In San Francisco this week, Genesis unveiled the GV90, an all-electric flagship SUV that represents not an imitation of European luxury but a deliberate reimagining of it on Korean terms. With coach doors that dissolve the boundary between outside and in, a cabin conceived as a living space rather than a cockpit, and safety systems that push into uncharted territory, the GV90 asks a quiet but consequential question: who gets to define what luxury means in the electric age. The answer Genesis is proposing is itself — and the world is watching to see if the market agrees.