- X Gran Equator Concept celebrates its European debut as part of the international Car Design Event in Munich taking place from 2 March to 4 March
- The event serves as a platform for leading manufacturers and designers
- Award-winning SUV concept combines off-road capabilities with Genesis’ renowned ‘Athletic Elegance’ design language
Frankfurt, Germany, 3rd March 2026: Genesis has today announced the European debut of X Gran Equator Concept as part of the Car Design Event at Motorworld Munich – an annual event that invites international manufacturers and designers to present exciting vehicle concepts and design studies to media from across the globe. The X Gran Equator Concept exemplifies Genesis’ efforts to redefine premium-luxury by combining on-road sophistication with off-road resilience.
The concept car was recently awarded the prestigious Red Dot Design Award – an international seal of quality for design excellence – receiving a distinction in the Design Concept category alongside the X Gran Coupe and X Gran Convertible concepts.
"The X Gran Equator Concept is an exercise in harmonising contrasts – it combines elegance and ruggedness, and the spirit of exploration with refined comfort," said Luc Donckerwolke, Chief Creative Officer of Genesis. “It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the discovery of the world’s most breathtaking landscapes.”
As the brand's first adventure concept, X Gran Equator reimagines Genesis' ‘Athletic Elegance’ design philosophy while embracing the rugged spirit of overlanding. Inspired by reductive design principle the exterior is characterised by clean lines and calm, expertly curated surfaces.
The long bonnet, slim cabin and strikingly designed C-pillar give the vehicle a powerful, distinctive silhouette that goes beyond classic SUV styling. Pronounced wheel arches and 24-inch wheels emphasise its off-road capabilities and underline its confident stance on or off the road.
Inside, the X Gran Equator Concept balances contrasts between analogue architecture and digital technologies, crafting a space that feels both functional and evocative. At the centre of the cabin is a four-circle display cluster on the centre stack, inspired by the dials of vintage cameras. The interior design features contrasting colours and shapes, with a preference for geometric over organic elements. The dashboard's linear, minimalist architecture focuses the driver's attention on the journey ahead, while swivelling front seats and modular storage solutions enhance practicality.
With the European debut of the X Gran Equator Concept in Munich, Genesis reaffirms its commitment to the region as the brand embarks on its next stage of expansion with the launch of four new markets in 2026: Italy, France, The Netherlands and Spain.
About Genesis Motor Europe
Founded in Seoul, Genesis is a leader in premium electrified cars with a vibrant, distinctly Korean spirit and a commitment to unique hospitality and customer experience excellence.
The brand’s award-winning models GV60, Electrified G80 and Electrified GV70 are defined by advanced technologies, dynamic performance and Genesis’ distinctive ‘Athletic Elegance’ design philosophy.
Genesis is embarking on the next chapter of its journey, as a design-driven performance brand. Its first luxury high performance model, GV60 Magma, will arrive in Europe this year and Genesis Magma Racing will be competing in the 2026 FIA World Endurance Championship.
Genesis launched in Europe in 2021 and is headquartered in Frankfurt. Genesis Motor Europe operates in Germany, Switzerland, and the UK and is expanding into four new markets this year - Italy, France, Spain and the Netherlands.
For more information about Genesis, please visit www.genesis.com.
