Look, I like electric vehicles a lot. I will own at least one in the future, who knows, maybe several? However, when a successful car company like Genesis says they are going to go all electric, I think that is a big mistake. Why alienate those who are not ready to go electric? This car company today is selling every gas vehicle they can build, but they didn’t ask my opinion.
Genesis Announces EV Strategy
Genesis recently announced a blueprint of its plan to offer a purely all-electric lineup by 2025. It's a dual-electrification strategy involving both fuel cell and battery powered vehicles. The brand shares its vision and showcases the upcoming all-electric GV60 along with other various concepts in its vision statement film, “Futuring Genesis" that was live streamed last week.
Genesis also outlines its plans in a press release. The brand says since its launch in 2015, it's been focused on bringing positive changes to customers’ lives. The brand continues by saying that with today’s drivers making more responsible choices towards a better future, Genesis is setting a new direction for the brand and taking steps to create a more sustainable future for driving.
“Genesis has been on an intensive, bold and successful journey, successfully establishing itself as a truly global luxury brand,” said Euisun Chung, Hyundai Motor Group Chariman. “Genesis is once again at the starting point of another audacious journey - the journey towards a sustainable future.”
Purely Electric From 2025
Genesis says all of its new vehicles will be all-electric from 2025. Part of its dual electrification (fuel cell and battery) strategy involves developing higher power output fuel cell systems and electric systems that help improve efficiency. The automaker also plans to work on building next-generation technology that draws better performance and efficiency from lithium-ion batteries.
Genesis says its goal is to build an eight model EV lineup and expects global sales to reach 400,000 units per year. The GV60 is the brand’s first electric vehicle based on a new, dedicated, E-GMP (Electric-Global Modular Platform). It rolls out later this year in Korea, before arriving in the U.S. in 2022.
2023 GV60. Credit: Genesis.
Carbon Neutral From 2035
Genesis is also the first Hyundai Motor Group brand to announce its goal to pursue a carbon neutral brand by 2035 - a transition it plans to make by innovating its entire value chain, beginning with raw materials, vehicles, and parts and extending to all work sites and production plants. To become carbon neutral, Genesis says it will establish itself as a 100 percent zero emission vehicle brand by 2030 with the aforementioned eight vehicle all-electric lineup.
Future Vehicles
In addition, starting with GV60, Genesis says it will continue to provide sincere interactions with its customers through its EV lineup and for its drivers as a luxury brand. The company says it sees the new electric lineup as an exciting platform to improve the way it interfaces with customers, while Genesis’ new architecture will integrate audacious technologies and breathtaking designs into its vehicles, providing truly detail-oriented experiences.
Genesis future concepts include vehicles with Stage Doors, which open the front and rear doors in the opposite direction without a B-pillar. Rotating Swivel Seats and mood lighting create a sense of comfort surrounding the driver, while climate control is taken care of by the new heating system inspired by the Korean “Ondol” heating. The brand also presented an improved high-fidelity sound system that makes drivers and passengers feel like they’re sitting on stage with the orchestra.
“I am extremely excited to announce the new vision of Genesis for a sustainable future as we open a new chapter in our history,” said Jay Chang, Global Head of Genesis. “As we continue to design a new dimension of customer experience and build an authentic relationship with our customers, Genesis will take audacious steps to lead the age of electrification into the sustainable future.”
2023 GV60. Credit: Genesis.
“Our new electric lineup is the perfect platform to increase our interface with our customers,” said Luc Donckerwolke, Chief Creative Officer of 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.”
Along with the launch of its vision film, Genesis also has a new global brand campaign film, “Designed for Your Mind.” It's designed to communicate the full range of experiences that Genesis puts into its vehicle designs, services and more while evoking a variety of emotions using epic visuals and sounds from nature.
Genesis goes on to say it hopes the film will help drivers envision what a luxury automotive brand can offer them, by delivering a tranquil and harmonious driving environment to balance the challenges of a fast-paced urban life. As a luxury brand, Genesis says it interprets design in a broader sense as a unique and lasting tool to shape a better world.
MY TAKE:
Hyundai, you are on a roll with Genesis, making beautiful vehicles people want to buy. Slow down. Ease into the electric world, don’t draw the line in the sand and put all your eggs in one basket. Give people the choice of gas or electric. It’s just a good business decision.
Photo Credit: Genesis
