Genesis is the newest major luxury car brand and, as such, has the zeal of the recently converted, making excellent, attractively styled vehicles at good prices with an eye toward making established players like Lexus, Mercedes, and BMW sit up and take notice. Genesis‘s latest splash is a performance station wagon, which is not the kind of car that will cause any great consternation at Porsche but does check a box on Genesis’s long road to respectability.

The G90 Wingback Concept was unveiled this week as part of the brand’s 10th anniversary and the launch of Magma, a performance line of Genesises that is targeting BMW’s M cars, Mercedes’ AMG cars, Lexus F cars, and the like.

Genesis did not reveal powertrain details of the G90 Wingback Concept, but it probably won’t be light in that department. Instead, the carmaker emphasized the new concept’s styling, inside and out. There are larger air intakes up front, flared wheel arches for a wider stance, and 22-inch wheels fitted with skinny low-profile tires. In the back, there are two spoilers. Inside, the car is adorned in Chamude, which Genesis says is a “suede-like material” and has lots of Magma-only touches, including the stitching and line’s logo on the seats.

The G90 Wingback Concept is needed, Genesis said, as a sort of counterweight to the vast and seemingly unending proliferation of SUVs. The brand also thinks it’s a good time to buy low on non-SUVs.

“At the moment, there is, let’s say, a multiplication of SUVs. And this fast growth will create a saturation,” Luc Donckerwolke, who is chief creative officer of Genesis, said in a statement. “This is when other typologies of cars are going to become attractive again. This is why I strongly believe in not having a typology monoculture.”

Genesis has its own comprehensive lineup of luxury SUVs, too, of course, including the all-electric Electrified GV70. The carmaker also has a similar lineup of sedans; a performance division on the rise; a racing team and race car on the way; some stunning convertible, GT, and coupe concepts; and even an ultra-luxury full-size SUV concept that, one day, might be a Rolls-Royce Cullinan challenger, like what Toyota is now doing with Century.

You can say this about Genesis: It’s a real luxury automaker—and still just 10 years old. So here we go.

Click here for more photos of the Genesis G90 Wingback Concept.