By on May 12, 2021

Genesis teased the rather handsome G70 Shooting Brake (wagon) this morning, highlighting the brand’s ability to design sophisticated automobiles that don’t need to compete directly with the cost of your home. Unfortunately, just about every automaker on the planet has decided that wagons have no business in America. This includes Genesis. The manufacturer made it clear that the liftback G70 was designed specifically for Europeans.

While the body style used to be the king of the road, it was supplanted by the minivan in the late 1980s. By 1996, the last American full-size wagons (Buick Roadmaster and Chevrolet Caprice Classic) were discontinued. The region had lost its taste for them and the industry has been operating under the assumption that the feeling has gone unchanged for thirty years. Aren’t we due for a resurgence? 

While we had a surge of cool dads purchasing imported wagons in the early 2000s, almost every one of them upgraded to an SUV as their kids got larger. North America’s long, straight, and sometimes shabby roads also give wagons less of a competitive advantage on road trips. Many decided to prioritize interior volume and longer suspension travel, leaving wagons to become niche items catering specifically to driving enthusiasts wanting more space. That leaves the entire segment to a small number of Europhiles, automotive writers, those with eclectic tastes, and younger couples with some extra cash.

But that seems to be exactly who Genesis is targeting with the G70 Shooting Brake. Sadly, the brand floating us a couple of dozen just to see how it plays on the market isn’t cost-effective unless it’s a colossal success — and there’s very little evidence that it would be. Meanwhile, crossovers have filled just about every conceivable space more traditional wagons could have occupied. Whatever sliver of the market that has been left to their more sporting alternatives would likely be all the G70 could hope to snag.

From Genesis:

The G70 Shooting Brake will be an important model for Genesis. As a premium car, it will offer customers greater practicality, especially in Europe, and it will further expand the Genesis lineup to meet various customers’ needs.

The G70 Shooting Brake is the same size as the new G70, measuring in at 4,685 mm long, 1,850 mm wide and 1,400 mm tall, with a 2,835 mm wheelbase. Meanwhile, the luggage space is 40 percent larger than the G70 sedan and its rear seats can be split-folded in versatile 4:2:4 format.

Inheriting its design from the new G70 sedan, the G70 Shooting Brake’s signature Crest Grille is set lower than the Quad Lamps, which spread outward evokes a sprinter’s pre-race posture and highlight the model’s athletic design.

When viewed from the side, the combination of the single-piece glass hatch that extend to the rear and the “floating type” integral spoiler creates a unique impression to the exterior that communicates the G70 Shooting Brake’s athletic intent.

Everything else seems to be lifted directly from the G70 sedan with an obviously premium bent. Were it to come to our market, that would likely include the 252-horsepower 2.0-liter turbo or the juicer 3.3-liter V6 pushing 365 hp. But Genesis has not issued any information on the Shooting Brake’s powertrain options in Europe.

Maybe it’s not right for our neck of the woods. But some of us are dying for some fresh designs to populate our highways. What say you? Would you like to see the G70 wagon grace our shores or is this one better left to Europe?

[Images: Genesis]

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54 Comments on “QOTD: Should North America Have the Genesis G70 Shooting Brake?...”


  • avatar
    ajla

    “The manufacturer made it clear that the liftback G70 was designed specifically for Europeans.”

    Is European Genesis volume high enough to justify a unique variant?
    I actually think if they sold it here, *total* US volume would be about equal to how many they sell on Europe.

    • 0 avatar
      DungBeetle62

      Yeah, that seems to be the million-dollar question. How many to they expect to sell in Europe, really?

      That Genesis has gone so all-in on sedans just as others are exiting the segment makes me want to see them do it. “Go where the competition isn’t” They just need to have real-world expectations on what they’re planning to sell.

      And unlike what so many post in situations like this. No, I would not buy one if they did.

      • 0 avatar
        bd2

        Reason why Genesis still invest heavily in sedans is because of their domestic market – 6-8k G80 sedans sold monthly.

        The G70 Shooting Brake will also be sold in Australia, but don’t think the overall volume will be that great without an electric (as long as there is good enough supply, the GV70 will sell better in part due to the electric variant) or hybrid.

    • 0 avatar

      Discuss all you want. We don’t get wagons because SUV/CUV are “trucks” for cafe so our “wagon” will always be on stilts with a flat floor….

