For the Genesis GV90, resolving that trade-off was the primary focus of Sungki Jung and his team at Genesis Vehicle Testing Group 1. Their approach centers on two clear development priorities: maintaining stable, controlled vehicle behavior in all driving conditions, and creating a cabin environment insulated from external noise and vibration.

“We believe moments of refinement are created through elegant, quiet movement,” Jung explains.

“Flagship-level driving performance requires both dynamic driving and comfort, which are qualities that are difficult to deliver simultaneously. Our development direction came down to two priorities: stable, composed behavior that remains firmly controlled in every driving situation, and quietness that makes the cabin feel calm and isolated from the world outside.”

Precision Down to the Millimeter

“Outstanding driving performance is determined in places you cannot see, and it begins with suspension geometry,” says Jung. “We refined this geometry down to the millimeter to find the ideal balance for a flagship vehicle.”

Suspension geometry refers to the exact angles, pickup points, and spatial arrangements that govern how the tires contact the road and how impact forces are transmitted through the vehicle’s body.

On the front suspension, the team achieved a generous 42 millimeters of caster trail. This setup strengthens the steering system’s natural self-centering characteristics, giving the steering wheel a more substantial, reassuring feel and reinforcing the driver’s connection to the road.

To counteract the “jacking” effect — a tendency for an SUV’s body to lift during cornering — the roll center was lowered by 20 millimeters compared to key competitor benchmarks. Combined with enhanced anti-lift characteristics that suppress front-end rise under hard acceleration, the front geometry helps keep all four wheels planted and the body level.

At the rear, the focus was placed squarely on stability and ride refinement. Genesis integrated hydro bushings into the rear crossmember, securing it tightly while absorbing road-induced vibrations. Engineers also stiffened the stabilizer bar, increasing roll stiffness by 17% and lateral stiffness by 13% over competitors. When the driver selects Sport mode, roll stiffness increases by an additional 15%, ensuring stability and unwavering confidence even during high-speed maneuvers.

An Adaptive Ride

Complementing the suspension geometry is the GV90’s multi-chamber air suspension which comes standard on all model variants. It actively monitors driving conditions and surface inputs to adjust spring rates on the fly.

By opening and closing two internal air chambers at each wheel, the system tailors its firmness to the immediate driving scenario:

Soft Setting: In everyday driving, both chambers remain open to yield a softer air spring that absorbs road imperfections and bumps.

Firm Setting: During high-speed cruising or dynamic cornering, one chamber closes, increasing spring stiffness to suppress body roll and keep the chassis composed.

The air suspension also manages vehicle ride height automatically. It raises the chassis by 35 millimeters on rough surfaces to prevent underbody damage and lowers it by 15 millimeters in Sport mode to enhance aerodynamic efficiency and stability. For everyday convenience, the system lowers the vehicle by 25 millimeters for easier entry and exit, while the rear can be lowered by up to 40 millimeters to simplify cargo loading.

Working alongside the air springs are monotube dual-valve electronically controlled shock absorbers (ECS). Traditional dampers must balance compression (absorbing road bumps) and rebound (controlling the return motion) through shared pathways. The GV90 separates these functions into independent valves, adjusting damping forces continuously rather than cycling between a few fixed presets. As road impacts occur, the shock absorbers manage them smoothly and quickly stabilize body motion, producing a fluid, level ride.

Traction and Agility

Electronic limited-slip differentials (e-LSDs) are typically reserved for dedicated sports cars, but Genesis chose to integrate e-LSDs into both the front and rear Power Electric (PE) systems — a first for Hyundai Motor Group.

“Limited-slip differentials, such as an e-LSD, are often seen as technologies reserved for sports cars or high-performance vehicles, but we saw it differently,” Jung emphasizes. “We believed that a Genesis flagship should deliver stable, effortless driving in any road condition and situation.”

Utilizing fast-acting Brushless Alternating Current (BLAC) motor actuators, the dual e-LSDs continuously distribute torque across all four wheels based on real-time driving inputs:

Cornering: Power is actively metered between the inside and outside wheels, improving traction, curbing understeer, and helping the vehicle remain agile through turns.

Low-Grip Surfaces: On snow, wet asphalt, or unpaved roads, torque is quickly diverted away from slipping wheels to those with available grip, maintaining steady traction and vehicle control.

A Comprehensive Approach to NVH

Electric vehicles introduce unique acoustic demands. Without the background hum of an internal combustion engine, ambient wind noise, road roar, and electric powertrain sounds become significantly amplified and are more noticeable to occupants.

“Beyond driving well, the GV90 refines every moment inside to be exceptionally quiet,” Jung states. “And it begins with the windows, the first barrier against outside noise.”

Genesis addressed this by insulating the cabin at every key noise path, starting with the glass. For the first time on a Genesis model, acoustic glass measuring 5.0 millimeters or thicker is applied to every window of the GV90 — some of the thickest among vehicles in its class.

The side windows and the expansive Smart Vision Roof feature even thicker 5.7-millimeter acoustic glass, which incorporates a dedicated sound-absorbing film sandwiched between two layers of glass to filter wind and road noise. Across the cabin, the same glazing reduces interior noise levels by three decibels compared to previous Genesis models.

Behind the exterior panels, dense insulation pads line every critical acoustic transmission pathway, including the dashboard partition separating the front motor compartment from the cabin, the floor pans, the wheel arches and the luggage area. Genesis also modified its assembly processes to fit sound-absorbing materials around underfloor wiring runs, preventing sound from traveling through these passages.

Additionally, engineers applied high-expansion acoustic foam inside the vehicle’s hollow body frame sections across six key locations. Injected during manufacturing, the foam expands up to 45 times its initial volume, sealing internal air channels and stiffening localized structural points to dampen vibrations. In standardized vehicle testing, this reduced mid- and high-frequency cabin noise by up to three decibels.

Cargo Partitioning

In conventional SUV layouts, the open cargo area can channel road and tire noise from the rear wheels forward into the passenger compartment.

To address this in the GV90 Neolun Executive Suite (4-seat configuration), Genesis introduced a dedicated Comfort Partition positioned directly behind the second-row seats. By physically separating the passenger space from the trunk, the partition blocks cargo-area resonance, providing second-row occupants with an acoustic environment comparable to a luxury sedan.

Managing Powertrain Noise at the Source

Electric drive motors generate torque through electrical current, and subtle fluctuations in current flow can produce distinct high-frequency noise and micro-vibrations.

Rather than relying purely on passive sound deadening, Genesis engineers tackled this at the control stage itself. The motor control unit introduces an opposing electrical waveform to neutralize current fluctuations directly, canceling out motor whine at the source.

For any residual sound, the coverage of sound-absorbing and insulating materials wrapped around the electric motors and control units increased to 80%, keeping the powertrain quiet even during heavy acceleration.

A Masterclass in Balanced Refinement

The Genesis GV90’s ride and handling, as well as noise, vibration and harshness (NVH) engineering reflect a balanced, disciplined approach to vehicle dynamics.

By pairing responsive, predictable handling with comprehensive cabin isolation, the GV90 delivers on that vision, providing a composed, quiet driving experience across every mile.

“Stable driving confidence and exceptional quietness — only when these two qualities coexist is every moment of travel elevated with refinement,” Jung concludes.

