Genesis Brand Seeks Expansion, Will Go the Plug-In Hybrid Way

Genesis, the premium brand launched by Hyundai Motor Company, continues its expansion in the field dominated by BMW, Audi, and Mercedes-Benz.
Genesis New York Concept 7 photos
Photo: Genesis
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This time, instead of launching new models in a rush, the South Korean premium brand wants to introduce plug-in hybrids. After these models gain enough traction on the market, Genesis will also consider hydrogen fuel cell vehicles, but electrics were not mentioned.

The news comes from Dave Zuchowski, the CEO of Hyundai Motor America, in an interview with Automotive News.

Mr. Zuchowski believes that alternative propulsion solutions are the future of the automotive industry, and the luxury market will concentrate on these more than the mainstream manufacturers.

While Hyundai does have a set of hybrid, plug-in hybrid, and even a hydrogen fuel cell car, the newly-founded Genesis brand does not have cars of this type.

This situation will not stay for long like this, even if BMW, Mercedes-Benz, Lexus, and Audi have a multitude of hybrids and plug-in hybrids in their offerings.

Hyundai’s Genesis brand looks determined to tackle all the key segments of the premium market, and the plug-in hybrid niche is part of its plans. The first vehicle of the Genesis range to go on sale is the G90, also available in a long wheelbase version, followed by the G80. Next up, the G70 will be the last sedan confirmed for introduction in this brand’s portfolio.

According to the boss of Hyundai USA, by the end of the decade, Genesis will launch “a pair of crossovers.” These models might also follow the plug-in hybrid trend, but the executive refused to name the cars which will be available with the new drivetrain option.

Mr. Zuchowski considers plug-in hybrid models “a wonderful midterm strategy.” He explained that they provide “a lot of the benefits of electric vehicles, but with a safety net.” The safety net described by Hyundai Motor Company’s USA boss is the internal combustion engine of the plug-in hybrid models, which comes to life once the electric motors run out of energy from their batteries.
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About the author: Sebastian Toma
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Sebastian's love for cars began at a young age. Little did he know that a career would emerge from this passion (and that it would not, sadly, involve being a professional racecar driver). In over fourteen years, he got behind the wheel of several hundred vehicles and in the offices of the most important car publications in his homeland.
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