Update: ‘Target customer & Positioning’ section updated, ‘Coach doors’ sub-section added to ‘Design,’ and ‘Price’ section added.
Genesis, Hyundai Motor Group (HMG)’s luxury brand, announced in September 2021 that it aims to build an EV line-up of eight models by 2030. During the announcement (via YouTube), the company revealed a teaser of its future EV line-up that indicated that one of the future Genesis EVs could be a large SUV called Genesis GV90.
A KoreanCarBlog report dated February 11, 2022, states that the large electric SUV internally goes by ‘Genesis JG1.’ An internal codename is used within the company to refer to the upcoming car project well before the marketing team decides on a name. For instance, the GV60 was codenamed ‘JW’ throughout its development stage. Here’s what we know about Genesis’ future SUV flagship.
Target customer & Positioning
The Genesis GV90 would target buyers looking for a full-size SUV, including a full-size electric SUV. Families who want seven seats with third-row seats designed for adults could be of particular interest to Genesis. Another target customer group will be corporate teams wishing to travel long distances in absolute comfort.
The Genesis GV90 would also attract customers who find the GV80’s third-row uncomfortable. The three-row GV80 is “really small” and Genesis dealerships would like to offer “a true three-row GV90,” Peter Lanzavecchia, National Dealer Advisory Council, Genesis, told Automotive News in an interview in January 2023. Lanzavecchia was answering a question about potential models missing in the Genesis line-up.
According to a report Money Today released on September 7, 2023, the GV90’s positioning has seen changes during the planning period from luxury to semi-high-end. Thus, the GV90 will be pitched as a product that’s upper-class compared to the Mercedes EQS SUV. The Mercedes-Maybach EQS SUV and Range Rover EV would be the comparable models. However, Genesis cars are usually priced lower than their chief rivals, and the same is expected in the GV90’s case. We’ll talk more about that later in the story.
On November 30, 2021, an exclusive report from ET News said that the development of the Genesis GV90 had started. HMG was discussing the development and supply of electronic parts planned for use in the future model with partners.
Towards the end of August 2023, a Genesis prototype was seen in Death Valley. It was disguised to resemble the GV80, but several differences helped us ascertain that it was a new vehicle. The closed surface with a geometric pattern instead of a radiator grille gave away that it was an EV. The rear-end appeared longer than that of the GV80. New rear windows with vent glass and crest-shaped fake dual exhaust outlets were also among the differentiators. It appears that real-world testing of powertrain and chassis components has commenced, but it might be until next year before production-ready prototypes hit the streets.
All future models shown in the official teaser from September 2021 have the signature “Two Lines” design element on the sides, a feature not present on the Genesis Electrified G80 and Genesis GV60, which only have it on the fascia. “The Two Lines are us,” Genesis said in the GV60 announcement, emphasizing how this design element makes models instantly recognizable and its growing importance in future launches. The model on the extreme right is a large SUV, probably related to the Hyundai Ioniq 7 and Kia EV9, which could represent the Genesis GV90.
Below is our speculative render of a Genesis GV90. We imagine it with a typical crossover styling with plenty of curves and a low height that makes it softer than the Jeep Grand Wagoneer or the Cadillac Escalade. It features thin Two Lines design quad headlamps flanking a closed-off Crest grille. The lower front-end looks simple, which customers preferring a traditional design would surely appreciate.
Two Lines design
Right behind the wheel arches, and continuing until the front doors, the “Two Lines” design of the headlamps reappears. While the sleek greenhouse and the sharp kick in the beltline add to the SUV’s dynamic character, flush door handles and simple bodywork add poise. At the rear, we expect thin, twin-lined Quad Lamps in line with the rest of the design.
According to the Money Today report, the Genesis GV90 is said to offer the choice of coach doors or center-opening doors, giving clients the opportunity to make a dramatic entrance. These classic doors would also allow a more graceful entry and exit, something clients would truly appreciate at red-carpet events like movie premieres, opera, and award ceremonies.
The Genesis GV90 with coach doors is expected to be a special edition model, with the availability limited to a few hundred units. It will likely be launched three months after the regular model in South Korea, North America, and Europe.
Genesis GV90 Features (expected)
Below are some of the features we expect from the Genesis GV90, HMG’s future flagship SUV.
