Genesis takes aim at Land Rover with its new off-roader concept car
Genesis has taken the wraps off its latest concept car, the X Gran Equator Concept. The new model is named after a famous Arabian horse, but the equine-inspired concept is quite clearly taking aim at Land Rover rather than Ascot, showing where Genesis ' future intentions lie.
Genesis used the New York Auto Show to reveal its latest car, with the X Gran Equator coming a year after Genesis revealed its Neolun SUV concept at the same festival.
There are plenty of design features shared with last year's concept, such as the super-smooth two-line headlamps and taillamp arrangements, as well as the bluff-looking front end. However, the X Gran Equator (it's the Equator bit that apparently relates to a specific stallion) features an exaggerated bonnet that's around a third of the length of the whole car, giving the concept a cab-rearward look.
There are plenty of traditional SUV styling cues with big 24in wheels and dark wheel-arch cladding, plus fancy integrated roof rails that could be set for production along with the split tailgate. And although the concept has five doors, the rear door handles are hidden, with the front ones sitting flush to the bodywork.
Inside, Genesis says that the X Gran Equator 'orchestrates contrast between analogue architecture and digital technologies.' However, there's no sign of a digital screen, just four circular displays that are said to have been inspired by the dials of vintage cameras.
There are three further circular displays with digital read-outs for driver information, plus eight neatly laid out chunky toggle switches in the centre of the car and what looks like a revolving crystal gear selector like the one in the Genesis GV60.
There are further chunky off-road-inspired features including lidded storage trays in front of the passenger and grab handles surrounding the cupholders in the back centre armrest. The contrasting dark and light fabrics, and the cross stitching, all look to be of high quality too.
Although this is purely a styling exercise for Genesis with no details on what powers the X Gran Equator, we'd expect it to be fully electric given the brand's promise to fully electrify its whole model range.
Genesis says that the concept is 'an exploration of elegance and adventure designed for those seeking the serenity of nature and the thrill of the unknown' and that although the car isn't confirmed for production 'its design language and innovative features showcase the brand's future design potential.'
However, with last year's Neolun concept – including its rear-hinged back doors with no central pillar – said to be pretty much production-ready, we'd expect some of the detailing from this new concept to find its way onto Genesis' new range-topping SUV, which we expect to see as Genesis' next all-new model in 2027.
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The general consensus seemed to be that I had certainly signed myself up for a few traumatizing migraines, but with the caveat that, so long as I deal with mechanical problems preventively or head-on rather than neglecting them and allowing them to worsen, the ownership experience would be indescribably rewarding. Source: Cole Attisha Firstly, though, my Discovery would have to be drivable. Untrusting of my own mechanical competence, I decided it best to have a professional deal with the elephant in the room: the throttle problem. I had previously concocted my own baseless theories for why it could be acting up, such as a filthy throttle position sensor or a faulty fuel system, and considered repairing these elements myself, only to later be relieved by the knowledge that none of these things were at the root of the issue, and that I was right to contact a mechanic that was familiar with these sorts of vehicles. Being picky about whom I let work on my cars, I had sent the Discovery to a local Euro specialist shop that had done work on my girlfriend's 2010 Mazda6 and a 2001 Mercedes-Benz ML430 I once owned. More importantly, the shop's facade parking spots boasted a dark green early-90s Acura NSX, a bright red Ferrari 348 TS, a green long-wheelbase BMW E38 7-Series, and a Dakar-like Porsche 944 with a lift kit, roof racks, and a Rothmans livery. I knew these had to be the right guys for the job, and I was right. Source: Cole Attisha Just $1,200 (CAD) later, the drive belt, its tensioner, and a roller had been replaced, along with a rotten valve cover gasket, which had caused the puddle of oil on my driveway. For what seemed like a lot less money than I was expecting to have to cough up, the Series I Land Rover Discovery was running brilliantly, with no warning lights, misfires, or scary noises to dampen the richly ambient experience of piloting such a passionately crafted machine. After a two-day trip over to the mainland to visit a longtime buddy who had opened his very own automotive detailing shop and a tip that reflected my immense gratitude, the feeling of sitting behind the wheel began to send fizzy chills all over my body. Even with under 200 horsepower and the aerodynamic streamline of a wooden wardrobe, the Discovery is just as entertaining as a Mazda MX-5 Those fizzy chills. That's when I got it. That's when I finally understood why Land Rover guys don't get offended when Toyota guys spew their rhetoric about how poorly built and unreliable the Land Cruiser's British counterparts tend to be. In that moment, I was reminded of the thrill of hitting a twisty coastal backroad in my ND2 Mazda MX-5, the exhilaration of slamming an upshift in the Jaguar F-Pace SVR, and the overly-confident aura of cruising by the