Genesis has recently announced the delay in production of its highly anticipated full-size electric SUV, the GV90. Originally scheduled for production later this year, the luxury brand has pushed back the timeline until mid-2026. This delay comes as Genesis aims to upscale its offerings, focusing on driving profits and prestige rather than chasing volume.
The GV90, which is set to be the most upscale Genesis SUV yet, was first unveiled over a year ago as the Neolun concept. This concept showcased Korean minimalist design and featured Rolls-Royce-like coach doors, emphasizing an ultra-luxe vision of luxury SUVs. Genesis’ director of design, Luc Donckerwolke, confirmed that the Neolun concept will officially enter production as the brand’s new flagship vehicle.
Hyundai Motor’s product development plan suggests that mass production of the GV90 will now begin in June 2026 at the Ulsan plant in South Korea. This delay is part of Hyundai Motor’s strategy to introduce new models in key segments, with Genesis planning to introduce several new hybrids in the coming years. The G80 sedan is set to debut in December, followed by the GV80 and GV80 Coupe in September 2026.
Despite the production delay, Genesis has been teasing the GV90 with glimpses of the full-size electric SUV, most recently showcasing it in Magma-coloring, the brand’s new performance branding. The GV90 will be competing with other luxury electric SUVs from rivals like Mercedes-Benz EQS SUV and the upcoming Range Rover Electric.
With Genesis’ focus on upscaling and introducing new hybrid models, the luxury brand is expected to see further growth in the US market. Last year, Genesis sold 75,003 vehicles in the US, nearly a third of its total global sales. The new hybrid models, along with the highly anticipated GV90, are expected to drive growth and solidify Genesis’ position in the luxury SUV market.
In conclusion, while the production delay of the GV90 may be disappointing for fans eagerly awaiting its release, Genesis’ strategic focus on upscaling and introducing new models points towards a promising future for the luxury brand. Stay tuned for more updates on the GV90 and Genesis’ expanding lineup of luxury vehicles.
(Source: TheKoreanCarBlog, The Korea Economic Daily)
