Genesis is about to make its most ambitious statement yet. The GV90, the Korean luxury brand's first full-size SUV, will debut this August with a feature borrowed from the rarest echelons of motoring: rear-hinged coach doors, the same configuration found on the Rolls-Royce Cullinan and Ferrari Purosangue.
The confirmation came from Genesis Europe managing director Peter Kronschnabl, who spent 30 years at BMW before joining the Hyundai Group brand in 2025. Speaking to Car Magazine, he described the GV90 as showcasing "another dimension of premium" and said the coach doors would serve as a unique selling proposition in its segment. Only Rolls-Royce currently fits coach doors to a production SUV.
The GV90 was previewed at the 2024 New York Auto Show by the striking Neolun concept, whose upright proportions, smooth bodywork and minimalist detailing offered a cleaner alternative to the aggressive styling favoured by most large SUVs. Spy shots since then have confirmed the unusual door setup will reach production, though some prototypes have been spotted with conventional doors, suggesting the coach configuration may be reserved for higher trim levels.
Inside, the Neolun concept revealed an interior inspired by Korean minimalist aesthetics. Cashmere and naturally dyed leather cover the seats, while a radiant heating system takes inspiration from Korea's traditional ondol underfloor heating. Other luxury touches expected to make it to production include a cinema-style rear entertainment screen that folds down from the roof, wood flooring and a four-seat configuration aimed at buyers seeking a limousine-like experience.
The production GV90 will ride on Hyundai's new eM architecture, an evolution of the E-GMP platform that underpins the Hyundai Ioniq 9 and Kia EV9. A dual-motor setup is expected, with output ranging between 300 and 500 horsepower, fed by a 110 kWh battery pack. Genesis has confirmed work on hybrid and extended-range electric vehicle powertrains for future models, though the GV90 will launch exclusively as an EV.
When it reaches customers in 2027, likely as a 2028 model year vehicle in the US, the GV90 will compete against the Range Rover Electric, BMW iX7, Mercedes-Benz EQS SUV and Cadillac Escalade IQ. But Genesis clearly has its sights set higher than the German establishment. With coach doors, a lounge-like cabin and a price point expected to sit well above the current G90 sedan's $92,700 starting figure, the GV90 is not chasing BMW. It is knocking on Bentley's door.
