Genesis, Hyundai’s luxury arm, is reportedly exploring the idea of launching a rugged off-road SUV, potentially setting its sights on competitors like the iconic Land Rover Defender. While no official production plans have been confirmed, the bold concept unveiled at the 2025 New York Motor Show hints at the brand’s growing ambition in the SUV market.
Genesis X Gran Equator: A Glimpse into the Future
At the center of the speculation is the Genesis X Gran Equator, a concept vehicle designed to blend robust off-road capability with high-end luxury styling. The concept features muscular proportions, squared-off lines, a long bonnet, and massive 24-inch wheels wrapped in Ridge Grappler tires—details that suggest serious off-road intent.
However, Genesis insists the vehicle is still at the concept and evaluation stage. Luc Donckerwolke, Chief Creative Officer at Genesis, stated that while the engineering feasibility is there, market demand will ultimately decide its fate. “From the technical point of view, the platform works… now it’s obviously the demand,” Donckerwolke said.
Could Genesis Take On the Defender?
If greenlit for production, this would mark Genesis’s first entry into the rugged off-road segment—territory traditionally dominated by brands like Land Rover, Jeep, and Toyota. The X Gran Equator could offer a more luxurious, design-forward alternative for buyers looking for both refinement and trail-ready performance.
Yet, Genesis is approaching this move cautiously. The company wants to ensure there is enough global interest to justify such a model before making any firm commitments.
Adding a capable off-roader would significantly broaden Genesis’s appeal, especially in markets like North America, the Middle East, and Australia, where luxury SUVs with go-anywhere capability are in high demand.
Conclusion: Luxury Meets Adventure?
While the Genesis X Gran Equator is not yet confirmed for production, its debut shows the brand is actively considering new directions, including entering the high-end off-road market. If Genesis proceeds, it could offer a fresh, premium alternative to the Land Rover Defender—blending Korean design and luxury with global off-road appeal.