Genesis has thrown out the rulebook with its latest concept, the X Gran Equator, making a strong case that the brand is done playing it safe. Revealed at the New York Auto Show, this luxury SUV concept doesn’t just hint at adventure – it fully commits. And it does so in a way that takes direct aim at the likes of the Land Rover Defender, Mercedes G-Class, and Toyota Land Cruiser, but with a bold Korean twist.
Forget the flowing lines of the GV80 or GV70. The X Gran Equator embraces a bolder stance, ditching the oversized grille for a near-seamless front end and doubling down on Genesis’s twin-line lighting signature, which now wraps dramatically around the vehicle. The proportions are unapologetically exaggerated – a long hood, tight rear overhang, and hidden rear door handles all contribute to a silhouette that’s rugged without being utilitarian. Even the 24-inch beadlock wheels wrapped in unbranded, all-terrain tires refuse to blend in.
Its off-road-ready touches, like discreet black cladding and a split-opening tailgate, are nods to function over fashion, though the styling never feels compromised. The four-seat cabin continues this theme with an intentionally analog approach. Digital circular gauges replace the usual widescreen overload, and the abundance of physical controls – including tactile toggle switches – defies current interior trends. It’s retro-futurism with real-world practicality baked in.
Instead of high-gloss veneers and show-car fragility, the interior features a thoughtful blend of upscale and durable materials, finished in an elegant two-tone of beige and sky blue. The modular storage systems and a four-panel sunroof hint that this concept wasn’t just built for the showroom floor but for real backcountry use.
Genesis hasn’t confirmed what powers the X Gran Equator, though the lack of a grille and overall proportions suggest a fully electric setup with all-wheel drive. Still, the long hood has some speculating that there could be room for something unexpected under there – possibly even a combustion engine option.
The brand hasn’t promised production yet, but hints that elements like the split tailgate and roof rails are being considered for future models. Until then, the X Gran Equator remains a statement piece – both a design manifesto and a shot across the bow of the off-road luxury establishment.
Now on display in Manhattan’s Genesis House through July, this concept isn’t just another design study. It’s a loud reminder that Genesis is tired of coloring inside the lines.
