The Genesis GV90 is a full-fat luxury SUV with rear-opening doors and a roll cage*

“Technology alone does not create luxury,” said Hyundai Big Boss Euisun Chung, “and design alone does not define luxury. The value of innovation lies in… improving people’s lives.”

The luxury division of Hyundai intends to do just that with the Genesis GV90: a car with [checks notes] rear-opening doors, a roll cage, front seats that swivel 180 degrees to create a full-on car-based living room, and more power than a Ferrari Enzo. A full 657bhp.

Lots to unpack here, so let’s get stuck in. It’s based on a Genesis-exclusive platform called ‘eMP’ – ‘Electric Mobility Prime’ – rather than the Hyundai Group’s E-GMP, with a focus on “creating a spacious cabin layout, superior driving performance, and refined ride comfort”.

It’s longer than even the very long Kia EV9, measuring just over 5.2m in length versus the Kia’s 5m. And within that wheelbase sits a 123.5kWh battery that, says Genesis, “features cells with a high-density, high-output design that enhances energy density while simultaneously improving power and fast-charging performance”. Find a 350kW post and you can hose in 10-80 per cent in 22 minutes.

There are two motors, one on the front axle and one on the rear. There’s a dual e-LSD – again, mounted on both front and rear motors – along with multi-chamber air suspension to keep everything comfy. Rear wheel steering enters the chat. So do giant four-pot brakes. And 590lb ft. That really enters the chat.

Two versions of this leviathan are available: the standard GV90 with conventional doors, the option of seven seats and a claimed range of up to 311 miles, or the GV90 ‘Neolun’, which is the car that gets the rear-opening doors and roll cage. Let us unpack that car.

The rear doors that swing backwards can open independently of the front, so there's no waiting to be let out. There’s a “dual motion” hinge that when activated, first slides the rear door a little bit out, then swings it open.

And because they take the car’s B-pillar with them, Genesis has secretly stuffed in a “concealed yet robust” roll cage – basically beefing out the cabin with a “frame 1.5 times thicker than conventional vehicles”. It then beefed up this beefed-up bit with high-strength steel tubes and structural foam.

This Neolun also gets the motorised, swivelling front seats that when parked, spins the front row 180 degrees so driver and passenger can conduct business with those in the rear, or indeed thunderously berate those in the rear for not conducting business to a business-y enough standard. Wonder if there’s an over-the-air update coming that turns the GV90 into a fairground waltzer?

If there is, you’d never hear the screams from outside, because the GV90 gets acoustic glass on every window, soundproofing fillers crammed into every available nook and cranny, and more sound-absorbing materials inside.

There’s also a mini-cinema inside. Sorta. Naturally you get a giant 23.6in screen that sits along the dash containing all the relevant things one would require of such a screen. When parked however, this can pop up 90mm to turn it into a 24.6in display.

There’s also a 25in HUD, an Android-based OS, AI [shudders], a 25-speaker Bang & Olufsen stereo, ambient lighting, and the finest leather, wool, cashmere – cashmere! – stone and wood Genesis could find. “The cabin evokes the feeling of a private art gallery,” we’re told.

The internet hasn’t got enough space for the rest of the GV90’s spec, and perhaps – at least by looking at it – does it have enough space to contain the thing? It’s huge. Though fairly restrained in its appearance. Genesis mentions ‘minimalism’ and taking inspiration from the symbolic moon jar for the overall aesthetic.

There's a winged headlight spanning the width of the front. A clamshell bonnet. 3D chrome lower grille. A full boxy SUV shape as opposed to anything swoopy or crossover-y. American-y, almost. 24in wheels. Aluminium bits. No rear spoiler. Flush-mounted taillights. It’s quite something.

“The GV90 aims to make every journey more elegant and elevated, embodying Genesis’ unique ‘Son-nim’ hospitality philosophy – to treat each customer as an honoured guest – at the highest level,” said Genesis.