25-inch dashboard display
On June 7, 2023, Samsung Electronics announced that its Exynos Auto V920 chip will power Hyundai Motor Company (HMC)’s next-gen infotainment systems. It said these infotainment systems are expected to be introduced by 2025. V920 is the third generation of Samsung Electronics’ automotive processor for infotainment systems, but it’s the first one to be used by HMC.
The V920 chip packs ten Arm Cortex-A78AE core CPU, which consists of two quad-core clusters and one dual-core cluster, the Xclipse GPU built on AMD RDNA 2 architecture, and a dual-core NPU. It can power up to 6 high-resolution displays, infotainment and rear seat entertainment systems, and up to 12 camera sensors. On July 14, 2023, ET News reported that the Genesis GV90 would feature an infotainment system powered by the V920 chip.
ET News added that the Genesis GV90 will flaunt a 25-inch OLED display sourced from Samsung Display. At CES 2023, Samsung Display showcased a 34-inch OLED dashboard display with a 700R curvature (pictured above) as part of its automotive solutions. A smaller adaptation of this system could be what Genesis could have locked for the GV90.
Genesis will likely take many sustainability measures to make the GV90 as eco-friendly as possible. The company should use various eco-friendly materials in the flagship EV, such as bioplastic, recycled plastic, recycled yarn, bio polyurethane, bio polyurethane foam, recycled PET fabric, recycled PET carpet, bio paint, BTX-free paint, and recycled PET felt.
Dual Color Ambient Lighting with Speed Sync Lighting
The GV90 electric will likely feature a Dual Color Ambient Lighting System with Speed Sync Lighting, which has been confirmed for the Ioniq 6. The new ambient lighting system could allow the driver to select from 64 single colors and 6 dual-color themes. The Speed Sync Lighting function will increase or decrease the brightness of the front cabin lighting depending on the speed of the vehicle, adding emotion to the driving experience.
e-Active Sound Design (e-ASD)
Already available in the GV60, e-Active Sound Design (e-ASD) helps the driver get a better sense of their acceleration, the torque state of the vehicle’s powertrain, and the vehicle’s driving speed. Through the car’s speakers, it generates virtual driving sounds based on the driving mode, acceleration input (from the driver), and speed. For drivers unfamiliar with an EV’s responsiveness and silent operation, this feature is particularly useful.
According to The Korean Car Blog’s sources, the GV90 will feature a ‘Magic Roof’ that allows controlling the light, heat, and transparency. We think this could be a glass roof that users can change from transparent to opaque electronically. It’s also possible that Genesis is going for a technology similar to SPD-SmartGlass that allows individually dimmable sections, as in the Cadillac Celestiq. Another catchy feature The Korean Car Blog mentions for the GV90 is a new type of heating system derived from Ondol, a traditional Korean underfloor heating system.
The Genesis GV90 should feature a multi-charging system that supports both 800V ultra-fast charging and 400V fast-charging. The maximum charging capacity of the full-size electric SUV could be between 250 kW and 350 kW, which would allow it to be charged from 5 to 80% in less than 25 minutes.
In America, GV90 customers are likely to get three years of free 30-minute charging sessions from the date of vehicle purchase at all Electrify America charging stations. Electrify America is Genesis’ charging partner in the country, and it offers a coast-to-coast charging network with ultra-fast chargers that allow taking advantage of 800-volt technology.
Thanks to V2L technology, the GV90 should allow using it as a mobile power source. Customers will likely be able to charge external devices and even other EVs with up to 3.6 kW of power. V2L would become useful for families traveling in the GV90 during adventure trips to use electrical equipment or domestic appliances as well. Using V2L functions would be possible even with the vehicle turned off.
Wireless vehicle charging
Genesis is the first global brand to offer wireless charging on a car with the GV60. If the technology is successful, the company may extend it to other models.
On January 2, 2022, Genesis introduced a pilot project at three locations in South Korea: Genesis Gangnam, Genesis Suji and Hyundai Motorstudio Goyang — each having a wireless charging station. To enable wireless charging, drivers have to park the front section over the EV charging mat, similar to how we place a smartphone on a wireless charging dock.
Genesis has partnered with American wireless EV charging expert WiTricity to develop the technology. As a part of the pilot project, the brand plans to install 75 wireless charging stations to analyze the feasibility and customer reaction to this technology before delving into full-blown commercialization.
Qualtrics (via WiTricity) has conducted a research study that has shown that 96% of EV buyers want wireless charging. It surveyed 1,053 American adults, nearly half of whom already own at least one EV. 40% of current EV owners found public charging with the cord frustrating. Plus, wireless charging makes public charging for customers with mobility issues very easy. The survey showed many customers prefer wireless charging over other attractions like full self-driving capabilities, premium audio systems, park assist, and more.
