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Hyundai and Genesis show wild-side mod concepts

Genesis X Gran Equator concept. [Credit: All X Gran Equator images courtesy of Genesis]

 

 

One looks ready to take on the Moon, while the other looks set to conquer Mars. That's the public relations styling of the latest concept cars from Hyundai and Genesis.

Hyundai and its luxe division Genesis are once again busy pushing limits on automotive design, updating the futuristic cool factor by trying to woo younger buyers. Hyundai's latest concept is the racy, all-electric Concept THREE compact Aero Hatch under its IONIQ sub-brand, while Genesis' first adventure vehicle X Gran Equator Concept aims to redefine what makes a sporty SUV a winner in today's market.

Genesis X Gran Equator Concept

We'll start with the X Gran Equator Concept from Genesis, which made its initial debut at the 2025 New York International Auto Show in April. The company described the vehicle then as "a bold exploration of elegance and adventure designed for those seeking the serenity of nature and the thrill of the unknown." It's also a stab at retooling the "Athletic Elegance" design language prevalent in many brand lines today.

"The X Gran Equator Concept is an exercise in harmonizing contrasts, combining elegance with 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."

The full-size SUV concept, which would compete with similarly sized vehicles such as the Range Rover Sport, boasts an exterior that emphasizes clean lines and uncluttered surfaces. It sports a long hood, sleek cabin, and fast C-pillar to create a silhouette that defies traditional SUV conventions, while dark wheel-arch cladding and 24-in. beadlock wheels underscore its off-road readiness. The geometric auxiliary lamps and split-opening tailgate blend practicality with Genesis' signature Two-Line headlamps, ensuring the X Gran Equator is as purposeful as it is striking.

Genesis has not specified what would power the X Gran Equator, whether it would only be offered in a purely electric version or would be a hybrid or even (gasp) use an internal combustion engine. The design language seemed most important here.

The X Gran Equator Concept signals Genesis' continued expansion into lifestyle-oriented vehicles, balancing sophistication with versatility. While not confirmed for production, the SUV's design language and innovative features -- such as the integrated roof rails and split-opening tailgate -- showcase the brand's future design potential.

Inside, the X Gran Equator Concept balances a tasteful contrast between analog architecture and digital technologies, crafting a space that feels both functional and evocative. In the video presentation for the vehicle, the materials look especially sweet. At the center of the cabin is a four-circle display cluster on the center stack, inspired by the dials of vintage cameras. The interior design also features contrasting colors and shapes, with a preference for geometric over organic elements. The dashboard's linear architecture and absence of decoration focus the driver's attention on the journey ahead, while swiveling front seats and modular storage solutions enhance practicality. By the interior styling, this SUV has EV vibes.

Interestingly, Genesis said the Equator name draws inspiration not from the line going around the Earth but from a famous horse named Equator, "the finest stallion in the world of Arabian horses -- a symbol of endurance, agility, and refined power" (you learn something new every day). These qualities closely reflect the spirit of the concept: a vehicle that is both elegant and capable, engineered to perform in extreme conditions while maintaining a natural sense of grace. Just as the Arabian horse is known for its balance of beauty and strength, this concept embodies Genesis' unique take on performance.

Hyundai Concept THREE

Hyundai Concept THREE. [All Concept THREE images courtesy of Hyundai]

 

 

Hyundai's first compact EV concept just made its global debut in the beginning of September at the IAA Mobility 2025 show in Munich -- opportune, because this car would have special appeal in the Euro market. The company said the sporty hatch was created "to set the tone for its next chapter of design innovation and strengthen its competitive position in the electrification journey."

Hyundai said the diminutive runabout is an exercise in "the Art of Steel," which transforms the strength and flexibility of the metal into a language of sculptural beauty. The Concept THREE, especially, really looked ready to roll off the production lines. It boasts a sculpted body that creates enveloping forms using three main surfaces, while intersecting lines add visual tension. The Aero Hatch profile delivers aerodynamic efficiency and a distinctive roofline combined with a vertical tailgate, emphasizing urban versatility.

Some of the car's excitement comes from its video game-like Parametric Pixel lights, which are featured on both the front and rear of the Concept THREE. The pixels are very expressive, forming a gradient that adds depth and visual rhythm to the overall design.

The exterior wears an anodized-effect finish that channels the spirit of Hyundai's Art of Steel design language -- a celebration of material as muse. Lemon-tinted glass and matching wheels forge vibrant links between exterior and interior, with the cabin defined by soft yellow and grey tonalities that play across shifting textures to create a space that's both calm and expressive.

Would we want a car with a yellow and purple interior? Nope. But as concept colors, they really grabbed a lot of attention, which is a big part of the exercise. The cabin design creates an environment that feels relatively warm and intuitive -- although it is also a little austere, as many of the super-open EV concepts can look. By embracing soft volumes and user-focused layouts, the designers seem to purposefully try to foster and force a sense of serenity and clarity.

The interior also envisions the use of sustainable materials such as ocean waste textiles and lightweight aluminum foam. These materials underscore Hyundai Motor's long-term vision to reduce environmental impact while delivering premium design.

What now?
The Concept Three is the most likely vehicle of the two mentioned here to be made soon, as it is a preview of the upcoming IONIQ 3 that is anticipated to make a mid-2026 debut.

Sources: Genesis, Hyundai

Published September 2025

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