Genesis X Grand Equator Concept SUV is a Glam Off-Roader

Debut at New York’s Genesis House

The night before the 2025 New York International Auto Show, I had the pleasure of being an invited guest at the Genesis House. Within the comfort of this beautifully designed event space/ restaurant/ library, while stuffing my face with authentic Korean finger foods and cocktails, we saw a first-hand look at Genesis’s latest addition to its fleet of X Concept vehicles.

The digital auto world is still buzzing over the Genesis X Gran Coupe and X Gran Convertible concepts unveiled earlier at the Seoul Mobility Show. The Gran Equator Concept stands out as an elegant SUV designed for only the finest sand and mud. Moreover, it symbolizes a satin glove to slap the Mercedes-Benz G-Wagon and Lexus GX across the face.

The X Grand Equator Concept

The SUV made an eyebrow-raising impression at first glance through its minimalist exterior, smoothed out while highlighting Genesis signature “Two Line” dual LED strips wrapped around the front, continuing past the flared wheel arches. Its profile silhouette and proportions reminded me of a sawed-off shotgun crafted by an expert gunsmith. A long hood line with a narrow roof ending in a short curved tailgate.

I especially liked the massive 24-inch beadlock wheels and chunky peanut butter tires that would look at home on a Lego building set, which could also be considered a luxury brand.

Other exterior details include a split-opening tailgate and integrated roof rails with a lattice-like pattern. The roof tails alone prove little details make a big difference.

Interior Elegance

Inside, the Genesis X Grand Equator Concept offers exclusive seating for four passengers, each getting their own private captain’s chair and individual skylight via a four-panel sunroof design. Other eye-catching details include dual, leather strapped boxes as an abstract approach to the traditional glove box.

One interior detail many might find radical is the swiveling front seats. Those of you who know their history will see this as a welcomed throwback to the days when American cars used to have swivel seats for the driver and front passenger – very cool.

Recently, Genesis has offered some of the best-looking steering wheels, and the X Gran Equator is no exception. Appearing like the master control on a mad scientist’s doomsday machine with a terrain mode selector mounted in front of a cluster of four circular digital displays said to be inspired by vintage camera dials.

A Charcuterie Board of Design

Genesis stated the X Gran Equator is “not confirmed for production,” as evidenced by the lack of information regarding its powertrain. Most suspect it would, or could be, electric due to the SUV’s front-grille-less fascia. Personally, I hope not. Its long hood is ideal for shoehorning a twin-turbo straight-six, or straight-eight power plant. Plus, something this gorgeous should definitely make a noise.

Nevertheless, this concept SUV could be taken as a charcuterie board of design elements for the Genesis line of SUVs in the near future. We may not see the full Gran Equator, but we will see some design elements in upcoming production models. I hope we get to see those swivel seats.