Genesis unveils electric off-road SUV concept in New York

Genesis unveiled the X Gran Equator Concept, an electrified off-road SUV, for the first time on the global stage on the 15th at Genesis House New York, the brand’s cultural and lifestyle space in Manhattan.

Genesis also presented a full-scale design model of the GMR-001 Hypercar in the livery[1] of its motorsports team, Genesis Magma Racing, along with the team’s racing suits, reaffirming the brand’s commitment to endurance racing.

In his welcome remarks, Hyundai Motor President and CEO José Muñoz said, “Over the past 10 years, Genesis has done more than grow in size—it has set new standards for the industry. I’m proud that Genesis is driving transformative change in the market, and it is meaningful to share another chapter in the brand’s journey here today.”

‘X Gran Equator Concept’ combines on-road refinement with off-road capability

The Genesis X Gran Equator Concept is an electrified luxury off-road SUV concept designed for customers seeking adventurous experiences.

Combining on-road refinement with off-road capability, it is designed to deliver stable performance on both paved and rugged terrain.

The concept’s name, “Equator,” was inspired by a top Arabian horse known for its strength, agility and beauty, and its success in show competitions. The name reflects the concept’s aim to deliver exceptional performance while retaining elegance in extreme conditions.

Luc Donckerwolke, President and Chief Design Officer (CDO) and Chief Creative Officer (CCO) of Hyundai Motor Group’s Global Design Division, said, “The X Gran Equator Concept brings opposing qualities—elegance and strength, comfort and a spirit of exploration—into harmony. Its off-road capability is balanced with the luxury Genesis is known for, making it possible to encounter the beauty of nature on real off-road journeys.”

The X Gran Equator Concept is based on Genesis’ design philosophy of “Athletic Elegance.”

Its exterior draws on Genesis’ “Reductive Design” approach, emphasizing clean lines and simple surfaces for a more refined look.

In particular, its long hood, sleek cabin and steep C-pillar create a distinctive silhouette unlike that of conventional SUVs. The rear split-opening tailgate, which opens upward and downward, complements Genesis’ signature two-line headlights, combining practicality with design.

Other features tailored for off-road driving include a roof rack for outdoor gear, dark wheel cladding to help prevent wheel damage, and beadlock wheels that use bolts to keep tires securely in place.

The interior pairs analog and digital technologies in an intuitive, emotive design that helps drivers focus on off-road driving.

Four circular displays in the center evoke the dials of a vintage camera. A linear dashboard, swiveling front seats and modular storage maximize the vehicle’s practicality.

Neutral-toned premium leather and fabric, chosen to reflect nature’s raw beauty, underscore the interior’s deliberate restraint and refined character.

Full-scale design model of the GMR-001 Hypercar, set to compete in real races, unveiled for the first time

Genesis unveiled a full-scale design model of the GMR-001 Hypercar, which is set to begin racing in 2026.

Last December in Dubai, UAE, Genesis announced its plan to enter endurance racing, unveiling a 1:2-scale model of the GMR-001 Hypercar alongside the launch of its racing team, Genesis Magma Racing.

The GMR-001 Hypercar features Genesis’ signature two-line design, which extends from the front to the sides, shaping its aerodynamic form and volume. This makes the brand’s distinctive identity easy to recognize from any location and angle.

An arcing “parabolic line” flows naturally from the front to the rear, adding strength and stability. An underbody plate smooths airflow beneath the car, while precisely designed air intakes efficiently vent heat to improve cooling.

The GMR-001 Hypercar unveiled today is the first model to feature Genesis Magma Racing’s livery, combining the car’s exceptional performance with an artistic sensibility.

The livery sets a new standard for racing car design, reflecting Korean aesthetics and the brand’s distinctive identity.

The color shifts from bright orange to deeper red toward the rear, visually expressing the explosive energy of the mid-mounted engine and the rising intensity of speed.

The Korean word “Magma,” prominently displayed across the car, also underscores the brand identity’s Korean roots.

Donckerwolke said, “The GMR-001 Hypercar is a work of art that preserves Genesis’ DNA while delivering the performance and efficiency of a race car. Every design element reflects Genesis’ determination to set a new standard for high-performance vehicles and its Korean identity.”

Genesis expects the GMR-001 Hypercar, featuring the team’s livery, to further promote the brand’s values and passion for motorsports as it takes to actual race tracks.

Genesis also unveiled the official racing suit design for Genesis Magma Racing alongside the full-scale GMR-001 Hypercar design model.

The racing suits feature Genesis’ signature two-line design and G-Matrix pattern, reinforcing the connection between the brand, the car and the drivers.

GMR-001 Hypercar and racing suits featuring team livery to compete in endurance races starting in 2026

Genesis will use the GMR-001 Hypercar and racing suits featuring the livery unveiled today in a range of future endurance races.

Genesis plans to build its presence on the global motorsports stage, competing in the World Endurance Championship (WEC)[2] in 2026 and the WeatherTech SportsCar Championship (WTSCC)[3] starting in 2027.

Cyril Abiteboul, President of Hyundai Motorsport and Team Principal of Genesis Magma Racing, said, “Today’s unveiling of the full-scale GMR-001 Hypercar design model and racing suits marks an important milestone for Genesis Magma Racing. As we prepare for upcoming competitions, including the WEC in 2026 and WTSCC in 2027, Genesis will continue building a distinct heritage and realizing its potential in motorsports.”

Genesis will display the X Gran Equator Concept and the full-scale GMR-001 Hypercar design model alongside key Genesis models at the 2025 New York International Auto Show, which opens on Friday, the 18th (local time), at the Jacob Javits Convention Center in New York.

[1] Livery: The stickers and paint applied to a race car’s exterior, typically featuring a team’s distinctive colors and logos.

[2] World Endurance Championship (WEC): A global endurance racing series organized by the Fédération Internationale de l’Automobile (FIA), featuring races such as the 24 Hours of Le Mans and the 6 Hours of Spa.

[3] WeatherTech SportsCar Championship (WTSCC): A leading U.S. endurance racing series organized by the International Motor Sports Association (IMSA), featuring races such as the 24 Hours of Daytona and the 12 Hours of Sebring.