Face Connect + Fingerprint Authentication System
The GV90 should feature Face Connect, the brand’s face recognition system that locks and unlocks the vehicle’s doors without a key. An infrared camera will likely be integrated into the B-pillar to scan the driver’s face. Biometric authentication methods may include even a fingerprint reader built into the vehicle’s start-stop button.
Face Connect makes locking/unlocking doors convenient when the driver is holding shopping bags or equipment in both hands. Plus, Face Connect can link to individual driver profiles. The vehicle automatically adjusts the driver’s seat, steering wheel, side mirrors, and multimedia settings after knowing which person from those whose driver profiles have been saved has unlocked it.
L3 Autonomous Driving
In South Korea, the G90 sedan will receive Level 3 autonomous driving with Highway Driving Pilot (HDP) with the MY2023 update, ET News reported on December 12, 2022. The updated car featuring HDP for L3 autonomous driving capability has already passed the country’s emission and noise certification requirements.
ET News claims the autonomous variant has two LiDARs at the front, one on the left and one on the right. Initially, HDP will not require driver involvement at speeds of up to 80 km/h (50 mph). HMC will keep increasing the speed limit with OTA updates and provide improved functions when regulation allows.
HMG should offer the Highway Driving Pilot in the GV90 in markets where this feature is legal. At some point in the lifecycle, it may use Valeo’s third-gen LiDAR, a more advanced version, which debuted in November 2021.
Valeo plans to commercialize its latest LiDAR sensor in 2024, and vehicles equipped with the third-gen Valeo LiDAR allow autonomous driving on the highway at speeds of up to 130 km/h (81 mph). This LiDAR works in all light conditions, be it dazzlingly bright or pitch black. It creates a 3D real-time view of the vehicle’s surroundings at a rate of 4.5 MP and 25 fps.
The G90 sedan will use a Hyundai AutoEver-developed precision map, a sort of ‘digital twin’ in which the movement of the roads and surrounding places have an error range of 20 cm or less. Hyundai AutoEver is HMG’s mobility software provider, and the precision map it has developed covers 16,000 km of automobile-only roads across South Korea. Four mobile mapping system vehicles update the maps six times a year. It has automated the 3D scanning data and images obtained by these vehicles. The GV90 could also feature maps from Hyundai AutoEver in the South Korean market.
The GV90 would feature hands-free parking as well. On March 2, 2022, at the 2022 CEO Investor Day, Jaehoon Chang, HMC’s President & CEO, said that the company would update Remote Smart Parking Assist 2 (RSPA) through OTA and continue developing it to provide customers more convenience. It has also listed RSPA 3 as coming in the second-generation EV platform.
HMG is reportedly working on a Level 3 Remote Parking Pilot (RPP) as well, and whenever it’s ready to commercialize that, the GV90 would certainly be among the recipients.
Custom home appliances
According to The Korea Economic Daily, Hyundai has partnered with LG Electronics to source home appliances such as a steam closet and refrigerator for the Ioniq 7. Given that the GV90 would be a luxury model price-positioned above the Ioniq 7, it should inherit these comfort and convenience features, besides sporting advanced features. Hyundai could go a step further and invite LG Electronics to design exclusive equipment for the GV90 and other upper-class Genesis EVs.
Genesis should offer the GV90 with multiple seating options. One of these will likely include two swivel-type individual seats in the second row. These should let the occupants turn their seats 180º inward and 90º outward. Reclining, massage, and entertainment functions would keep the rear-seat occupants pampered and relaxed on the go. Additionally, some trims may also get a first row swivel seat, which is being developed as a highlight of the second-generation platform.
Pop up display
As revealed in the 2023 CEO Investor Day presentation, Hyundai is also developing a pop up display for the second-generation EV platform models. While there are no details, it could be a party trick of the Genesis GV90, where the screen emerges out of the dashboard once the driver settles into the seat.
The Genesis GV90 will be based on HMG’s upcoming eM platform, as per a report ET News dated May 23, 2023. eM will be the version of a new ‘Integrated Modular Architecture (IMA)’ developed for pure electric passenger vehicles. IMA itself will be a further enhancement of E-GMP, which underpins the company’s first bespoke EV platform.
