The Art of Subtraction

Before we look back at the world premiere of Genesis’s first full-size SUV at the Palace of Fine Arts in San Francisco, California, let’s take a look ahead. In the upcoming ramp#71 (to be published on 10 September 2026) you can read, in an in-depth interview by ramp’s editor-in-chief Michael Köckritz with Luc Donckerwolke, President and Chief Creative Officer of Genesis, read the following statement, amongst others. “We work in such a way that we tend to take things away rather than add them.” What does he mean by that? It was on display in San Francisco. The Genesis GV90 is a  monument to minimalism on wheels. At least in terms of design language. “The GV90  embodies our vision of the ‘Ultimate Majestic Presence’ – Genesis’s conviction that true luxury is revealed not through addition, but through reduction, until only the essentials remain.” Donckerwolke said this, once again, in San Francisco. The man follows a clear line. But we already knew that.

The key design features are as follows: at the rear, for instance, Genesis has deliberately omitted a spoiler and superfluous decorative lines; the lights are flush-mounted, and the brand logo remains the only distinguishing feature. And with the GV90 Neolun, the minimalist approach goes even further: the ‘Neolun Arch Gate’ makes the B-pillar disappear completely, whilst the front and rear doors open in opposite directions, creating an entryway with no visible division. “Inspired by the Korean moon jug, we have developed a design language characterised by restraint, balance and timeless elegance ,” explains Donckerwolke. So much for the visible eighth.

So what lies beneath the surface? The GV90 is built on the specially developed eMP platform with a 123.5 kWh battery; the front and rear motors together deliver 490 kW and 800 Newton metres,the range, according to internal tests, is around 500 kilometres; at a 350-kW fast-charging point, charging from 10 per cent to 80 per cent takes just 22 minutes. Twelve airbags protect up to seven occupants, including the world’s first roof airbag. Inside, the front seats rotate 180 degrees at the touch of a button, a retractable OLED Cinematic display expands from 23.6 to 24.6 inches, and a Bang & Olufsen system with 25 speakers handles the sound. Wheelbase: 3,245 millimetres, vehicle length: 5,285 millimetres.

Ahead of the upcoming ramp#71, ramp editor-in-chief Michael Köckritz met Luc Donckerwolke at Genesis’s European design centre. As President and Chief Creative Officer of Genesis, the Belgian has more creative freedom than any other head of design at a major corporation before him. On this occasion, he proved once again that he also gives some of the most entertaining interviews in the automotive industry. So there’s plenty to look forward to. After all, it’s not for nothing that we’ve titled this issue “YabbaDabbaDoo”. But more on that soon.

→ Click here for the Genesis GV90