Genesis Plans Luxury Off-Road SUV and New Hybrid Models

Genesis, the upscale subsidiary of Hyundai, is set to challenge the dominance of iconic luxury SUVs like the Mercedes G-Class and Land Rover Defender. The brand is currently working on a new off-road-oriented luxury SUV that promises to be "infused with the spirit of adventure."

An Innovative Off-Road Luxury SUV

This forthcoming SUV aims to capture the rugged yet posh essence of adventure vehicles, drawing inspiration from the Genesis X Gran Equator concept revealed at the New York Auto Show earlier this year. According to Luc Donckerwolke, Genesis's Chief Creative Officer, the enthusiasm from consumers suggests a strong desire for such a model.

Elevating the Genesis Range

The as-yet-unnamed off-road SUV is part of Genesis's larger strategy to broaden its model lineup significantly. The brand aims to elevate its annual sales from approximately 225,000 units to an ambitious 350,000 by the end of the decade. Alongside the new SUV, current models such as the GV60 electric hatchback and the Electrified GV70 SUV highlight their commitment to both performance and sustainability.

Exciting Additions: The Genesis GV90

In a recent presentation, Hyundai CEO José Muñoz announced that Genesis would concentrate its efforts on several key pillars, one of which is high-end SUVs. This initiative includes the development of a flagship luxury SUV, likely named the Genesis GV90. Early prototypes have already been spotted, hinting at its impending launch, characterized by its “majestic presence.”

Innovations in Automotive Luxury

Genesis is also exploring the option of an elegant convertible based on the stunning X Gran Convertible concept. This reflects the brand's commitment to offering various luxurious options that resonate with customers’ desires.

Personalized Luxury Shopping Experience

To further enhance its appeal, Genesis will introduce a unique personalization program tailored to individual customers. This initiative aims to ensure that every detail—from materials to colors—reflects customers’ personal stories and identities, creating a bespoke vehicle that feels uniquely theirs.

Performance Meets Elegance: The Magma Sub-Brand

Genesis is also gearing up to debut its high-performance sub-brand, Magma. This new venture encompasses not only sporty road cars but also the newly formed Magma Racing Team, which will compete in renowned events like the 24 Hours of Le Mans starting in 2026. Projections indicate that Genesis’s high-performance models will produce an impressive minimum of 600bhp, with some variants potentially exceeding 1,000bhp.

Hybrid Models: A New Era for Genesis

Currently, the only model in Genesis's lineup that offers a conventional petrol option is the GV70 SUV. The brand's electric-only offerings include the GV60 coupe and G90 saloon. However, in a move that resonates with eco-conscious buyers, Muñoz confirmed that the first hybrid-powered Genesis will debut in 2026.

Range-Extender Technology

Additionally, Genesis is preparing to introduce range-extender powertrains. These systems promise to offer an electric vehicle (EV)-like driving experience, equipped with a combustion engine designed to eliminate range anxiety. Hyundai’s innovative EREV (Extended Range Electric Vehicle) technology is set to deliver over 600 miles of range, providing an optimal balance between performance and practicality.

Meeting Diverse Customer Needs

With the automotive landscape continually changing, Genesis aims to meet evolving consumer expectations. According to Muñoz, “This diversity ensures that we navigate market conditions successfully and help customers find the best fit for their lifestyle.” This commitment to flexibility, paired with attention to customer preferences, is pivotal for the brand's growth strategy.

The Future Platform and What It Means for Customers

Genesis plans to launch a next-generation platform by 2028 that will support hybrid, electric, and range-extender powertrains. This innovative platform is anticipated to maintain Genesis's hallmark design and performance identity while taking advantage of the broader capabilities within the Hyundai Motor Group.

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Conclusion

In conclusion, Genesis is on the cusp of a transformative period. With plans for a luxury off-road SUV, a flagship GV90, innovative hybrid technologies, and a focus on personalized luxury, the brand aims to carve out a prominent space in the competitive automotive market. As they evolve, Genesis continues to prioritize quality and the unique preferences of their discerning clientele.