After years of trying to resist the urge to establish a separate luxury badge, Hyundai succumbed to it in 2015. Genesis, the luxury spin-off, already has two great models in the G90 and the G80, with the smaller G70 under development. Genesis is not just a knee-jerk reaction to changing market demands, but a well thought-out decision that has been supported well by additional investments and more importantly, the tapping of some of the best human resources in design and engineering. Luc Donckerwolke, who heads Genesis design, has penned some of the most elegant and striking designs during his stint at the Volkswagen Group, while Albert Biermann, the former head of BMW’s M division, is sure to infuse a significant amount of athleticism to the genesis vehicles. Now, the Korean luxury brand has unveiled its first SUV concept, which previews the next step in its “Athletic Elegance” design language and is expected to serve as a blueprint for a line of SUVs in different sizes.

Dubbed ‘GV80’, the SUV concept manages to look graceful with the signature Genesis crest grille with a diamond motif mesh design taking centre-stage up front. The profile is reminiscent of the Maserati Levante, which is not a bad thing at all, while the rear is characterised by slim quad taillamps that use laser fibre optic technology. Genesis also promises “superior craftsmanship, creative attention to detail and advanced technology” in the cabin, which we do not doubt as we’ve already seen how well the brand does these in its two saloons. There are several electronic trinkets in the concept, which may not make their way into the production SUV, but we expect the SUV to be packed to the brim with the latest technology features.

Another aspect of the concept that we do not expect to see in production is the plug-in hydrogen fuel cell electric technology. While these alternative propulsion systems could find application in other future vehicles, it highly doubtful that it will be used in a Genesis vehicle. Our bet is a flagship powered by the 5.0-litre V8, with a lower spec model powered by the 3.3-litre V6.