The GV90 is peak SUV luxury, complete with lavish features, coach doors, and every bell and whistle. Genesis is growing faster than any luxury marque to date, but this is just the start.

Genesis is blowing past expectations, even its own. After becoming its own standalone luxury brand in 2015, the automaker was told it would never work. The odds were against them.

Over the past ten years, Genesis has grown faster than any luxury marque in history. It took just 7 years and 8 months for Genesis to reach 1 million cumulative sales. In comparison, it took Lexus 9 years and Tesla 12 years to reach the 1 million mark.

Hyundai Motor Company CEO José Muñoz said this is just the start for Genesis, with much more in the pipeline over the next decade.

We got a first-hand look at the future of Genesis in San Francisco, where Hyundai unveiled the GV90, its full-size flagship SUV.

The “Super SUV,” if you will, serves as both a halo vehicle and tech beacon for the Hyundai Motor Group.

Genesis has a big advantage over luxury startups, thanks to Hyundai’s shared research, technology, and manufacturing scale.

Genesis chief creative officer Luc Donckerwolke explained that Genesis is the first Hyundai Motor Group brand to introduce new technology, some of which will eventually trickle down to higher-volume Hyundai and Kia vehicles over time.

The GV90 introduces several “world-first” innovations, including the first independently opening and closing B-pillarless coach doors, called the Neolun Arch Gate, a 12-airbag roof airbag system, and genuine wood floors with a radiant heating system.

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