Genesis, Hyundai's luxury brand, has unveiled the GV90, its first full-size, three-row electric SUV for the US market, featuring some of the most unconventional design choices seen in a production vehicle. The headline feature is a coach-style door system, dubbed the Neolun Arch Gate, which eliminates the B-pillar between the front and rear doors, creating an unusually large opening into the cabin. This matters because the B-pillar is normally a critical structural element for rollover protection and side-impact crash safety, so removing it is a significant engineering gamble that will need to be validated by independent crash testing.

Genesis says it has compensated for the missing B-pillar with a concealed roll cage, using a passenger-cabin frame 1.5 times thicker than conventional vehicles, reinforced with high-strength steel tubes, structural foam and dual steel beams joining the doors to the body, which it claims matches the crash performance of vehicles with standard B-pillars. The SUV also features front seats that rotate 180 degrees to face the second row, creating a lounge-style layout, a concept previously seen mainly in autonomous-vehicle concepts such as Zoox's robotaxis but rarely in a production model; Genesis intends this to be used only when the vehicle is parked.