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Genesis X Gran Equator 4WD nears production

Customer tick of approval prompts Genesis to consider Equator rugged luxury SUV

1 Sep 2026

By TOM BAKER in SAN FRANCISCO

GENESIS is edging closer to approving a production version of its X Gran Equator concept after receiving strong feedback in confidential customer testing, with the rugged-luxury SUV expected to follow about 12 months behind the brand’s new GV90 flagship. 
 
Speaking with GoAuto at the international reveal of the full-size GV90 SUV, Genesis executive vice-president of design SangYup Lee confirmed that the X Gran Equator – which could be badged Equator in production form – had received “absolutely fantastic feedback” in recent customer clinics behind closed doors. 
 
With the circa-$250,000 electric GV90 set to serve as the premium road-going flagship of the Genesis brand, the Korean luxury marque is growing confident that there is room for a second large SUV based on the X Gran Equator with higher ground clearance and an off-roading focus. 
 
Mr Lee was deeply involved in the development of both the production GV90, revealed last week in the United States, and the Neolun concept car showcased 2.5 years earlier at the 2024 New York Auto Show. 
 
The show car and road car bear close resemblance to one another. 
 
“We don’t do concept cars just for the sake of it. When we do concept cars, we are challenging (ourselves) to deliver this car – this is always a message for Genesis,” said Mr Lee. 
 
Genesis subsequently used the 2025 New York Auto Show to pull the covers off the high-riding X Gran Equator concept, fitted with 24-inch beadlock wheels, off-road tyres, integrated roof rails, auxiliary lighting, a split tailgate, and a four-seat cabin with analogue instruments, quilted leather, and individual sunroofs. 
 
Mr Lee revealed that internally, the Genesis styling department develops the relevant concept vehicle and production car simultaneously. 
 
“When we develop a production car, we are developing (the related) concept car at the same time, together. When the concept car looks better, we then challenge the production car; if the production car is better, we challenge the concept car,” he said. 
 
With 16 months now having passed since the X Gran Equator concept was shown to the public in New York, customers participating in the confidential market testing clinics were likely shown a more advanced version. 
 
If the product development timeline echoes that of the Neolun concept to road-going GV90 transition, a production version of the rugged Genesis SUV could surface next year ahead of a 2028 launch focused on the United States, though the 4WD-loving Australian market would also be a high priority. 
 
A production version of the X Gran Equator would see Genesis contest one of the luxury market’s strongest niches. Mercedes-Benz delivered a record 49,700 G-Class units in 2025, up 23 per cent, while Jaguar Land Rover wholesaled a record 115,404 Defenders in the same period. 
 
Other premium manufacturers also have their eye on the territory as customers seek to break out of car-like SUVs. 
 
Audi chief executive Gernot Döllner told GoAuto earlier this year that a rugged SUV is under consideration, potentially using the Volkswagen Group’s specialised Scout ladder frame. 
 
BMW was developing an X5-related ‘G74’ off-road vehicle, although it has reportedly been delayed. 
 
Powertrain choice could be central to the X Gran Equator business case. The concept was revealed without any specified powertrain, providing the Korean brand with flexibility that could prove important given the model’s likely emphasis on North America and weak demand for high-end BEVs there. 
 
Genesis already regards the United States as a core growth and profitability centre, and the segment’s established leaders continue to rely heavily on six-cylinder and V8 combustion power due to limited customer interest in hybrid and electric solutions at this stage. 
 
A battery-electric version of the X Gran Equator would fit Genesis’ electrification strategy, but a petrol-powered or electrified combustion version would likely be commercially necessary if a production version is to compete directly with key rivals.

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