Hyundai Genesis GV90 to debut with coach doors, advanced tech

Genesis GV90 concept car ‘NeoLun’ featuring B-pillarless coach doors. [Courtesy of Hyundai Motor Group]

Hyundai Motor Group is gearing up to launch its flagship SUV, the Genesis GV90, in 2026. The car will boast new technologies, including the luxurious “coach doors” typically seen in super luxury vehicles like Rolls-Royce and Ferrari.

Industry sources revealed on Monday that the GV90, currently being developed under the project name “JG,” will feature at least five of Hyundai’s new technologies, including the highly anticipated coach doors. This puts the GV90 in direct competition with other flagship SUVs like the Mercedes-Benz GLS and BMW X7, a challenging segment with high prices and limited demand but essential for Hyundai’s rise as a luxury brand.

To enhance the GV90’s premium status, Hyundai decided to include pillarless coach doors in the production version of the SUV. These doors open toward each other and create a grand entrance. While often featured in concept cars, this is the first time Hyundai will bring coach doors to a mass-production vehicle. The GV90 concept, dubbed “NeoLun,” was unveiled in New York in March 2024 and already showcased this luxury feature.

Until now, only a handful of vehicles, such as the Rolls-Royce Phantom and Ferrari Purosangue, have incorporated coach doors into their production models. One of the main challenges in implementing these doors is ensuring safety, as traditional B-pillars, the vertical support between the front and rear doors, play a key role in structural integrity during side impacts and rollovers. To overcome this, Hyundai has filed patents in South Korea, the United States, and Germany, developing a method to strengthen the front and rear doors while designing hinges that can withstand external impacts.

According to an industry insider, “The GV90 embodies the Korean concept of ‘hospitality,’ welcoming passengers with wide-open doors and a cozy interior, and the B-pillarless coach doors play a pivotal role in this experience.”

The car will also be equipped with swivel chairs and door armrest heaters along with the coach doors. The swivel chairs will allow the front seats to rotate 180 degrees and face the rear passengers, creating a lounge-like atmosphere. Hyundai first introduced this feature during the 2022 CEO Investor Day, highlighting it as part of the brand’s new “eM” electric vehicle platform that will be debuted with the GV90.

For its part, Hyundai Transys, which supplies seats to Hyundai Motor Group, is also expected to introduce seats with built-in speakers for the GV90. This advanced technology will enable each passenger to enjoy personalized audio settings.