Genesis has not been around all that long, spun off in 2015 by borrowing the name of parent company Hyundai’s Genesis sedan, and in those short few years it has managed to carve out a niche for itself just as a couple of much older competitors from Japan, themselves luxury divisions of established automakers, seemed to stumble in an otherwise booming economic environment. And in another few years, Genesis will seek to reinvent itself again as it drops development of new internal combustion cars, racing to embrace the age of electrification far quicker than many of its more conservative competitors. It’s a daring plan, as the brand will be just a decade old when it intends for all of its new models to be electric-only.
Coming off the reveal of the GV60 crossover—its first electric model—the automaker laid out its electrification strategy in a short film previewing its plans for the future, as well as its first electric crossover that will arrive well before 2025.
“Our new electric lineup is the perfect platform to increase our interface with our customers,” said Luc Donckerwolke, chief creative officer at Genesis. “We aim to interact with all their senses. Our new architecture will integrate audacious technologies with breathtaking designs while providing sincere detail-oriented experiences. Warm and exquisite care will be our differentiator.”
Of course, in terms of timing non-electric Genesis models will remain in production for a few years after 2025, so there will still be some gas-engined models buyers will be able to take home from the dealership, with the brand aiming to become entirely zero-emission by 2030. That’s when production of the remaining gas-engined models is expected to end. By that time, Genesis plans to have a lineup of eight models, with an aim to achieve sales of 400,000 units per year.
Electric drivetrains aren’t the sole direction that Genesis intends to pursue in the coming years—hydrogen will play a role as well. We have Hyundai/Kia’s longtime interest in fuel cells to credit for this, interest that is showing no signs of fading as a couple of other early FCV champions are seemingly getting cold feet.
“To drive the shift to electrification, Genesis will focus on a dual electrification strategy involving fuel cell and battery EVs,” the automaker said. “Genesis will put an effort on developing pure electric technologies such as new fuel cell systems with higher power output, and electric systems that help improve efficiency. In addition, Genesis will devote itself to building next-generation technology that draws better performance and efficiency from lithium-ion batteries.”
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