Genesis GV90 debuts with hidden B-pillar coach doors and a roof airbag

Genesis, Hyundai's luxury brand, has revealed the GV90, its first full-size, three-row electric SUV built for the US market. The vehicle stands out for several features rarely seen in production cars.

Doors without a B-pillar

The GV90's front and rear doors open outward, and when they do, the B-pillar — the vertical support between the front and rear doors — disappears. Genesis calls this the Neolun Arch Gate, describing it as the world's first independently opening and closing hidden B-pillar coach door.

The B-pillar is normally a key safety component, reinforcing the roof against collapse in a rollover and absorbing crash energy in side impacts. Genesis says it developed a new structure to replace it, using high-strength dual steel beams and a passenger cabin frame that is 1.5 times thicker than conventional vehicles, reinforced with steel tubes and structural foam. The company claims this hidden roll cage achieves crash safety equivalent to vehicles with a standard B-pillar, though independent regulators and crash-test organizations will ultimately determine whether the design holds up.

Unconventional features throughout

The front seats can rotate 180 degrees to face the second row, letting passengers sit facing each other while the vehicle is parked. Inside, a 23.6-inch OLED display can rise and expand to 24.6 inches, paired with a 25-inch head-up display. A feature called Memory Reversing Assist remembers the vehicle's path and can automatically back it out of narrow spaces.

The GV90 runs on a 123.5kWh battery powering two electric drive units with a combined output of 657 horsepower and 590 lb-ft of torque, and supports 350kW DC fast charging, though its estimated range is 310 miles. Other features include heated floors, armrests and door trim, massaging seats with 15 air bladders, a heated windshield that clears frost without relying on climate control, and a roof airbag designed to protect occupants in a rollover.