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Genesis launched its first full-size flagship electric SUV, the GV90 and GV90 Neolun, on November 10, with domestic contracts starting the same day. Prices range from 139.5 million won for the GV90 Standard (7-seater) to 239.5 million won for the top GV90 Neolun, with a 6-seater Individual Lounge Seat version at 145.5 million won. The GV90 Neolun features 'coach doors' that open toward the center, a design Genesis calls the 'Neolun Arch Gate.' The model was first unveiled in the U.S. in August and is now launching first in Korea, with a driving range of over 500 km. Genesis says the SUV targets German and British luxury rivals, with Korea Times reporting it aims at BMW and Mercedes-Benz in the full-size luxury SUV market. The vehicle was showcased at a 'GV90 Tech Day' in Incheon on October 28 and a special exhibition at Hyundai's Yongin studio on November 2. Korean media highlight the model's 'hospitality' focus, including features like an 'ondol' (underfloor heating) in the cabin, with Maeil Business Newspaper calling it a 'record-level presence' and Korea Economic Daily describing the 200-million-won luxury SUV as 'unconventional.'