Look Out, Mercedes G-Class. Genesis Is Coming For You

Now, it's arguably Mercedes-Benz's halo vehicle (depending on how you want to classify the Maybachs). The G-Class starts at $148,500, nearly $30,000 more than the S-Class sedan. And buyers often pay substantially more than that.

Genesis Confirmed Plans To Build a Flagship Off-Roader
Hyundai CEO José Muñoz spoke during the brand's 2025 CEO Investor Day, revealing a product road map. During the presentation, he revealed several new vehicles coming, including more Hyundai N cars and a pickup truck. He also revealed that Genesis will build new flagship vehicles, including an adventurous off-roader.

"We will go beyond the brand's existing model lineup to create new flagship vehicles. For example, an off-roader infused with the spirit of adventure, just like the X Gran Equator concept," Muñoz noted during his presentation. "These vehicles, which are currently concepts, exemplify our ambition to offer leading products that deliver exceptional experiences."

Genesis did not reveal many details about what it had planned for this off-roader. The brand previewed a luxurious off-roader with the X Gran Equator concept, which debuted in April. However, the wording suggests that the production vehicle won't be a straightforward evolution of that concept. Genesis's chief creative officer, Luc Donckerwolke, described the X Gran Equator as exhibiting "elegance with ruggedness, and the spirit of exploration with refined comfort." We expect that philosophy will extend to the production vehicle.

Will Genesis's New SUV Be Body-On-Frame or Unibody?
We don't know what type of platform the new Genesis SUV will use. But we do know Hyundai is developing a new body-on-frame midsize truck platform, which may also spawn an SUV. We suspect Hyundai would try to find as many uses for that platform as possible to justify the development cost. So, using it to underpin a rugged body-on-frame Genesis SUV would make sense.

What Engine Will Genesis's New Off-Roader Get?
Genesis did not mention what type of powertrain its new off-road flagship SUV will get. But the brand should have plenty of options. Genesis has primarily focused on gasoline-powered cars and pure electric vehicles so far. But we know hybrids and EREVs will arrive very soon. If this vehicle is still at the concept stage, that would give Genesis a few years to let the market and technological development provide the answer. We suspect the SUV's platform will be able to accommodate multiple options.

Yes. Reportedly, BMW is working on a new range-topping off-road-oriented SUV that it will build in South Carolina. However, that vehicle could end up being more "ultimate driving machine" than a rock-crawling G-Wagen rival, even if it competes for the same customers. Audi has not confirmed an off-roader coming down the pipeline. But the brand did reveal a bonkers off-roading Q6 e-tron concept with portal axles last winter, suggesting the PPE platform could accommodate one.