Genesis X Gran Equator Concept: Luxury Meets Off-Road Adventure

Genesis just dropped something pretty special at the 2025 New York International Auto Show, a rugged yet refined concept vehicle called the X Gran Equator. Designed for the modern-day explorer who doesn’t want to sacrifice luxury while going off the beaten path, this is Genesis’ first-ever adventure concept vehicle. And it’s turning heads.

A Bold Blend of Elegance and Ruggedness

Genesis calls it “an exercise in harmonizing contrasts—combining elegance with ruggedness, and the spirit of exploration with refined comfort,” according to Luc Donckerwolke, Chief Creative Officer at Genesis.

You’re looking at a machine that is just as ready for a weekend in the wilderness as it is for pulling up to a swanky rooftop bar in the city. With 24-inch beadlock wheels, dark wheel-arch cladding, and geometric auxiliary lamps, the Gran Equator looks like it’s meant to handle the rough stuff—without looking rough itself.

Next-Level Design That Defies SUV Norms

Genesis took its signature “Athletic Elegance” design and pushed it into off-road territory. The exterior is clean and sculpted, with a long hood, a fast C-pillar, and an uncluttered cabin silhouette. Even the split-opening tailgate and integrated roof rails feel like they were crafted more for form than function—but they bring both.

The two-line headlamp design is still there, but this time flanked by more aggressive overland-ready cues. It’s a design that says “yes, I have taste”—even while it’s covered in dirt.

A Cabin Built for the Explorer Who Appreciates the Details

Inside, it’s all about combining vintage vibes with futuristic technology. At the center of the cabin there’s a four-circle display cluster inspired by old-school camera dials, giving the dash a nostalgic but totally functional feel.

Genesis opted for a geometric, analog-inspired layout, skipping the usual glossy touchscreens in favor of something that feels more tactile and real. Think clean lines, bold contrasts in materials, swiveling front seats, and modular storage—everything engineered to enhance both utility and visual appeal.

Inspired by a Legendary Stallion

Yes, the name’s got a backstory too. “Equator” refers to one of the most prized Arabian horses ever—“a symbol of endurance, agility, and refined power,” as Genesis describes it. It’s a subtle flex, suggesting the Gran Equator can dominate rough terrain while still exuding polish and grace. Just like the horse, this concept is all about performance with elegance.

A Glimpse Into Genesis’ Future

There’s no word yet on whether the X Gran Equator will ever hit production (signs point to no), but it clearly signals where Genesis is headed as a brand. Lifestyle-focused design, off-road capability, and an emphasis on luxury—this isn’t just a detour; it’s a direction.

You can catch it up close at the Genesis booth at the 2025 New York International Auto Show starting April 18 at the Jacob K. Javits Convention Center. After that, it’ll be at Genesis House in NYC’s Meatpacking District through the end of July.

If you’re the kind of guy who wants to escape the city without looking like you’re running from it—this might be your dream rig. Now here’s hoping that Genesis makes this bad boy a reality!