SEOUL, Sep. 2, 2026 — Genesis’ flagship all-electric SUV, the GV90, made its domestic debut at the Genesis Exclusive Preview event held in Genesis Suji. From the philosophy behind its creation to the innovations that define it, the event offered an early look at the GV90 and Genesis’ vision for the future of luxury.

From Aug. 18-29, a special event took place at Genesis Suji in Yongin, Gyeonggi Province. The event offered domestic media and VIP guests an exclusive preview of the GV90, the flagship of Genesis’ SUV lineup. The experience combined the Genesis brand story with the thinking behind the GV90’s development, allowing guests to explore the vehicle alongside product specialists.

In honor of the occasion, the first through third floors of Genesis Suji were transformed entirely and dedicated to the GV90. Guided through each level, guests experienced the marque’s distinct vision of luxury firsthand. Docent tours offered deeper insights into the brand's development journey and key features of the vehicle.

Untethered: Redefining Luxury on Genesis’ Own Terms

Upon arriving at Genesis Suji, attendees were directed to the third floor, where Genesis’ hospitality began. Guests were welcomed into a private lounge inspired by the GV90, where soft ambient lighting echoed the warmth of the vehicle’s new interior color, Quince Brown. Every element of the venue, from its curved walls to its carefully selected materials, was thoughtfully designed to reflect the vehicle's interior and exterior design language.

The event began with a retrospective video tracing the journey of Genesis. Launched in 2015 as Hyundai Motor Group's dedicated luxury brand, Genesis established "Athletic Elegance" as its foundational design identity and later expanded on its defining "Two Lines" motif, transforming it into the brand’s signature. With 12 models introduced to date, Genesis has completed a comprehensive lineup and achieved a landmark milestone this past March by surpassing 1 million cumulative units sold in Korea. Today, Genesis continues to expand its presence across more than 20 markets worldwide.

After over a decade of growth, Genesis stands at another critical inflection point, seeking to step outside conventional boundaries towards fresh innovation. The concept of "Untethered" became the central pillar of this evolution. Could a vehicle become a place where people genuinely want to spend time, rather than simply a way to get from one destination to another? Could technology enhance comfort without demanding attention? Could innovation move forward without compromising safety? These questions became the foundation of the GV90.

Journey to Less: Reduction to Amplify the Essence

The second floor explored the inspiration and development philosophy behind the GV90. The model was never intended to follow the established conventions of the luxury SUV segment. Rather than adding more, we focused on identifying what truly matters to the customer experience and elevating those essentials with authentic intention and refinement.

Guests first encountered four traditional Korean “dalhangari,” or moon jars, from “Spring, Summer, Autumn, Winter,” a series by artist Jiman Choi that inspired the exterior design of the GV90. Celebrated for the beauty of its simple, unadorned form, the moon jar is widely regarded as one of the most iconic expressions of Korean aesthetics.

This design process was showcased by four clay models of the GV90 placed alongside the moon jars. As represented by the fundamental spherical form, the GV90 was designed by stripping away the unnecessary and focusing on what is essential. The model’s designers began with the purity of form, refining the vehicle’s volume, proportions and stance to create the distinctive presence expected of a flagship SUV. The rear section was sculpted with particular care, sloping downward with the graceful subtlety of a moon jar’s shoulder line. The final phase focused on refining the details, striking a balance between timeless elegance and the unmistakable Genesis identity.

Artist Jiman Choi said, "While moon jars may appear similar at first glance, each possesses its own distinctive character. Viewing the completed rear profile of the vehicle from various angles, I believe it beautifully captures the aesthetics of the moon jar."

The final space embodied the GV90’s interior space philosophy. Within an overall setting defined by the beauty of white space, a cozy retreat for private relaxation coexisted with a lounge. Divided into two areas with distinct purposes, the space illustrated how the GV90 expands the in-cabin experience. Every visible and tactile element — from the wall objects and chairs to the cushions and flooring — was composed of materials applied to the GV90’s interior. Meanwhile, the monitor and speakers placed in front of the sofa, along with the dial installed on the wall, echoed the sense of hospitality designed into the vehicle experience.

A New Phase: The Arrival of Genesis’ New Flagship

The highlight of the event — the official unveiling — followed on the first floor. As guests arrived on the first floor, three GV90 models were revealed accompanied by custom music inspired by the Genesis Sound 2.0. Displayed from left to right were the standard GV90, the GV90 Neolun featuring the world’s first independently opening hidden B-pillar coach doors, and at center stage, the GV90 Neolun First Edition, limited to just 222 units worldwide.

