When talking about off-roaders, Genesis hardly enters the conversation. Sure, it made a one-off luxury GV60 snowmobile before, as well as a customized GV80 to celebrate Jacky Ickx's Dakar win, but the fact is, Hyundai's luxury arm probably isn't the brand you should turn to if you want a hardcore machine to take beyond pavements. The company wants you to forget all that and focus on its latest concept: the Genesis X Gran Equator.
Genesis was initially launched as a Hyundai vehicle model - the Genesis sedan in 2004 - but in 2015, it became a standalone luxury brand in the same vein as Toyota's Lexus or Honda's Acura. Since then, the G90 has become a symbol of Korean luxury in a German-dominated premium market, and with new plans to take on the likes of AMG with a Magma performance sub-brand, Genesis is showing no signs of slowing.