More electric SUVs and a stunning hero model: What Genesis needs to succeed and compete with BMW, Mercedes-Benz and Lexus | Opinion

Genesis is ushering in its future with the launch of the GV60, Electrified GV70 and G80, its first three electric cars, but it’s still early days for Hyundai’s luxury brand.

Genesis has done well to avoid the pitfalls that typically strike new car brands in Australia, particularly luxury brands, but it’s still only in its fifth year in the local market - never forget Nissan’s Infiniti lasted seven years before it officially threw in the towel.

That’s not to suggest Genesis is headed towards the same fate as Infiniti, because the South Korean brand has enjoyed steady growth and has expanded into the right areas (i.e. SUVs). But there’s still work to be done for the brand to have a chance to establish itself as a long-term luxury player in the Australian market.

While it takes time for any new brand to establish its name and reputation, one of Genesis’ biggest strengths is the fact it’s an all-new car company. It’s not constrained by history or tradition so it doesn’t have to hold on to legacy models in increasingly less competitive markets, like BMW and Mercedes-Benz need to. 

The challenge though, is the brand has launched at a time of transition for the industry in terms of electrification and other alternative fuels. But for many luxury customers, they want the familiarity of internal combustion, so Genesis will need to walk a fine line for the next few years of balancing its need for the immediate and the future.

So far it has done a nice job with its current line-up offering traditional sedans (G70 and G80) and new SUVs (GV70 and GV80) but there are a few key models we’d like to see in the Australian market to set-up its long-term future.

Genesis hasn’t revealed its future plans but has committed to six electric vehicles or hydrogen fuel-cell vehicles (HFCV) by 2030, and will be all-electric after that date, so we do have a good idea what to expect. 

GV50 - A small SUV

The launch of the much-anticipated GV60 in Australia will be a big one for Genesis, but its similar sizing to the mid-size GV70 leaves the Korean brand with a bit of a small SUV gap.

Let’s call it the GV50, which could be a small, Hyundai Kona-sized luxury SUV that would give Genesis an entry-level model to compete with the likes of the Audi Q2, BMW X1, Mercedes GLA and Volvo XC40. 

While it doesn’t have to be electric, as that would naturally have an impact on pricing, it would certainly help to cement the brand as forward-looking. Plus, given the GV60 is based on the Hyundai-Kia Group ‘e-GMP’ platform that’s scalable, it’s likely smaller EVs will be on the agenda eventually.

GV80 Electrified - A large electric SUV

We’ve seen both the GV70 SUV and G80 large sedan get the ‘Electrified’ treatment, so the next logical step would be to offer its BMW X5-sized SUV, the GV80, with an electric powertrain too.

This would give the brand a rival to the likes of the Audi e-tron, BMW iX and Jaguar I-Pace, not to mention the expected rivals that are around the corner. 

The Electrified GV80 would also fit into the brand’s electric focus too, with Genesis adamant that it wants to be seen as a forward-thinking luxury brand.

GV90 - An upper-large electric SUV

Hyundai has already confirmed the Ioniq 7 is coming and Kia has teased an EV9 is in its future, so the idea of a large, luxury, electric SUV from Genesis seems like a no-brainer. Likely to be called the GV90, this would also benefit from the modular e-GMP platform as the entire South Korean conglomerate expands its electric offerings.

Not only would it give Genesis a rival to the Tesla Model X and upcoming Mercedes EQS SUV, but also to the likes of the BMW X7 and Range Rover, if the brand wants to aim high.

HFCV - An appealing hydrogen fuel-cell model

Parent brand Hyundai has been a vocal proponent of HFCV, introducing the Nexo to the local market - albeit in limited numbers.

It's also on the record about wanting to introduce a HFCV for the Genesis brand. While the jury is still out on the practical benefits of hydrogen in Australia, given the limited investment in the required refuelling infrastructure, introducing such a model would mark Genesis out as a forward-thinking brand that's willing to push boundaries.

Speedium - A future hero 

While it wouldn't be a big volume model, it's critical for the brand to introduce a hero model - sooner rather than later.

While the future should be built around electric SUVs, Genesis needs to build a car that forces people that are ignoring it to sit up and pay attention.

It's certainly possible for the company to design something like that, as we've already seen the stunning Essentia and Genesis X Speedium concepts. Either of these electric coupes would make a great hero model to act like a beacon for the rest of its expanding range.

Alternatively, Hyundai and Kia have been experimenting with hydrogen fuel cell and electric hybrids for several years, as we’ve seen recently with the Hyundai N Vision 74 - could it be a preview of what’s to come from Genesis…