Pimpmobile interior aside, why I’ll retire driving a Genesis electric SUV, not a BMW, Benz or Audi

Saw the Genesis GV90 at last month’s Busan Mobility Show in Korea, in all its padded purple pimpiness.

Okay, it’s not ‘officially’ the GV90, but called the Neolun concept.

No Sherlocking’s required to know it’ll morph into a production version of Genesis’ new flagship all-electric SUV, likely to arrive in 2025 to sit above the GV70 EV and combustion-only GV80.

Rivals? Think BMW iX, Mercedes-Benz EQS SUV, Volvo EX90 and Range Rover EV.

Getting up close to the Korean luxe brand’s Neolun gave a greater understanding and appreciation for the design and magnificence here, from rear-hinged (suicide) back doors with no B-pillars, to the bonnet opening like butterfly wings revealing two independent frunks.

Okay, the cabin has vibes of stretched Hummer on stag weekend duties, but more important is the Neolun’s breathtaking exterior shape.

We’re told it’s inspired by Korea’s iconic moon-shaped porcelain jars, revolving around the principle of ‘reductive design’. As an explainer, this is characterised by clean, refined lines that deliberately eliminate any unnecessary details.

So, think of most things BMW design is currently doing – its iX included – and it’s the opposite.

Which had me thinking. I can think of worse retirement plans than wafting around in a giant EV SUV, and Genesis is blowing my skirt up more than the rival brands I’d usually consider.

I’ve owned six BMWs, so have – I reckon – earned the right to criticise the German’s design direction. The BMW iX? It may be lush inside, but I’m not about to suffer that eyesore on my driveway.

Benz’s EQS is sleek but too dreary beside this Genesis; the Volvo EX90’s boringly predictable, and while the 2025 full fat Rangie EV looks the goods, you know its price is going to be on a different planet to the aforementioned.

So this Genesis GV90 – sorry, Neolun Concept – is my front-runner. Not least because Genesis and Hyundai have history of making production cars that look very similar to its concepts. See the Ioniq 5 and GV60 as evidence here.

I’d expect the electric suicide doors to make production – Rolls Royce style – plus the electric side step, body-integrated lights, digital side mirrors (boo), the glorious illuminated wing face, and this behemoth’s ultra-smooth curvy backside.

But dammit, Genesis. What the hell is that cabin all about?

Purple ceiling strip lighting and purple and pink LEDs in boudoir-like padded door panels looks crass, not class.

The seats look comfy, but they also wouldn’t look out of place at a shopping centre nail bar.

The concept’s just a four-seater – the production GV90 will likely be a five- or seven-chair effort, but you could imagine an ultra-spacious four-seater would be optional.

Rear seats are proper business class in size and recline, while front seats can electrically swivel through 180-degrees.

Other goodies are a squircle steering wheel, giant dash monitor, brace of rear entertainment screens emerging from the ceiling and radiant (including underfloor) heating.

Keep this tech and ditch the pimpmobile interior colours, lighting and padding and this giant Genesis has the opportunity to have Benz, BMW, Audi, Lexus and Rangie large SUV EV buyers take a serious look.

As the Germans would say, this mighty Korean has the Faszination to appeal to modern luxury seekers, whereas the longer-established legacy players are arguably a bit behind here.

We don’t know much about the electrical architecture beneath the Neolun, but it sits on the upcoming eM platform that will ultimately be spread far and wide across the Hyundai Group. 

Considering its size and target market, expect a giant battery, 800V electrical architecture for faster charging, twin electric motors, all-wheel-drive and more performance than should be sensible for a c.3000kg EV barge.

A Genesis Australia spokesman told EVCentral: “Whilst there are no current plans for a production version, the Neolun Concept showcases Genesis’ future vision for a full-size SUV.”

It’s coming. And it’s going to be special.