Genesis unveiled its flagship electric SUV, equipping it with greater power than the Ferrari Amalfi.

      Genesis has established its reputation by taking well-known luxury concepts and adding unique twists. It initially unveiled its original Neolun concept two years ago, and now the newly mass-produced GV90 elevates that concept to a new level.

      This flagship electric SUV is the largest and most ambitious model from Genesis, featuring a substantial 123.5kWh battery, 657 horsepower, coach doors, a lounge-like interior, and what the company claims is the world's first roof airbag. This results in a vehicle that transcends the conventional SUV, serving instead as a high-tech showcase for Hyundai Motor Group. Furthermore, this electric SUV boasts more power than Ferrari's Amalfi, which has around 630bhp, and surpasses the Lamborghini Urus SUV in power as well.

      The GV90 will lead Genesis’ electric lineup, available in both a standard model and the more luxurious Neolun variant, which incorporates several ideas from the concept into production. The GV90 will compete directly with the Mercedes GLS 600 Maybach and the Rolls-Royce Cullinan.

      Genesis is fully committing to this monumental SUV.

      The GV90 is built on Hyundai Motor Group’s dedicated eM electric platform. It features a dual-motor all-wheel-drive system that produces 490kW, or approximately 657 horsepower, alongside 800Nm of torque.

      Genesis asserts that the seven-seat version can achieve around 500km on a single charge. The 123.5kWh battery is the largest installed in a Hyundai Motor Group EV to date, and its 350kW DC charging capability allows it to go from 10% to 80% in roughly 22 minutes.

      However, the specifications alone do not capture the essence of the GV90. Genesis aims to create a cabin atmosphere that feels less like a standard SUV and more akin to a private lounge.

      The vehicle features a 23.6-inch OLED display that integrates the instrument cluster and infotainment system, capable of expanding when parked. Among other amenities are a 25-inch head-up display, a generative AI assistant, massaging seats, and a 25-speaker Bang & Olufsen Premier 3D audio system with Dolby Atmos.

      The Neolun version takes innovation further. Its front and rear coach doors open in opposing directions, eliminating the conventional fixed B-pillar for a spacious entryway. Additionally, the front seats can rotate up to 180 degrees when the vehicle is stationary. The four-seat Executive Suite adds real wood flooring, radiant heating, a refrigerator, and built-in tables.

      The roof airbag feature may be the standout technology.

      The GV90 incorporates Genesis’ novel Roof Airbag system. The company states that the SUV includes 12 airbags, one of which is designed to deploy across the fixed glass roof in the event of a severe rollover.

      Genesis claims this system may help minimize the chances of passengers striking the glass and enhance safety during rollover crashes. Curtain airbags extend to the third row, while seat-cushion airbags aim to reduce submarining during impacts.

      Genesis has also equipped the SUV with electronically controlled dampers, multi-chamber air suspension, and rear-wheel steering.

      The GV90 is set to be globally unveiled on August 19, with Genesis aiming for other markets by 2027.

      Though pricing has not yet been revealed, the intent behind the GV90 is already clear. Genesis is no longer merely competing with established luxury brands; with this SUV, it is exploring the limits of luxury, safety, and electric technology in a single vehicle.