Genesis launched a flagship electric SUV and gave it more power than the Ferrari Amalfi

Genesis has long built its reputation on taking familiar luxury formulas and giving them a few unexpected twists. It first revealed its original Neolun concept two years ago, and now the new mass-production GV90 takes that to another level.

The flagship electric SUV arrives as Genesis’ largest and most ambitious model yet, combining a massive 123.5kWh battery, 657 horsepower, coach doors, a lounge-like interior and what the company claims is the world’s first roof airbag. The result is less of a conventional SUV and more of a rolling technology showcase for Hyundai Motor Group. Oh, and the electric SUV is more powerful than Ferrari’s Amalfi, which gets around 630bhp. It’s also slightly more powerful than the Lamborghini Urus SUV.

The GV90 will sit at the top of Genesis’ electric lineup and will be offered in both a standard version and the more extravagant Neolun variant, which brings several concept-inspired ideas into production. The GV90 will sit squarely against the Mercedes GLS 600 Maybach and the Rolls-Royce Cullinan.

Genesis is putting everything it has into one enormous SUV

Underneath the GV90 is Hyundai Motor Group’s dedicated eM electric architecture. A dual-motor all-wheel-drive system produces 490kW, or around 657 horsepower, along with 800Nm of torque.

Genesis claims the seven-seat version can travel around 500km on a charge. The 123.5kWh battery is the largest yet fitted to a Hyundai Motor Group EV, while 350kW DC charging can take the battery from 10% to 80% in approximately 22 minutes.

Numbers alone, however, are not the GV90’s main story. Genesis appears determined to make the cabin feel less like a traditional SUV and more like a private lounge.

A 23.6-inch OLED display combines the instrument cluster and infotainment system, while the screen can expand when the vehicle is parked. Other features include a 25-inch head-up display, a generative AI assistant, massaging seats and a 25-speaker Bang & Olufsen Premier 3D audio system with Dolby Atmos.

The Neolun version goes even further. Its front and rear coach doors open in opposite directions and eliminate the conventional fixed B-pillar, creating a huge entry area. The front seats can also rotate up to 180 degrees when the vehicle is stationary. A four-seat Executive Suite adds real wood flooring, radiant heating, a refrigerator and integrated tables.

The roof airbag could be the feature everyone remembers

The most unusual piece of technology is Genesis’ new Roof Airbag. The company says the GV90 uses 12 airbags, including one designed to deploy across the fixed glass roof during a severe rollover.

Genesis says the system could help reduce the risk of occupants striking the glass while also improving protection during rollover crashes. Curtain airbags extend to the third row, while seat-cushion airbags are designed to reduce submarining during an impact.

Genesis has also equipped the SUV with electronically controlled dampers, multi-chamber air suspension and rear-wheel steering.

The GV90 is expected to debut globally on August 19, while Genesis is targeting other markets in 2027.

Pricing has yet to be announced, but the message behind the GV90 is already clear. Genesis is no longer simply trying to offer an alternative to established luxury brands. With this SUV, it is testing how far luxury, safety and electric technology can be pushed in one vehicle.