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Genesis is at it again—teasing us with a pair of full-size luxury grand tourers that look ready to steal the spotlight from the European elite. Unveiled at the 2025 Seoul Mobility Show, the new Genesis X Gran Coupe and X Gran Convertible concepts are bold reinterpretations of the brand’s flagship G90 sedan—and they just might be the most stunning Genesis designs to date.
These new concepts build on the legacy of the X Concept (2021) and X Convertible (2022), continuing Genesis’ streak of design excellence without production promises. Think of them as rolling art—fully formed styling studies that show what could be, even if it probably won’t be anytime soon.
From Stately Sedan to Sleek Grand Tourer
At a glance, it’s clear these concepts are based on the G90, but with major sheet metal surgery. The four-door flagship has been transformed into a swooping two-door coupe and a roofless convertible, both exuding the kind of curb appeal you’d expect from the likes of Bentley or Lexus. In fact, the resemblance to the Bentley Continental GT or Lexus LC is no coincidence—Genesis is clearly positioning itself in the luxury GT space, at least from a design perspective.
Genesis has dialed up the elegance inside as well. The X Gran Coupe features green leather accents inspired by Mediterranean olives, while the X Gran Convertible channels vineyard vibes with a blue interior that nods to Cabernet Sauvignon grapes from Livorno, Italy. It’s all very aspirational—and it works.
A Missed Opportunity or a Strategic Tease?
Let’s be real: these cars probably won’t see production. And that’s a shame, because Genesis has the chops to pull it off. The Korean luxury brand, spun off from Hyundai less than a decade ago, has already sold over 1.3 million vehicles globally. With a lineup of sedans and SUVs that now includes models like the GV80 and electrified GV70, Genesis has proven it can compete with established German and Japanese players.
But if Genesis really wants to move into the upper echelon of luxury brands—think Mercedes-Benz, BMW, Audi—it needs a halo car. Something aspirational. Something that gets people in the door, even if they leave with a G70 or GV70 instead. The X Gran Coupe or Convertible could do exactly that. These concepts are more than just design exercises—they’re branding tools.
The Future of Genesis Design
The message here is clear: Genesis knows how to design world-class luxury vehicles. Whether or not these GT concepts ever hit the production line, they set the tone for the brand’s future—and perhaps hint at what’s in store for a potential flagship EV or next-gen coupe.
Parent company Hyundai has the resources to take risks. If Genesis wants to punch above its weight, a production version of these Gran concepts wouldn’t just be a flex—it would be a statement of intent.
For now, all we can do is admire the design, daydream about an 8 Series rival from Korea, and hope Genesis eventually gives in to temptation. Because based on looks alone, the Genesis G90 Coupe and Convertible might be the most compelling case yet for a new grand touring era in luxury automotive.
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