The Genesis GV90 is more than an ultra-luxe people mover. With a pop-up OLED cinematic display that extends to 24.6 inches, the flagship SUV transforms into a personal luxury movie theater, complete with a 25-speaker Bang & Olufsen Premier 3D Sound System with Dolby Atmos. This is not merely an incremental upgrade to an infotainment screen. It represents a fundamental rethinking of what an automobile interior can become when the vehicle is parked, charging, or simply serving as a sanctuary away from home.
The Genesis GV90 pop-up display redefines in-car entertainment
It has been three weeks since Genesis unveiled the GV90 at the Palace of Fine Arts in San Francisco on August 19. We were invited out for a first look at the new flagship electric SUV. If you have seen the pictures, the GV90 is even more stunning in person. While the B-pillarless Neolun Arch Gate coach doors and swiveling seats stole the show, the pop-up Cinematic Display was another highlight that deserves close examination.
The GV90 is the first Hyundai Motor Group vehicle to feature the new extendable display and the first Genesis model equipped with its Pleos Connect infotainment system. Together, they create what Genesis calls a new realm of display expandability. While other vehicles, like the IONIQ 3, also use Pleos Connect, Hyundai developed an exclusive version for the GV90 that fundamentally changes how occupants interact with the vehicle.
How the extendable display works
The display offers a custom experience depending on whether you are driving or parked. When driving, the infotainment screen measures 23.6 inches. When the vehicle is parked, the screen can expand to 24.6 inches at the push of a button, transforming it into a massive Cinematic Display. The mechanism is seamless, and the additional inch and a half of real estate makes a noticeable difference when watching content.
Inho Yoon, who was responsible for designing and developing the GV90 Pleos Connect system, said the decision comes as modern automobiles are now being used for more than just getting from Point A to Point B. Electric vehicles, in particular, can serve as mobile power banks and more. Genesis aimed to provide a highly immersive, movie theater-like experience, Yoon explained.
When the GV90 is parked and the screen is extended, the display switches to Media Home mode, letting you watch Netflix, live TV, stream music, and more with third-party apps. The 25-speaker Bang & Olufsen Premier 3D Sound System with Dolby Atmos makes it sound like you are actually at the movies.
Pleos Connect: A custom infotainment architecture for Genesis
While driving, the new Pleos Connect infotainment system was designed to feel similar to the user experience of a smartphone, said Lee Min-ah, a Senior Researcher at the Infotainment UX Development Team, who was responsible for the UX design of the GV90 Pleos Connect. I devoted considerable effort to designing the display app screen policies so that the experience of using navigation and other apps simultaneously could flow seamlessly, Lee Min-ah added.
Unlike the Pleos Connect in other Hyundai vehicles, the GV90 features a unique menu bar on each side of the screen. The menu bar also features individual seat control buttons. The driver side handles navigation, vehicle functions, and climate control, while the passenger side displays apps and media. This dual-menu approach reduces driver distraction and gives passengers independent control over their entertainment.
What is the Gleo AI assistant in the Genesis GV90?
The GV90 includes Gleo AI, Hyundai AI in-car companion, that you can use to control vehicle functions or search for information. You can ask it things like find a restaurant near me or search the web for news and sports. The assistant is integrated directly into the Pleos Connect system and can be activated through voice commands without requiring a connected smartphone.
A 25-inch head-up display keeps the driver informed
The GV90 also features a custom 25-inch Head-Up Display that projects the vehicle speed, turn-by-turn navigation directions, and other key driver info directly on the windshield. This augmented-reality-style HUD works in concert with the main display to keep critical information in the driver natural line of sight, reducing the need to look away from the road.
Despite the massive digital screens, Genesis did not leave out the physical buttons. Several buttons are included below the infotainment for climate control, media, and more. This hybrid approach acknowledges that not every function benefits from being buried in a touchscreen menu.
