Genesis is gearing up to introduce a striking innovation to its production cars sooner than anticipated, according to the brand’s Design Boss. The revelation comes on the heels of the debut of the Neolun Concept at the 2024 New York International Auto Show, where the concept’s standout feature—B-pillarless suicide doors—captivated audiences.
Revealed as a preview of Genesis’s upcoming full-size SUV, the Neolun Concept is positioned to surpass the current GV80 model in the lineup. Chief Creative Officer Luc Donckerwolke drew inspiration for the concept’s design from the graceful contours of Korea’s famed moon-shaped porcelain jars, symbolizing enduring beauty and exceptional craftsmanship.
Among the Neolun Concept’s notable exterior elements, such as the visually arresting two-tone “Midnight Black” and “Majestic Blue” palette, the standout feature remains the distinctive coach doors, a nod to classic automotive elegance.
Genesis, the luxury arm of Hyundai Motors, has confirmed that the B-pillarless suicide doors showcased on the Neolun Concept will transition to future production models, signaling a departure from mere conceptual allure to tangible reality.
Sangyup Lee, Genesis’s global head of design, shed light on the extensive research and development efforts behind the integration of suicide doors into production vehicles during an interview with The Drive. Lee emphasized the brand’s substantial progress in overcoming the challenges associated with such a design, expressing confidence that the implementation will materialize in due course.
Addressing concerns regarding the structural integrity of vehicles lacking a B-pillar, Lee underscored the necessity for robust engineering to ensure safety standards equivalent to those of conventional designs. He likened the endeavor to ensuring the strength of a vehicle in the event of a rollover, emphasizing Genesis’s commitment to maintaining uncompromised safety standards.
While drawing design inspiration from automotive icons like the Rolls-Royce Phantom, Genesis aims to translate the Neolun Concept’s allure into a production reality with the anticipated arrival of the Genesis GV90. Positioned to rival luxury SUV offerings such as the Mercedes-Maybach GLS 600 and Range Rover SV, the GV90 embodies Genesis’s ambition to push boundaries and redefine automotive luxury.