The Mercedes-Benz G-Wagen and Range Rover Are on Track to Gaining a Korean Competitor

Genesis is still reportedly on track with prepping a new flagship luxury SUV to rival the likes of the Mercedes-Benz Geländewagen and Range Rover. Some new hints recently surfaced, particularly following Hyundai’s investor meeting a little while ago.

In that investor meeting, Hyundai not only confirmed that a new first-ever dedicated pickup truck is in the works. Hyundai Motor Group CEO José Muñoz — who also oversees Genesis to a degree — confirmed the luxury division’s aspirations to expand.

Genesis USA

This expansion will allow the Korean automaker to be even more competitive with its German and Japanese rivals. It’ll also lead to new models, including this supposed new flagship SUV. Or possibly, two.

There could be up to two new Genesis SUVs on the horizon

Genesis

Currently, Genesis has only two internal combustion-powered crossover SUVs: the GV70 and the GV80. The GV70 is of the smaller, compact type. It competes against the likes of the BMW X3, Audi Q5 and Mercedes-Benz GLC.

Prices for the GV70 start at just under $48,000. Load up the car with the twin-turbo V6, and the invoice goes as high as the $75,000.

Genesis USA

The larger, GV80, on the other hand, is more of a competitor against the BMW X5, Mercedes-Benz GLE and the Audi Q7. Despite offering three rows of seating and being considerably larger, it’s still considered a midsize competitor.

The GV80 starts at just under $58,000. But it can very easily break the $84,000 mark when optioned out.

Genesis USA

Should a new flagship happen, there are three distinct possibilities. The first is a larger, crossover SUV, that could essentially slot above the GV80. That SUV could follow in the footsteps of the Range Rover, offering a luxurious road-going experience combined with off-road capbility.

Alternatively, said new SUV could be more rugged and Mercedes G-Wagen like. The model could more directly compete against the Land Rover Defender.

Genesis USA

And lastly, the new SUV could also go for more road-friendly vibes, like the BMW X7 and Mercedes-Benz GLS.

It could be called the GV90

If this flagship results goes down the more luxurious road-going three-row route, it could possibly gain the “GV90” nameplate. But rumors suggest Genesis could be designing the new SUV with the same appeal that attracts Range Rover or Mercedes G-Wagen buyers.

This could indicate an emphasis on all-terrain capabilities, technology and luxury. In which case, it would be a blend of both road-going and off-road capabilities, like the standard Range Rover.

Genesis USA

During his investor conference, Muñoz commented on Genesis’s expansion. He noting Genesis plans to “go beyond the brand’s existing model lineup to create new flagship vehicles. For example, an off-roader infused with the spirit of adventure, just like the X Gran Equator concept.”

Genesis USA

Earlier this year, Genesis formally expressed its full-size SUV aspirations with the X Gran Equator Concept at the New York Auto Show. It’s a larger SUV concept specifically designed and built with a more rugged, all-terrain appeal.

Last year, Genesis also debuted the Neolun Concept. The latter was more of pitch towards a road-going three-row luxury SUV, like the X7 or GLS.

Genesis USA

Neither Muñoz nor Genesis specifically confirmed the X Gran Equator’s or the Neolun’s transition to production. But speculation about a full-size crossover SUV inspired by the concept has been circulating since its debut.

Details are still under wraps, though rumors suggest this new SUV could surface in the next couple of years — as early as 2028.

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