Two variants: Neolun coach doors and standard swing doors
The Genesis GV90 will be available in GV90 Neolun, with coach doors, and standard GV90 variants, with traditional swing doors. The Neolun version eliminates the B-pillar, creating a wide, unobstructed opening that makes entry and exit more dramatic and practical, especially when paired with the swiveling seats. The standard variant offers a more conventional but still premium experience.
Powertrain, battery, and range specifications
Powered by a 123.5 kWh battery, the largest among Hyundai Motor EVs, Genesis said the GV90 expected range is around 310 miles for the 7-seater version. That 500-kilometer target puts it in direct competition with the longest-range luxury electric SUVs on the market. The battery capacity also supports extended periods of using the Cinematic Display, Media Home mode, and audio system without significantly depleting driving range.
The GV90 is bigger than the Hyundai IONIQ 9 and Kia EV9, measuring 208.1 inches long, 79.9 inches wide, and 71.5 inches tall, with a 127.8-inch wheelbase. The generous dimensions translate directly to interior space, which is essential for the theater-like experience Genesis is aiming for. The longer wheelbase also contributes to ride comfort and stability.
What does the Genesis GV90 pop-up screen mean for the luxury EV market?
The GV90 represents a strategic bet by Genesis that the role of the automobile is expanding beyond transportation. As electric vehicles spend more time stationary at charging stations, the ability to offer premium entertainment becomes a competitive advantage. The pop-up screen, combined with the Bang & Olufsen sound system and swiveling seats, creates an environment that competes not just with other luxury SUVs but with dedicated home theater systems and living room experiences.
This approach also signals a shift in how Genesis thinks about vehicle architecture. By developing an exclusive version of Pleos Connect with dual menu bars, separate driver and passenger control zones, and a physically expanding display, the company is treating software and user experience as first-class design elements rather than afterthoughts.
For potential buyers, the practical question is whether these features justify the premium over the IONIQ 9 or EV9. The GV90 is larger, more luxurious, and equipped with technology that neither of those vehicles offer. The extendable display, 25-speaker audio system, and Pleos Connect with Gleo AI are exclusive to the GV90 and cannot be retrofitted to other models. For buyers who value the ability to turn their vehicle into a private cinema, the GV90 offers something that nothing else in the segment currently provides.
Design philosophy: Physical controls plus digital immersion
The retention of physical buttons below the infotainment screen is a notable design decision. Many luxury automakers have moved toward fully capacitive interfaces, often to the frustration of drivers who prefer tactile feedback. Genesis kept physical controls for climate, media, and other frequently used functions, acknowledging that haptic touchscreens are not always the best solution for every interaction.
This design philosophy extends to the dual menu bars. The driver side is optimized for vehicle operation, while the passenger side is optimized for entertainment. The separation reduces cognitive load and allows each occupant to customize their interface without interfering with the other.
What is the display size of the Genesis GV90 when driving versus parked?
When driving, the GV90 infotainment screen measures 23.6 inches. When the vehicle is parked, the screen can expand to 24.6 inches at the push of a button, switching to Cinematic Display mode. The expansion is mechanical and creates a more immersive viewing experience for movies and streaming content.
The strategic significance of the GV90 for Genesis
Genesis is no longer a dark horse in the luxury space, and the GV90 proves it. The vehicle takes direct aim at established players like the Mercedes-Benz EQS SUV, BMW iX, and Volvo EX90 by offering something those vehicles do not: a genuinely theatrical in-car experience backed by the largest battery in the Hyundai Motor Group lineup and a bespoke infotainment system.
The decision to launch the GV90 with coach doors on the Neolun variant and swiveling seats further reinforces the message that this is not a conventional SUV. It is a mobile space designed for relaxation, entertainment, and comfort, not just efficient transportation. The pop-up display is the centerpiece of that vision.
For the broader industry, the GV90 raises the bar for what customers should expect from a flagship electric vehicle. If a vehicle can transform its interior into a theater, offer AI-powered assistance, and still deliver 310 miles of range, the question becomes why other manufacturers are not doing the same. The GV90 challenges the assumption that infotainment systems plateaued years ago and demonstrates that software-defined vehicles can still surprise buyers with genuinely new capabilities.
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