The GV90 immediately commands attention with Genesis’ first Wing Face Micro Lens Array (MLA) headlamps. These were crafted using a laser-precision "cutless” technique to minimize the seam between the lighting elements and the bodywork. Beneath, the lower bumper features a double-layered, chrome-plated G-Matrix pattern.

The rear design further reflects the GV90’s design philosophy. Embracing the full curvature of the moon jar, the rear profile deliberately eliminates a traditional rear spoiler, highlighting the marque’s identity with surface-emitting taillamps crafted using the same cutless technique and embellished with refined Genesis badging.

The side profile exemplifies the brand’s dynamic yet elegant aesthetic. The GV90’s overall length of 5,285 millimeters, sculpted fenders, and striking 24-inch wheels underscore its stature befitting a luxury flagship SUV.

A murmur of excitement spread through the crowd as the Neolun Arch Gate of the GV90 Neolun First Edition swung open, revealing a spacious interior without a B-pillar. The coach door mechanism was engineered with the same elegance: newly developed dual-motion hinges extend the rear doors outward before smoothly rotating them open. This design delivers a welcoming entry while allowing the front and rear doors to operate completely independently without interference.

The primary focus when styling the interior of the GV90 was not just about incorporating premium features, but to craft a luxury lounge that engages the five senses. Grounded in the Korean aesthetic philosophy of the "Beauty of White Space," the layout was conceived as an ensemble of finely crafted furniture nestled harmoniously within a room. This guiding vision dictated the placement of each core element, from the seats and center console to the displays and steering wheel. Material selection played an equally critical role: high-tech authentic glass and aluminum are paired with organic, tactile elements such as genuine wood, supple leather, and wool cashmere. Subtle ambient lighting adds depth to the cabin without distracting the driver.

Next, the in-cabin innovations were demonstrated by a presenter. Stepping into the driver’s seat and closing the door signaled the Motion Column Shifter to move from the 12 o’clock to 2 o’clock position, the Crystal Sphere Controller to rotate into place and the tweeter covers on the dashboard to gracefully part indicating readiness to drive. The 23.6-inch center OLED Cinematic Display features an active pop-up mechanism. Pressing a switch on the dashboard raises the screen by 90 mm, expanding the usable viewing area by approximately 1.7 times into a 24.6-inch wide interface.

The exclusive amenities on the GV90 Neolun also received significant attention. Activating the power-swiveling front seats rotates the first row 180 degrees, transforming the cabin into a social space for occupants to interact face-to-face. This creates a true mobile lounge capable of accommodating everything from business discussions with partners to relaxed downtime with family.

The media and VIP guests were then invited to explore the vehicle at their leisure — testing the doors, interacting with displays, and experiencing its advanced features directly. Attendees were particularly interested in the 25-speaker Bang & Olufsen sound system, therapeutic massage seating equipped with 15 air cells and pulsing modules, and the Smart Vision Roof with six independently adjustable roof sections.

A Lifestyle Inspired by the GV90

To provide a tangible illustration of the vehicle's aesthetic palette, Genesis created a dedicated Color, Material, Finish (CMF) zone. The display featured actual material swatches for the GV90’s 16 exterior finishes (including eight new colors), seven new two-tone interior combinations and three bespoke colorway pairings reserved exclusively for the First Edition. Interactive tablets detailed the emotional stories behind each hue. Guests were also able to experience samples of interior garnishes and unique leather grains sourced from genuine natural materials, allowing them to envision their own personalized GV90.

Directly opposite the CMF section stood the Genesis Brand Collection zone. Highlights included lifestyle pieces inspired by the moon jar — such as a porcelain diffuser and a traditional tea set — as well as bespoke Korean folding fans created in collaboration with artist Hyunjoo Kim.

The Genesis Collection also showcased exclusive luggage created to mark the launch of the GV90. The collection also displayed its golfing gear and die-cast scale models designed to enhance customers’ daily lives. The lifestyle collection reflects Genesis' vision of extending its refined design, artisanal materials, and understated aesthetic into life beyond its vehicles.

The Genesis Exclusive Preview centered around the GV90 offered guests a closer look at the craftsmanship, technology and design philosophy that define Genesis’ new flagship EV. Instead of a conventional new vehicle unveiling, Genesis crafted a storytelling-driven experience to give prospective owners a richer, more intimate understanding of the vehicle and the vision behind it.

Blending future-focused innovation with Korean craftsmanship and hospitality, the GV90 represents Genesis’ most ambitious expression of luxury to date. The Genesis Exclusive Preview offered guests an early glimpse of that future.

