Hyundai’s luxury brand, Genesis, has finally unveiled a first look at its SUV strategy, which will see two high-riding models in production before the end of 2020.

The South Korean brand used this week's New York motor show to unveil the Genesis GV80, an SUV based on the G80 architecture that should see it rival models like the BMW X5, Mercedes-Benz GLE and Lexus RX.

Although just a concept at this stage, the GV80 is destined for production in the next two years as the larger of Genesis's two SUVs, as the brand looks to the luxury high-rider market for kickstarting some serious traction.

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SUV models make more than half the sales for brands like of Audi, BMW and to a lesser extent, Mercedes-Benz, meaning the introduction of an SUV for Genesis will provide a potentially high volume model that the brands currently lack.

The GV80 concept makes use of a plug-in hydrogen fuel cell powertrain which the company has so far not given any specific details for. More so, Genesis has confirmed it will unlikely make it to the production model at this stage.

Former Lamborghini designer and head of Genesis design, Luc Donckerwolke, says the concept SUV reflects the future of the brand’s aesthetic direction.

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“The GV80 Concept is an SUV that alludes to the confidence and evolution of the Genesis brand – its design is timeless, with an understated yet dynamic overall surface complexity,” Donckerwolke said.

“These are all characteristics that embody Genesis products and delicately reflect distinctive elements, which you’ll continue to see in future models from our brand.”

The most striking feature of the SUV's design is the quad lamp headlights, which Donckerwolke styled to emphasise the brand's insistence that headlights no longer need to not look like human eyes, but are technological feature all on their own.

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The concept SUV rides on 23-inch wheels and hosts a massive 22-inch infotainment screen that was first shown in the Genesis New York concept last year.

Genesis Australia will take all available models as they come, as part of the brand's local launch which starts later this year. The GV80 and its future smaller SUV sibling will be made available in right-hand drive.

The company's local arm will soon roll out the updated G80 (currently known as the Hyundai Genesis, above) and the smaller G70 by the end of the year, though exact timing is to be confirmed.