Key Takeaways
- Genesis boss confirms that new hybrids are in the pipeline.
- Upcoming electrified vehicles will meet customer demand for efficient luxury vehicles.
- Genesis is the latest automaker to adjust its EV strategy, following in the footsteps of JLR, Mercedes-Benz, and General Motors.
In recent years, Genesis has introduced several new electric cars, such as the GV60, Electrified GV70, and Electrified G80. Despite this all-electric assault, the luxury brand plans to introduce new hybrid models to meet customer demand for cleaner, more efficient vehicles.
Speaking to Top Gear at the Goodwood Festival of Speed, where the Korean luxury marque debuted three new vehicles, Genesis Global Head Mike Song said that while electrification is still Genesis’ primary goal, “the market and the customers now want hybrid more than EV, so we really want to bring Genesis hybrid into the market as soon as possible.”
2024 Genesis GV70
- Base Trim Engine
- 2.5L Turbo Inline-4 Gas
- Base Trim Horsepower
- 300 hp
- Base Trim Torque
- 311 lb-ft @ 1650 rpm
- 0-60 MPH
- 5.8 sec. (2.5T) | 4.9 sec. (3.5T)
- Top Speed
- 149 mph
Not The First Automaker To Backtrack On EV Ambitions
Genesis is just the latest automaker to announce a revised EV strategy. Earlier this year, rival Mercedes-Benz said it would introduce a mix of hybrids and PHEVs to cater to customer needs. It said 50% of sales would come from EVs and PHEVs in the second half of the decade. GM, which owns Cadillac, plans to introduce PHEVs by 2027.
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Genesis has not confirmed which vehicles will receive the hybrid treatment, but Song said, “We will apply it to as many models as possible.” What the term ‘hybrid’ means remains to be seen, as many companies use the term to describe mild hybrids, traditional hybrids, and plug-in hybrids. We’re guessing Genesis will opt for a healthy mix of MHEVs and PHEVs. Hyundai and Kia offer hybrids, so the foundation for these powertrains is already there.
“Here in Europe five or six years ago, everybody was super nervous about things like CO2 penalties, and so a lot of decisions were made on that basis. Strategic decisions were made on that basis.”
– Tyron Johnson, Director of Vehicle Development for Genesis Europe.
Changes Are Necessary To Meet Customer Demands
We’d expect Genesis to electrify its most popular models first, such as the GV70 and GV80 SUVs and the G70 sedan. Initially, Genesis planned only to introduce electric vehicles from next year, but these plans have changed. “I think what we can say today, five years later, is that in large parts of the industry, we’ve actually overachieved. That gives us the opportunity to do things that perhaps five years ago may not have been possible. We’ve also learned a lot from a technical point of view in the last five years, and that opens up new possibilities,” remarked development lead Johnson.
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Genesis offers traditional combustion-powered engines and battery-electric drivetrains, with nothing in between. With the original strategy, Genesis planned to phase out ICE technology, negating the need for hybrids. But, since the buying public has shown great interest in hybrids, the automaker has no choice but to respond. “We’re constantly reassessing what it is that we’re doing, and sometimes you need to make slight adjustments,” added Johnson. As things change, manufacturers must respond to trends; otherwise, they will lose market share. Case in point: while Audi is also committed to an all-electric future, its latest electrification strategy includes a healthy mix of gas-powered vehicles, hybrids, and plug-in hybrids.
Source:
Top Gear
