- Bridging adventure and refinement, the X Gran Equator Concept combines on-road sophistication with off-road resilience
- Purposeful ‘overlander’ concept reflects the raw beauty of nature, signalling Genesis’ future design potential
- X Gran Equator debuts at the 2025 New York International Auto Show - open to the public on April 18
Frankfurt, Germany, 16 April 2025: Genesis today revealed X Gran Equator Concept, a bold exploration of elegance and adventure, designed for those seeking the serenity of nature and the thrill of the unknown.
The name draws inspiration from Equator, widely recognised as the "finest stallion" in the world of Arabian horses — a symbol of endurance, agility, and refined power. These qualities closely reflect the spirit of the concept: a car that is both elegant and capable, engineered to perform in extreme conditions while maintaining a natural sense of grace. Just as the Arabian horse is known for its balance of beauty and strength, this concept embodies Genesis’ unique take on performance.
As the brand's first adventure concept, X Gran Equator reimagines Genesis' ‘Athletic Elegance’ design philosophy while embracing the rugged spirit of overlanding.
"The X Gran Equator Concept is an exercise in harmonising contrasts – it combines elegance and ruggedness, and the spirit of exploration with refined comfort," said Luc Donckerwolke, Chief Creative Officer of Genesis. “It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the discovery of the world’s most breathtaking landscapes.”
Inspired by reductive design principles, the X Gran Equator Concept’s exterior is defined by clean lines and uncluttered surfaces. A long hood, sleek cabin, and sweeping C-pillar create a silhouette that defies traditional SUV conventions, while extended wheel-arches and 24-inch beadlock wheels underline its off-road readiness. The geometric auxiliary lights and split-opening tailgate blend practicality with Genesis’ signature Two-Line headlights, ensuring X Gran Equator is as purposeful as it is striking.
Inside, the X Gran Equator Concept orchestrates contrast between analogue architecture and digital technologies, crafting a space that feels both functional and evocative. At the centre of the cabin is a four-circle display cluster on the centre stack, inspired by the dials of vintage cameras. The interior design features contrasting colours and shapes, with a preference for geometric over organic elements. The dashboard's linear, minimalist architecture focuses the driver's attention on the journey ahead, while swivelling front seats and modular storage solutions enhance practicality.
X Gran Equator Concept signals Genesis’ continued expansion into lifestyle-oriented cars, balancing sophistication with versatility. While not confirmed for production, its design language and innovative features showcase the brand’s future design potential – such as the integrated roof rails and split-opening tailgates – showcase the brand’s future design potential.
X Gran Equator Concept will be displayed at the Genesis booth during the 2025 New York International Auto Show, open to the public on April 18 at Jacob K. Javits Convention Center. Following the show, it will be on display at Genesis House in the Meatpacking District until the end of July.
About Genesis
Founded in South Korea, Genesis offers premium cars with a luxury experience and is committed to delivering an exceptional service to its customers. From its European headquarters in Frankfurt, Genesis Motor Europe operates in Germany, Switzerland and the UK. Since launching in Europe in 2021, the brand has received multiple company and product award wins across all three markets.
The Genesis range includes three dynamic pure electric models as well as the most recent addition, Genesis G90, the brand’s flagship luxury saloon. Central to Genesis' identity is the distinctive design language of 'Athletic Elegance', blended with the very latest technology to deliver state-of-the-art customer features. Genesis is dedicated to a sustainable future and aims to become a carbon net zero by 2035.
For more information about Genesis and its definition of premium, please visit www.genesis.com.
