2017 NYIAS: Genesis GV80 Hydrogen Fuel Cell Concept

Genesis Motors doesn’t exactly have the most diverse lineup in the industry. Hyundai may have only cut it loose as a standalone brand a couple of years ago, but its current showroom offerings amount to a full-sized luxury sedan and its little (midsized) brother. Genesis is working on fleshing itself out, though. The brand has plans to bring six new models to market before 2021 — including two all-important sport utility vehicles.

Providing us with a “subtle glimpses into the bold future,” Genesis has brought its GV80 Concept SUV to the New York International Auto Show. But if this is supposed to be a taste of what’s to come from Hyundai Motor Group’s premium luxury brand, there is reason to worry about its future. It isn’t because the concept is a plug-in hydrogen fuel cell electric — although a case could be made — but because the path its styling has taken is more than a little perplexing.

“There is a unique energy and diverse global culture to New York that is fitting for Genesis, and we are excited to unveil the GV80 Concept here,” said Genesis head Manfred Fitzgerald in an official statement. “This concept is an important milestone for the brand to share our vision of the future, introducing a further expansion of our product portfolio.”

Yesterday I saw a man wearing a rhinestone-encrusted Yankee’s cap going on a rant over the Vietnamese sandwich he had recently purchased, so I think know the specific type of New York energy and diverse global culture Fitzgerald is referencing.

“The GV80 Concept is a SUV that alludes to the confidence and evolution of the Genesis brand — its design is timeless, with an understated yet dynamic overall surface complexity,” said the brand’s head of design, Luc Donckerwolke. “These are all characteristics that embody Genesis products and delicately reflect distinctive elements, which you’ll continue to see in future models from our brand.”

I sincerely hope not, as the most distinctive elements are also the most offensive. If Genesis can point to elements of the GV80’s design and still sincerely consider them timeless, then there is something fundamentally wrong with its design team. Nothing about the bizarre criss-cross pillar graphics, 23-inch mesh alloy wheels, chain-link chrome grille, and twin-slit headlamps inspire a sense of perennial grace when combined on vehicle. If anything, the GV80 Concept’s styling looks like the end result of automotive Mad Libs than a singular vision.

It does, however, have a pleasant silhouette and Genesis claims the mesh wheels are a necessary measure to save unsprung weight — meaning they’ll never ever make it to a production model. It’s also hard to imagine those headlights passing regulations or the folded bodywork being cost effective.

The whole vehicle exists under a “Athletic Elegance” design thesis that attempts to merge on and off-road performance with high-end luxury, but the execution just feels so wrong — like an energy drink for old people when coffee should suffice. The GV80 is far too ‘xtreme to posit a sense of class and does not feel like a serious attempt to develop something that might make it into production. Even the official press materials provided were half-baked.

Mechanical details were nonexistent, the exterior rendering lacks any realism or polish, and the interior image shows the car parked facing the East River with the speedometer reading 103 miles per hour. That’s not a minor mistake. That’s either a complete lack of effort or a vindictive graphic designer who is trying to tell us something about the brand’s future.

[Images: Genesis Motors]