Coach doors have long represented a design aspiration for luxury vehicles — yet they rarely survive the transition from concept cars to production due to the significant engineering challenges. The GV90 stands as a notable exception, bringing this design known as the Neolun Arch Gate to its Neolun variant.

However, this achievement introduces an engineering paradox: To create the GV90 Neolun’s unprecedented sense of openness, Genesis had to rethink the conventional B-pillar — the vertical support structure that has anchored vehicle safety for over a century. How does a vehicle maintain structural integrity and safety without this critical load-bearing component?

Genesis set out to overcome these constraints with the GV90 Neolun, creating the world’s first coach-door SUV with front and rear doors that open and close independently — without a conventional B-pillar.

Safe Entry and Exit

The mechanism behind the Neolun Arch Gate’s opening sequence is a dual-motion hinge applied to the rear doors. Rather than relying on a conventional opening action, the rear doors first slide slightly outward before opening with a smooth, rotating motion. This allows them to open independently without impeding the front doors.

This single, compact assembly is engineered to support a rear door weighing nearly 70 kilograms without wobbling while executing both sliding and rotating movements simultaneously. High-strength cast iron was used for the center block, where the door’s load concentrates at a single point, to prevent shaking.

Aluminum was utilized for the largest housing component with its thickness precisely adjusted long the load-bearing path, achieving a weight reduction of approximately 20% without compromising target performance. As the door operates, more than 500 ball bearings roll along the rail, distributing the door's weight to ensure it opens and closes smoothly.

“Just as the Neolun Arch Gate offers a vast sense of openness, we really thought about safety,” said Daehee Lee, Head of Genesis Body Design Group. “We have designed a completely new structure, away from the conventional vehicle body.”

Rather than simply eliminating the pillar, Genesis integrated its protective functions directly into the vehicle's doors and body structure.

Hidden B-Pillar and Roll-Cage Architecture

The Neolun Arch Gate incorporates the world’s first hidden B-pillar structure. Inside each door, Genesis installed 1.8 GPa-rated ultra-high-strength steel dual beams in an intersecting vertical and horizontal configuration. To distribute and deflect forces during a side impact, four latches connect the body to the door, supported by an upper stopper and a lower impact hook.

At the same time, Genesis increased the proportion of aluminum in the GV90’s body to 72%, up from 35% in previous models. To maintain rigidity with lighter materials, engineers adapted structural principles from motorsport.

“Race cars encase the cabin in a robust framework to protect the driver during collisions and rollovers,” Daehee Lee explained. “The GV90 Neolun reinterprets this roll-cage principle and integrates it into the vehicle's body structure. Although invisible from the outside, an additional framework has been constructed within the body structure to envelop the passenger space.”

This framework consists of 1.5 GPa-rated ultra-high-strength steel tubes, high-rigidity structural foam, and an integrated ring structure combining horizontal and vertical members. At key mounting locations, including the joints for the heavy rear door hinges, large high-pressure aluminum die-cast reinforcements provide additional stability.

According to in-house testing, these measures ensure the GV90 Neolun achieves 12% higher body rigidity than the standard GV90 swing-door model, while matching its crash performance.

“It became lighter yet stronger. Despite adopting an entirely new structure without a conventional B-pillar, the structure is actually more robust,” Lee noted. “There has been absolutely no compromise on safety for the sake of achieving a sense of openness.”

Addressing Real-World Crash Scenarios

This focus on structural integrity builds upon Genesis's proven track record in automotive safety. Since 2021 — the luxury marque’s first year in the U.S. market — Genesis has earned the highest safety rating from the Insurance Institute for Highway Safety (IIHS) for every new model it has launched across its lineup of sedans, SUVs, and electric vehicles.

Yet, for the GV90, the engineering team aimed to go beyond standardized regulatory testing.

“Achieving the highest rating in global safety assessments is certainly a significant accomplishment,” stated Seungmok Lee, Vice President and Head of the Integrated Safety Development Group.

“No matter how robust the vehicle body is, passenger safety cannot be guaranteed once an occupant leaves the protective space of the cabin,” Seungmok Lee pointed out.

To mitigate this risk, Genesis developed and applied the world’s first roof airbag designed to cover the entire glass vision roof. The airbag deploys forward along side-mounted wires from the rear of the cabin when a rollover is detected. Tested under rigorous conditions — including lateral-tilt rollovers and 110-kilometer-per-hour ramp tests — the system helps prevent occupant ejection, shields passengers from glass fragments, and cushions impacts against the roof structure.

12-Airbag System and Structural Survival Margins

Complementing the roof airbag is an advanced 12-airbag system designed to protect passengers across a range of seating positions.

Dual-Depth Front Passenger Airbag: Deploys in two stages based on occupant posture, maintaining protection even when reclined in a relaxation position.

Seat Cushion Airbags: Prevent occupants from sliding beneath the seatbelt during a collision.

Extended Side and Curtain Airbags: First- and second-row side airbags feature expanded head coverage to protect passengers with reclined seatbacks, while curtain airbags extend to the third row.

This restraint system is supported by substantial structural margins. The GV90 achieves a roof strength of 13,924 kilogram-force to maintain cabin space during rollovers. Additionally, in side-impact evaluations, the vehicle offered at least 320 millimeters of occupant survival space, well above the 180-millimeter standard required for an “Excellent” rating.

Underbody and Battery Protection

Developed on the Genesis-dedicated eMP platform, the GV90 also features specialized structures to protect its 123.5-kilowatt-hour high-voltage battery pack and cabin during frontal impacts.

Frontal Deflector Structure: In small-overlap frontal collisions, front-mounted deflectors redirect impact forces sideways, helping guide the vehicle away from obstacles and preventing direct loads from penetrating the passenger cabin.

Slider and Protector System: During a high-speed frontal crash, a lower slider structure directs heavy subframe and motor components to slide underneath the battery pack. In front of the battery, a protective structural crossmember helps protect the battery pack from curbs and road obstacles, guiding the vehicle over them.

Cell Safety and Pre-Diagnostics: Within the battery pack, cell-to-cell thermal barriers prevent heat from spreading to adjacent cells, while a cloud-based Battery Management System (BMS) pre-diagnostic function monitors battery health and notifies drivers of potential issues in advance.

Prioritizing Customer Safety

The GV90’s “invisible armor” is more than a structural idea. It represents Genesis’ conviction that the most meaningful luxury technologies should work quietly, intuitively and with purpose — supporting the customer without demanding attention.

As the marque enters a new era of electrified flagship mobility, the GV90 demonstrates how sophistication can be expressed through both what is seen and what remains unseen, in line with the vehicle’s reductive design approach. Its design creates a sense of welcome, while its engineering helps sustain the confidence behind that experience. Together, they define an evolved expression of Genesis hospitality.

“From a 12-airbag system designed to respond to various collision scenarios to a robust body structure that protects the cabin against various impact scenarios, all these technologies were perfected under a single philosophy: prioritizing customer safety above all else. Even as we rapidly approach the era of future mobility, Genesis will steadfastly uphold its promise to deliver the safest vehicles,” concluded Seungmok Lee.

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By blending innovative design and advanced technology with Genesis’ uniquely Korean hospitality values, the GV90 transforms the vehicle from a mere mode of transportation into an avant-garde sanctuary on wheels. From the moment you approach its commanding silhouette, it becomes clear that this is not an SUV you simply ride in; it is an architectural space you inhabit.