The Genesis Welcome

Genesis Cheongju is a groundbreaking cultural space that redefines the traditional automotive showroom experience. Two hours’ drive south of Seoul, it serves as a dynamic hub where visitors can delve into the Genesis brand through a diverse range of immersive and interactive offerings.

It's designed to be much more than just a place to see cars. Genesis Cheongju integrates the vehicle lineup with lifestyle elements, showcasing how Genesis vehicles fit into a refined and active way of living.

The facility also emphasizes community and local culture. It includes a community lounge for classes and events, and an exclusive owners' lounge, a unique feature among Genesis showrooms.

A guest arriving for a test drive will immediately feel like an honored visitor as their car is guided to the valet area by the formal and welcoming gestures of several staff members. This is the first taste of the Genesis “Son-nim” philosophy, where every individual is treated with the utmost care and respect.

Inside, a dedicated curator personally greets the guest and confirms with them the vehicle and test drive route that they have reserved. Then the test driver is guided to an elegant waiting area where a signature Genesis tea is served while the test drive curator guides them in signing the necessary liability forms.

Luxurious First Impressions

Sliding into the driver’s seat, the cabin of the GV60 Magma immediately envelops the test driver in luxury. The most noticeable thing is the suede bucket seat; it’s ergonomically designed to hold the driver perfectly in place, yet the Nappa and suede leather feels incredibly soft and luxurious to the touch. One's eyes are drawn to the stitching that traces the intricate, double-diamond quilting on the seats and continues throughout the dark gray interior, giving it a subtle but clear hint of the performance that lies ahead.

The driver's hands naturally find the steering wheel, which feels unique and sporty, and can't help but notice the Magma Orange boost button, almost like a promise of power on tap. The dark, brushed aluminum trim on the console and doors absorbs the light, creating a focused, glare-free environment that feels like a true racing cockpit. The driver's feet find their place on solid metal pedals, reinforcing the car's performance-oriented character. The experience is a masterful blend of premium comfort and track-inspired design that makes one feel completely connected to the car before the start button is even pressed.

Crafting the perfect driving environment is an intuitive exercise. The driving curator guides the test driver through the process of customizing the controls for driving. The GV60 Magma features a Head-Up Display (HUD), which projects a stream of essential driving data onto the lower part of the windshield. The curator walks them through adjusting its angle, ensuring the virtual information floats perfectly within the driver’s line of sight.

Effortless Acceleration

Pressing the start button awakens the GV60 Magma. The long, black, connected display that forms both the instrument cluster and infotainment screen comes to life instantly, accompanied by a pleasing startup sound and welcome animation. A simple twist of the drive selector in the center console puts the car in drive. And then they’re off.

On the road, the vehicle’s character reveals itself in its profound silence. Accelerating on the highway, the driver is not immediately aware that they have reached the speed limit of 120 kilometers per hour in just seconds. In the GV60 Magma, the experience of speed is different, because the telltale signs of road and wind noise are almost nonexistent. The car moves with an effortless grace that belies the immense, readily available power simmering just beneath the surface.

This grand touring capability is enhanced by Smart Cruise Control and Lane Keeping Assist. The curator points out the correct buttons on the steering wheel to engage the two complementary features, which allow the car to maintain a set distance from the vehicle ahead and remain perfectly centered in its lane. But it doesn’t just keep things centered. The car can also execute a flawless lane change on its own, after the driver flicks the turn signal and the car automatically identifies that the destination lane is empty. The systems work in such harmony that the driver feels a new level of safety and security, as their own vigilance has backup.

On the highway, the Genesis curator points out additional features of the car such as the regenerative braking system. Using the steering wheel-mounted paddle shifters, the driver can adjust the intensity of the system, feeling a tangible drag on the car’s momentum at higher levels that feeds energy back into the battery. It is interesting to see the car’s estimated range increase while it is travelling at 120 kilometers per hour.

Activating Magma

The true test of the Magma nameplate begins as the highway gives way to winding country roads towards Maltijae, a scenic mountain pass in Boeun County, Korea. With the curator’s prompting, the driver presses the Magma button on the steering wheel. Just one move transforms the entire vehicle’s character. The brightly colored driver console display instantly shifts to a dark, performance-focused, Magma-exclusive three-circle interface. The rightmost dial displays a G-force meter. It is a clear signal that the car is no longer just cruising — it is ready to perform.

The final ascent to Maltijae concludes with twelve severe hairpin turns. While this would normally be a challenge for a driver of any other car, especially at high speed, the GV60 Magma handles each turn with grace and ease. All the performance features built into the car work together to help the test driver take each corner like a seasoned pro. The car dives into each corner with unshakeable firmness, the chassis remaining flat and composed. There is no hint of tire slip, only decisive, confident grip that encourages the driver to push further. The G-force meter comes into play, tracking the lateral forces as the car carves a perfect line through each successive turn.

