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Genesis opened domestic orders on Nov. 10 for its first full-size flagship electric SUV, the GV90, and the GV90 Neolun, priced from 139.5 million won for the seven-seat standard model to 239.5 million won for the Neolun, with a driving range of over 500 km. The GV90 Neolun features 'coach doors' that open toward the center, and the brand says it targets German rivals BMW and Mercedes-Benz in the ultra-luxury segment. The GV90 was first unveiled in the U.S. in August and launched first in Korea, with Yonhap reporting the starting price at 139.5 million won. Korean media highlight the model's 'hospitality' focus, including features like an 'ondol' (underfloor heating) system, and note its 'unprecedented presence' in the market.