Genesis has been busy garnering awards left and right within the luxury automotive category. The Korean auto brand’s Electrified G80 sedan won the 2023 Top Pick for a Luxury Electric Vehicle (EV), Car and Driver awarded six of their models an Editors’ Choice award, and MotorTrend crowned the 2023 Genesis G90 as its 2023 Car of the Year. Despite this trophy case of accolades, the brand has battled to establish brand recognition and equity in an already crowded field of luxury offerings. The recently revealed Genesis GV80 Coupe Concept may solve that dilemma – a menacing volcanic four-passenger fastback SUV with an athletically sculpted design and a plaid-not-plain interior not to be ignored nor forgotten.
Unveiled at an exclusive event at Genesis House New York the first week of April, the fiery GV80 Coupe Concept brings with it a “concept” moniker, but the four-passenger ride itself is actually inspired by another design exercise from one year prior: the elegantly seductive, X Speedium Coupe Concept. Confused? Just note Genesis more than hints of their intentions with the Genesis GV80 Coupe Concept, describing it as a “statement of intent for more emotional, performance-oriented models and a preview of Genesis’ future programs.”
“It emphasizes the duality of the Genesis brand by showcasing the antagonistic character that lives within the Athletic and Elegance parameters of Genesis’ design philosophy,” said Luc Donckerwolke, Group Chief Creative Officer.
This design language is expressed boldly across the SUV’s front and rear lightning elements using the brand’s signature “Two Lines” styling, both visually elongating the vehicle’s silhouette and insinuating the yet-to-be determined plentiful power on tap. Wrapping both toward the front and rear, and paired with the elongated hood and abbreviated duck-tailed hindquarter, the entire taut sum draws the eyes across the vehicle’s horizontal plane. When driven at night, we imagine the design transforming into a muscular abstraction, brush stroked by streaks of light.
The GV80 Coupe Concept’s front fascia sports the Double G-Matrix Patterned Crest Grille surrounded by the quad lights, cherry-topped with the Genesis emblem.
While we haven’t ruled out the Concept’s paint treatment as a possibility – Magma, a hue intended to “symbolize the self-confident and passionate attitude of Korea” – it seems a show car flex rather than a dealer floor reality (but we hope to be surprised!) Either way, the “Distinctly Korean” hue works beautifully, and we’re on board with spicier-than-kimchi Genesis moving forward.
Every passenger is treated to bolstered carbon-fiber seats for a supportive, enveloping seated experience.
The inclusion of a strut bar mounted behind the rear seats not only ups stiffness, but adds an almost graphic element to the vehicles already aggressive demeanor.
The Genesis GV80 Coupe Concept is on display through April 16, 2023 at the New York Auto Show.
*Full disclosure: I previously worked for Genesis as their brand editor.
