Genesis Neolun Concept – next GV80 or future GV90?

It looks like Genesis, the luxury brand in the Hyundai Motor Group, is considering a full-size SUV model to add to its lie-up in future with the Neolun Concept which is has unveiled.

The latest design study, displayed at Genesis House in New York, is said to mark a critical milestone in the brand’s evolution. The name ‘Neolun’ is derived from the Greek ‘neo’, or new, and the Latin ‘luna’, which means moon. Together, it encapsulates Genesis’ technological innovation that exceeds conventional standards and sets forth the brand’s vision for the future.

“The Neolun Concept was inspired by Korea’s iconic moon-shaped porcelain jars,” said Genesis Chief Creative Officer, Luc Donckerwolke. “It’s the epitome of timeless design and sophisticated craftsmanship.”

Reductive design
The exterior design revolves around the principle of ‘reductive design’ – characterised by clean, refined lines that deliberately eliminate any unnecessary details. The most prominent exterior feature are the distinctive coach doors, without any B-pillars connecting the vehicle’s body and roof.

Compared to conventional vehicle structures, this layout provides a much more open interior space and maximises convenient passenger access. Development of the B-pillarless coach doors has reached a level where its application to volume-produced vehicles is now feasible.

The electric side steps are automatically deployed when the doors open, making it easier for passengers to step in and out of the vehicle. When the doors close, the side steps integrate back into the vehicle to maintain a seamless exterior design.

The body-integrated lamps seamlessly blend with the vehicle’s front and rear design, conveying strength and grandeur. In line with reductive design, the centre high-mounted stop lamp is incorporated within an intricately detailed perforated pattern. The pop-up type roof rack accentuates the SUV identity of the Neolun Concept while harmonising with the vehicle’s sleek body line.

The Neolun Concept stands out with a captivating two-tone scheme called Midnight Black and Majestic Blue, which takes after Korea’s serene night sky and enhances the vehicle’s elegant design.

Korean hospitality culture within
Within the Neolun Concept is a modern reinterpretation of Korea’s distinct hospitality culture. From the moment passengers step through the B-pillarless coach doors, they are greeted by a spacious cabin that accentuates comfort and relaxation.

Inspired by Korea’s traditional ‘ondol’, the radiant heating system allows for efficient heating throughout the vehicle, with heating films applied to the dashboard, door trims, floor, seatbacks and console sides. Ondol is a Korean heating method that utilises direct heat transfer underneath the floor to provide warmth, often found in traditional and modern homes throughout the country.

Maximised space and practicality
The swivelling function of the front-row seats maximises space and practicality for passengers, as the large adjustable display screen and the flexible display that unfolds from the rear-seat headliner offer a sensory-stimulating experience.

The cashmere in the shade of Royal Indigo blends seamlessly with the vintage-inspired Purple Silk  leather, which has been naturally dyed with organic pigments, setting a deeply relaxing mood. Completing the luxurious finish is the dark-coloured real wood floor.

The Neolun Concept’s sound system features an advanced ‘sound architecture’ that optimally places tweeters, midrange speakers, woofers and subwoofers for an immersive audio experience. Each speaker is strategically positioned to create a concert hall-like feel, ensuring that passengers enjoy unparalleled sound quality. As the speakers are activated, the crystal sphere at the front, designed to create an emotional connection between the driver and the car, rotates into a tweeter.

Next GV80 or future GV90?
The current flagship in the Genesis SUV range is the GV80, so the Neolun Concept could be a preview of the GV80’s successor or as some speculate, be a ‘GV90’ in view of its larger size. The GV80 has been in the market since 2020 if there is a next generation, it could come with a couple of years. If it is a new model line, then it could be next year or some years later on.

Art of Korean hospitality in the Genesis G90