Few vehicles capture the spirit of today’s car market quite like the Mercedes G-Wagen. Back in the 1980s and 1990s, the G-Class was a utilitarian workhorse that Mercedes never imagined exporting to the United States. Today, it has evolved into one of the brand’s most iconic models—arguably even a halo vehicle, depending on how you classify the Maybach lineup. The G-Class now starts at $148,500, nearly $30,000 more than the S-Class sedan, and in practice, buyers often end up paying significantly more.
With the G-Class proving to be a lucrative cash cow for Mercedes, it’s no surprise that rival automakers are looking to capture some of that success—Genesis is one of them.
Genesis Confirms Plans for a Flagship Off-Roader
At Genesis 2025 CEO Investor Day, Hyundai CEO José Muñoz unveiled the brand’s upcoming product roadmap. The presentation highlighted several new models, including additional Hyundai N performance vehicles and a pickup truck. Muñoz also confirmed that Genesis will expand its lineup with new flagship models, notably an adventurous off-roader.
“We plan to expand beyond our current lineup with new flagship models,” Muñoz said during the presentation. “For instance, an off-roader inspired by the adventurous spirit of the X Gran Equator concept. These concept vehicles reflect our ambition to deliver standout products that provide exceptional experiences.”
What Genesis’s Mercedes G-Wagen Rival Might Look Like
Genesis hasn’t shared many specifics about its upcoming off-roader. The brand did offer a glimpse with the X Gran Equator concept, which debuted in April, but statements from executives suggest the production model won’t be a direct continuation of that concept. Genesis’s chief creative officer, Luc Donckerwolke, described the X Gran Equator as blending “elegance with ruggedness, and the spirit of exploration with refined comfort.” That philosophy is expected to carry over into the final production vehicle.
Will Genesis’s New SUV Be Body-On-Frame or Unibody?
The platform for Genesis upcoming SUV hasn’t been confirmed. However, Hyundai is developing a new body-on-frame midsize truck platform, which could also support an SUV. It would make sense for Hyundai to maximize the platform’s use to offset development costs, meaning a rugged, body-on-frame Genesis SUV is a strong possibility.
What Engine Will Genesis’s New Off-Roader Have?
Genesis hasn’t revealed the powertrain for its upcoming off-road flagship SUV, but the brand has several options. To date, Genesis has focused on gasoline-powered and fully electric vehicles, though hybrids and extended-range electric vehicles (EREVs) are expected soon. Since the SUV is still in the concept stage, Genesis has time to evaluate market trends and technological advances. The platform is likely designed to support multiple powertrain options.
Are Other Brands Developing G-Wagen Rivals?
Yes. BMW is reportedly developing a new top-tier, off-road-oriented SUV that will be built in South Carolina. However, it may lean more toward the “ultimate driving machine” experience rather than a hardcore, rock-crawling G-Wagen competitor, even if it targets a similar customer base. Audi hasn’t confirmed any upcoming off-road models, but the brand did showcase a wild Q6 e-tron concept with portal axles last winter, hinting that its PPE platform could support one.
