less than stellar. On the gas side of things, Genesis’s recent announcement of its Magma performance subbrand makes it entirely possible that it could give birth to a high-output Gran Equator a la G63 AMG or Range Rover SV. Talk about taking the fight to the establishment.
Final thoughts
We certainly hope the Genesis X Gran Equator isn’t just a concept exercise that goes nowhere. Its styling shows real promise in the world of luxury off-roaders. It doesn’t look derivative, and Genesis has been knocking things out of the park lately. If it actually hits the market, it may very well beat BMW to the punch and make Mercedes and Land Rover a bit nervous.
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