Genesis has built its own take on the G-wagen

It’s probably fair to assume Genesis doesn’t feature too high up most PHers’ shortlists. While related to Hyundai in much the same way Lexus is to Toyota, the N Division magic and more general market understanding of the mainstream Koreans is yet to consistently feed upwards. Genesis initially launched in the UK with petrol and diesel saloons and shooting brakes; cool to people like us, but less so to those lobbing £300+ a month at a lease deal.

Genesis has now gone electric-only on British shores, further limiting its core petrolhead potential and completely ruling out the appearance of the cool G80 Magma performance saloon for us folk.

But the sands might be shifting, and not just in these images. Genesis Magma Racing will enter Le Mans (and WEC) from 2026 and its GMR-001 entrant has finally been revealed with tubthumping V8 power and a mesmerising orange livery. Quite the car for this new X Gran Equator Concept to share New York Auto Show floor space with, then.

On the surface, it’s another concept car from a firm that reveals far more design ideas than production realities. And yet more visually striking motor show fodder from Luc Donckerwolke of Lamborghini Murcielago fame. 

“The X Gran Equator Concept is an exercise in harmonising contrasts – combining elegance with ruggedness, and the spirit of exploration with refined comfort,” the Genesis Chief Creative Officer says. “It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the discovery of the world’s most breathtaking landscapes.”

Which is verbose designer speak for ‘wannabe G-Wagen’ if ever we heard it. Only the Genesis demonstrates a more slippery, less knowingly retro vibe, even if its long-bonnet, cab-backward shape somehow harks back to the good ol’ days. Is it just our eyes seeing the Mercedes W123 estate in its side profile?

Two rows of circular gauges inside are inspired by the dials of vintage cameras, apparently and help create a look that “orchestrates contrast between analogue architecture and digital technologies, crafting a space that feels both functional and evocative” according to the press bumf. A more general decluttering of the dashboard is all focused on keeping your eyes on the journey ahead, which is a philosophy we can all get behind. It’s heartening to know that’s what the designers and engineers prioritise. There’s no need to sell the car they’re sketching – its lack of a ginormous touchscreen is plain glorious, if an unrealistic production possibility.

Genesis says the integrated roof rails and split tailgate might just make it onto a future model, though; the four individual ‘moonroofs’ less so. “While not confirmed for production, its design language and innovative features showcase the brand’s future design potential,” we’re told of the X Gran Equator’s shot at relevance outside of the Manhattan show halls.

And that’s it. No powertrain details, nor much talk of its off-roadability beyond the fitment of 24-inch beadlock wheels. The more pertinent question to ponder is whether Genesis can ensure its future electric SUVs look half as appealing as this does. And if doing so will inch them higher up any of our shopping lists…