Genesis X Gran Equator Concept: Arabian Stallion & Outback Chic

Genesis has kicked open the closet doors and stormed the wilderness runway with its boldest statement yet: the X Gran Equator Concept. Unveiled ahead of the 2025 New York International Auto Show, this unapologetically fabulous off-roader blends rugged adventure with red carpet sophistication. It’s less “roughing it” and more “RuPaul’s Drag Race meets Dakar Rally”—and we are so here for it.

This isn’t your average suburban SUV with roof racks and regrets. The X Gran Equator redefines Genesis’ Athletic Elegance mantra with a sculpted, streamlined form that looks more like a sci-fi concept sketch than anything you’d expect to see covered in mud (though she could, darling—she just chooses not to).

A long bonnet, slinky glasshouse, and fast C-pillar give her runway-ready proportions, while 24-inch beadlock wheels and chunky cladding suggest she’s not afraid of a little dirt under her designer tyres. Angular LED lighting and a split-opening tailgate bring form and function together like a perfectly executed lip sync battle.

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ABOVE: Genesis X Gran Equator Concept

Inside, it’s part minimalism, part retro-futurism. A four-circle display cluster, inspired by vintage camera dials, takes centre stage—ideal for anyone who likes their dashboard with a hint of nostalgia. Swivelling front seats and modular storage mean you can camp and serve cocktails without breaking a sweat. It’s overlanding, yes, but curated.

The concept takes its name from Equator, a legendary Arabian stallion known for his elegance, agility, and don’t-mess-with-me power—qualities Genesis hopes you’ll see reflected in this automotive Adonis. According to Chief Creative Officer Luc Donckerwolke, the Gran Equator is about harmonising contrasts: ruggedness and refinement, exploration and comfort, flannel shirts and facial serums.

While it’s not headed for production yet, the concept signals Genesis’ growing interest in lifestyle-led luxury, where weekends involve mountaintops, not shopping centres. And if it ever makes it to showrooms, expect it to arrive with a waiting list and a cult following.

You can catch her in full glory at the 2025 New York International Auto Show from April 18, then at Genesis House NYC in the Meatpacking District through July. Just follow the scent of leather, eucalyptus, and liberation.

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