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Genesis X Gran Equator Concept Hints at a Potential Off-Roader
Unveiled at the 2025 New York Auto Show, the Genesis X Gran Equator concept illustrates how Hyundai’s luxury division could take the fight directly to Land Rover. The off-roader hasn’t received the proverbial green light for production yet, but it ushers in several features that could ultimately reach showrooms.
With a handful of exceptions, like twin light bars on both ends, the X Gran Equator concept marks a clean break with the design language that characterizes the company’s current models. It’s characterized by a long hood, a dash-to-axle ratio that we’re more used to seeing on a Rolls-Royce, and a sleek-looking roof line that’s almost reminiscent of a shooting brake. Genesis refrained from tacking on acres of black plastic cladding to tell the world, “look, this concept was designed to go off the pavement,” yet the vibe is there.
The SUV rides on 24-inch beadlock wheels wrapped by meaty tires, its front end features auxiliary lights, and it sits pretty high off the ground. Roof rails add a finishing touch to the rugged, go-anywhere styling.
Designing the interior must have been easier said than done. Genesis markets itself as a tech-focused brand, but analog is trending in the off-roader segment. The end result is a mix of both. Instead of a touchscreen, the dashboard is dominated by four digital dials inspired by vintage cameras. There are actual buttons on the center console, a dashboard-mounted grab handle that looks like it was beamed from the 1960s, and a crystal ball shifter that reminds the passengers that they’re riding in a Genesis.
Genesis hasn’t released technical details. On one hand, the hood looks long enough to hide a V-12. On the other hand, we’re not seeing exhaust outlets, and the underbody appears to be completely flat. But, keep in mind that this is a highly design-led concept; there may not be any technical specifications to speak of.
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What’s next? Good question. Officially, the X Gran Equator signals the South Korean company’s continued expansion into lifestyle-oriented vehicles. It’s not the only off-roading Genesis we’ve seen this year; The GV60 Mountain Intervention Vehicle unveiled last January in the Alps wore snow tracks instead of wheels, though nothing suggests that this feature is coming to production soon. It’s a sign that Genesis is seriously considering riding the off-roading wave that’s sweeping across the industry, however. And, the company hinted that the concept’s roof rails and split tailgate could ultimately end up in showrooms.
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