Neolun Arch Gate

The experience begins before you even step inside, with a grand entrance. The GV90 Neolun completely discards traditional B-pillars in favor of its dramatic Neolun Arch Gate coach doors. The front and rear doors swing open in opposite directions, revealing a spacious portal devoid of the conventional column.

The door system incorporates a hidden B-pillar integrated into the doorframe and a newly developed dual-motion hinge mechanism. The rear door first slides slightly outward, then rotates open smoothly. This maximizes entry and exit convenience for rear-seat passengers and prevents the rear doors from impeding the front doors during opening and closing. The opening sequence itself becomes part of the luxury experience — a choreographed gesture that announces arrival with refinement. The doors can be opened and closed from within by simply pressing a button.

Despite the absence of a B-pillar, internal testing shows that the GV90 Neolun achieves crash safety performance and side-impact protection equivalent to vehicles with standard pillars.

Eliminating the Start Button

Once inside, the traditional automotive starting ritual is entirely absent. As the driver pulls the handle to close the door, the vehicle powers on and the door closes automatically. Then, a series of intuitive visual signals unfolds: the Motion Column Shifter transitions from the 12 o'clock to the 2 o'clock position, the Crystal Sphere Controller rotates to reveal an integrated control interface, and tweeter covers on the dashboard part gracefully to the sides. The vehicle communicates readiness for departure through choreographed movement rather than mechanical buttons.

To initiate Drive mode, the driver simply presses the brake pedal. This streamlined approach eliminates unnecessary interaction steps, freeing dashboard space and reducing visual clutter while creating a seamless transition from entry to driving.

A Luxury Lounge in Motion

When the car is parked, the cabin transforms into a first-class lounge. The front seats are equipped with the unique ability to swivel 180 degrees, allowing them to turn around and face the rear-seat occupants to create an intimate, face-to-face lounge configuration — a seating arrangement designed for conversation, business meetings, or social engagement.

Each seat features a deep-recline function, power-deployable leg rests, and a therapeutic massage system packed with 15 individual air cells that deliver deep, pulse-vibration relief. This is paired with a real wood veneer floor in the second row that serves as both an aesthetic element and a functional comfort system. Inspired by traditional Korean “ondol” — an underfloor heating method used in traditional Korean houses — it also incorporates a radiant heating system to provide further warmth to the interior.

The heating is integrated not only into the floor but also into the first- and second-row console armrests, side panels, and door trims, creating an enveloping sense of warmth that feels distinctly different from traditional automotive climate control. This approach provides comfort without the dry, directed air streams associated with conventional HVAC systems.

The mobile hospitality concept extends to refreshments on the go. A built-in refrigerator maintains cold beverages at optimal serving temperatures, while heated cup holders ensure warm beverages remain at comfortable temperatures throughout journeys. These amenities are complemented by integrated foldaway tables positioned within the second row, as well as large illuminated vanity mirrors in the front passenger visor and flush-mounted directly into the back of the front-row headrests for rear passengers.

A Private Sanctuary

The GV90 Neolun Executive Suite includes a Comfort Partition that separates the second-row seating area from the trunk compartment. This barrier effectively insulates the cabin from noise originating in the luggage area, allowing occupants to conduct business discussions, social conversations, or to rest without external noise intrusion, maintaining the intimate atmosphere throughout extended journeys. Combined with the vehicle's integrated rear roll blinds, the partition creates a private room on wheels, preventing anyone looking through the rear windows from seeing the passengers.

The Smart Vision Roof utilizes Polymer Dispersed Liquid Crystal (PDLC) technology to provide independent transparency control across six distinct zones. This capability allows occupants to manage roof transparency according to preference — maximizing visual openness during pleasant weather or creating a more enclosed atmosphere when desired.

In-cabin Cinema Experience

At the center of the cabin sits the pop-up center OLED Cinematic Display — an innovative screen that adapts to driving and park states.

During normal driving, the 23.6-inch display seamlessly integrates the instrument cluster, navigation functions, and media controls. When the vehicle is parked, pressing the display extension button on the center fascia raises the screen, transforming it into a 24.6-inch display — approximately 1.7 times larger than the driving configuration. This expansion provides an immersive screen suitable for entertainment, information consumption, and multimedia content.

The system operates on Pleos Connect, an Android Automotive Operating System-based platform that integrates Gleo AI — a large language model-powered agent that understands natural language and learns occupant preferences over time. Climate preferences, entertainment selections, and personalized settings can be adjusted through dialogue. The system anticipates needs based on usage patterns, creating an adaptive environment that evolves with the driver.

Bang & Olufsen Premier 3D Sound System

Complementing the onboard cinema is a Bang & Olufsen Premier 3D sound system featuring 25 speakers positioned throughout the cabin. This system creates a 7.1.4-channel Dolby Atmos configuration that delivers spatial audio immersion rivaling concert hall performance.

Acoustic Lens Technology (ALT) tweeters positioned at both ends of the dashboard work in concert with four headliner speakers, mid-range speakers, and strategically positioned subwoofers to create a three-dimensional soundscape that envelops occupants.

The system incorporates Virtual Venue technology, which recreates the signature acoustics of iconic performance venues — Boston Symphony Hall, Wembley Stadium, and others. Beosonic enables passengers to personalize the sound atmosphere and tone, creating a listening environment custom calibrated to each occupant's preferences.

Every element of the GV90 — from its hidden B-pillar architecture to its adaptive personalization features — reflects a deliberate philosophy. Genesis' “Son-nim” hospitality, rooted in Korean culture, centers on customers as honored guests. Applied to the GV90, this means each feature is designed to anticipate occupants’ needs.

The GV90 demonstrates how this philosophy translates into practical luxury. Rather than pursuing excess, the vehicle focuses on refinement and connection — a well-curated space where the journey itself becomes more meaningful. It is a clear reimagining of what occupants expect from flagship mobility: a vehicle that respects their time, understands their comfort, and treats every trip as an opportunity to provide genuine, attentive, and luxurious care.

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The 2026 Presidents Cup in Chicago marked more than a decade since Genesis first became an event sponsor.

The story began in 2015, when the Presidents Cup arrived in Korea for the first time.

Genesis had not yet launched as a standalone luxury brand. Hyundai Motor Company served as the tournament's Official Vehicle Sponsor, providing transportation for players, officials and guests throughout the week. The fleet included Genesis models, introducing many international visitors to a name that would soon become Hyundai Motor Group's dedicated luxury brand.

For Genesis, the event marked an early appearance on one of golf's biggest international stages.

Returning Under the Genesis Name

Four years later, Genesis returned to the Presidents Cup in a different role.

At the 2019 Presidents Cup in Melbourne, Australia, Genesis became the tournament's Official Automobile Sponsor as a standalone global luxury brand. It was the brand's first Presidents Cup under the Genesis name.

The Presidents Cup's international format took the competition to different host countries over the years. After Melbourne, Genesis continued its involvement as the tournament moved to Charlotte in 2022, Montreal in 2024 and Chicago in 2026.

The event brought together Team USA and the International Team and provided Genesis with an opportunity to engage players, guests and fans throughout tournament week.

