We’ve been uniformly impressed by Genesis’ impressive SUVs, but when we think about off-roading, the luxury division of Hyundai Motor Company is not exactly the first brand that springs to mind. Genesis, it seems, wants to change that perception with the X Gran Equator concept. It shows a new design direction and signals the brand’s intention to boldly go where other luxury SUV makers such as Range Rover and Mercedes-Benz have been going for decades before.
The X Gran Equator, which makes its debut at the 2025 New York Auto Show, illustrates a new design direction for Genesis: Boxier and simpler, less Bentley Bentayga, more Rolls-Royce Cullinan (but without the a thorough beating from the ugly stick), and with a hint of the Scout Traveler and the old racing-sneaker Infiniti FX. Out back, the Gran Equator features a split tailgate, as found on a particular well-known British luxury off-road SUV. The Genesis two-line light motif ties the whole design together.
The proportions are a bit odd from some angles; the greenhouse looks like it came from an SUV one size smaller than the rest, and viewed from the side it looks a bit like a Range Rover Sport immersed in a bathtub. Still, we love the muscular bulge of the fenders. With their restrained contrasting-color lip extensions, they seem to mock SUVs that use oversize plastic cladding to signal off-road performance they can’t deliver.
The interior comes as something of a surprise. We love the expansive, well-designed screens found in Genesis production SUVs, so we were startled to see the X Equator concept’s minimalist layout with a cluster of small, round digital gauges. Genesis says they are inspired by “camera dials” — but what about the round gauges that have adorned car interiors for decades? Specifically, we’re thinking of the GM “Square body” trucks, 1973-1978. On that note, don’t think we didn’t notice the jaunty angle of the column-mounted transmission shifter, Genesis. While the markings indicate it works like newer Mercedes-style shifters, it’s a very cool design detail.
The cabin décor takes a unique vertical approach to the two-tone color scheme, and while there’s plenty of stitching and quilting apparent, the X Gran Equator does seem to signal a step back from the Bentley-like plushness of the current SUVs. Not that we mind such frippery in the slightest — we love it, actually — but we see the wisdom of changing direction before the cars become a parody of themselves. A four-pane sunroof illuminates the interior, which is also festooned with innovative modular storage; you’ll note the proliferation of boxes and bottles in the photos.
Interestingly enough, Genesis has made no mention of a powertrain. Most recent concepts have boasted (supposed) electric powertrains, though we might speculate that the X Gran Equator’s long hood was indicative of internal-combustion power (perhaps a sign that Genesis will develop a straight-six engine, and how cool would that be?). Alas, Genesis is saying nothing at all about what might make a speculative off-road-ready Genesis SUV go, and given the current regulatory environment, keeping mum is arguably the smart move.
After its debut at the 2025 New York Auto Show, the X Gran Equator concept will move to the Genesis House in Manhattan, where it will be on display until July. Will you see a production version at your friendly neighborhood Genesis showroom? It’s unlikely the X Gran Equator as shown here will enter production, though Genesis says we’ll see some elements of the concept car, such as the split tailgate and integrated roof rails, in upcoming products. It’s likely that the X Gran Equator is a preview of what Genesis SUVs will look like in three or four years’ time, as well as a warning shot over Range Rover’s bow. A production model based on the X Gran Equator would be just fine with us.
Photos by MotorTrend