  • avatar
    Oberkanone

    Yes!

  • avatar
    Daveo

    No, for two reasons. 1. It looks like a potato on wheels. 2. Americans have made it pretty clear they don’t want any wagon that doesn’t have some sort of lift making it a “CUV”.

  • avatar
    wjtinfwb

    I’d love to see the G70 wagon here in the US. Doubtful they’d sell a lot of them but it would provide Genesis with something truly different from their competition and probably generate additional showroom traffic that might drive out in a GV80 if the wagon was deemed too small. If available with the turbo V6/AWD for under 50k, I’d absolutely be looking at it and seriously consider.

  • avatar
    Land Ark

    No. They’d ruin it like Buick did with the Regal TourX with the plastic cladding.
    I just got a text from my friend saying how he’s in love with some crossover he took a photo of and he asked me what it is. I have no clue what it is and I can’t for the life of me understand why he thinks it’s any more attractive than an Escape or CX3 or any other of the litany of cookie cutter crossovers.
    Wagons don’t sit high enough for people with bad backs. Therefore they shouldn’t exist.
    While I love my wagon and wagons in general, I wouldn’t be able to justify the price of this since the only wagons/shooting brakes they ever bring are premium priced, obviously no one wants to buy them. Or they raise them 1/8″, tack on the cladding, and call them crossovers.
    I’ll again point out that the Toyota Corolla until recently had more ground clearance than the Toyota CHR.

    Gah! Sorry, this went off the rails.

    Answer: they shouldn’t bother

  • avatar

    Nope, don’t waste your money bringing it here. The tiny market for medium-size near premium wagon is served by Volvo and slightly by Subaru.

  • avatar
    Add Lightness

    It is not nearly as gorgeous as the Alfa 159 wagon which is only 3 years away from the 15 year rule in Canada so I will hold off for another 36 months for a the world’s prettiest long roof car.
    Not to mention 159s usually have 3 pedals……

  • avatar
    jack4x

    Stop trying to make wagons happen.

    The people that want them don’t buy new cars.

    The people who buy new cars don’t want them.

    The things that matter to almost all car buyers are done better by CUVs.

    • 0 avatar
      Scoutdude

      Stop making sense, this is TTAC where common sense is frowned upon. Don’t you know mfgs should be really concerned about what the people who buy used cars will want in 3-5 years?/s

      • 0 avatar

        Funny you say that, an car Twitter person just said *exactly* that to me.

        Don’t you just want to see these on the used market, who cares if they lose money on it?

        • 0 avatar
          ajla

          “who cares if they lose money on it?”

          Unless you work for Hyundai I kind of understand that point. A bad business decision from them isn’t any skin off my hide. If they could be convinced to do a manual G70 maybe they could be convinced on this.

        • 0 avatar
          jack4x

          The whole “used manual wagon” snob is such an odious, whiny character to me that I almost feel better seeing them not get what they want.

          I realize the self-serving justification only works in my own head, but I see V8s and manual transmissions differently because I actually pay real money for these things new, and I have zero interest in a new wagon.

          • 0 avatar
            ajla

            The indescriminate hard-on the automotive press has for wagons and diesels is annoying.
            It’s to the point I won’t even watch/read a review on those things because I’m not interested in seeing another tongue bath.

    • 0 avatar
      turbo_awd

      I bought a new Legacy GT wagon in 2005. Drove it for 14 years. Bought a new Stinger in 2019, because I couldn’t find a decent wagon that was fun and affordable. Depending on rear seat leg room (kids need a spot), I’d ditch my Stinger for this at a $5K loss in a heartbeat. LOVE me some wagon, and I buy new cars.

    • 0 avatar
      slap

      I’ve bought four wagons new – including my newest one.

      And no – a CUV is *not* better for what I use my wagons for.

    • 0 avatar
      jdmcomp

      Volvo, Mercedes, VW, Audi, Subaru beg to disagree.

  • avatar
    Superdessucke

    OMG Yes!!

  • avatar
    FreedMike

    Would I like to see it? Sure.
    Would I buy it? Probably not.
    Will they bring it over? No.

    • 0 avatar
      JMII

      Same here. Cool vehicle but nothing I would buy and the US market doesn’t want station wagons.