Building a Broader Golf Portfolio

Genesis' golf activities expanded alongside its involvement with the Presidents Cup.

In 2016, the brand established the Genesis Point System in Korea. The following year, Genesis became title partner of the Genesis Invitational in the United States and the Genesis Championship in Korea.

The portfolio expanded again in 2022 with the addition of the Genesis Scottish Open.

In 2025, Genesis entered a global marketing partnership with the PGA TOUR, becoming the first Global Official Vehicle of the PGA TOUR and PGA TOUR Champions.

Together, these milestones marked Genesis' growing role across professional golf in Korea and abroad.

The Presidents Cup in Chicago

Genesis once again played a role in the Presidents Cup when the tournament was held in Chicago in 2026.

Throughout tournament week, Genesis vehicles were showcased across key locations on the course, including the VIP Entry Area, Gallery Entry Area and Fan Zone. Displays featured the GV90 Neolun First Edition, GV90 Neolun and GV80 Coupe Prestige Black, giving attendees an opportunity to experience some of the brand's latest models up close.

Beyond the vehicle displays, Genesis hosted a range of fan engagement activities, including live painting sessions by artist Jonas Never, a photo experience, postcard activation and scavenger hunt.

The brand also operated Genesis Hospitality Suites in two locations on-site, providing invited guests with tournament viewing opportunities alongside food and beverage service.

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What if your vehicle could become a private luxury theater? That idea sparked the development of the pop-up OLED Cinematic Display introduced on the Genesis GV90. More than a display, it was conceived as a technology that could transform the in-cabin experience.

The Genesis GV90 is the first Genesis model to feature Pleos Connect, Hyundai Motor Group's next-generation infotainment platform. Developed specifically for the GV90, it works in combination with the pop-up OLED Cinematic Display to create a more natural connection between the vehicle and its occupants, delivering a digital experience designed for both driving and relaxation.

Whether driving or parked, the Cinematic Display is designed to provide different experiences depending on the situation. While driving, its wide-format screen displays vehicle information, navigation and media content. A 25-inch head-up display (HUD) simultaneously projects key driving information, including speed, navigation guidance and ADAS status, within the driver's field of view. Users can also interact with the onboard AI agent, Gleo AI, to control vehicle functions, search for information and perform various tasks through natural voice commands.

One of the defining features of the GV90 is the combination of its Cinematic Display and Pleos Connect, introducing a new level of display flexibility not available in previous versions of the platform. To bring this experience to life, both the hardware and software were developed specifically for the GV90. While driving, the Cinematic Display functions as a wide 23.6-inch display. When the vehicle is parked, pressing the extension button on the center fascia raises the display by 90 millimeters, revealing the full 24.6-inch screen. Measuring 584.1 millimeters wide and 219 millimeters high, the expanded display increases the total viewing area by approximately 1.7 times and features a resolution of 3840 x 1440. An accompanying animation further enhances the sense of immersion as the display expands.

The larger display is designed to enhance content immersion and support a wider range of use cases. To better understand the thinking behind its development, we spoke with the engineers responsible for the GV90's infotainment system — Senior Research Engineer Inho Yoon from the Infotainment Platform Development Team, Senior Research Engineer Jongkyo Ahn of the Infotainment Device Engineering Team, and Senior Research Engineers Mina Lee and Sooyul Bae with the Infotainment UX Development Team who developed Pleos Connect — shared their perspective.

Bringing the Home Theater Experience Onboard

Senior Research Engineer Inho Yoon of the Infotainment Platform Development Team helped define the development concept and key specifications for the GV90's Pleos Connect system. Yoon explained that the project began with a recognition that today's vehicles are no longer just a means of transportation, but spaces for a broader range of experiences.

"Cars today serve a variety of purposes beyond transportation. Electric vehicles, in particular, can continue to power a range of features even while parked, creating opportunities for new experiences. With the Cinematic Display and Pleos Connect, our goal was to create a home theater-like experience inside the vehicle. When the display is extended, it switches to Media Home mode, allowing users to enjoy streaming services and live channels* much like they would on a smart TV at home."

^{"Our goal was to create a movie theater-like experience," says Senior Research Engineer Inho Yoon, describing the Cinematic Display.}

The Cinematic Display's pop-up function plays a key role in transforming the vehicle cabin into a living space. When the vehicle is parked and the extension button is pressed, the display rises and switches to Media Home mode, creating an experience similar to a smart TV. These physical and visual changes reinforce the feeling that the cabin has transitioned from a space for travel to one designed for relaxation and entertainment.

^{When extended, the display switches to Media Home screen, offering an intuitive user experience.}

Bringing new hardware and features into a vehicle is a complex process. To ensure customer safety and a high-quality user experience, engineers must consider every potential variable, including how new and existing components interact with one another. Senior Research Engineer Jongkyo Ahn of the Infotainment Device Engineering Team led the development of the Cinematic Display, refining its pop-up functionality through repeated design and testing. “We focused on ensuring the performance and quality of the pop-up mechanism from the early stages of development,” he said.

^{The Cinematic Display is central to transforming the space inside the GV90.}

“Adding a pop-up function to the display requires additional components, including a motor, gears and guide rails. The added weight raised concerns about vibration during driving if conventional mounting methods were used. That led us to explore a different mounting approach. We minimized vibration by mounting the display directly to the cowl crossbar, a structural component that helps prevent the chassis from flexing and twisting. We also worked closely with teams responsible for interior design and packaging to address potential component interference caused by the movement of the display and to finalize the design.”​‌

^{Senior Research Engineer Jongkyo Ahn employed a new mounting method to ensure the pop-up mechanism operates quietly and smoothly.}

The structural advantages of the Cinematic Display lie in its quiet operation and durability. Through the optimized use of a Brushless DC (BLDC) motor and linear motion guides, the system allows the display to glide silently while maintaining long-lasting durability. This is the result of careful refinement designed to ensure customer satisfaction — not only by offering a large display suited to a luxury model like the GV90, but through the elegance of its movement.

“From the beginning, we wanted the display to operate as quietly as possible,” said Ahn. “It delivers a high level of durability and quiet operation, even when compared with competing systems, and successfully completed more than 100,000 test cycles. Operating noise remained below 40 decibels across low-, ambient- and high-temperature conditions, making it as quiet as a library. I still remember climbing into a chamber cooled to -30°C to evaluate its performance in extreme cold.”

^{Senior Research Engineer Jongkyo Ahn says the Cinematic Display operates at noise levels comparable to a library.}

The GV90's Cinematic Display is designed to enhance content immersion when the vehicle is stationary. For occupant safety, the expanded display automatically retracts once the vehicle begins to move. Given the size of the expanded display, this function helps prevent interference with front passenger airbag deployment. While driving, the 23.6-inch display presents driving information, navigation and media content in a clear layout, allowing drivers to easily monitor key information.

Thoughtfully Designed User Experience

Technology comes together through the integration of hardware and software. Integrating the Cinematic Display's 90-millimeter pop-up functionality with a 25-inch head-up display (HUD) required an intuitive user experience (UI). The answer came in the form of Pleos Connect, a version of Hyundai Motor Group's next-generation infotainment platform developed specifically for the GV90. While the hardware defines the form of the display, Pleos Connect shapes how occupants interact with it and experience its capabilities.

