Genesis is preparing to launch the GV90, a flagship luxury SUV featuring coach doors that open in opposite directions like a Rolls-Royce. Spy photos captured an uncamouflaged prototype abandoned in a field alongside test vehicles from Lucid, Hyundai, and Audi, revealing the vehicle's design well ahead of its official debut.

The coach door design represents Genesis' aggressive push upmarket. The Korean luxury brand continues expanding its portfolio to compete directly with established luxury automakers. The GV90 slots above the existing GV70 and GV80 in the SUV lineup, targeting buyers willing to pay premium prices for distinctive styling and advanced features.

The uncovered prototype shows a substantial three-row SUV with a commanding stance. The coach doors eliminate the traditional B-pillar, a hallmark of ultra-luxury vehicles that enhances ingress and egress for rear passengers. This feature carries significant design and engineering complexity, requiring reinforced door mechanisms and sophisticated hinges.

Genesis has aggressively invested in luxury credentials over the past five years. The brand repositioned from a value play to a genuine luxury alternative, launching upscale models like the Electrified G80 and G90 sedans. The GV90 continues this trajectory, offering three-row capacity with flagship positioning.

The sighting suggests Genesis plans a near-term reveal. The vehicle was photographed without camouflage, indicating the design is finalized and ready for public presentation. Industry analysts expect Genesis to unveil the GV90 within the next few months, likely at a major auto show or through a dedicated online reveal.

Pricing will sit well above the GV80, which starts around $57,000. Expect the GV90 to command $75,000 or higher, particularly with coach doors as standard. Genesis plans to offer hybrid and potentially