Genesis Neolun Concept Gives a Glimpse of Three-Row GV90

It's clear Genesis is aiming even further upmarket for its upcoming range-topper. Look out, Mercedes.

Genesis didn't just let the Magma flow out of New York Monday night. Ahead of this week's auto show, and under a full moon no less, the Korean luxury brand debuted the Neolun concept. The Neolun packs plenty of concept car glitz, but it's also our clearest look yet at the brand's upcoming three-row SUV, likely called GV90.

The name is a fusion of Greek ("neo," for new) and Latin ("luna," moon), but has nothing to do with sparkly vampires. Instead, as chief creative officer Luc Donckerwolke explains, "The Neolun Concept was inspired by Korea’s iconic moon-shaped porcelain jars. It’s the epitome of timeless design and sophisticated craftsmanship." The design team has applied the brand's established design language to an altogether larger, more monolithic shape, and focused on a reductive sort of minimalism that would make Paul Rand proud. There is precious little surface detailing, with the brand's twin-line lighting elements doing the heavy lifting. Generous levels of visually anchor the two-box design. The smoothly curved tailgate and gently falling shoulder line give the Neolun a distinctly coach-like feel. Enormous 24-inch alloy wheels, intentionally or not, provide a hint as to where Genesis is aiming: think Maybach.

Other clever, subtle exterior touches include retractable roof racks—who needs them fussing up the look when not needed?—and the required high-mounted brake light hidden within a perforated pattern. The whole package is bathed in a two-tone paint scheme Genesis calls Midnight Black and Majestic Blue.

Access to the cabin comes by way of enormous coach-style doors: yes, the Neolun ditches a B-pillar. This isn't purely for show, either: Genesis is committed to translating this design feature to production. A thick metal step automatically extends from the sill to ease access as well.

The Neolun interior gives pure lounge vibes, utilizing dark colors rendered in cashmere, leather, and wood. There is the requisite ambient lighting, but Genesis has opted for a more reserved approach, dotting the quilted leather with small LEDs. The font seats swivel, allowing for a more intimate cabin experience. Large display screens fold down fro the second-row headliner and up from the dashboard, while a variety of speakers dot the cabin for what Genesis calls "a concert hall-like feel, ensuring that passengers enjoy unparalleled sound quality."

Inspired by Korea's traditional "ondol," which uses heat from wood smoke to warm floors, the Neolun's cabin introduces a radiant heating system for efficient and consistent heating across the cabin. A thin heating film is applied to not only the seatbacks, but the door trim, dashboard, center consoles, and even the floor. True enough, it was warm to the touch as we poked around the Neolun.

As for what powers the GV90? You're looking at an all-electric setup, sitting on the largest version of the E-GMP platform we've yet seen.

Look past the flashier bits of concept car jazz, and it's easy to imagine a three-row version of the Neolun cabin for the eventual GV90 SUV. A high-end model could even maintain the four-seat layout and coach doors to go after the Maybach GLS. We're excited to see what Genesis cooks up for its upcoming flagship.

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