Genesis has released fresh images and video footage of the G90 Coupe — officially called the X Gran Coupe Concept. Shot in Italy’s Marche region, the content confirms this is more than a styling exercise. The car is fully functional, complete with a drivetrain, raising the prospect that Genesis may be preparing it for production.
Why this coupe matters
When Genesis launched as Hyundai’s luxury arm in 2015, the company promised a six-model range that included a sports coupe. The Vision G Concept followed in 2016, based on the EQ900 (known locally as the G90 overseas), but it never made it beyond the concept stage.
The new X Gran Coupe feels like a revival of that ambition — and perhaps the clearest signal yet that Genesis is serious about offering a large, luxury two-door.
Design: the G90 transformed
The G90 sedan is Genesis’ flagship limousine, but the X Gran Coupe reinterprets it as a bold grand tourer. Its market positioning recalls the discontinued Mercedes-Benz S-Class Coupe, while its closest living rival is the Bentley Continental GT.
Key design features include:
- Athletic Elegance styling carried over from the G90
- A low, sweeping roofline with coupe proportions
- Widened fenders to emphasise stance
- A canopy-inspired rear profile that still leaves usable headroom for rear passengers
The result is a car that looks both imposing and elegant — not easy in a segment where design missteps are glaring.
Inside: craftsmanship with a twist
The frameless doors open to a cabin that blends luxury sedan comfort with coupe exclusivity. Highlights include:
- Green and tan leather upholstery
- Olive wood trim, finely perforated for texture
- Custom ambient lighting
- Belt-integrated front seats
- Rear passenger luxuries such as dedicated air vents and a built-in display
It’s clearly designed to deliver the same limousine-level experience of the G90 but in a more intimate, driver-focused setting.
Will Genesis build it?
The biggest clue is that the prototype actually drives. That’s a costly step for any carmaker unless production is at least on the table.
If the G90 Coupe does make it to market, expect it to compete in the ultra-luxury grand touring space, where prices regularly exceed AUD $300,000. That would put it nose-to-nose with established European players but give Genesis a chance to showcase Korean luxury in a new light.
Final word
Ultra-luxury coupes are a shrinking niche, with Mercedes exiting the space and BMW streamlining its offerings. That leaves Bentley and a handful of others carrying the torch. Genesis entering this territory would be a bold move — one that could either elevate the brand’s prestige or test the limits of demand for large coupes in a world leaning towards SUVs and EVs.
