Genesis X Gran Equator concept revealed

What would happen if Genesis tried to build a rugged Toyota LandCruiser? You’d get this, the Genesis X Gran Equator concept, which represents a bold pivot from the brand’s reputation for slinky, sexy sedans and SUVs.

Unveiled at the brand’s flagship studio in New York ahead of the 2025 New York International Auto Show, this adventurous and rugged-looking SUV represents Genesis’ first foray into the realm of adventure vehicles; think premium off-roaders like the Lexus LX.

And the X Gran Equator is unlike anything the Hyundai-owned premium brand has previously produced.

Described as a harmonious blend of elegance and toughness, the X Gran Equator concept is a sculpted off-roader, riding on huge 24-inch bead-lock wheels wrapped in chunky off-road rubber, with an enormous wheelbase and an outrageously long, swoopy bonnet.

Extra wheel-arch cladding and integrated roof rails make it clear this machine is built for more than valet parking, but you still get luxury features such as powered sidesteps and a boot that transforms into seating.

The brand’s signature dual-line lighting is joined by geometric auxiliary lamps and a unique split-opening tailgate. And when you step inside, it’s ultra lush.

The cabin brings a vintage charm but adds digital features and is said to be inspired by helicopters and submarines. There’s an array of tactile switches and buttons, not to mention big grab handles for getting in and out – or just holding on.

Four digital dials sit proudly in the centre of the dash in place of a centre touch-screen, while some of the switchgear is made of a crystal-look material for a little added eye-candy.

The front seats swivel when stopped to create a loungeroom-like experience, giving passengers a chance to look up and through a unique four-pane sunroof.

Its name draws inspiration from ‘Equator’ but rather than referencing the Earth’s equatorial line, it’s named after an Arabian stallion known for its grace, stamina, and power – all traits Genesis chief creative officer Luc Donckerwolke says the concept aims to mirror.

While the X Gran Equator is a bold declaration of intent for Genesis, it’s yet to confirm such a vehicle for production. However, given Australians’ affinity for off-road 4x4s, we’re hoping this is one concept with a good chance of ultimately reaching local showrooms.

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