beaches of Vancouver in my old 2001 Jaguar XJ8. It wasn't because of the speed, the acceleration, and certainly not because of its razor-sharp handling. Instead, the Land Rover won me over because my enjoyment stemmed directly from the culmination of factors that it took to get to that point. Even though the headlights don't shut off when the rest of the car does, and this problem is somehow solved by unplugging only the passenger side bulb, and even though the rear suspension is suspiciously clunky, and even though it chugs its way through fuel almost as rapidly as the six-speed manual, 5.0-liter V10-powered BMW E60 M5 I drove the other week, the Discovery steals my heart every time I take it for a drive or, even more so, on an adventure. After everything had been said and done, and the car was finally in solid running order, I embarked on a Mother's Day road trip on a nearby island by the name of Saltspring, where we ate good food, hiked steep mountains, and tasted crisp wine and fine cider. More importantly, I got to open up the taps on the Discovery on some remote and curvy roads, where I quickly learned that its 182 horsepower and 232 lb-ft of torque are more than ample figures to have some good old-fashioned backroad fun, and that despite its body-on-frame chassis, its full-time four-wheel drive system, and weighing over 4,300 lbs., it could handle the hairpins surprisingly well with gentle steering input and enough foresight to accurately anticipate the sharpness of each impending corner. The Series I Discovery truly does a solid job of balancing sport and utility, even when it's 30 years old, so long as it's been taken care of properly. Old British cars reward you for looking after them properly Alright, sure, you can pretty much neglect a Toyota Land Cruiser entirely and it'll probably still start up and drive across entire continents without putting up a fuss, but if you can accept the fact that you'll have to put in either a good bit of hard work or a solid chunk of hard-earned cash every once in a while to keep everything in proper order, the Land Rover is a more enjoyable truck to spend your time in. It's difficult to pinpoint exactly what makes a Land Rover so much more satisfying to operate. Perhaps it, too, is a rewarding experience based entirely on the culmination of so many things coming together, like the distinct aroma of its finely aged leather upholstery, the original factory cassette player that still works and which has prompted me to start collecting old tapes instead of just putting my Spotify on shuffle, the surprisingly raucous rumble of its fuel-injected 3.9-liter Rover V8, or the way you can't stop staring at it even after you've parked at home and everyone else has already gone inside. Source: Cole Attisha Whatever it may be, the inimitability of a Land Rover's charismatic grace, elegant sense of style, unmatched road presence, and its ability to drive you absolutely madly insane over the most obscure electrical problems that randomly seem to mend themselves if you just pretend you didn't notice at first, all come together to provide not just a driving experience, but an ownership experience that isn't just rewarding–it sticks with you forever. And, well, isn't that what life's all about? A Toyota Land Cruiser might get you where you need to go every time, but a genuine Land Rover–the true O.G. that Toyota aspires to replicate in all aspects including nomenclature–will make sure that the whole journey towards your destination is deeply imprinted into your memory, whether through the lens of elegant bliss or traumatic mechanical nightmare, but nonetheless unforgettable. When I speak to Toyota off-roader owners, their passion for their trucks lies in their dependability and consistent functionality. On the contrary, Land Rover owners speak of their breakdowns and disasters with words of endearment, claiming that with each problem that arises, a solution prevails which brings man ever closer to machine, and the bond formed between a Land Rover and its owner, over time, thus becomes increasingly unbreakable. Source: Cole Attisha Final thoughts So, I could have spent three times as much money and had a Toyota Land Cruiser of the same year in similar condition, but would it really offer me three times as much car? Truly, I don't believe so. Not only has my Series I Land Rover Discovery's iconic fusion of reliability, drivability, and functionality stolen my heart, but it has also forced me to ask why Toyota Land Cruisers seem to command such a massive premium over more overlooked alternatives from Land Rover and Jeep of similar vintage. How much of that inflated value is simply a result of pedantic internet comments and misinformed anecdotes? Who knows, but regardless, my 30-year-old Land Rover has undoubtedly brightened up my life in the somewhat short time that I've owned it. For not a whole lot of money, it's taught me the true value of experiencing memorable journeys in life, and it's allowed me to better understand the importance of disciplined maintenance–a tenet that I take with me into all aspects of my life, from health and fitness to work and study. If you're someone who wants your life to be more than just a walk in the park, don't be afraid to buy that old off-roader on Facebook Marketplace that caught your eye and you can't seem to stop thinking about. Like a well-aged Islay Scotch whisky, my 1995 Land Rover Discovery might be overwhelmingly smoky and difficult to stomach, but once you've developed a palate for peatiness, there's nothing else out there that satisfies your tastebuds quite as effectively. About the Author Cole Attisha View Profile
