Genesis caught testing rugged electric SUV

Genesis appears to be preparing an attack on the mud-and-ruts crowd. Spy photographers in South Korea have captured images of an intriguing Genesis vehicle playing in the dirt. The test car is a modified Genesis Electrified GV70, providing the strongest clue yet that the brand is serious about building a luxury off-road sport utility vehicle. And, given the test car, all signs suggest it could be one of the brand's new electric cars.

The vehicle spotted was not a standard production model. It was being tested by the "Chassis Test Team" and sported several upgrades built for adventure. Observers noted the modified GV70 EV had a raised suspension, offering more travel and ground clearance. It also had bigger, more aggressive tires designed for rough terrain, and a large winch was clearly visible right under the front bumper.

The spy photos fueled speculation that Genesis is developing its own high-end, off-road sub-brand, much like Hyundai's XRT. This test mule is likely the first step. Genesis seems to want a piece of the lucrative luxury adventure market, a space where drivers want a vehicle that is smooth on the highway but tough on the dirt. The fact that they chose the Electrified GV70 as the base for this test is a major hint about the company's direction for its future EVs.

In April, the company unveiled the X Gran Equator Concept. Genesis called it the brand's "first adventure vehicle concept." While details were scarce, the company said the concept was built to blend "on-road sophistication with off-road resilience." Genesis did not confirm the X Gran Equator for production. Instead, it noted that certain design elements, like its integrated roof rails and a useful split-opening tailgate, "showcase the brand's future design potential." These spy shots suggest that "potential" is turning into reality.

The powertrain puzzle is not yet completely solved. While the test mule is electric, Genesis recently changed its strategy. The brand initially planned to become an all-electric company, but during Hyundai's CEO Investor Day last month, executives confirmed a major shift.

Just like many other brands, Genesis is getting cold feet on the EV transition, and will now offer vehicles with all types of powertrains, not just batteries. This reversal opens the door for the new off-roader to be something other than a pure EV. As Genesis celebrates its tenth anniversary, it seems the brand wants to give customers as many options as possible.

The company's upcoming portfolio is already packed with these new powertrain options. We know Genesis is launching its very first hybrid, the GV80, next year. Following that, the brand will introduce an extended-range electric vehicle, which uses a small gas engine to charge the battery. This GV70-based EREV is expected in late 2026 or early 2027. With the new off-road model expected to arrive as a 2027 model, it could just as easily be a hybrid or an EREV as it could be a full electric vehicle.

The brand is also working on a new flagship, the "ultra-luxe" GV90. This vehicle will be a massive, full-size electric SUV designed to sit at the top of the Genesis luxury lineup. The GV90 is confirmed to be one of the brand's flagship electric cars and is expected to arrive in mid-2026. It will be the very first vehicle built on Hyundai's next-generation eM platform, a new base designed specifically for EVs.

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