Genesis is making big moves to take on luxury rivals
Hyundai appears to be pushing full-steam ahead with both its new luxury Genesis marque as well as alternative powertrains, according to the latest rumblings of a Genesis EV. In an interview with Automotive News, Genesis senior vice president Manfred Fitzgerald openly admitted that an all-electric luxury car is on the emerging brand’s radar.
Genesis has said previously that it would launch six new models by 2020, and that it’s also planning to roll out plug-in hybrids. Fitzgerald didn’t clarify how the luxury Genesis EV fit into these plans, or even if/when it would come to the U.S., but the wheels are most definitely already in motion. For now, the Genesis G80 and G90 (formerly the Hyundai Genesis and Equus, respectively) are all we have to go by, but a smaller, sport-oriented model (positioned against the BMW 3 Series) rumored to be called the G70 is also in the works.
“We will definitely go as Genesis brand down the road of alternative propulsions and it is very, very obvious that EV is definitely on the map,” he told AN at a Korean auto show in Busan. “I think full electric cars will be the future in the auto industry.”
The Hyundai Genesis was a great car in its own right, but the new Genesis has been a lot more aggressive about beating luxury automakers at their own game. We’ve seen Genesis recruiting talent, sometimes directly from the competition, in a big way; Fitzgerald is himself the former brand and design director for Lamborghini, and both Luc Donckerwolke and Sangyup Lee have bailed on Bentley to join Genesis’ design bureau.
Adding an EV is yet another strategic move in Hyundai and Genesis’ chess game to gain ground on established luxury nameplates. Already, Genesis has vocalized its commitment to differentiating itself from Hyundai with unique styling and exclusive rear-wheel-drive platforms. But the brand is wise to move quickly on an EV of its own, just as competitors like Audi, Mercedes-Benz, and BMW are rushing to bring their own pure EVs to market.
This revelation comes on the heels of reportsthat Hyundai is planning its own 200-mile all-electric vehicle in 2018. This year the Hyundai Ioniq Electric will come to market with about 110 miles of range, but that is almost certainly just the tip of the iceberg. No doubt bigger, better, and greener things are on the horizon for both Hyundai and Genesis.
Source: Automotive News (Subscription required)