Genesis, the luxury division of Hyundai, has been slowly moving upscale and threatening more exclusive automakers since its debut as an independent brand 10 years ago. The company this week took another step toward the ultra-luxury market.
That step? A pair of stunning high-end luxury cars, one a stylish coupe and one a sumptuous convertible.
Officially, the two cars you see here are concept cars. That means they’re just design studies meant to show what an automaker could do, not necessarily what it will do. But these are both very close to production-ready. Genesis makes a point of saying each is based on the existing G90 sedan.
So, taking them to production would be simpler than launching entirely new cars. We can’t tell you they’ll ever be for sale in the U.S. We can tell you Genesis could build them without much new investment.
X Gran Coupe, Convertible
Luxury automakers often use flowery language to associate themselves with other high-end products. But Genesis should get extra credit for saying the “X Gran Coupe Concept took inspiration from Mediterranean olive trees,” while the X Gran Convertible Concept has the “essence of most exclusive south European wines.”
We love driving olives and wine.
Both feature the same two-lines lighting theme as the G90, but a wider, lower interpretation of the shield grille. On these concepts, designers have given the G90 sedan’s fenders a more pronounced bulge and angled the windshields more steeply so the roofline looks low and sleek.
Genesis takes more chances with interior color than any other automaker and hasn’t held back here. The convertible features deep indigo quilted leather. Genesis says it “echoes the deep, rich hues of Cabernet Sauvignon grapes from the Livorno region of Italy,” but we find it more blue than purple. Regardless, it’s distinctive, and that’s what buyers want in the ultra-luxury price range.
The coupe features leather in a blend of olive green and deep brown, with olive wood veneer etched with an olive leaf motif. The floor mats get the same olive theme.
Could These Be Real? It’s Hard to Say Today
Concept cars generally fall into two categories – wildly imaginative designs that will almost certainly never be built and realistic designs automakers use as previews of products they eventually sell.
The X Gran Coupe Concept and X Gran Convertible Concept fall into the second. Based on a platform already in production, these could be cars for sale in a year or two.
However, President Trump’s new car tariffs have changed automakers’ calculations. Genesis could decide that the most expensive end of the market can absorb higher prices easily and make these. It could determine that its balance sheet is too complicated for big swings while so much is still uncertain.
It could even build them for other markets but keep them out of the U.S.
We’ll keep an eye on them for now because it’s hard to look away.