Genesis Confirms That the Upcoming GV90 Will Have Coach Doors
What's happening
Genesis has officially confirmed that its upcoming GV90 luxury SUV will feature coach doors—a design element inspired by the 2024 Neolun concept vehicle. The automaker is set to reveal the full GV90 in August.
Who's involved
Genesis, Hyundai Motor Group's luxury brand, is leading this vehicle development. The GV90 represents Genesis's push into the full-size luxury SUV segment, competing against vehicles from BMW, Mercedes-Benz, and other premium manufacturers.
Why it matters
Coach doors are a premium design feature that enhances accessibility and creates a distinctive luxury appeal, helping Genesis differentiate the GV90 in a crowded segment. This signals Genesis's commitment to bold design choices as it expands its SUV lineup and strengthens its position as a serious luxury competitor to established European brands.
More context
Genesis has been aggressively expanding its lineup and design language under a strategy to challenge traditional luxury automakers. The Neolun concept, which debuted earlier in 2024, showcased Genesis's vision for futuristic luxury SUVs with distinctive architectural features. Coach doors—where rear doors open in the opposite direction of front doors—have historically been reserved for ultra-luxury vehicles like Rolls-Royce and certain concept cars. The GV90 will be Genesis's flagship SUV offering, positioned above the existing GV70 and GV80 models in the brand's portfolio.