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Genesis has established itself as a serious player in the mid-luxury car space since arriving as a standalone brand a decade ago, but Hyundai’s premium marque had, until now, lacked a genuine flagship. That changed on Wednesday, when the company finally revealed the GV90. Positioned as both Genesis’s first full-size SUV and its boldest production model yet, the GV90 is a large all-electric three-row SUV designed around comfort, indulgence and a high-end ownership experience.

The standard version goes straight up against rivals such as the BMW X7 and Mercedes-Benz GLS-Class, but the more intriguing variant is the GV90 Neolun, which introduces what is likely to become the SUV’s defining feature. In two-row form, this version targets the Mercedes-Maybach GLS, and like that model, it serves as a more luxury-oriented take on the regular version. Unlike the Maybach, however, it makes that mission obvious with an extravagant set of pillar-less coach doors that Genesis appropriately refers to as the “Neolun Arch Gate.”

Those distinctive doors, which first slide and then swing outward on a rear hinge, reveal the core idea behind the GV90 Neolun: a vast, lounge-like cabin intended to move Genesis another step closer to the ultra-luxury segment. The flooring uses genuine wood veneer with heating integrated directly into it, while the door cards and armrests also feature matching warming functions. In parked two-row models, the front seats can rotate backwards, turning the cabin into a four-person conversation area that takes full advantage of the generous interior space.

On the move, the 23.6-inch-wide central display handles conventional infotainment tasks, but when the vehicle is stationary, the screen can expand to 1.7 times its original size, becoming a 24.6-inch display better suited to duties usually associated with a television. A large 25-inch head-up display takes the place of a traditional instrument cluster, while Hyundai’s new Pleos Connect operating system underpins the entire interface and technology setup.

Genesis is also highlighting the safety measures developed to compensate for the unusual B-pillar arrangement on Neolun-equipped versions, where the pillar moves with the rear doors. According to the company, the body structure incorporates a roll cage within its reinforced cabin, resulting in something 50 percent more rigid than what it describes as a conventional vehicle. That, together with a world-first roof airbag, is intended to bring the pillar-less SUV in line with more conventionally built vehicles in crash testing.

The exterior closely follows the Neolun concept first shown in 2024, with the placement of the door handles and the bright metal detailing where a B-pillar would normally sit acting as the clearest signs of a coach-door version, while the regular GV90 uses a more conventional layout. As seen on many other Genesis models, the brand’s signature two-line lighting signature continues from the grille into the front wings and, in this case, follows the G90 by extending even beyond the front wheels.

Genesis says the GV90 rides on a flagship-specific platform known as eMP, which means the model will be EV-only for the foreseeable future. A substantial 123.5-kWh battery is estimated by Genesis to deliver a 310-mile range in the three-row version, and the firm says a 350-kW fast charger can replenish the battery from 10 to 80 percent in about 22 minutes.

The dual-motor drivetrain produces 657 hp and 590 lb-ft of torque, sending power to all four wheels. An electronic limited-slip differential for each motor helps apportion that output to individual wheels as required. A multi-chamber air suspension is designed to balance ride comfort with the firmness needed during cornering, while rear-wheel steering of up to five degrees improves manoeuvrability.

Genesis has yet to confirm pricing for either the GV90 or the GV90 Neolun, but it has said that an initial limited batch will be offered as the exclusive GV90 Neolun First Edition. These vehicles will be four-seaters finished in one of three Genesis-selected specifications, each pairing a two-tone exterior with a different brightly coloured cabin from the brand’s available palette, including shades of purple, green and a vivid brown that comes close to orange.