Genesis, the premium brand under the Hyundai Motor Corporation umbrella, is showcasing its first adventuremobile. The high-end Korean marque says this vehicle will bridge adventure and refinement, marrying on-road sophistication with off-road resilience. Behold: The X Gran Equator Concept.
This SUV concept is the brand’s first foray into an adventure vehicle. Being a Genesis, however, the vehicle has an emphasis on luxury and refinement. The brand says the X Gran Equator has a design philosophy called “athletic elegance,” and I’d say this is an accurate descriptor after looking at it.
“The X Gran Equator Concept is an exercise in harmonizing contrasts — combining elegance with ruggedness, and the spirit of exploration with refined comfort,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the discovery of the world’s most breathtaking landscapes.”
This vehicle also marks the brand’s expansion into lifestyle-oriented vehicles, not just luxury rides and crossovers.
Clean Lines & Muscular, Rugged Style
Genesis says the X Gran Equator’s design aesthetic is inspired by reductive design principles with clean lines and uncluttered surfaces. It has a minimalist feel to it. The lengthy hood, handsomely sleek and classy cabin, and “fast” C-pillar create a unique style, while still showcasing an SUV character.
This concept wears large 24” bead lock wheels, suggesting trail-ready performance and style. The front and rear fascia showcase Genesis’ signature two-bar design. Front-mounted auxiliary lights adorn the lower fascia and would help provide extra lumens off-road. There’s also a split-opening tailgate.
Despite the “overlander” designator in Genesis’ press release, the vehicle is void of any overlanding accessories or features, sans perhaps the bead locks (not often used on overlanders) and auxiliary lights. There’s no rooftop tent or roof rack (there are roof rails, however).
There aren’t any off-road bumpers or an exterior spare tire carrier, either. It’s void of traction boards, fuel cans, and other gear often associated with overland travel. It probably doesn’t even have patches on the headliner.
All snark aside, we don’t know how much capability this concept really has, so we’re not going to be judgmental. But it doesn’t look too overlandy.
Genesis X Gran Equator Concept: Interior Design
A mix of analog and digital, the X Gran Equator combines classic style with modern flair and is designed to be functional and evocative. A four-circle display cluster on the center stack was inspired by vintage cameras, and there are contrasting shapes and colors with a distinctly geometric feel.
Purposely sparse, Genesis wants to put the emphasis on the driver’s attention and journey ahead versus busy interior elements. Swiveling front seats and modular storage round out the SUV’s practical nature.
What’s the Name Mean?
Genesis states the name, Equator, draws inspiration from one of the finest Arabian horses ever, which was named Equator. It was widely recognized as the most superb stallion in the world of its kind. (I mean, that’s what most people think of when they hear the word “equator,” right?)
Genesis says the Equator vehicle, like the horse, is a symbol of endurance, agility, and refined power and reflects elegance and capability. The press release states that, like an Arabian horse, the X Gran Equator is designed to perform under extreme conditions and mixes beauty and strength.
Note: I don’t believe the 2009-2012 Suzuki Equator, a rebadged Nissan Frontier pickup, had anything to do with an Arabian horse.
Genesis X Gran Equator: Production Possibilities?
Genesis states that while not confirmed for production, the X Gran Equator’s design language and innovative features (integrated roof rails, split tailgate design) showcase future design potential.
Other premium marques already offer adventure-ready SUVs. This includes vehicles such as the Lexus LX, Infiniti QX80, and much of Land Rover’s lineup, so it would be wholly possible that Genesis would like to capitalize on the overlanding and adventure trend. A production version of such a vehicle would offer its buyers something that could take them on both on- and off-road adventures.
FYI, there hasn’t been any information about powertrain possibilities, so we don’t know if it’d be electric, hybrid, or ICE.
People often ask if the overlanding trend is dead. I don’t think it’s even close — and apparently, neither does Genesis. With a distinctive style, a classy interior, and a few adventure-centric features, the X Gran Equator could be the latest entry into the premium adventure vehicle market — if it ever gets greenlighted.
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