Senior Research Engineer Mina Lee of the Infotainment UX Development Team was responsible for the user experience (UX) design of the GV90's Pleos Connect, including window policies, common UX specifications and the menu bar. One of her key focuses was creating a natural multitasking experience. “We put significant effort into defining how apps appear on the display, so using navigation alongside other apps would feel seamless.”

^{Senior Research Engineer Mina Lee shares that she focused on creating a seamless multitasking experience.}

Lee added, “Despite the challenges of [designing for] a completely new vehicle exterior and interior, we designed the core UX flow to feel similar to the smartphone user experience. This approach was guided by a commitment to ensuring that customers could use the system safely and naturally, regardless of how devices or environments may evolve in the future.”

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^{Senior Research Engineer Mina Lee explains how safety and intuitive usability shaped the development of the GV90's UX.}

In automotive UX design, the top priority is delivering information while maintaining driving safety. With Pleos Connect, navigation and other applications can be used simultaneously, while the overall experience remains navigation-focused. “We designed the screen layout to minimize driver distraction. We also incorporated graphics that clearly indicate the available adjustment range when resizing the navigation and app windows, making the experience more intuitive.”

Unlike previous versions of Pleos Connect, the GV90 features menu bars on both sides of the screen. With dedicated areas for the driver and front passenger, the layout takes advantage of the display's wide format while placing frequently used controls within easy reach. The driver-side menu bar includes climate controls, navigation and app shortcuts, while the passenger-side menu bar provides access to climate controls and heated-seat functions. This optimized layout allows drivers to complete key interactions and check important information with minimal eye movement.

The GV90's HUD was also carefully refined from a UX perspective. With a display approximately twice the size of previous systems, it can show additional information, such as estimated driving range and drive mode status, while maintaining excellent visibility through effective use of space. Notifications appear in a dedicated area so they do not obstruct key driving information. This layout helps minimize the need for drivers to shift their gaze to the center display while on the road.

Yoon added that the central display enhances safety by consolidating information, controls and function status together onto a single interface. “On the Cinematic Display, drivers can view information, operate controls and confirm the status of functions on one screen. This means that there is no need to look away, allowing them to them to remain more focused while driving.”

The Cinematic Display reflects the user-first approach in every detail. The engineers behind Pleos Connect continue to explore solutions to offer customers even more convenience. A prime example is the newly added “APPS” button above the GV90’s integrated Crystal Sphere Controller, which takes users directly to the app selection screen when pressed.

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^{Pressing the “APPS” button located above the GV90’s integrated Crystal Sphere Controller takes users directly to the app selection screen.}

Among the physical buttons on the center fascia, the vehicle settings button provides direct access to the Quick Control page. Located at the top of the vehicle settings menu, the page brings frequently used functions together on a single screen, allowing drivers to adjust settings without navigating through multiple menus. The team is also exploring additional convenience features, including access to settings and shortcuts from any screen, as well as more personalized menu options as Pleos Connect continues to evolve.

Design That Delivers the Genesis Experience

Developing the GV90's Cinematic Display also required ensuring that every interaction with Pleos Connect conveyed a distinctly Genesis experience. Senior Research Engineer Sooyul Bae of the Infotainment UX Development Team was responsible for establishing design standards for screen layouts and graphics. Consistency across design elements, including the placement and size of pop-up windows, the shape and spacing of buttons, and overall screen composition, plays an important role in creating a cohesive user experience. Bae worked closely with UX and graphical user interface (GUI) specialists to align these standards and standardize common elements, helping ensure a consistent user experience while improving development efficiency.

Bae said the key challenge was to “efficiently present comprehensive information while preserving Genesis' distinctive sense of luxury.” Restraint, rather than extravagance, guided the team's approach to expressing Genesis' identity through graphic design. A dedicated typeface developed in accordance with the brand direction helps create a consistent visual identity, while key graphic elements — including windows, panels and icons — feature rounded squares that convey a solid yet refined impression. Neutral tones are used throughout the interface, with accent colors reserved for important information and interactive elements, naturally establishing a clear visual hierarchy.

^{Senior Research Engineer Sooyul Bae said, “It was important to present information efficiently while preserving the premium sensibility that defines Genesis.”}

Bae summarized the approach behind these choices: “Ultimately, we focused more on what we could dial back rather than how much more we could show, seeking to create a relaxed and sophisticated user experience that is distinctly Genesis.”

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^{Pleos Connect onboard the GV90 delivers a premium user experience through its restrained design language.}

Attention to creating a distinctly Genesis user experience can also be seen in the details surrounding the Cinematic Display. While the UX and GUI offer a refined and composed interface, the physical controls contribute to a premium and modern atmosphere. Features such as the real-glass crystal buttons and the Center Knob Display provide control over a range of functions, including media volume, temperature and fan speed, reinforcing the premium sensibility associated with Genesis. The 25-speaker Bang & Olufsen Premier 3D sound system further enhances content immersion.

System stability was another key consideration in the development of Pleos Connect for the GV90. Given the large display and wide range of functions it supports, the system uses a control unit designed with stability as a priority. While driving, more resources are allocated to vehicle control and driving-related functions. When the vehicle is parked and the display is extended, resources are shifted toward entertainment features. This approach helps ensure the system delivers the performance required in each situation. Yoon explained: “Because the instrument cluster, HUD and center display are all operated by the same control unit, we optimized resource allocation to prevent delays caused by unnecessary or excessive resource usage. We also designed the system to ensure long-term reliability.”

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^{The GV90 features the 25-speaker Bang & Olufsen Premier 3D sound system.}

Engineering the Experience

The Cinematic Display is more than just a feature. It represents the careful deliberation of how occupants should experience the vehicle cabin. Bringing this vision to life required countless reviews and decisions. Yet, throughout this rigorous process, the engineers remained anchored to a single, unwavering standard: the experience awaiting customers in the GV90.

“Because we were establishing new standards in uncharted territory, there were many areas we had to define and decide firsthand. This meant developing the system through extensive consultation with a variety of stakeholders. We gave considerable thought to UX consistency, and we did our best to ensure that the qualities that define Genesis are conveyed through the customer experience,” Bae said.

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^{Senior Research Engineer Suyool Bae reflected on the development process, saying, “We did our best to ensure that the qualities that define Genesis are conveyed through the customer experience.”}

“As this was a completely new vehicle, the development process involved many changes, making it a challenging project. What stood out most was seeing so many teams come together to solve problems along the way. I would like to thank everyone who contributed their time and effort to refining the vehicle and improving the overall experience,” said Yoon.

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^{Senior Research Engineer Inho Yoon emphasized that the technology was the result of a collective effort across many teams and individuals.}

The newly introduced Cinematic Display and Pleos Connect are the result of extensive collaboration and problem solving across the development process. Although the project focused on hardware and technology, the word that surfaced most often in conversations with the four engineers was “customer.” Their attention was directed not only toward the display itself, but also toward the experience it would deliver.

Much like the credits at the end of a movie, their intense efforts remain hidden in the background. Yet, that unseen dedication seamlessly translates into a deeply satisfying experience for customers every single time they interact with the screen.

*Content services are subject to change in accordance with partner agreements, service operation policies, regional availability and other factors.

Photos by Hyuksoo Cho

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SEOUL, Sept. 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.

