Genesis, the luxury brand owned by Hyundai Motor Group, is planning to step up its game in the high-performance electric vehicle (EV) market in order to compete with European and American rivals. In a recent interview with Autocar, Mark Choi, the head of Genesis Global Advanced Design, confirmed that the brand would not simply rely on rebranding and reoutfitting models from its parent companies, but instead focus on differentiation to truly compete.
According to Choi, the brand’s X concepts released over the past few years will serve as the inspiration for the upcoming high-end performance EVs, with influences already evident in the design of models such as the G80 and GV70. While it remains uncertain whether the X concepts will be produced, Choi stated that they had received positive feedback and that the brand was exploring the feasibility of their production.
If the brand decides to move forward with production, the resulting EVs are expected to rival those of other luxury brands. However, Choi clarified that Genesis does not intend to create a high-performance sub-brand like Hyundai’s N division. Instead, the brand aims to develop “effortless” powertrains that provide enough power to satisfy the luxury experience without sacrificing comfort.
As Choi explained, “We want to separate ourselves on the more high-performance side…but we do talk about developing ‘effortless’ powertrains – enough power to be enjoyable in all circumstances, and which satisfies the luxury experience.” This suggests that Genesis aims to deliver a different kind of performance that emphasizes luxury and refinement rather than raw speed.
Indeed, as electric technology becomes more prevalent, speed and power are becoming easier to attain. However, Genesis appears to be taking a different approach by focusing on the true luxury appointments that will help its EVs stand out. As Choi noted, “In almost every way, electricity is the perfect platform for luxury vehicles…propulsion that embodies the ‘luxury’ experience.” By emphasizing this luxury experience, Genesis may be able to carve out a unique niche in the EV market that sets it apart from its competitors.
Overall, Genesis’ plan to develop high-end performance EVs is an exciting development that could shake up the luxury car market. By focusing on differentiation and luxury appointments rather than simply chasing speed and power, Genesis may be able to offer a unique experience that appeals to discerning luxury car buyers. As Choi stated, “We are not keen on a high-performance sub-brand or anything like that…we talk about developing ‘effortless’ powertrains – enough power to be enjoyable in all circumstances, and which satisfies the luxury experience.” It remains to be seen whether Genesis will be successful in its endeavor, but it is certainly a brand to watch in the coming years.
