Genesis X Gran Equator Concept: The Electric G-Wagen Challenger We Didn’t See Coming

Let’s be real—Genesis hasn’t exactly been top of mind for most car enthusiasts in the UK. Despite being Hyundai’s premium arm, similar to what Lexus is for Toyota, Genesis hasn’t fully cracked the code when it comes to engaging petrolheads. Their early UK lineup of petrol and diesel saloons and shooting brakes had niche appeal, but it never quite made waves with those hunting for value-packed lease deals or performance thrills.

Fast forward to today, and Genesis has officially gone all-electric in the UK. That move effectively sidelines any hopes of seeing hardcore performance models like the Genesis G80 Magma grace our roads. A blow for driving enthusiasts? Absolutely. But the brand’s ambitions haven’t fizzled—they’ve just taken a different route.

The Genesis X Gran Equator Concept, a futuristic luxury off-roader that made its debut at the 2024 New York Auto Show, sharing the spotlight with the recently revealed Genesis GMR-001—the V8-powered endurance racer set to hit the Le Mans grid in 2026 under the new Genesis Magma Racing banner.

At first glance, the X Gran Equator might seem like just another sleek concept destined to stay in the design studio. But don’t dismiss it too quickly. Created under the watchful eye of Luc Donckerwolke—the design mastermind behind the Lamborghini Murciélago—this electric SUV is more than just a pretty face. It’s a bold design study that blends rugged off-road capability with high-end luxury aesthetics.

According to Genesis Chief Creative Officer Luc Donckerwolke, the concept “harmonizes contrasts—fusing elegance with durability and adventure with serenity.” In less poetic terms? Think G-Wagen attitude, but with a smoother, more aerodynamic profile and a futuristic edge.

The long hood and cab-rearward proportions give it a retro-inspired silhouette, and if you squint hard enough, you might spot a hint of Mercedes W123 estate in the side profile. Yet it’s far from old-school. This SUV looks ready to cruise into the electric age with confidence.

Inside, Genesis takes a minimalist yet nostalgic approach. The cabin features two rows of circular analogue-style dials, inspired by vintage film cameras, blending digital tech with tactile design. The dashboard is deliberately uncluttered, keeping the focus on the road and the journey—a refreshing change in a world dominated by oversized touchscreens.

As for practicality, the X Gran Equator Concept comes fitted with integrated roof rails, a split tailgate, and four individual moonroofs that flood the cabin with light. While Genesis says these features aren’t confirmed for production, they hint at the kind of real-world functionality the brand is exploring for future electric SUVs.

What’s missing? Powertrain specs. Genesis has stayed tight-lipped on what’s under the skin, beyond the concept’s massive 24-inch beadlock wheels, which suggest it has some off-road capability baked in. But make no mistake—this isn’t just a design flex. It’s a statement of intent.

Whether or not the Genesis X Gran Equator Concept makes it to production in its current form, it’s clear the brand is pushing hard to reimagine what a luxury electric SUV can be. The real challenge now is turning this design momentum into something tangible—vehicles that not only look this good but perform and sell just as well.

For a brand still fighting for mindshare in a crowded electric market, the X Gran Equator might just be the spark Genesis needs to get noticed.