Genesis revealed a concept SUV called the Genesis X Gran Equator, showing off a fascinating blend of style, ruggedness, and luxury in an alluring package.
Genesis revealed this X Gran concept at the 2025 New York Auto Show. It stands out as an attention-grabbing blend of rugged features with an heir apparent aura that reminds me of the Bentley Bentayga. It’s quite the thing.
Very much a design piece, Genesis kept mum on any kind of mechanical details. Based on the wheelbase—and the lack of a grille—I assume an electric powertrain would theoretically propel it around. But Genesis stuck to design elements when describing the SUV. Fortunately, that’s interesting too.
“The X Gran Equator Concept is an exercise in harmonizing contrasts—combining elegance with ruggedness, and the spirit of exploration with refined comfort,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the discovery of the world’s most breathtaking landscapes.”
DESIGN DICHOTOMY
I first noticed the two long beams across the front fascia. They curve around on to the front quarter panel, take a break over the front wheel well and continue on to the front-end of the front door. Just past the rear fend flare, the taillight beams pick-up on the same level and run straight across the rear of the X Gran.
But then I noticed massive, 24-in wheels with a set of knobby Nitto Ridge Grappler tires mounted on them. And behind those, a big set of cross-drilled rotors and massive fixed-calipers clamping down on them.
That leads your eye back to the front, where you notice the smooth front, only interrupted by what looks like a set of LED main beams, but feels like a set of fog-lights. Between those lights, are three small slots of actual grille openings in an otherwise completely blanked out space. Fascinating. But also, well executed.
LUXURIOUS INTERIOR
Looking inside also puzzles the mind. No giant screen to make up the center display. Rather, four small, circular ones to feed the eye more individualized packets of information. Three circular dials tell a similar story for the instrument cluster. They look even more analog, with metal casings enveloping each one. It’s all very nautical.
From there, you see many toggle switches, dials, and buttons across the dash and, indeed, on the steering wheel itself. The X Gran bucks the trend of fewer buttons and more haptic touch on the screen. Instead, beige buttons with metal perimeters and beveled edges each handle an individual task. It’s almost mesmerizing.
For old school luxury and comfort, you see thick, layered seats upholstered with multiple fabrics and color. The two-row SUV also shows off quilting all over, even leather-bound brake and accelerator pedals.
To cap it all off, Genesis installed what look like beach chair seatbacks into the tailgate and shaped the gate itself to accommodate a couple of fancy behinds. It’s all very lovely.
COMING SOON?
Genesis kept mum on any kind of details, including the chances of production for this X Gran Equator concept. However, the press release did state this: “While not confirmed for production, its design language and innovative features—such as the integrated roof rails and split-opening tailgate—showcase the brand’s future design potential.”
I take that to mean something like this will arrive and fairly soon. Perhaps a version of the Genesis GV80. Or a new electrified variant. Either way, the X Gran Equator captured my eye. Genesis executed a bizarre project really well. I want to see more.
