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Genesis is putting Hyundai Motor Group’s software-defined vehicle strategy into production with the new GV90, which introduces the group’s Pleos Connect infotainment platform alongside an integrated app marketplace and generative AI assistant.
Pleos Connect is based on Android Automotive OS and has been designed specifically around Hyundai Motor Group’s future software-defined vehicles. Rather than limiting the infotainment system to applications installed by the manufacturer, GV90 owners will be able to download third-party vehicle apps directly through the Pleos App Market.
The app store is particularly significant. Hyundai Motor Group introduced Pleos as part of its broader software strategy in March 2025, but its arrival in a production flagship gives the company an opportunity to build a proprietary automotive application ecosystem on top of Android Automotive — maintaining control over how apps are distributed and presented to customers.
Genesis is also adding conversational AI through Gleo AI, Hyundai Motor Group’s onboard generative AI agent. Occupants can interact with the assistant using natural language to search for information and access vehicle controls, bringing AI directly into the cockpit rather than treating it as a standalone feature.
The software layer extends beyond infotainment. The GV90 introduces a cloud-based battery management diagnostic system that monitors battery health in real time and can identify potential abnormalities before notifying the driver. A wireless battery management system is also used to improve battery packaging efficiency.
Genesis has even redesigned one of the most basic interactions with the vehicle. The GV90 becomes Hyundai Motor Group’s first model to use its new Power Control System, eliminating the traditional start button: the vehicle activates when a passenger pulls the door handle, while the gear selector becomes available once the door closes.
For the connected-car market, however, Pleos App Market may prove to be the GV90’s most important feature. Hyundai Motor Group is no longer simply adopting Android Automotive as an infotainment operating system; it is building its own distribution layer on top of it. As Pleos reaches more Hyundai, Kia and Genesis vehicles, that could create another major addressable platform for automotive app developers and content providers.
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