Genesis' flagship electric sport utility vehicle, the GV90, will be launched with a total of 16 premium exterior colours. It is targeting the ultra-large electric SUV market by going beyond typical colour choices and emphasising diverse materials, finishes and personalisation options.

On Sept. 2, electric vehicle outlet Electrek highlighted that Genesis will apply a total of 16 exterior colours to the GV90, including 13 gloss and 3 matte options. Genesis said it embedded a unique design background in each colour to create a "visual story."

The 13 gloss colours are Seychelles Beige, Sonoran Navy, Taupo Grey, Jaipur Rose, Vela Burgundy, Como Blue, Uyuni White, Savile Silver, Makalu Grey, Vic Black, Capri Blue, Cardiff Green and Baena Green. The three matte colours are Monash Silver, Matterhorn White and Makalu Grey Matte.

Genesis applied its personalisation strategy not only to the GV90's colours but across colour, materials and finish. At its first unveiling event in San Francisco, it introduced how each colour was developed to express specific imagery and sensibilities. Seychelles Beige, for example, was designed to depict a sun-soaked beach and waves over sand depending on the angle of the light. Baena Green drew inspiration from a quiet moment as light filters through an olive grove.

The GV90's colour configuration is also linked to the lineup. The GV90 is divided into a base model with standard doors and the GV90 Neolun, which uses coach doors with no B-pillar. While the coach doors drew attention when the vehicle was unveiled, Genesis is also emphasising exterior colours, materials and finishes to differentiate the flagship model.

The colours applied to the actual vehicle were also seen at a GV90 test-drive event held in South Korea. Vehicles in various exterior colours were displayed at the venue, allowing attendees to see how the colours look on the actual vehicle as well as in released images.

A limited-edition model was also prepared. The GV90 Neolun First Edition, limited to 222 units worldwide, offers three exclusive two-tone exterior and interior combinations.

The first pairs a Jaipur Rose and Seychelles Beige exterior with a Queens Brown interior. The second applies a Vic Black and Baena Green exterior with a Veiled Indigo and Fulia Green interior. The third combines a Vic Black and Sonoran Navy exterior with a Majestic Purple and Regal Navy interior.

In this way, the GV90 is not simply expanding exterior colour choices. It is targeting demand for personalisation through model-by-model differentiation across the standard model, Neolun and the limited First Edition, as well as through colour and material combinations.

In particular, the total of 16 exterior colours widens the range for large electric SUV buyers to choose a vehicle to match their preferences. Adding the 222-unit limited First Edition is seen as a strategy to emphasise both scarcity and a premium feel.

Attention is focused on how the GV90 will be received in the ultra-large electric SUV market. A key point will be how much Genesis can expand the brand's presence in the flagship electric SUV market by highlighting various colours and materials and a differentiated door design.