Genesis Will Offer Plug-ins ASAP, Hyundai CEO Says
The newest luxury marque is already pursuing an electrification strategy to compete with the Germans.
Genesis, the upstart luxury division of Hyundai, rolls out its first vehicles this year, and plug-in hybrid models will soon follow, reports Automotive News.
The effort is all about battling competitors BMW, Mercedes-Benz and Porsche on their own turf. Those luxury automakers are planning to increase their hybrid offerings in a market seen as more receptive to plug-ins.
“We believe alternative-propulsion engines are going to be really important — even more important in the luxury market than they are in the mainstream market,” said Dave Zuchowski, CEO of Hyundai Motor America, in an interview with Automotive News.
Plug-in vehicles have gained ground in the luxury market recently, while sales of hybrids in all others have stagnated or fallen.
Genesis has to hit the ground running if it wants to make a name for itself in the luxury market, but the brand’s hybrid New York concept wowed many, including TTAC’s Bark M, at the New York Auto Show.
Zuchowski wasn’t forthcoming about what Genesis models will receive a plug-in version. The first two Genesis-badged models to go on sale will be the full-size G90 (formerly the slow-selling Hyundai Equus), and the midsize G80 (formerly the Hyundai Genesis).
Genesis will fill out its model range with a G70 compact sedan, scheduled to appear in the near future, and two crossover models that are still a few years away.
[Image: Hyundai Motor America]
Tesla has made the very idea of plug-in propulsion fashionable and desirable. If Hyundai is doing it, it's only a matter of time before everything in the premium segment is availible as a plug-in.
I didn't think the premium plug-in market would succeed, but it has. Hyundai/Kia/Genesis needs to make driveability of their hybrids and plug-in hybrids a top priority. BTW, I hadn't heard of the mythical G70 until now. Maybe an EV version of it could succeed if they produce one.
Hyundai will do it. Thanks to their awesome interiors and better-than-Lincoln-and-Cadillac execution, they will make PHEV more competitive than GM and Ford. That is till The next president slaps huge tariffs on them and a Genesis is suddenly not as competitive as some other vehicles being sold here.