Genesis Wants a G-Class Rival: 'An Off-Roader Infused With the Spirit of Adventure'

There's a reason the Mercedes-Benz G-Class has been around for nearly 50 years. The ever-popular off-roader is stylish, luxurious, and—most importantly—exceptionally capable. BMW already said it wants its own G-Class rival, and now Genesis reportedly wants in on the action too.

During Hyundai Motor Group’s 2025 Investor Day presentation in New York, President and CEO José Muñoz revealed that Genesis is exploring the idea of "new flagship vehicles," including a top-tier off-roader. As Road & Track initially reported, Muñoz stated:

'We will go beyond the brand's existing model lineup to create new flagship vehicles. For example, an off-roader infused with the spirit of adventure, just like the X Gran Equator concept. These vehicles, which are currently concepts, exemplify our ambition to offer leading products that deliver exceptional experiences.'

Rumors have circulated for months that Genesis might bring the X Gran Equator concept—first unveiled at the New York Auto Show in April—to production. At the time, the company stated it was “not confirmed for production,” but Muñoz’s recent comments suggest the luxury off-roader could indeed be on the way, or at least something inspired by it.

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Source: Genesis

Genesis shared few details about the original concept, aside from its 24-inch beadlock wheels, raised ride height, and roof rails. A fully electric version seems unlikely; it’s more plausible that a production model would use the brand’s existing 3.5-liter V-6 engine, possibly paired with a hybrid system.

In addition to a potential G-Wagon competitor, Genesis has hinted at other exciting projects, including a rumored G90 coupe based on the X Gran Coupe concept, and a high-performance electric sedan aimed squarely at the Porsche Taycan—with over 1,000 horsepower.

Which of these concepts actually makes it to production remains to be seen.

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