Genesis has been a luxury brand that has been reaping the rewards ever since the upstart first appeared in the late 2010s. The brand’s products have always managed ot impress, but the one thing truly missing was a proper flagship model. This is now changing with the all-new 2027 GV90 EV SUV.

2027 GV90 is the largest SUV yet for the brand

The GV90 follows the same basic “GV” naming scheme that the brand has used for its other SUVs, but it’s evident Genesis is thinking big with this model. Based on the Neolun concept, the GV90 is the first three-row SUV in the Genesis family, and much of the concept’s styling was carried over for this application. The Neolun name itself is also used to denote the fancier trim, with the GV90 also getting a “base” model.

Take a chance on the Neulon trim, though, and you get the “Neolun Arch Gate.” This feature replaces the B-Pillar with a hidden structural element and allows the GV90 to come equipped with coach-style doors. The feature is obviously based on similar doors used on the Rolls-Royce Cullinan, and chances are good the folks at Rolls are not too pleased to see one of their iconic trademarks being used on a rival. Genesis also says the design is inspired by the moon jar, a traditional Korean ceramic container known for its simple design.

The 208.1-inch GV90 is a large vehicle, with its size helping to create a unique profile. A set of 22-inch wheels is standard, but Neolun models get bigger 24-inch hoops.

GV90 is an oasis of luxury

Slip inside the GV90, and you’ll discover a lounge-like interior that comes loaded with high-quality materials. Genuine wood, leather, and stone accents are used, with Genesis offering five different color palettes on the standard model, with the Neolun getting its own color roster.

The interior has a completely flat floor, and Neolun models are not only capable of being equipped with four rear seats, but the seats also can rotate 180 degrees when the vehicle is parked to maximize this effect. In addition to maximizing passenger comfort, the interior also comes loaded with technology.

A massive 23.6-inch OLED display is used for the infotainment system and the digital instrument cluster. The GV90 is also the first Genesis model to get access to the Pleos operating system. The screen can also raise up an extra 90 mm to create a larger 24.6-inch screen to watch movies and other content.

A 25-inch heads-up display is also standard. But things get truly bonkers when you look at the Neolun’s Executive package. Buyers who choose this package get rear wood veneer flooring in the second row with integrated radiant heating, a refrigerator, a privacy screen, and a six-zone Smart Vision roof.

GV90 debuts new platform

The GV90 is underpinned by a new platform called eMP, which was developed specifically for its flagship models. The EV gets a massive 123.5 kWh battery pack to help supply juice to the electric motors. This pack is not only the biggest ever equipped to an EV from Hyundai and its myriad of brands, but it also allows the dual motors to produce a combined system output of 657 horsepower and 590 lb-ft of torque.

That’s a lot of performance, but despite the sheer size of the battery pack, the range is not as long, with Genesis estimating 311 miles on a single charge. A 350-kilowatt DC fast charger can take the battery from 10 to 80 percent in a claimed 22 minutes.

How bespoke will it be, and when can I buy one?

With all the features and performance this GV90 packs under the skin, it’s already shaping up to be a pretty rare vehicle on the road. Genesis hasn’t revealed U.S. pricing for the GV90 nor detailed availability, but while the GV90 will most likely offer a “discount” when viewed alongside other ultra-luxury SUVs, look for Neoluns in particular to cost well over $130,000 when they make their appearance in Genesis showrooms.

The first wave of GV90s will be led by the Neolun First Edition model. These EVs will get two-tone paintwork, body-color matching 24-inch wheels, wool cashmere interior trim, and Genesis logos splashed about in various places. The color combinations on hand will be limited to three: Jaipur Rose with Seychelles Beige, Vik Black with Baena Green, and Vik Black with Sonoran Navy.