Genesis has revealed the X Gran Equator Concept at the 2025 New York Auto Show, signaling a move towards the production of a rugged luxury SUV. This vehicle is poised to challenge established models like the Land Rover Defender and Mercedes-Benz G-Class. The concept boasts a unique design language that combines ruggedness with elegance, featuring signature LED lights and a retro-styled interior with modern amenities. One key aspect of the concept is its versatile platform, derived from the Kia EV9, which can accommodate hybrid, range-extender, and all-electric powertrains. Even though hydrogen fuel cells will not be part of the lineup, Genesis aims to offer a variety of propulsion options in the future production model. Genesis design chief Luc Donckerwolke suggested that a production-ready version of the X Gran Equator Concept could be developed within three years, potentially setting the stage for a launch in 2028 or 2029. With plans to enter the Indian market by the end of 2025, Genesis is considering the market suitability of the new SUV. The vehicle's rugged yet sophisticated design, along with its advanced features, is expected to make it a formidable competitor in the luxury off-roader segment upon its eventual release.