SAN FRANCISCO, Aug. 19, 2026 — Genesis is redefining the luxury flagship vehicle in the era of electrification, unveiling its first full-size flagship SUV, the GV90 (available in GV90 Neolun and GV90 variants), at the Palace of Fine Arts in San Francisco on Aug. 19.

The GV90 is a production model based on the NEOLUN concept revealed in 2024. It symbolizes the culmination of Genesis’ elevated hospitality ethos and expertise in thoughtfully applying technology.

“GV90 is not simply a new vehicle, but a new vision for luxury mobility that brings together inspiring design, AI-powered software and connectivity, and industry-leading safety,” said Euisun Chung, Executive Chair of Hyundai Motor Group. “Technology alone does not create luxury, and design alone does not define luxury. The value of innovation lies in transforming the customer experience in intelligent and intuitive ways to improve people's lives.

“True luxury is human freedom, and true luxury is beauty, expressed through craftsmanship, authenticity and commitment to excellence. Genesis will embrace these innovations to provide customers with differentiated value and experiences of distinction.”

The GV90 aims to make every journey more elegant and elevated, embodying Genesis’ unique “Son-nim” hospitality philosophy — to treat each customer as an honored guest — at the highest level.

Built on the eMP platform exclusive for the Genesis flagship, the GV90 sets a new direction for luxury electric flagship vehicles. It combines the highest level of safety, elegant driving dynamics and ride comfort, as well as a plethora of innovative technologies that offer an unprecedented in-vehicle experience — dressed in an exterior that commands attention.

The GV90 will be available in two variants: the GV90 Neolun, featuring the Neolun Arch Gate, the world’s first independently opening and closing hidden B-pillar coach doors, and the standard GV90 with conventional swing doors. It will also be equipped with an array of advanced technologies including the world’s first Roof Airbag, a 123.5 kilowatt-hour large-capacity high-voltage battery, Dual Electronic Limited Slip Differential (E-LSD), multi-chamber air suspension, a New Power Control System, a pop-up center OLED Cinematic Display, Pleos Connect, Remote Smart Parking Assist 3, Bang & Olufsen’s Premier 3D sound system with 25 speakers and Dolby Atmos, Ambient Glow mood lighting, Smart Vision Roof and a heated windshield.

“Today marks a landmark arrival for Genesis and for the future of luxury mobility. GV90 opens a new chapter for Genesis, building on our track record of bold innovation, elevated customer experiences, and an unwavering commitment to excellence,” said José Muñoz, president and CEO of Hyundai Motor Company. “In less than eight years, Genesis became the fastest luxury brand ever to reach one million sales, built on distinctive design, class-leading innovation, and a relentless focus on our customers. Our new flagship SUV represents our vision for the future while embodying the very best of Genesis, staying true to the distinctly Korean values of hospitality and craftmanship that have shaped our journey.”

Neolun Arch Gate: A Symbol of Genesis’ Unique Hospitality Philosophy

The GV90 Neolun is fitted with the Neolun Arch Gate, the world’s first independently opening and closing hidden B-pillar coach doors, delivering a unique experience that embodies the brand’s hospitality philosophy when entering the vehicle. The hidden pillar design allows the front and rear doors to open in unison facing the other, providing an unparalleled sense of openness and a remarkably spacious area for entry and exit compared to conventional vehicles.

Genesis utilized a newly developed dual-motion hinge mechanism for the rear doors, optimized for the vehicle’s hidden B-pillar body structure which enables the rear doors to open and close independently without impeding the front doors. This mechanism works by first sliding the rear door slightly outward, then smoothly rotating it open. This enhances the convenience of entering and exiting the vehicle, allowing rear-seat passengers to get in and out with greater space and comfort.

Safety remains paramount in the GV90 Neolun, despite the absence of a B-pillar. Genesis engineered a new structure that seamlessly marries the doors to the vehicle body while maintaining the highest safety standards.

Additionally, replacing the conventional B-pillar, high-strength dual steel beams have been integrated for rigidity. This architecture that joins the doors and body effectively disperses collision forces.

A concealed yet robust roll cage is created by reinforcing the passenger cabin with a frame 1.5 times thicker than conventional vehicles and fortifying it with integrated high-strength steel tubes and structural foam. This hidden roll cage structure protects occupants while achieving crash safety performance equivalent to vehicles with conventional B-pillars.

Uncompromising Occupant Safety

The GV90 is equipped with a total of 12 airbags — including the world's first Roof Airbag, an in-cabin Monitoring System, a reinforced body structure, and an enhanced safety battery.

The Roof Airbag is designed to provide effective protection in severe rollover events. In case of a rollover, it deploys rapidly to cover the entire roof glass, preventing occupant ejection and mitigating injuries caused by contact with the roof.

Passenger seats feature a dual-depth airbag that deploys in two stages according to the occupants' posture. Airbags are also incorporated into the seat cushions to prevent occupants from sliding beneath the seatbelt during a collision. In addition, the curtain airbags have been extended to cover the third row, while the side airbags for the first and second rows as well as the driver's knee airbag have been enlarged to provide more effective protection for all occupants.

The vehicle is also equipped with an in-cabin monitoring system that identifies occupant type and seating status to optimize airbag and seatbelt control during collisions. It also detects and alerts occupants to improper seat belt usage or sitting posture.

Genesis has increased overall body rigidity while reducing weight, employing a skeletal structure of cast and extruded aluminum for the GV90's underbody and extensively using aluminum for the exterior panels. At the front of the body structure, a deflector guides vehicle behavior laterally during a small frontal overlap crash, reducing A-pillar deformation and maximizing occupant protection.

The application of ultra-high-strength steel to the sides of the car body further enhances safety and improves battery protection. The design also incorporates a slider structure in front of the battery, engineered to redirect components like the motor and subframe underneath the vehicle in a frontal collision, preventing direct impact to the battery.

Battery safety has been significantly enhanced with Thermal Runaway Protection (TRP) technology to prevent thermal propagation between cells. The battery system is engineered for effective heat dissipation, separating each battery cell to suppress the spread of heat to adjacent cells.

Additionally, a cloud-based Battery Management System (BMS) pre-diagnostic function provides not only real-time diagnostics but also preemptively identifies potential anomalies, promptly notifying the driver if any battery abnormality is detected.

Elegant and Serene Dynamics Befitting a Luxury Flagship

The GV90 delivers an elegant and serene driving experience befitting a luxury flagship model. Genesis developed the GV90 based on the eMP platform exclusive for the Genesis flagship, focusing on creating a spacious cabin layout, superior driving performance, and refined ride comfort suitable for a flagship SUV. The GV90 was developed by combining the unique specifications needed to create the definitive Genesis flagship.

With a 3,245mm wheelbase, the spacious interior features a flat floor and slim cockpit design, delivering passengers a more comfortable and relaxed mobility experience.

In yet another Hyundai Motor Group first, the GV90 Neolun introduces motorized swiveling front seats that elevate the interior experience to an entirely new level. While parked, a simple press of the button on the door trim rotates the front seats a full 180 degrees. Occupants can now engage in a face-to-face lounge-like configuration, ideal for socializing or conducting business.