      Funny just the other day I get a letter from my local Genesis dealer offering me a lease deal on one of their SUVs. Apparently they learned of my current payments and were trying to get me to switch. I guess their data collection failed to catch my current vehicle is a sports car and I want nothing to do with a lux SUV. I bet the payments are the same which is all they sell on anyway.

      • 0 avatar
        FreedMike

        @JM:

        This isn’t really a station wagon, though. There IS a market for upscale wagons, as long as they’re trying to imitate a SUV. Think Audi Allroad, Volvo V60 Cross Country, etc.

    • 0 avatar
      ajla

      On the Stinger, the hatch is a handy thing to have. However I do wonder the impact on rigidity. If you drive the Kia and G70 back-to-back the Genesis has better stiffness (although the overall smaller size may help there as well)

  • avatar
    dal20402

    Nope. All but a few Americans have determined that they want high ride height. The people who buy things like this in Europe will buy a GV80 or the future GV90 here.

  • avatar
    cimarron typeR

    No. Because it won’t be brown of come with a manual. Even then I still wouldn’t buy it. But being on interwebs mean I have to clamor for it and then try to buy it used 4 years from now.
    What I would buy right now is a g70 2.5t manual sedan.

  • avatar
    Arthur Dailey

    Having owned 3 of them, I will stand by the traditional definition of a shooting brake as a ‘2 door station wagon’.

    As others have said, minivans overtook station wagons in the marketplace, because a minivan can do most things that wagons were used for, better than a wagon.

    Unfortunately, marketers have managed to convince a large section of the public that they ‘need’ AWD/4WD, and therefore an SUV/CUV has become more desirable than a minivan.

    As to the G70 Shooting Brake, I like its looks and the idea behind it but agree that in North America it would sell about as well as the Fiat 500L.

    • 0 avatar
      Scoutdude

      “Unfortunately, marketers have managed to convince a large section of the public that they ‘need’ AWD/4WD, and therefore an SUV/CUV has become more desirable than a minivan.”

      No it was the public that convinced the mfgs that SUV/CUVs were much more profitable. Seriously Ford never expected the Explorer to become the best selling passenger vehicle, nor did they expect it would have the highest absolute profit per vehicle. But that is what happened demand outstripped initial supply and buyers wanted and were willing to pay top dollar for ones loaded up with options. Meanwhile those minivan buyers liked them basic and cheap.

      • 0 avatar
        Add Lightness

        I blame Focus Groups and their sway on marketing.
        Would you like 4wd since you may use it once every 3 years? ….why yes that would be nice.
        Would you like a 7 passenger vehicle since you may need to carry 4 people and some luggage once a year? …why yes that would be nice.
        Would you like 300 HP since that would take any planning out of merging? … yes that would also be nice.
        And hence North America has the most impractical vehicles in the world.

        • 0 avatar
          ajla

          I’m fairly certain focus groups didn’t make people prefer fast and large things. General preferences for those attributes existed even before cars did.

        • 0 avatar
          DungBeetle62

          You can add one from here in the South with those driving behemoth trucks…

          Would you like something with great towing capability… in case you might someday have money left to buy a boat or camper after paying $60K for a truck?

          Hoo-boy, you betcha!!!

      • 0 avatar
        Arthur Dailey

        And marketers haven’t spent hundreds of millions of dollars portraying SUVs/CUVs as ‘rugged, go everywhere’ vehicles, which are ‘safer’?

        Companies don’t pay money to ‘trend setters’ and ‘social media influencers’?

        The advertising industry is so large because it works. People can be convinced of things. Such as what they ‘need’.

        The original Explorer was a ‘flawed’ vehicle. But the marketing of it was exceptional.

        After that, yes the marketplace did change. But with the requisite, behind the scenes push/advertising when manufacturers realized how much they could profit from this vehicle segment.

  • avatar
    Rocket

    No. As much as I love wagons, even I would buy the GV70 ahead of the G70 wagon. I think Genesis will find that many Europeans feel the same way. I respect them for trying though.

  • avatar
    stuki

    When speed limits are low enough to render virtually all dynamic advantages a Panamera may have over a rigid stepvan entirely moot, there’s no longer all that many advantages left for vehicles less tall than the average double decker bus.

    Of course, when this causes everyone to solo commute in double deckers, the huh?-brigade running Idiotopiacan of reliably be counted on to respond by lowering speed limits for Panameras and Hayabusas…. Wouldn’t be a proper Idiotopia without the Idiots, after all.

