Genesis G90 Duo: The automotive world collectively held its breath when Genesis unveiled their ambitious G90 Duo concepts at a private event in Seoul last month.
The pair of vehicles—a sleek coupe and an elegant convertible—represent perhaps the boldest statement yet from the Korean luxury brand that continues to disrupt the established order of premium carmakers.
What makes these concepts particularly noteworthy isn’t just their striking appearance, but the very real possibility they might transition from fantasy to showroom reality within the next two years.
Genesis has been on a remarkable journey since launching as Hyundai’s luxury division in 2015, consistently punching above its weight class in a segment dominated by century-old European and Japanese brands.
The G90 Duo concepts appear to be the next logical step in that evolution—a declaration that Genesis isn’t content with merely competing in traditional luxury segments but aims to create entirely new ones.
Design Language That Speaks Volumes
The G90 Duo concepts showcase an evolution of Genesis’ “Athletic Elegance” design philosophy, taking it into more expressive and emotional territory.
Both vehicles feature dramatically long hoods, muscular rear haunches, and the distinctive Genesis “Two Lines” lighting signature that now extends beyond the headlights to create a cohesive visual identity across the entire exterior.
“We wanted to create something timeless yet distinctly Korean,” explains Genesis Chief Designer SangYup Lee, who previously worked at Bentley and Lamborghini before joining the Korean luxury brand.
“These aren’t just concepts designed to generate headlines—they’re serious explorations of where we might take the brand,” Lee adds while running his hand along the sweeping character line that flows from the front fenders to the taillight of the coupe.
The coupe version features a fastback silhouette with a dramatically sloping roofline that terminates in a subtle ducktail spoiler, creating a profile that manages to appear both classically proportioned and thoroughly modern.
Meanwhile, the convertible variant trades the coupe’s fixed roof for a sophisticated fabric top that disappears beneath a sculpted tonneau cover when lowered, maintaining the clean lines that define both vehicles.
What’s particularly remarkable about both concepts is how production-ready they appear, lacking the often outlandish design elements that typically signal a vehicle that’s meant for show stands rather than showrooms.
Luxury Redefined for a New Era
Step inside either of the G90 Duo concepts, and you’re greeted by an interior that blends traditional luxury with cutting-edge technology in a way that feels uniquely Genesis.
The cabin architecture employs what Genesis calls a “Beauty of White Space” philosophy—a nod to traditional Korean architecture that emphasizes harmony, balance, and the thoughtful use of emptiness as a design element.
This approach results in an interior that feels both spacious and intimate, with a driver-focused cockpit area that subtly transitions into a more relaxed passenger space.
“Luxury in the 21st century isn’t about overwhelming opulence—it’s about thoughtfulness, craftsmanship, and creating moments of delight,” notes Genesis Interior Design Manager Jung Hoon Lee.
The materials palette is exquisite—open-pore woods paired with hand-stitched leathers and brushed aluminum accents, all assembled with the precision one would expect from the finest luxury goods.
What sets the G90 Duo concepts apart from competitors is their embrace of sustainable luxury, with many interior components crafted from recycled or bio-based materials that don’t compromise on quality or appearance.
The centerpiece of both interiors is a curved display that seems to float above the dashboard, housing both the digital instrument cluster and infotainment functions without dominating the visual landscape.
Physical controls remain for critical functions—a thoughtful acknowledgment that sometimes traditional interfaces simply work better than their digital counterparts, especially in a moving vehicle.
Engineering Excellence Beneath the Skin
While Genesis remains tight-lipped about the technical specifications of the G90 Duo concepts, industry insiders suggest both vehicles are built on a modified version of the brand’s M3 platform, which currently underpins the production G90 sedan.
This architecture has been significantly revised to accommodate the coupe and convertible bodystyles, with a shortened wheelbase and wider track to enhance driving dynamics.
Power is rumored to come from a choice of two powertrains—a traditional 3.5-liter twin-turbocharged V6 producing approximately 420 horsepower, and an all-electric variant with dual motors generating over 600 horsepower.
Both powertrain options would route power through an advanced all-wheel-drive system, ensuring the performance capabilities match the vehicles’ striking appearances.
“These concepts represent not just our design aspirations but our engineering philosophy as well,” explains Albert Biermann, the former BMW M division head who now oversees vehicle development at Genesis.
“We’re building vehicles that deliver a unique driving experience—refined and comfortable when you want, dynamic and engaging when the road demands it,” Biermann adds with a knowing smile that hints at the performance potential lurking beneath the concepts’ elegant exteriors.
The electric variant is said to utilize an 800-volt electrical architecture similar to that found in the GV60 crossover, enabling ultra-fast charging capabilities and setting the stage for Genesis to compete directly with established electric luxury vehicles from Porsche, Audi, and Mercedes-Benz.
Market Positioning: Finding the White Space
Perhaps the most intriguing aspect of the G90 Duo concepts is how they fit into the broader luxury market landscape.