Genesis has equipped the GV90 with a 123.5 kilowatt-hour high-voltage battery, the largest capacity among Hyundai Motor Group's electric vehicles. The GV90's high-voltage battery features cells with a high-density, high-output design which enhances energy density while simultaneously improving power and fast-charging performance. A Wireless Battery Management System (WBMS) maximizes the battery system's packaging efficiency, providing battery capacity fit for a vehicle of this scale.

On a single charge, the GV90 (7-seater) achieves an estimated range of approximately 500km (based on internal R&D tests). When using a 350-kilowatt fast charger, the battery charges from 10% to 80% in just 22 minutes.

Featuring a new motor system that delivers the most powerful performance among Hyundai Motor Group EVs, the GV90 comes with a combined maximum output of 490 kilowatts and 800 Newton-meters of torque from the front and rear motors, providing a relaxed and effortless flagship driving experience.

The GV90 is the first Hyundai Motor Group vehicle to be equipped with a Dual E-LSD, which precisely distributes the motors’ powerful output according to driving conditions. With E-LSDs mounted on both the front and rear motors, power is efficiently supplied to all four wheels during high-speed cornering for agile handling. It also suppresses wheel slip on snowy, rainy or uneven roads, ensuring more control when driving.

The Multi-Chamber Air Suspension effectively absorbs road impact and enhances driving stability by using air springs with adjustable stiffness, allowing ride height to adapt accordingly to road conditions. Mono-tube Dual Valve Electronic Control Suspension (ECS) absorbers create an optimal ride by dynamically adjusting the damping force, providing a softer response to absorb impact and stiffening to control significant body movement.

The vehicle also features active Rear Wheel Steering (RWS) which allows the rear wheels to turn up to five degrees, reducing the turning radius to that of a mid-size car. This makes U-turns and parking more convenient while also improving cornering stability at medium and high speeds.

In addition, Genesis equipped the GV90 with a 4-piston monobloc caliper with large-diameter pistons (front wheels) and a high-capacity brake disc system, delivering the stable braking performance required for a flagship electric SUV.

Genesis significantly enhanced cabin tranquility using world-leading acoustic glass exceeding 5 millimeters in thickness on all windows, from the windshield and Vision Roof to the tailgate. Noise and vibration transmitted through the vehicle's body have also been reduced by injecting high-expansion soundproofing fillers into cavities within the main structural frame. Cabin isolation is further improved through extensive application of reinforced sound-absorbing materials and modifications to the sealing structures of the hood and tailgate.

A Differentiated Vehicle Experience Through Interactive Technology

Genesis has outfitted the GV90 with a wealth of innovative technologies to provide a new dimension to the user experience for every moment spent with the vehicle.

The GV90 is the first Hyundai Motor Group vehicle to adopt New Power Control System, which eliminates the start button, ensuring a seamless transition from entry to driving.

As a passenger pulls the door handle, the vehicle powers on and the door closes automatically. Once the door closes, the Motion Column Shifter moves from the 12 o'clock to the 2 o'clock position, ready for gear selection. Simultaneously, the Crystal Sphere Controller rotates to reveal an integrated controller and the tweeter covers on the dashboard part gracefully to the sides, intuitively communicating to the driver that the car is ready to drive.

The vehicle is started by pressing the brake pedal, eliminating the need for a separate ignition button.

The GV90 features a pop-up center OLED Cinematic Display, offering a new user experience on the expansive screen. In normal driving situations, the wide 23.6-inch screen seamlessly integrates the instrument cluster, navigation, and media. When the vehicle is parked, pressing the display extension button on the center fascia raises the screen by 90mm, transforming it into a 24.6-inch display — approximately 1.7 times larger than when retracted — for occupants to enjoy a wide variety of multimedia content.

In place of a separate instrument cluster, the GV90 offers a 25-inch Head-Up Display (HUD), allowing the driver to check their speed, navigation prompts, and ADAS function at a glance over a much wider projection surface without taking their eyes off the road.

The GV90 also comes with Pleos Connect, Hyundai Motor Group’s next-generation infotainment platform, providing an interface fit for a Software-Defined Vehicle (SDV). Pleos Connect is based on the Android Automotive Operating System (AAOS) and can freely download third-party vehicle apps via the Pleos App Market.

Occupants can also intuitively view and operate various functions on the display and seamlessly access controls and search for information through natural conversations with the onboard next-generation generative AI agent, Gleo AI.

Additionally, Remote Smart Parking Assist 3 (RSPA 3) helps with automatic parking and exiting maneuvers with a single touch. The complementing Memory Reversing Assist (MRA) remembers the vehicle’s path to easily guide it backward out of narrow alleys or parking spaces, providing a highly convenient mobility experience.

Sensory Features that Elevate the Cabin Experience

Genesis has developed a rich array of sensory features for GV90, each designed to engage every sense and add a profound layer of depth to the occupant experience.

Within the tranquil cabin, a Bang & Olufsen Premier 3D sound system with 25 speakers delivers auditory satisfaction rivaling a concert hall. Acoustic Lens Technology (ALT) tweeters at both ends of the dashboard, four headliner speakers, mid-range speakers, and subwoofers create a 7.1.4-channel Dolby Atmos sound that maximizes spatial presence and immersion.

Advanced audio capabilities elevate the listening experience. Virtual Venue recreates the signature acoustics of iconic venues including Boston Symphony Hall and Wembley Stadium, while Beosonic allows passengers to personalize sound atmosphere and tone. The result is a listening environment custom calibrated to each occupant's preferences.

The Ambient Glow mood lighting elevates the cabin atmosphere, enveloping passengers in a visually stunning experience. Expansive indirect lighting flows seamlessly from the dashboard to the doors, casting a gentle glow on garnishes crafted from leather, wool cashmere, stone and wood, optimizing the elevated cabin experience. With additional mood lighting integrated into the headliner and console, the cabin evokes the feeling of a private art gallery. The system also serves an intuitive function, interacting with the occupants by sequentially illuminating the door mood lamps upon entry or changing brightness during voice recognition to convey vehicle status and driving conditions.

The GV90's thoughtful consideration for its occupants extends beyond sight and sound, encompassing every surface and touchpoint with meticulous care. Upholstered in premium leather, the seats are crafted to maximize softness and comfort. Each one is equipped with 15 individual air cells and a pulse vibration function, offering an elevated massage experience beyond what Genesis has offered before.

A metal-coated heated windshield, a first for Hyundai Motor Group, enables the glass to generate its own heat to quickly remove winter frost and condensation while maintaining a pleasant cabin without relying on climate control. For added warmth and comfort, radiant heat warmers are integrated into the first- and second-row console armrests, side panels, and door trims.

The GV90 Neolun Executive Suite (4-seat configuration) delivers the ultimate VIP experience through a collection of exclusive, specialized features. The second row is furnished with a real wood veneer floor that greatly elevates the cabin's ambiance. Inspired by traditional Korean “ondol” underfloor heating, it incorporates a radiant heating system to provide further warmth to the interior.

A Comfort Partition separates the second-row seating from the trunk area, effectively insulating the cabin from noise in the luggage compartment to create a serene interior ambiance for occupants.

Roll blinds provide complete privacy from the outside when desired. The GV90 Neolun Executive Suite features a Smart Vision Roof which utilizes a Polymer Dispersed Liquid Crystal (PDLC) film to allow the roof's transparency to be independently controlled across six distinct zones, maximizing visual openness.

