Genesis is preparing to make a bold move in the U.S. luxury SUV market with the upcoming launch of its GV90, a full-size SUV aimed squarely at competitors like the Cadillac Escalade and Lincoln Navigator. The model is expected to debut in 2025, marking a critical step for Genesis as it seeks to strengthen its global presence and capture a larger share of the high-margin premium SUV segment.
Luc Donckerwolke, President and Chief Design Officer of Hyundai Motor Group, told Newsweek that the GV90 will combine luxury, technology, and performance, while also offering a competitive price advantage. The automaker is also planning a high-performance variant, the GV90 Magma, designed to deliver superior power and driving dynamics to attract performance-oriented luxury buyers.
The GV90’s design draws inspiration from Genesis’ X Gran Coupe concept and G90 sedan, incorporating premium interior materials, a rollable OLED display, second-row independent seats, advanced driver-assistance systems, and over-the-air software updates. These features underscore Genesis’ strategy to blend high-end craftsmanship with cutting-edge technology—a combination that appeals to affluent buyers seeking both comfort and innovation.
Industry analysts view the GV90 as pivotal for Genesis’ U.S. expansion. The full-size luxury SUV market is dominated by American brands like Cadillac and Lincoln, along with German competitors such as Mercedes-Benz and BMW. Genesis’ entry into this segment is seen as a strategic move to capture a portion of the lucrative U.S. luxury SUV market, which remains resilient even during economic fluctuations.
To support the launch, Genesis has already secured supply agreements with key partners, including POSCO Mobility Solutions, ensuring smooth production and timely deliveries. Preparations for mass production are underway, with many suppliers scheduled to begin component shipments in the first half of 2025.
For investors, the GV90 represents more than just a new model. It reflects Genesis’ commitment to the premium SUV market, its ability to leverage advanced technology and design, and its potential to increase profitability in North America—a region critical to the brand’s long-term growth strategy. With the GV90, Genesis is positioning itself t
