Genesis Takes Steps Toward Brand Enhancement
What if they Launch an Off-Road SUV?
Realistic Virtual Rendering Emerges
Genesis is making bold strides in expanding its brand, and fans are taking notice. Beyond just increasing sales, the automaker is making significant moves to enhance its brand image. Recently, Genesis revealed its motorsports team, Genesis Magma Racing, led by the high-performance division, Magma, and announced plans to participate in the 2026 endurance race. Alongside this, Genesis has introduced the One of One bespoke program, initially launched in the Middle East, and is considering bringing it to the South Korean market. But some are now suggesting it might be time for Genesis to take its next big step: launching a true off-road SUV. This idea has even sparked the interest of foreign media, with virtual renderings emerging to visualize the potential model.
A fusion of GV80 and Land Rover? The interior is full of urban feel
On November 5, Autoblog released a virtual rendering of an off-road SUV concept, blending the design elements of the GV80 with those of a rugged Land Rover. The concept SUV features a “body-on-frame” structure, and its roofline, which slopes downward from the A-pillar, is reminiscent of the GV80’s sleek design. Meanwhile, the rear quarter and tailgate glass integration evokes the Land Rover Discovery. Inside, the cabin is laid out with a spacious, urban feel, highlighted by a sporty three-spoke steering wheel and a panoramic display integrated into the dashboard and passenger seat display. The center console is split into upper and lower sections, with plenty of storage space and an ergonomic button panel—reminiscent of the Genesis Santa Fe.
The front end stands out with the solid silhouette typical of a genuine SUV, and Genesis’s two-line lamp emphasizes the brand identity. The wrap-around design with the A-pillar finished in black shows a unique harmony between an urban SUV and a genuine off-roader. The all-terrain tires, large wheels, and protruding black wheel arches are eye-catching, and the front bumper features a boldly cut bottom to secure an approach angle.
Meanwhile, Genesis is known to have no plans to release a genuine off-roader for the time being. Instead, it is accelerating the development of the GV90, which will be the flagship of the SUV lineup. However, some may want the combination of Genesis and off-road. In November of last year, a tuning company caught attention by realizing this.
Created in collaboration with a professional tuner
This is what the GV70 off-roader looks like
In the case of the GV70 Project Overland, the German off-road tuner Delta 4×4 created a concept car to commemorate the company’s 40th anniversary. It was developed through collaboration with Genesis, and several parts were modified to optimize off-road driving. The ground clearance was increased by 50 mm (2.0 inches) with a dedicated suspension, and Continental all-terrain tires and 18-inch wheels were combined.
In addition, wheel arch cladding minimizes damage to the body when driving on rough roads, LED bars help with night driving, and PIAA lighting sets were applied. Unfortunately, since it is a concept car, there are no plans to sell it, but there have been requests for a while to launch it, even as a limited edition. Attention is being paid to whether a new Genesis vehicle optimized for off-road driving will come one day.
Most Commented