Genesis is not holding back when it comes to being a serious player in the premium car market. The Korean luxury brand entered this year’s New York International Auto Show with two banger launches—an overlander of the future and an endurance racer for next year.

First, the X Gran Equator Concept is a departure in design study from its existing SUV lineup, leaning more into Range Rover inspirations than Bentley. The signature double-parallel-line lights almost circle the body like an equator, hence the name.

The minimalist dashboard, the 24-inch wheels, and the comically long hood might not seem ideal for a production model. However, the physical buttons, the integrated roof rails, and the split-open tailgate suggest what Genesis may include in its next-generation crossover.

After teasing a half-scale model late last year, the GMR-001 was finally seen in lifesize form wearing the official racing livery for Genesis Magma Racing. Running an Oreca chassis, its V8 twin-turbocharged engine is derived from the 1.6-liter turbo four-cylinder engine used in Hyundai’s WRC cars.

“We have a huge wealth of expertise at Hyundai Motorsport,” said president Cyril Abiteboul. “So to develop the powertrain for the GMR-001, it was only natural to call on the people we have.”

Genesis will debut on track in the World Endurance Championship in 2026, followed by the IMSA WeatherTech SportsCar Championship in 2027.