  • avatar
    wolfwagen

    They should bring it here.
    The rear 3/4 view reminds me of the MB 300/400 Wagon.
    If it sells for less than the MB and Volvo they may have something.

  • avatar
    Blackcloud_9

    The short (petrol head) answer is yes, they should bring it here. Looks great, handles well, more practical than the sedan it is based on.
    The short (real life) answer is no, because it will never sell.
    You stated “By 1996, the last American full-size wagons (Buick Roadmaster and Chevrolet Caprice Classic) were discontinued.” What about the Dodge Magnum (2004 – 2008)? I believe this qualifies as a full sized wagon.

  • avatar
    tallguy130

    I want it, I want it, I want it!

    (They would likely sell 4 of them here)

    (..I also can’t afford it)

  • avatar
    Mike-NB2

    I’ll be 55 in a couple of months and I really hope to live to see the end of the CUV/SUV craze. As kids grow they’ll reject what their parents drove, just like what happened to wagons and then minivans. Then maybe they’ll see these really cool long-roofed cars and say “Ooo… I want one of those. I will die happy.

    My opinion: wagons are the best looking body style available. Except that they aren’t available, so there’s that, I guess.

    • 0 avatar
      slavuta

      Before SUV evolves into a wagon, the next stage will be big SUV-small engine. Once people will be tired of 12sec 0-60 runs they will go smaller, lighter cars

  • avatar
    monkeydelmagico

    Nope. Not in Europe either. Euros be catching the SUV love affair so wagons will go extinct there too.

  • avatar
    conundrum

    Genesis gave up flogging cars in Europe four or five years ago, following no sign of sales activity whatsoever for the Hyundai Genesis-es. They sold 75 in the UK in their last year, likely mostly to head office employees at giveaway prices. A total failure.

    They are now again setting up dealers for the new pure Genesis, no Hyundai in the title, brand. This wagon is what they’re using as the bait to try and get dealers to sign up. Just as here, CUVs are what sells in Europe, so why they’d show a niche model to entice dealer investment over there is beyond me. It makes little sense.

    Bringing it as a wagon model to North America makes even less sense than to attempt it in Europe. BMW and Mercedes have the “luxury” market tied up over there with Audi nipping at their heels. Tesla’s in the mix in a minor way as the big boys electrify, so I expect the Genesis Shooting Brake to land with a dull thud of disinterest. Not even Jaguar ever made one, not even an “estate car” which is what they called wagons before succumbing to Madison Avenue nomenclature, but the word “car” is now not allowed unless its mention impinge on sales.

    She’s a clunker from the word go.

    • 0 avatar
      bd2

      You really expected a large sedan with a pure ICE 6 cylinder engine to sell in Europe?

      (There were still an odd Genesis sedan being sold here and there thru last year in Europe).

      And no, they are NOT using this as “bait” for deakerships to sign up.

      1st off, the 1st models to launch will be the G80 and GV80, followed later by the G70 and GV70.

      The GV70 Shooting Brake won’t launch til next year – so hardly the order they would have gone if the Shooting Brake was the “bait.”

      2nd, Genesis will offer at least 3 CUVS – the GV60, GV70 and GV80; so they are well covered on that front.

      3rd, Genesis in Europe is eschewing the franchise model and going with the direct-from- manufacturer distribution model like they already do in Canada and Australia.

      The showrooms in England, Germany and Switzerland will be built by Genesis.

      So, pretty much your entire post is WRONG.

      Where you are partially correct is that sales of the purely ICE Genesis models will suffer due to the high displacement and CO2 tax rates.

      It’s the electrified models like the GV60, GV70 and G80 that will do better.

      Genesis not opting to do hybrids will hurt them in Europe until the market goes full electric.

  • avatar
    ttac4poc

    Yes, though few will be sold, in the U.S.

  • avatar
    MyerShift

    It’s lovely, but Americans won’t buy it unless you add 1K pounds to make it as fat as they are, jack it up around twelve to sixteen inches to make handling inferior, efficiency worse, and add a ton of plastic cladding like mid-90’s Pontiac.
    THEN they’ll buy the snot out of it. Why? I couldn’t tell you because I’m not stupid. Supporters of SUV/CUV’s don’t have any water with their supposed claims.

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