The GV90 made its debut at a "World Premiere" event Genesis held on the 19th (local time) at the Palace of Fine Arts in San Francisco. Attendees included Chairman Chung Euisun and Hyundai Motor President Jose Muñoz, along with other key Hyundai Motor Group executives. Genesis said it built the GV90 with the ambition of redefining the meaning of luxury in the global premium car market.
Two models were revealed: the GV90 Neolun and the GV90. The Neolun features B-pillarless coach doors, while the GV90 uses conventional swing doors. The GV90 was developed on Genesis's flagship-dedicated "eMP platform," mobilizing the full scope of electrification capabilities Hyundai Motor (005380) Group has accumulated across driving performance, safety, and the overall user experience.
The most notable technology is the independently operable hidden B-pillar coach doors fitted to the Neolun model. Conventional coach doors retained a B-pillar, which prevented the front and rear doors from opening independently, but the GV90 Neolun overcomes this limitation and becomes the world's first to realize a structure maximizing openness. Instead of a B-pillar, Genesis applied ultra-high-strength dual steel beams inside the doors, connecting the body and doors to disperse collision energy. The body surrounding the cabin uses a frame 1.5 times thicker than before, with ultra-high-strength steel tubes and high-rigidity structural foam placed throughout to secure crash safety performance equivalent to a vehicle with a B-pillar. A roof airbag that covers the entire roof glass to protect occupants in a rollover, and a power tailgate curtain, were also fitted for the first time in the world.
The GV90 also adopts a new power system that eliminates the start button—a first for Hyundai Motor Group. Pulling the door handle turns the vehicle on and automatically opens the door. From there, without operating a separate start button, drivers can press the brake pedal and shift the gear to drive immediately.
The interior is spacious, based on an overall length of 5,285mm and a wheelbase of 3,245mm. The 23.6-inch pop-up center OLED cinematic display rises 90mm when a button is pressed while stationary, enlarging the screen to 24.6 inches—about 1.7 times larger. It carries Hyundai Motor Group's next-generation infotainment platform "Pleos Connect," enabling natural-language conversation through the in-vehicle AI agent "Gleo AI." The GV90 Neolun features power-swiveling seats for the first time in Hyundai Motor Group; pressing a button while parked rotates the front seats 180 degrees, transforming the cabin into a lounge where occupants can face each other.
The battery is a prismatic battery from Samsung SDI. With a capacity of 123.5kWh, it is the largest among Hyundai Motor's electric vehicles, and the GV90 (seven-seater) can travel 500km on a single charge. With 350kW fast charging, it can charge from 10% to 80% in 22 minutes. A slider structure is applied in front of the battery so that in a frontal collision, the motor and subframe are diverted to the vehicle's underbody to prevent direct impact on the battery, and thermal runaway protection (TRP) technology preventing cell-to-cell heat transfer is also applied. The combined maximum output of the front and rear motors is 490kW with a maximum torque of 800Nm—also the highest-performing among Hyundai Motor's electric vehicles.
In terms of driving performance, the GV90 is the first in Hyundai Motor Group to feature an E-LSD on each of the front and rear motors, enhancing cornering performance during high-speed turns. Multi-chamber air suspension uses air springs with adjustable stiffness to absorb road impacts and adjust ride height as conditions require, while monotube-type dual-valve electronically controlled shock absorbers flexibly adjust damping force to the situation. All glass uses world-class sound-insulating glass more than 5mm thick, and high-foam soundproofing filler is injected into empty spaces in the body frame to reduce noise and vibration.
The design draws inspiration from the moon jar of Joseon white porcelain. Like the moon jar—represented by harmony of proportion and curves and the beauty of empty space—the core of the GV90 design is the removal of unnecessary lines and elements, embodied by the wing face, cutless lamps, and a clean rear. The interior likewise emphasizes refined luxury and detail rather than flamboyance.
Genesis chose San Francisco—the innovation city epitomized by Silicon Valley—as the venue for the GV90's global unveiling. The city is regarded as the most advanced electrification market in the U.S., with about one-third of new car sales being electric vehicles. The Palace of Fine Arts, where the event was held, is a symbolic San Francisco structure built for the 1915 Panama-Pacific Exposition, reflecting an intent to align the brand's "innovation" image with the sense of place. It is interpreted as a strategy by Genesis—accelerating its electrification shift—to make its mark with a flagship electric SUV at the forefront of the U.S. electrification market.
Jose Muñoz, President and CEO of Hyundai Motor, said, "Genesis has established itself as the fastest-growing luxury brand in the global market over the past 10 years," adding, "The GV90 is a flagship SUV that demonstrates Genesis's firm commitment to differentiated customer experience and technology, and it will serve as an important milestone toward the future of luxury mobility."