Thanks to the eM platform, the electric SUV is expected to debut many innovations, including B-pillarless and swing doors, a swivel seat in the first row, a long-sliding seat in the second row, Level 3+ ADAS functions, and more.
According to a report ET News published on June 12, 2023, HMG has planned a 113.2 kWh battery pack for a vehicle project codenamed ‘Kia GT1,’ which, going by the description, is almost certainly the Kia Stinger successor. In the future Tesla Model S rival, the new battery pack is said to deliver a range of 700-800 km (435-497 miles) as per South Korea’s stringent testing method.
The GV90 should get the same 113.2 kWh battery pack as the GT1. However, being a bigger, F-segment SUV, the range may only come up to around 400 miles. That’s still quite impressive in absolute terms.
E-GMP-based EVs have different battery packs, but eM-based EVs will have standardized battery based on the modular system method. Moreover, the company will use a new, Cell-to-Pack (CTP) method to install the batteries in these EVs, eliminating the module level. It sees the new method as improving energy density. Cell-to-Frame (Cell-to-Chassis or CTC) is also under consideration.
The GV90’s should have new lithium-ion cells with more energy density than the currently used technology. In its mid-to-long-term EV strategy document (link), Hyundai has said that it plans to raise the energy density of lithium-ion cells from 600 Wh/L to 700 Wh/l by 2025 before moving to solid-state technology (mass-production). The more advanced methods mentioned above will likely help it achieve these targets. They will especially benefit big and heavy models like the GV90 and other full-size SUVs that need more energy storage capacity but without getting too heavy.
The ET News report dated June 12, 2023, says the eM platform will allow triple-motor AWD applications, with the primary motor spinning the rear wheels and two less powerful motors on duty at the front axle.
The GV90 will likely come in RWD and AWD variants. The top-end configuration will likely produce at least 450 kW (603 hp), with 200 kW (268 hp) coming from a front motor and 250 kW (335 hp) coming from a rear motor.
|Aspect||Genesis GV90 Specification (Expected)|
|Battery Pack Capacity||113.2 kWh|
|Range (EPA)||~400 miles|
|Peak DC Charging Power||350 kW|
|10-80% DC Fast-Charging Time||<25 minutes|
Improved power module
The ACEPACK DRIVE SiC-MOSFET Gen3 is a series of state-of-the-art power modules meant for electric drive applications. Manufactured by Switzerland’s STMicroelectronics and sporting the company’s “sintering technology,” five of these third-gen power modules will find their way into several Hyundai Motor Group vehicles in the future. Though unconfirmed, the GV90 is one of the cars that’s expected to be a beneficiary.
The newer power modules feature active metal brazed (AMB) substrate technology, allowing modules to handle heat better while also providing excellent mechanical strength. These ‘plug-and-play’ modules have been designed to be compatible with direct liquid cooling, but they can also withstand a maximum junction temperature reaching 175 degrees Celsius or 347 degrees Fahrenheit.
According to the ET News report, series production of the Genesis GV90 is slated to commence in November 2025. While the report does not specify whether HMG plans to produce the model in both South Korea and the U.S., it is highly probable that both countries will manufacture the GV90. As the U.S. is anticipated to be the primary market for the high-end SUV, it would be illogical not to have local manufacturing in place.
HMG began rolling out the Electrified GV70 at its American Hyundai plant in Montgomery, Alabama, in February 2023. While the company is tight-lipped about future localization plans, it may build the Genesis GV90 at the upcoming 2,923-acre production site in Bryan County, Georgia, in 2025.
The Genesis GV90 could be launched in the U.S. in late 2025. Customer deliveries may begin in early 2026.
Money Today expects the Genesis GV90’s prices to start in the mid-KRW 100 million won range. Based on that, we expect it to retail at around USD 100,000 in its base configuration in the U.S.
The Genesis GV90 will likely be one of the most innovative three-row electric SUVs in the upper end of the market. It should feature one of the best electric powertrains and high-voltage batteries and many in-cabin technologies. The GV90 holds immense significance for Genesis in the U.S. market, representing a rare opportunity to compete and outmatch the established German Big 3 automakers at the high-end of the market.
Genesis GV90 FAQs
What is the Genesis GV90 release date?
The Genesis GV90 could start arriving at dealers in the U.S. in early 2026.
Which models are the Genesis GV90 competitors?
What is the Genesis GV90 price?
Expect prices to start around USD 100,000 in the U.S. market.
Featured Image: TopElectricSUV’s rendering of the GV90