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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, with prices starting at 139.5 million won and reaching 239.5 million won for the top Neolun Executive Suite trim, making it the most expensive Korean-brand vehicle, Yonhap and Dong-a Ilbo report. The GV90 Neolun features the world-first 'Neolun Arch Gate' coach doors that open toward the center, and the lineup includes a 7-seat standard model, a 6-seat Individual Lounge Seat version, and a 4-seat Executive Suite, with a driving range of about 500 km, according to Maeil Business Newspaper. Genesis is positioning the GV90 against German rivals BMW and Mercedes-Benz in the full-size luxury SUV market, the Korea Times reports, with the model first unveiled in the U.S. in August and launched first in Korea, Yonhap notes. Korean media emphasize the brand's hospitality focus, with one report highlighting the inclusion of an 'ondol' (underfloor heating) feature in the cabin, as described by Hankyung.