Seats upholstered in the finest, soft semi-aniline leather come standard, alongside VIP-exclusive amenities such as a second-row tower console, a refrigerator and integrated tables to make travel time more meaningful.

Exterior: Restrained Elegance and a Commanding Presence

The exterior of the GV90 draws inspiration from the iconic moon jar — a symbol of traditional Korean aesthetics — exuding a majestic presence achieved through the porcelain vessel’s philosophy of restrained elegance.

By minimizing superfluous elements to emphasize the beauty of the essential, every aspect of the GV90’s design reflects the core tenets of the moon jar — its fundamental form of proportion and curve, the beauty of white space, and the spirit of exquisite craftsmanship.

Beneath the clamshell hood, the Wing Face Micro Lens Array (MLA) headlamps span the front fascia, projecting a distinctive and imposing presence apt for a flagship model. Genesis utilized an advanced laser-engraving process to seamlessly integrate the lighting element with the vehicle's bodywork. The jewel-like Two-Line design imparts a futuristic yet elegant flourish.

The lower bumper is accented with a three-dimensional, dual-layered G-matrix patterned chrome grille to deliver a sophisticated and elevated aesthetic.

GV90 embodies a timeless design through understated elegant proportions. The 5,285-millimeter-long body, bold yet gracefully sculpted fenders and prominent 24-inch forged wheels exude the authoritative stance of a luxury flagship.

The GV90 Neolun showcases its distinct identity through anodized aluminum accents applied between the first and second row windows, while the standard GV90 features frame-flush door glass for a seamless, clean look.

The rear design is the most emblematic expression of the GV90's design philosophy. By eschewing decorative elements, Genesis achieved a pure rear design reminiscent of the flowing curves from the elegant silhouette of a Korean moon jar.

This minimalist approach extends to avoiding unnecessary lines and omitting the rear spoiler entirely, while incorporating flush-mounted surface-emitting taillights and Genesis lettering to create a smooth, harmonious rear composition.

Offering unprecedented personalization for a Genesis model, the GV90 features 16 distinctive exterior color selections. 13 glossy finishes each tell a visual story: Seychelles Beige captures the radiant beauty of sun-kissed beaches and waves on sand, while Baena Green evokes the serene moment when light penetrates an olive forest. The gloss options continue with Sonoran Navy, Taupo Gray, Jaipur Rose, Vela Burgundy, Como Blue, Uyuni White, Saville Silver, Makalu Gray, Vik Black, Capri Blue, and Cardiff Green. Three elegant matte finishes — Monashee Silver, Matterhorn White, and Makalu Gray Matte — provide understated alternatives.

“GV90 is the embodiment of The Ultimate Majestic Presence, Genesis’ belief that true luxury is revealed not through addition, but through reduction, until only the essential remains,” said Luc Donckerwolke, President and Chief Creative Officer of Hyundai Motor Group. “Inspired by the Korean moon jar, we pursued a purity shaped by restraint, balance and an elegance that never fades. By removing unnecessary elements, we allowed timeless beauty to speak for itself. The Neolun Concept, unveiled in 2024, was not simply a vision, but a promise for the future. GV90 brings that promise to life, opening a new chapter for Genesis design, one shaped by extraordinary patience, care and dedication.”

An Elevated, Bespoke Living Space

Genesis has reimagined the GV90’s interior as a bespoke living space thoughtfully reflecting the personal tastes of its occupants.

The dashboard and door trims feature a sophisticated dual-layer structure with a recessed center section, allowing contrasting materials to define the inner and outer planes. The seats, console, and display are positioned intentionally like luxury furniture, evoking the refined atmosphere of a sophisticated lounge.

The futuristic centerpiece is a massive cinematic display that harmonizes with the cabin through crystal buttons using real glass. Complementing this forward-thinking design, motorized air vents eliminate traditional control knobs, contributing to an exceptionally clean and uncluttered interior.

Slim mood lamps concealed in the dashboard's chrome bezel work in concert with Ambient Glow to envelop the cabin in indirect light, intensifying the interior's premium character.

Athletic Elegance is added to the static cabin upon boarding the vehicle through the Motion Column Shifter, the rotating Crystal Sphere Controller, and sliding tweeter covers. Media, temperature and airflow are managed using the Center Knob Display.

Genesis has employed a thoughtfully curated selection of authentic material options for the GV90, each selected to maximize its inherent charm and deliver the attention to detail expected of a flagship. Customers can choose from trim materials that harmonize with their chosen interior palette such as natural wood for classic luxury, genuine stone for modern sophistication or wool cashmere warmth and coziness.

The GV90 is available in five interior color combinations: Veiled Indigo / Puglia Green, Folio Brown / Batiste Blue, Vault Black / Shadow Gray, Tyrian Purple / Travertine Beige, and Saddle Brown / Shadow Gray.

The GV90 Neolun on the other hand offers five exclusive interior color schemes: Regal Navy / Majestic Purple, Quince Brown, Vault Black / Shadow Gray, Tyrian Purple / Travertine Beige, and Saddle Brown / Shadow Gray.

GV90 First Edition: Exclusive Luxury for the Discerning Few

The same day, Genesis also unveiled the GV90 Neolun First Edition, an ultra-exclusive limited release for the marque’s elite customers.

The GV90 Neolun First Edition represents the pinnacle of the Executive Suite (4-seat configuration) lineup. Its two-tone exterior palette and body-color 24-inch forged wheels elevate the visual impact, delivering an exclusive, unparalleled appeal.

Inside, wool cashmere garnishes come standard, and First Edition-exclusive logo engraving on the Crystal Sphere Controller, headrests, and doorsteps add a subtle touch of prestige.

The GV90 Neolun First Edition debuts in three color combinations: two-toned Jaipur Rose / Seychelles Beige exterior paired with a Quince Brown interior, two-toned Vik Black / Baena Green exterior matched with a Veiled Indigo / Puglia Green interior, two-toned Vik Black / Sonoran Navy exterior blended with a Majestic Purple / Regal Navy interior.

GV90 & Marilyn Monroe: Icons’ Arrival

Genesis aligned Marilyn Monroe's ethos of challenge and innovation, establishing a new direction for luxury that defines Genesis' brand philosophy.

Driven by passionate ambition and visionary boldness, Monroe took control of her career trajectory and shattered conventional limitations. By building a life on her own terms, she transcended her time to become an eternal cultural icon — a symbol whose influence persists even a century later.

Genesis has embraced an equally audacious mission: to establish itself as a global Korean luxury mobility brand. In just ten short years, the brand has defied expectations, emerging as a global leader that fundamentally redefined luxury automotive standards.

Like Monroe, Genesis has forged a path uniquely its own. As a luxury brand deeply rooted in Korean cultural traditions, its journey reflects Monroe's own legacy, both rebelling against norms and achieving lasting impact.

To express this connection while exploring the untold narratives of Monroe’s legacy, Genesis launched “Manifesting Marilyn” at Genesis House New York in June and is supporting the production of the Maggie Gyllenhaal-directed short film “Flesh Impact”, which will debut at the 2026 Venice International Film Festival.

Genesis is poised for its next decade of growth, anchored by the GV90 flagship. Building on this momentum, the brand will strengthen its positioning and philosophical foundation while setting distinctive industry standards across design, engineering, technology, and customer experiences.

GV90 Specifications