The Genesis GV90, the brand's first full-size flagship electric SUV, is drawing a wave of praise from major international media outlets and consumers alike.
The vehicle's technological innovations — including the world's first hidden B-pillar coach door system called the "Neo Lun Arch Gate," a roof airbag, and strong driving performance built on the eMP (Electric Mobility Prime) platform — have prompted reviewers to declare that Genesis has "set a new standard for luxury."
Since the Genesis GV90 Neo Lun and GV90 made their world premiere Wednesday (local time) at the Palace of Fine Arts in San Francisco, major automotive media in North America and Europe, as well as social media platforms and online communities, have been filled with glowing assessments of the vehicles.
US automotive outlet The Drive said the GV90's design "leaves a deep impression," praising the seamless flow of its body panels and its commanding presence. British publication Auto Express described the vehicle's "clean, rounded form" as evoking a Korean moon jar, with "elegant and ornate details nestled within."
Another British outlet, Car Magazine, noted that concept car designs rarely survive intact into production, but said the GV90 was different. "The wing-face MLA headlamps at the front, along with a range of other design elements from the concept, have been carried over directly into the production GV90," it said.
Particular attention has focused on the Neo Lun Arch Gate, a fully independent dual-opening coach door system that Genesis developed as a world first.
US outlet CarScoops noted that coach doors are common on concept cars but typically disappear by the time a vehicle reaches production. "The GV90 Neo Lun is an exception," it said. "The experience of boarding from the second row is supremely luxurious and seamless. The GV90 is extraordinarily special for the coach doors alone."
MotorTrend added that the GV90 Neo Lun "completes its independently opening and closing coach doors with an innovative dual-motion hinge, a hidden B-pillar and a hidden roll cage," and said the combination "achieves the elegance of a luxury sedan alongside the safety befitting a 21st-century automobile."
The interior design, which draws on traditional Korean aesthetics, also earned widespread acclaim. US outlet Jalopnik said it was "hard to think of any interior in the current automotive market that surpasses that of the GV90 Neo Lun," calling it "a perfect blend of traditional luxury mood and innovative technology." It went on to say that buyers can choose from a wide range of interior materials — wood, leather, cashmere and even stone — meaning "no two GV90s will look the same."
British outlet Top Gear said the GV90's cabin "evokes the atmosphere of a private art gallery." Auto Express noted that the interior features natural wood veneer alongside a radiant-heat floor warming system, describing it as "a unique sensation reminiscent of Korea's traditional ondol heating — a striking contrast to the thick wool carpeting of a Rolls-Royce Cullinan."
Car and Driver also praised the GV90 Neo Lun as having "completely broken through the limits," citing the natural wood veneer floor and swivel seats that rotate 180 degrees when the vehicle is stationary.
The broader perception of the Genesis brand also appears to be shifting. Forbes said that "over the past decade, Genesis has redefined luxury through a Korean sensibility and carved out a position in the premium automotive market," adding that "with the arrival of the GV90, Genesis is finally ready to turn that dream into reality."
MotorTrend said the emerging luxury brand "has set its sights squarely on Cadillac, Range Rover and even Rolls-Royce," while Jalopnik, referencing Genesis's entry into endurance racing and the Magma GT concept car, said it was "hard to find another automotive brand charging forward with as much momentum as Genesis right now."
Consumers, too, have been vocal in their admiration for the electrification technology packed into the GV90. Review videos uploaded to prominent North American automotive YouTube channels — including The Fast Lane Car, Eddy X and Car Confections — have attracted a flood of comments.
One viewer wrote that the GV90 "completely overshadows Cadillac, Lincoln, Mercedes-Benz, BMW, Audi, Bentley and Rolls-Royce," while another called the B-pillar-free structure between the front and rear doors "a truly brilliant idea," adding that it "looks easy to get in and out of, and the interior feels even more spacious."
A short-form video about the GV90 posted by the YouTube channel Forest Auto Review surpassed 2 million views and drew thousands of liked comments. One viewer reacted to the roof airbag with "That's absolutely insane" — a comment that received 38,000 likes — while another wrote "A heated floor?! What?! This is unreal," earning 31,000 likes.
The most-liked comment of all — garnering more than 7,000 likes — read: "Genesis keeps getting stronger with time. It looks like they're finally ready to take over the market."
Meanwhile, the GV90 was developed from the "Neo Lun" concept unveiled in 2024 and is built on the flagship-exclusive eMP platform. It brings together a range of Genesis innovations: the world's first independently opening and closing hidden B-pillar coach doors, a shift-by-wire rotary gear selector, and a pop-up center OLED cinematic display.
The GV90 is set to launch first in the South Korean market before the end of this year, with a sequential rollout in North America planned for early next year.
likehyo85@heraldcorp.com
