The Genesis X Gran Equator SUV has lofty goals, targeting the Mercedes-Benz G-Class and Land Rover Defender as its competition, but can it compete?

Genesis just confirmed the X Gran Equator—a luxury off-roader with actual angles instead of curves. Think Mercedes G-Class meets Land Rover Defender, but Korean. Here’s what we know about Genesis’s first truck-based SUV, why they’re chasing the adventure market, and whether luxury buyers will actually take it off-road.

The next logical step for Genesis

The Genesis brand has been evolving since it became the luxury arm of Hyundai, and the next logical step is a Genesis off-road SUV. The brand already has three sedans and several SUVs, and now it will try to compete with other luxury off-road vehicles with a new Genesis flagship SUV called the X Gran Equator. Instead of the typical curves, it will feature a boxy SUV design, making it easy to see how the brand expects to have many Genesis vs G-Wagon conversations, even if the X Gran Equator never quite reaches the levels of the venerable Mercedes-Benz SUV.

Will Genesis be successful?

While it’s still too early to know whether or not the Genesis adventure vehicle will compete in the luxury 4×3 SUV class, it will certainly make the Genesis SUV lineup much more interesting. By focusing on other rugged luxury vehicles, this new model could be a serious Mercedes G-Class rival, but that might be too lofty a goal. Still, Genesis has been making Korean luxury SUV models that feel like they belong near the top of the segment while coming in at relatively affordable prices. The new Genesis X Gran Equator SUV should at least be a premium adventure SUV that owners can enjoy taking out on the trails.

Announced to the world

The X Gran Equator announcement came at the 2025 New York International Auto Show, giving the world a look at a new SUV that appears to ride on a Genesis truck platform. While we aren’t sure there is such a platform, this body-on-frame Genesis appears to be more rugged and capable than any other SUV in the lineup. This new vehicle will enter the off-road luxury SUV segment as a sharp-looking SUV, using Genesis’ design language that resembles that of the Land Rover Range Rover. With a vehicle that looks like this, you won’t need to boast about what you’re driving; it does all the talking for you.

What will power this new SUV?

When Genesis brought the new X Gran Equator SUV to New York, they were mum on what powers this new bold statement. It has a long hood and distinct styling that makes it follow the characteristics of American SUVs from the 1970s and 1980s. Unfortunately, that style doesn’t tell use what’s under the hood, and Gensis isn’t sharing.
Our best guess at what will power this new luxury off-road SUV is a PHEV powertrain comprised of the brand’s impressive twin-turbocharged V6 engine and extended-range electric system that could make it powerful and capable while also offering an all-electric driving range.

The new X Gran Equator could also come as an EV. Hyundai and Kia have dived into the deep end of the electric vehicle world, but this new model might be a little bigger than expected, but that might not stop Hyundai from creating an all-electric version of their new luxury SUV. There should be a wide range of powertrains, including a traditional engine and a regular hybrid. Its likely only one or two powertrains will be offered upon release.

Non-traditional cabin layout

The cabin of the new Genesis G-Class competitor SUV has four seats in the concept model without a traditional center touchscreen. Instead, the new X Gran Equator could give the nostalgia that many off-roaders have been missing with old-school analog gauges and readings with a digital bend. The round displays across the dashboard might look like analog gauges, but they are actually small, circular screens inset into the dashboard. These screens offer readings for entertainment, settings, and off-road driving information. This means an old-school feeling with a modern twist.

As the Genesis X Gran Equator SUV comes closer to being production-ready, we’ll get a look at what it will include, and which powertrain will be offered when it arrives. Would you choose this new luxury off-road SUV to be the vehicle for your driving pleasure, or is it too futuristic for you? Do you think this Genesis SUV will be a fitting competitor for the Mercedes-Benz G-Wagon?