Hyundai’s Genesis luxury brand, in less than a decade, has almost grown into a full-lineup automaker ready to compete with century-old upscale brands in every category. Almost.
What’s still missing? The kind of sumptuous, does-everything full-size SUV that exists mostly to get car shoppers dreaming. Truly opulent 3-row SUVs like the Mercedes-Benz GLS and its Maybach form or the BMW X7 and its Alpina alter ago tend to sell in small numbers. But they exist to build a brand’s reputation and make dreamers buy less-expensive models as a first step toward owning the flagship someday.
Genesis has one planned. Meet the Genesis Neolun Concept.
Traditional Inspiration
The brand used this week’s New York International Auto Show to reveal two things – a performance sub-brand called Magma, and an achingly gorgeous 3-row SUV that will be aspirational for many buyers. But, if Genesis builds it, it will steal a few buyers from the six-figure German legends.
The name is drawn from the Greek neo and Latin luna, for “new moon.” Genesis says designers took inspiration from traditional Korean moon-shaped porcelain jars from the Joseon Dynasty.
It’s officially a concept car. Genesis hasn’t discussed production plans. But it would plug a hole in the Genesis lineup, and looks close to finished.
Electric Power, Specs Unknown
Genesis has revealed no mechanical details beyond saying it’s electric. It likely shares a platform with the upcoming Hyundai Ioniq 9 (until recently known as the Ioniq 7) and the EV9 from corporate cousin Kia. Electric vehicle (EV) platforms allow automakers to easily create new models with shared architecture and make the luxury versions more powerful with simple programming.
Genesis Chief Creative Officer Luc Donckerwolke describes the exterior design theme as “reductive design.” He aimed to eliminate any unnecessary details, he says. That creates a smooth look and draws the eye to the brand’s two-line lighting signature. The lines frame the false grille up front and continue past the front fenders.
The Neolun has pillarless coach doors – a concept car staple that never seems to make it into a production car for sale in a showroom. Incredibly, though, Genesis says they could reach production. “Development of the B-pillarless coach doors has reached a level where its application to production vehicles is now feasible,” the company claims.
The show car is painted in a two-tone black-and-deep-blue scheme that “takes after Korea’s serene night sky.”
Radiant Heating, Stunning Colorway
Inside, the cabin uses radiant heating borrowed from the “ondol” systems in traditional Korean houses. Heating film is “applied to the dashboard, door trims, floor, seatbacks, and console sides,” Genesis says.
The front-row seats swivel to face the rear. That idea might not make it to production – the swiveling seats in the original EV9 concept didn’t make it to the U.S.
But the cabin’s best feature is its color. Royal Indigo cashmere and Purple Silk leather combine with brushed nickel trim to create a stunning midnight effect that puts other luxury cars’ black-on-black scheme to shame. The Neolun is just a dream for now. But Hyundai brands have rarely shown concept cars that don’t inspire production cars eventually. And this almost looks too good not to build.
