Genesis has just unveiled an impressive off-road SUV concept featuring 24-inch beadlock wheels.

      Genesis

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      Sometimes, I worry that I may never encounter another concept car that captivates me. I recall being fascinated by them as a child, often while playing Forza Motorsport 4 and imagining what it would be like to see a Cadillac Cien in person. While I wouldn’t say the new Genesis X Gran Equator Concept reaches that level of thrill for me, it is undeniably intriguing. I can confidently assert that it’s unlike anything I’ve encountered before.

      One could categorize the X Gran Equator Concept as an SUV, but it doesn’t have the typical shape of one. The hood is elongated enough to accommodate a V12 engine, and for all we know, it could very well have one; Genesis didn’t provide any details about the powertrain during the car’s unveiling. The wheel arches are substantial enough for 24-inch beadlock wheels, and the rear of the vehicle almost resembles the front. It brings to mind the now-defunct Canoo cab-forward pickup, just with a different orientation.

      Sure, the lighting signatures differ, and the Canoo has a slightly rounder profile. But let’s not deny the similarity. Genesis [left], Canoo [right].

      That’s not to say it’s a negative aspect. Its unique design makes it worth discussing—just as a concept should be. Perhaps the most distinctive features are the stacked, parallel LED strips that nearly encircle the entire vehicle, interrupted only by the doors and wheel wells. It’s most visually striking at the rear, where the red taillights wrap around the back fenders, and I haven’t even mentioned the split tailgate yet.

      Inside, Genesis opted for an executive 2+2 seating arrangement, with center consoles in both the front and rear rows. The bolstered two-tone seats with quilted leather effectively enhance the overall aesthetic—a cohesive theme that isn’t always present in these bold design experiments. Each passenger even has their own glass panel overhead, contributing to what must be the most unique roof I’ve ever seen on an SUV (or something close to it).

      The driver and front passenger area is characterized not by what’s there, but by what’s absent: a massive touchscreen. There are small digital displays on the circular instrumentation, but there’s no iPad protruding from the dashboard. It even features physical switches on the center stack. This aligns with what Hyundai Group design chief Luc Donckerwolke mentioned last week about the anticipated return of analog car interiors in the upcoming model generations.

      Genesis notes that the X Gran Equator Concept is not yet confirmed for production, though some features could make their way into future road cars; the press release specifically highlighted the integrated roof rails and split-opening tailgate. We’ll see how things progress, but if any brand were to push the boundaries with a production model, it might just be Genesis. Kudos to them for creating a concept that’s worth discussing again.

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