Redefining Modern Luxury
In today’s automotive landscape, any brand that wants to be taken seriously should try its hand at targeting the luxury segment. This is because it’s usually the hardest segment to break into, let alone succeed in. It’s easy to make cars fast or efficient; luxury is subjective and personal, making it impossible to nail down the market’s preferences for sure.
Genesis is an example of a brand that has taken the luxury motoring scene by storm in recent times. Born as the top marque for the Hyundai group, it has quietly risen to become a serious player in the segment. The latest model to launch is the new flagship SUV, the GV90, which redefines luxury with innovative features.
Home Theater Display
One of the GV90’s key features is its pop-up OLED Cinematic Display infotainment system. Genesis says the idea came from asking whether your personal car can also become a private luxury theater. Complementing the 24.6-inch center screen is a 25-inch HUD that replaces a traditional instrument cluster. The system runs the first-ever Pleos Connect software, the brand’s newest-generation infotainment OS.
The HUD lets the driver view all relevant vehicle information at once, including navigation, speed, and ADAS features. Drivers can also interact with the in-car AI assistant, Gleo AI, to control vehicle functions, search for information, and perform various tasks through natural voice commands. Both the Cinematic Display and Pleos Connect introduce a new level of flexibility not found in previous systems; the hardware and software were specifically tailored for the GV90.
At first, the center display measures a still-massive 23.6 inches, but pressing the middle extension button raises the screen by an additional 3.5 inches. That extra height adds 1.7 times the viewing area. The resolution is also impressive: the OLED screen measures 3840 x 1440. An accompanying animation further enhances immersion as the display expands.
Genesis
Creating the Home Theater Experience
Senior Research Engineer Inho Yoon of the Infotainment Platform Development Team explained that the team believes that cars today aren’t just means of transportation but also “spaces for a broader range of experiences.”
“Cars today serve a variety of purposes beyond transportation. Electric vehicles, in particular, can continue to power a range of features even while parked, creating opportunities for new experiences. With the Cinematic Display and Pleos Connect, our goal was to create a home theater-like experience inside the vehicle. When the display is extended, it switches to Media Home mode, allowing users to enjoy streaming services and live channels* much like they would on a smart TV at home,” Yoon added.
Genesis
