Genesis Takes Luxury Off-Road With Quirky X Gran Equator Concept
By Jacob Oliva
Published 11 hours ago
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When talking about off-roaders, Genesis hardly enters the conversation. Sure, it made a one-off luxury GV60 snowmobile before, as well as a customized GV80 to celebrate Jacky Ickx’s Dakar win, but the fact is, Hyundai’s luxury arm probably isn’t the brand you should turn to if you want a hardcore machine to take beyond pavements. The company wants you to forget all that and focus on its latest concept: the Genesis X Gran Equator.
Genesis
Genesis was initially launched as a Hyundai vehicle model – the Genesis sedan in 2004 – but in 2015, it became a standalone luxury brand in the same vein as Toyota’s Lexus or Honda’s Acura. Since then, the G90 has become a symbol of Korean luxury in a German-dominated premium market, and with new plans to take on the likes of AMG with a Magma performance sub-brand, Genesis is showing no signs of slowing.Founded2015FounderHyundaiHeadquartersSeoul, South KoreaOwned ByHyundai Motor GroupCurrent CEOJae-Hoon Chang
Blending on-road sophistication with off-road ruggedness, the X Gran Equator Concept is all about “harmonization of contrasts,” according to Luc Donckerwolke, chief creative officer of Genesis. The idea is to combine “elegance with ruggedness, and the spirit of exploration with refined comfort.”
A Contrast Of Form And Function, Inside And Out
Like the X Gran Coupe and X Gran Convertible concepts, the X Gran Equator features clean lines, minimal surface clutter, and the brand’s signature two-line lighting. It has a long hood that makes it look boxy at the front, though the sloping C-pillar presents a contrast, as are the integrated roof rails and split-opening tailgate. Genesis has employed rugged elements, such as dark wheel-arch claddings, 24-inch beadlock wheels wrapped in all-terrain rubbers, and geometric auxiliary lamps.
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Inside, the X Gran Equator again features a geometric theme, plus a fusion between analog and digital. The center stack has a four-circle display cluster, which is said to be inspired by vintage camera dials. There’s also a strong contrast between colors and forms, exuding a futuristic vibe despite the analog-looking elements. The front seats swivel, too, for added functionality, while storage is modular for practicality.
Named After The Finest Arabian Stallion
Genesis didn’t mention anything about the X Gran Equator Concept’s powertrain, though it’s safe to assume that it has an all-wheel drivetrain to match its purpose. Also, the automaker was keen to explain the origin of the Equator’s name, which came from a horse that’s considered to be the world’s finest Arabian stallion. The horse is a symbol of endurance, agility, and refined power – qualities that closely reflect the spirit of the concept, according to Genesis.
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As beautiful as this concept is, Genesis already confirms that the X Gran Equator isn’t headed for production. However, elements of its design – including features like the integrated roof rails and split-opening tailgate – could be seen in future Genesis models. Then again, never say never, as stylish concepts like this should not go to waste, just like the other recent X Concepts that could actually reach production.
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