Genesis, Hyundai Motor Group's luxury brand, is launching a new flagship electric SUV with an estimated range of more than 300 miles and a cabin packed with technology. The GV90 becomes the brand's first full-size electric SUV, extending an electric lineup that currently includes the GV60, Electrified GV70 and Electrified G80. Genesis has operated as Hyundai's standalone luxury marque since its 2015 launch, and the new flagship will compete in a full-size luxury electric SUV segment that includes the Tesla Model X, Rivian R1S, BMW iX, Mercedes-Benz EQS SUV, Cadillac Escalade IQ and Lucid Gravity.

The new GV90 is expected to travel about 310 miles on a full charge. According to a Wednesday announcement from the brand, the battery can charge from 10% to 80% in about 22 minutes when using a 350-kilowatt fast charger. That charging speed ranks among the quickest offered in production EVs and is in line with other Hyundai Motor Group electric models — the Hyundai Ioniq 5, Kia EV6 and Genesis GV60 — built on 800-volt architecture that the company says enables a 10% to 80% charge in about 18 minutes.

"Our new flagship SUV represents our vision for the future while embodying the very best of Genesis, staying true to the distinctly Korean values of hospitality and craftmanship that have shaped our journey," José Muñoz, president and CEO of Hyundai Motor Company, said in a statement.

The SUV will be offered in two versions: standard and Neolun. The standard GV90 features traditional doors, while the Neolun model uses coach-style doors that open in opposite directions. According to Genesis, this design creates a wider opening, making it easier for passengers to get in and out of the vehicle. Coach-style rear doors are a long-standing signature of ultra-luxury brands such as Rolls-Royce, and the Neolun name comes from the concept vehicle Genesis showed at the 2023 New York auto show previewing a full-size electric SUV.

On the safety front, the GV90 includes 12 airbags, among them a new roof airbag designed to deploy across the glass roof during severe rollover crashes. Genesis says the SUV also incorporates reinforced structural components, enhanced battery safety and an in-cabin monitoring system.

Inside the vehicle, the GV90 comes with a pop-up OLED cinematic display, a 25-inch head-up display, Hyundai Motor Group's Pleos Connect "infotainment" system and a generative AI assistant called Gleo AI. Pleos Connect is tied to the group's Pleos software platform, which Hyundai Motor Group unveiled in 2025 as part of a broader push into in-vehicle software. It also features a 25-speaker Bang & Olufsen 3D audio system.

The Neolun version adds motorized front seats that can rotate 180 degrees while the SUV is parked. "Occupants can now engage in a face-to-face lounge-like configuration, ideal for socializing or conducting business," the announcement noted.

Hyundai Motor Group Executive Chair Euisun Chung described the GV90 as a "new vision for luxury mobility."

"Technology alone does not create luxury, and design alone does not define luxury," Chung said. "The value of innovation lies in transforming the customer experience in intelligent and intuitive ways to improve people's lives."

The debut comes as U.S. EV sales continue to grow, exceeding a record 1.3 million vehicles in 2024, or roughly 8% of new-vehicle sales, according to Cox Automotive estimates. Pricing was not part of Wednesday's announcement, leaving the flagship's cost and availability among the key details still to come. Hyundai Motor Group did not immediately respond to FOX Business' request for details on when the GV90 will go on sale.