Pandemic Spells a Late Entry for Genesis' First SUV

Already in the unenviable position of having gone its entire life without the presence of a utility vehicle, the now-adolescent Genesis brand has one last hurdle to clear before it can join the rest of its peers.

That hurdle is a delay caused by the spring coronavirus shutdown — meaning that the long-awaited GV80 SUV and its revamped sedan platform mate, the G80, won’t make it to market this summer, as initially planned.

Genesis made the admission Thursday, claiming that even best-laid plans fall apart in the face of pandemics.

“Unfortunately, due to COVID-19 related delays in the U.S, we need to adjust our communication of the timing for their highly-anticipated arrival in the US Market to the fall of 2020,” Genesis said in a release.

A long time coming, the midsize GV80 was revealed earlier this year with two turbocharged powerplants and an interior that aims to impress. That, plus a fairly slinky body and a price meant to undercut rivals, are ingredients Genesis hopes lures buyers away from pricier German vehicles.

Both GV80 and next-generation G80 arrive as 2021 models, with Hyundai’s glitz division claiming 14,500 reservations in hand for the duo.

Soon to be joined by a smaller GV70 utility, the GV80 is crucial product. With only three passenger cars currently in its stable, Genesis’ market presence remains ghostly. Last year was the brand’s best to date; however, with only 21,233 units sold in the U.S., the marque’s market share in that country amounted to 0.12 percent.

Crossovers and SUV spell volume, but the anticipated sales surge will have to wait a little while longer.

[Image: Genesis Motors]