Genesis GV90: Hyundai's 660-hp luxury EV takes on Cadillac, Mercedes

SAN FRANCISCO – Hyundai Motor's newest luxury flagship is an all-electric large SUV, the Genesis GV90, set to hit U.S. showrooms early next year.

The seven-seat EV marks a new design direction for Genesis and expands the brand's U.S. lineup to seven vehicles. It is the largest vehicle Genesis has offered since entering the U.S. market a decade ago. Hyundai CEO José Muñoz called the launch "a landmark arrival for Genesis and for the future of luxury mobility" in a statement.

The GV90 will compete against the Cadillac Vistiq and Escalade IQ, Mercedes-Benz EQS SUV and Rivian R1S in the large SUV segment. It will be built at a new Hyundai facility in Ulsan, South Korea. Pricing will be disclosed closer to the vehicle's arrival, the company said.

The vehicle comes in two variants. The GV90 Neolun features coach doors that open from the middle – suicide doors, uncommon in the industry, which are harder to engineer to meet safety standards. Genesis said it designed a new structure to marry the doors to the body without a middle pillar. Standard GV90 trims use conventional swing doors. A "First Edition" with special badging, wool cashmere and other plush materials will also be available.

Genesis declined to say whether the GV90 could also be offered as a hybrid or gas-powered vehicle, something it has done with its GV70 SUV and G80 sedan. EV sales in the U.S. have slowed during the past year after the Trump administration ended federal support including up to $7,500 in purchase credits.

The GV90 features a new high-performance electric motor system capable of up to 490 kilowatts (about 660 horsepower) and 800 Newton-meters (590 foot-pounds) of torque. Expected EV range is roughly 310 miles, according to the company.

The design, with a vehicle-wide dual light that meets at a center point, was previously previewed as a concept in 2024.

Genesis U.S. sales through the first six months of this year are up roughly 5% from a year earlier, to 39,088 units. The brand has achieved 22 consecutive months of year-over-year growth. The GV90 will be the brand's fourth EV in the U.S.

For investors tracking Hyundai's luxury push, the GV90 signals a direct challenge to the established large-SUV segment. The stock carries an Alpha Score of 70 out of 100, a Moderate label, reflecting its position in the Financial Services sector. More context is available on the SAN stock page.

The larger question is whether U.S. buyers, who have cooled on EVs after the federal tax credit vanished, will pay a luxury premium for a battery-powered SUV. Genesis is betting the answer is yes.