Genesis appears to be targeting what industry analysts call “white space”—segments that aren’t directly served by current offerings but where significant demand might exist.
The G90 Coupe and Convertible would slot somewhere between the Mercedes-Benz S-Class Coupe/Cabriolet (now discontinued) and more exotic offerings from brands like Bentley and Aston Martin.
This positioning would give Genesis a unique value proposition—vehicles with the presence and craftsmanship of ultra-luxury models but at price points more aligned with traditional luxury brands.
“We see an opportunity to offer something truly special to customers who may feel that traditional luxury brands have become too commonplace, yet aren’t ready to make the leap to exotic car ownership,” explains Genesis Global Head of Marketing Young Kuk Kim.
Industry analysts suggest the production versions might be priced starting around $120,000 for the coupe and $135,000 for the convertible—significantly more than current Genesis models but still representing exceptional value compared to established competitors.
This strategy mirrors Genesis’ broader approach to the luxury market, where they’ve consistently offered vehicles that match or exceed the quality, technology, and design of established players while undercutting them on price.
The difference with the G90 Duo is that they would push Genesis into entirely new territory, competing not just on value but on exclusivity and emotional appeal—traditionally the domain of legacy luxury brands with decades or centuries of heritage.
From Concept to Reality: The Road Ahead
While Genesis officially describes the G90 Duo as “concept vehicles,” multiple sources within the company suggest development is already well underway for production versions.
The timing would make sense—Genesis has established a solid foundation with its core lineup of sedans and SUVs, and adding halo vehicles would elevate the brand’s image while potentially attracting a new category of luxury buyers.
“These concepts aren’t just design exercises—they’re a preview of where we’re taking the brand,” hints a senior Genesis executive who requested anonymity due to the confidential nature of product planning.
The production schedule reportedly targets a late 2023 reveal for the coupe, with customer deliveries beginning in mid-2024, followed by the convertible approximately six months later.
Initial production would be limited to ensure exclusivity, with perhaps 1,500 coupes and 1,000 convertibles planned for the first model year globally.
Both vehicles would be hand-assembled at a specialized facility in South Korea, emphasizing their position as flagships for the Genesis brand and showcasing the company’s manufacturing capabilities.
The Broader Implications for Genesis and Luxury Automotive Landscape
The G90 Duo concepts represent more than just new model additions—they signal Genesis’ intent to fundamentally alter how consumers perceive the brand and, potentially, the luxury automotive landscape as a whole.
By entering segments traditionally dominated by established European marques, Genesis is making a bold statement about its long-term ambitions and confidence in its ability to compete at the highest levels of the luxury market.
This move comes at a pivotal time in automotive history, as the industry navigates the transition to electrification, changing consumer preferences, and evolving definitions of what constitutes luxury.
“We’re seeing a generational shift in luxury consumption,” explains automotive industry analyst Jessica Morgan.
“Younger affluent buyers aren’t necessarily drawn to the same brands their parents coveted—they’re more open to new interpretations of luxury, especially from brands that feel contemporary and aren’t weighed down by outdated traditions,” Morgan continues.
This shift creates an opening for Genesis, whose relative youth as a brand might actually prove advantageous in appealing to these consumers.
The G90 Duo concepts also arrive at a moment when several established luxury brands have actually retreated from the large luxury coupe and convertible segments, creating a potential opportunity for Genesis to meet demand that’s currently underserved.
Mercedes-Benz discontinued its S-Class Coupe and Cabriolet models in 2021, while BMW has moved its 8 Series more downmarket compared to the ultra-luxury positioning of its predecessor, the 850i.
This pullback from traditional players could create space for Genesis to establish itself in segments with reduced competition—an unusual opportunity in the typically crowded luxury market.
Dreams Within Reach
As the automotive world continues to digest the implications of the G90 Duo concepts, one thing becomes increasingly clear: Genesis is no longer content to merely join the ranks of luxury automakers—it aims to reshape what luxury means for the next generation of consumers.
The concepts represent a confident step forward for a brand that has consistently exceeded expectations since its launch less than a decade ago.
Whether they make the transition from concept to production largely unchanged remains to be seen, but the intent behind them is unmistakable—Genesis believes its time has come to truly challenge the established order.
For luxury car enthusiasts, the prospect of these vehicles reaching production represents something increasingly rare in today’s automotive landscape: genuine excitement and the promise of something fresh in segments that have long been defined by tradition and incremental evolution.
The G90 Duo concepts aren’t just beautiful automobiles; they’re a declaration that dreams can still take shape in sheet metal—and sometimes, they can even find their way to your driveway.
As one Genesis executive put it during the concepts’ unveiling: “We’re not just building cars—we’re crafting aspirations and making them attainable.”
That philosophy, perhaps more than anything else, defines what makes these concepts so compelling—and why the luxury automotive world will be watching closely as Genesis works to transform them from show-stopping concepts to road-going reality.