The Genesis G90 Looks Even Better as a Coupe

Genesis is becoming the new Cadillac for concept cars that rarely make it to production. The stunning 2021 X and 2022 X Convertible concepts are still fresh in our minds, and now, a new pair has arrived to tempt us even more. Like their predecessors, these latest designs are essentially styling exercises, a “what if” moment from Hyundai’s luxury brand. While they look production-ready, we wouldn’t get our hopes up too high.

The X Gran Coupe and X Gran Convertible concepts share the spotlight at the 2025 Seoul Mobility Show with Hyundai’s new Nexo hydrogen crossover and the facelifted Ioniq 6. As you can quickly tell, the one-offs are based on the G90, the company’s flagship sedan. Although the convertible has the roof down in all images, we know a soft top is hiding somewhere in the back.

Dare we say these jaw-dropping cars wouldn’t look out of place in a list that includes the Bentley Continental GT/GTC and the Lexus LC/LC Convertible. Aside from significantly redesigning the bodies with two fewer doors, Genesis also spruced up their cabins. The X Gran Coupe takes after Mediterranean Olives with green leather accents. The X Gran Convertible has a predominantly blue cabin as a nod to the Cabernet Sauvignon grapes from Livorno, Italy.

Genesis was spun off as a standalone brand a decade ago and has sold over 1.3 million cars. Most of these have been SUVs and sedans, though some markets, like Europe, also received the G70 Shooting Brake. If Hyundai truly wants Genesis to compete with the likes of Mercedes and BMW, it needs to elevate its brand image with halo products. Some might argue that a coupe or convertible wouldn’t significantly move the needle. Still, a flashy flagship model could draw more buyers into showrooms, even if they ultimately drive away in a GV70.

Parent company Hyundai has the financial strength to fund such special projects without being overly concerned about immediate returns. Hopefully, in the not-too-distant future, Genesis will take on the BMW 8 Series or other high-end grand tourers. Until then, all we can do is admire their lavish concepts.