Genesis, Hyundai's luxury sub-brand responsible for cars like the G70 and G90 sedans, revealed its new full-size three-row SUV, the GV80, on Wednesday. With an imposing presence and a ton of tech, it's the vehicle Hyundai hopes will create a real foothold in the U.S. for the Genesis brand.

The GV80 isn't some rebadged Hyundai—Genesis is taking this car seriously, as evidenced by its newly developed rear-wheel-drive architecture. The car is launching in South Korea with all-wheel drive as an option, along with a 274-horsepower six-cylinder diesel engine, which the company has already confirmed won't be available stateside. Genesis hasn't revealed powertrain details for the U.S. just yet, but says cars equipped with all-wheel drive will come standard with an electronically controlled limited-slip differential in the rear.

Genesis

The GV80 uses a high-strength steel structure, with aluminum doors, hood, and tailgate to eliminate extra weight. The exterior sports Genesis's new corporate fascia, with stacked horizontal headlights on either side, surrounding what the company calls its "Crest" grille.

The interior is where the GV80 shines, though.

“We were able to express a luxurious feel for the interior of GV80 through reductive design and channeling the Korean roots of the Genesis brand,” said SangYup Lee, Senior Vice President, Head of Genesis Design. “The concept of the ‘beauty of white space’ is a hallmark of Korean design.”

Genesis

From the Genesis press release:

"The width of the interior of GV80 was emphasized through the design of sleek, thin air vents that run across the passenger compartment. A 14.5-inch, split-screen infotainment display sits front and center atop the dashboard. The number of hard buttons and switches was intentionally kept to a minimum, both for aesthetic purposes and ease of use. In up-level variants, soft materials cover every surface, from the inside of the door handles to the quilted knee pads that line the lower sides of the console."

There's plenty of new tech features inside the GV80, including the world's first application of Genesis's Road Active Noise Cancellation system, which analyzes the sound inside the cabin and generates noises from the stereo system to counteract cabin noises. The driver's seat contains seven "air cells," which the company promises will reduce fatigue from long stints.

Genesis

There are a slew of safety systems in the GV80, including an adaptive cruise control that uses artificial intelligence to learn the driver's preferred driving characteristics to deliver the smoothest, most relaxing experience possible. There's also blind-spot monitoring, forward collision avoidance with automatic braking, rear cross-traffic avoidance, and driver attention alert warnings. Among the 10 standard airbags is a center-mounted unit that's meant to keep occupants from making contact with the console.

Genesis has yet to revel U.S. pricing for the GV80, nor did it say when the SUV will arrive on our shores. We expect it to hit dealerships sometime in late 2020.

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