Convenience and a Keepsake

At the top of the mountain pass, beyond the serpentine length of road, is Maltijae. Here, an observatory stands tall, and the curator guides the driver to the nearby parking area, where another of the car’s thoughtful technologies is demonstrated. The curator shows the test driver how to use the Remote Smart Parking Assist feature. Using just the buttons on the key fob, the driver, now standing outside the vehicle, can command the GV60 Magma to slowly and safely move itself straight forward or backward into a tight parking space. It is an unexpectedly convenient feature.

After the drive, standing at the scenic observatory at Maltijae, the experience has time to crystallize. The curator offers to take a photo as a souvenir — a small but deeply meaningful gesture that, again, perfectly encapsulates the Son-nim philosophy. It is a reminder that the Genesis experience is built on a foundation of human-centric hospitality. Upon returning to Genesis Cheongju, the photo will be printed by the staff and presented as a memento.

The Return and Genesis’ Promise

The return journey offers a new dimension of engagement as the Genesis curator shows how to use the Virtual Gear Shift (VGS) system. With VGS active, the GV60 Magma brilliantly simulates the experience of driving a high-performance combustion vehicle. The paddle shifters now control virtual gears, and each upshift, when timed perfectly, is accompanied by a satisfying, tactile “surge” of power and a corresponding change in the synthesized engine note. Downshifts produce a convincing drag, an effect reminiscent of the feel of the regenerative braking system. The driver can even choose to have the rich engine sounds play exclusively inside the cabin, preserving the thrilling auditory feedback without disturbing the outside world.

This whole experience — the thrilling ascent, the commanding power and the thoughtful service — are not part of an exclusive club. This exact test drive, from the seamless booking on the Genesis website to the final, exhilarating moments on the road, is an open invitation.

Those interested can sign up here to experience the drive.

With this understanding, Genesis has dedicated years to the meticulous creation of bespoke fragrances for its major brand spaces and showrooms. This commitment to curating an unforgettable customer experience stems from the brand’s desire to stimulate all five senses, known as “ogam” in Korean. 

Signature Scents 

Genesis has three exclusive scents that were designed to best capture the brand’s values. 

• Down to Earth takes on a less-is-more approach, centering on inner balance and subtle elegance. This scent showcases a sophisticated composition of orris root and sandalwood, and can be savored at worldwide Genesis “studios,” or Genesis showrooms often located in bustling areas with high foot traffic. 

• Jaunty Breeze was created on the notion of spaciousness, progressiveness and the “silent sign” of luxury, boldly suggesting that Genesis has what it takes to make dreams come true. The fragrance is incorporated in the Genesis House Restaurant and Tea Pavilion, located on the second floor of Genesis House New York, a multicultural brand space in the Meatpacking District. 

• Coming Home was curated to be intimate, sincere and “precisely positive.” With vetiver and patchouli as the base ingredients, this scent exudes smooth elegance, strength and sophistication. It can be enjoyed at Genesis Lounge in central Seoul; as well as at Genesis Gangnam in southern Seoul, the brand’s first standalone showroom; and Genesis Suji, a four-story showroom in Yongin, Gyeonggi, south of Seoul. 

Collaboration With Master Perfumer 

All three uniquely crafted fragrances were developed through a collaborative effort with renowned Swiss perfumer Andreas Wilhelm. 

With an illustrious career spanning over two decades, Wilhelm’s journey with Genesis goes back to 2017, when the brand initially conceived the idea to develop customized scents for its brand spaces and showrooms. 

Each scent took approximately 10 months from ideation to implementation. Throughout this process, ingredients were attentively chosen to capture the brand’s values — orris root and sandalwood for elegance, cedarwood and bergamot for modern luxury, and vetiver and patchouli for sincerity. 

Unique Customer Experience 

For an auto brand like Genesis to develop bespoke scents, it’s all about establishing a consistent brand identity and providing a unique customer experience, stresses Taehong Choi, a Senior Manager at the Genesis Ownership Value Team. 

“By incorporating these fragrances into our brand spaces,” Choi says, “the aim was to create captivating experiences that would leave a lasting impression on customers and, ultimately, entice them to revisit the venue and form a stronger connection with the brand.” 

Customers have responded favorably to the scents, says Kim, mentioning that some have even inquired about the possibility of purchasing them. 

The perfumes are currently not available for sale, but preparations are underway to make them purchasable through an online global platform.