Genesis just dropped something spectacular at the New York Auto Show. The X Gran Equator Concept delivers all the luxury-meets-wilderness vibes I didn’t know I needed in my life. As someone who appreciates both a perfectly curated Instagram-worthy hotel and that epic hiking trail that makes your followers jealous, this concept car feels like it was designed specifically for my contradictory lifestyle aspirations.
I spent a good twenty minutes circling this concept yesterday. The exterior design draws from what Genesis calls “reductive design principles” – clean lines and uncluttered surfaces that somehow manage to look both sophisticated and ready for adventure. Instead of following the typical boxy off-roader template, they’ve created something with elegant proportions: a long hood, sleek cabin, and that dramatic fast C-pillar that completely breaks the traditional SUV mold.
Blending Two Worlds
The X Gran Equator represents Genesis’ first adventure vehicle concept, reimagining their “Athletic Elegance” design philosophy while embracing the rugged spirit of overlanding. While I’ve watched countless luxury brands attempt to make “rugged” vehicles that still feel too precious to actually take anywhere interesting, Genesis seems to have cracked the code with something that actually balances both worlds convincingly. Luc Donckerwolke, their Chief Creative Officer, described it as “an exercise in harmonizing contrasts” – and that’s exactly what it feels like in person.
Those 24-inch beadlock wheels are absolutely massive – like the statement boots of the automotive world – and the dark wheel-arch cladding gives it that “I’m ready for anything” look without being excessive. Genesis’ signature Two-Line headlamps make an appearance, of course, but they’re paired with these geometric auxiliary lights that remind me of vintage expedition vehicles I’ve only seen in old National Geographic magazines.
Thoughtful Details Inside and Out
And can we talk about that split-opening tailgate? Perfect for impromptu picnics or as a makeshift desk when you’re “working remotely” from somewhere your followers will envy. This kind of practical thinking shows up throughout the design.
The interior might be my favorite part, though. It orchestrates this beautiful contrast between analog architecture and digital technologies. At the center of the cabin sits a four-circle display cluster on the center stack, inspired by the dials of vintage cameras – giving me major analog photography revival vibes. The whole dashboard has this wonderful linear architecture with minimal decoration that focuses your attention on the journey ahead rather than down at screens.
Those swiveling front seats paired with modular storage solutions? Genius for when you’re parked at a scenic overlook for sunset and want to fully take in the view. The interior design features contrasting colors and shapes, with a preference for geometric over organic elements that feels intentionally architectural rather than just decorative.
A Name With Meaning
I love that they didn’t just slap a random name on this beauty. “Equator” references Arabian horses – specifically what’s widely recognized as “the finest stallion” in the world of Arabian horses. It symbolizes endurance, agility, and refined power. Even though my horse girl phase was limited to summer camp, this connection makes perfect sense to me. Just as Arabian horses are known for their balance of beauty and strength, this concept embodies Genesis’ unique take on performance – engineered to handle extreme conditions while maintaining a natural sense of grace.
Will they actually build it? Genesis hasn’t confirmed production plans yet, but this concept signals their continued expansion into lifestyle-oriented vehicles. Several elements feel ready for the real world – the integrated roof rails and that split-opening tailgate showcase the brand’s future design potential. Fingers crossed we see something like this hit showrooms eventually!
If you’re in New York, you absolutely need to see this in person. It’ll be at the Genesis booth during the 2025 New York International Auto Show, which opens to the public on April 18th at the Jacob K. Javits Center. After that, it moves to Genesis House in the Meatpacking District where it will remain on display until the end of July – which gives me the perfect excuse for a summer NYC trip. Who’s coming with me?