The GENESIS G90 WINGBACK Concept revives the luxury shooting brake, challenges SUVs, and targets Audi, BMW, and Mercedes with style and boldness.
Imagine a car that combines the elegance of a limousine, the practicality of a station wagon, and the attitude of a grand tourer ready to cross Europe all at once. This is the GENESIS G90 WINGBACK Concept: the Korean that dared to say “no” to the sameness of SUVs and rekindled the dream of the luxury shooting brake.
What is the GENESIS G90 WINGBACK Concept and Why It Became the Luxury Anti-SUV
The GENESIS G90 WINGBACK Concept is the boldest interpretation from Hyundai’s luxury division for the future of high-end cars. Instead of creating another massive SUV to compete in a sea of similar models, Genesis decided to go in the opposite direction: transforming its large G90 limousine into a noble shooting brake.
In practice, the Wingback is a grand tourer in the shape of a luxury sports station wagon, featuring:
- G90 platform, with approximately 3.2 meters between the axles
- Length around 5.1 meters – a size worthy of a high-luxury executive sedan
- Generous trunk, but with a sporty roofline, typical of shooting brakes
- Classic long hood proportions, recessed cabin, and muscular rear stance
This shape made history in models like the Mercedes CLS Shooting Brake and Volkswagen Arteon Shooting Brake, which are still revered by enthusiasts. The Wingback takes inspiration from these but adds Genesis’s bold visual identity with:
- Front grille in shield shape, featuring parametric elements
- Ultra-sharp headlights in two horizontal lines, already a brand hallmark
- Sleek sides with broad shoulders and the stance of a “muscular yet sophisticated car”
- Rear with continuous horizontal taillights and sloped glass, very much in the European GT style
While the market fills with tall, heavy, and increasingly similar SUVs, the G90 Wingback Concept bets on a different kind of luxury: the luxury of being different. Genesis luxury cars offer a unique proposition.
Why Genesis is Betting on the Return of Luxury Shooting Brakes
Behind the GENESIS G90 WINGBACK Concept lies a clear thesis: market saturation in the SUV segment. According to the brand’s design team, this “SUV monoculture” is nearing fatigue. When everyone offers the same high-sided silhouette, anything outside this pattern draws more attention.
This is where the shooting brake comes in, a body style that combines:
- Exclusivity: almost no brand currently offers something similar on a global scale, especially in the US luxury market.
- Practicality: a large trunk like a classic station wagon.
- Emotion: a sporty coupe appearance—low, wide, and possessing a grand touring (GT) presence.
While SUVs like the Nissan Rogue Plug-in Hybrid 2026 and the Lucid Gravity 2026 compete for the title of “smartest SUV,” the Wingback aims to stand out through its visuals and a sense of collector’s car exclusivity.
The choice isn’t random. The industry itself shows similar trends:
- High-performance sports wagons like the Audi RS6 Avant Performance remain revered by enthusiasts.
- Radical concepts like the KIA Vision Meta Turismo show that the public is open to different formats.
In other words: Genesis wants to position itself as the brand that looks beyond SUV hype. The G90 Wingback Concept almost acts as a design manifesto for Genesis in the US.
Design Details That Make the G90 Wingback Look Production-Ready
Although it’s a concept, the GENESIS G90 WINGBACK dangerously appears close to something that could leave a premium production line tomorrow. And that’s precisely what makes it so much discussed.
Some elements reinforce this impression:
- Real proportions: no futuristic exaggerations — height, width, and length resemble a street G90.
- Real framed glass, integrated door handles, and plausible mirrors for homologation.
- Large wheels, but not absurd, with a design that could equip a production version.
- Expected interior (though still sparsely detailed): luxury cabin, premium materials, focus on absolute comfort.
If Genesis decides to turn this concept into reality, it would enter a “dangerous” zone for brands like Audi, BMW, and Mercedes-Benz, as it could attract customers currently fond of sporty wagons and coupe sedans, especially in the luxury European GT segment.
Not surprisingly, there are already analyses speculating that a potential production G90 Wingback could even use V8 engines in top trims, directly targeting German rivals – something that aligns with the provocative tone seen in articles about the model.
Korean Luxury, European GT Spirit, and an Uncertain Future – Or Not
Beyond the body style, the G90 Wingback Concept symbolizes another important movement: the consolidation of Korean luxury as a real alternative to the German standard. Cars like the luxury hybrid Mercedes GLS, detailed in recent technical analyses, show how competitive the segment is. Genesis wants to enter this game with a different card.
While most rush to create the “ultimate SUV,” Genesis does the opposite: a low, elegant car for those who still value:
- Driving pleasure on open roads (Grand Touring).
- Design that completely breaks the obvious.
- Luxury that doesn’t depend on ground clearance or huge wheel arches.
This kind of boldness aligns with other industry movements, such as the rebirth of pure sports cars and GTs, like the return of the Honda Prelude presented in new concepts focused on emotional design.
Ultimately, the GENESIS G90 WINGBACK Concept is more than a beautiful luxury wagon: it’s a clear message to the global market. When the SUV tide recedes—and at some point it will—those already prepared with concepts and different typologies will have a head start. If Genesis dares to take the Wingback to the streets, it might very well hold a future instant classic, one that makes many look at their own SUV in the garage and think: “I could be driving that.”
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