Genesis unveils X Gran Equator concept at 2025 New York auto show

Luxury carmaker Genesis has revealed its boldest concept yet, the X Gran Equator, an all-electric off-road SUV designed to merge futuristic elegance with rugged performance.

Unveiled at the 2025 New York International Auto Show, the X Gran Equator is the brand’s first venture into adventure vehicles. Designed to reflect the company’s evolving aesthetic and ambitions, this striking prototype showcases Genesis’ vision of luxurious outdoor exploration.

The concept car’s design language, dubbed “Athletic Elegance,” is apparent in its long-nosed profile, seamless lines, and grille-less front fascia. A massive set of 24-inch beadlock wheels, wrapped in chunky all-terrain tires, adds both aggression and capability. Its signature two-line LED lighting emphasises a blend of technology and art.

Inside, the Gran Equator’s cabin pushes boundaries. Instead of a typical high-tech display, the interior pairs vintage-style digital gauges with tactile physical buttons. A rich navy and tan colourway, paired with a crystal-ball shifter and four-panel sunroof, provides a sophisticated atmosphere that feels more lounge than trail-ready vehicle.

While Genesis has not confirmed technical specifications, signs point to an all-electric drivetrain with all-wheel drive. The absence of a traditional grille, combined with trends from recent Genesis prototypes, strongly suggests zero-emission propulsion.

Genesis says the concept is not scheduled for production but serves as a showcase for the brand’s future direction. Visitors to the New York Auto Show will be able to view the X Gran Equator starting Friday. After the event, it will be displayed at the Genesis House in Manhattan’s Meatpacking District until the end of July.

As Genesis marks over a decade in the industry, the X Gran Equator signals a bold new era—one that could redefine luxury in the world of off-roading.

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