#GenesisGV80Concept

Earlier this month, we reported on industry rumblings that suggested Genesis is keen on building a hotter G70. While the brand has issued no official announcement on upcoming products, such a model seems likely. At least, once the fledgling brand gets a high-volume crossover (or two) to market.

Erwin Raphael, Executive Director of Genesis Motor America, recently added fuel to those rumors while putting his own twist on things. Whereas product planner Mike O’Brien hinted at an upgraded G70, Raphael brought up something more purpose built for performance.

Genesis Motors is soon to complete its first year on the U.S. market.

Through the first ten months of its run as Hyundai’s luxury spin-off, 15,254 copies of the Genesis G80 and Genesis G90 have been sold. That’s 15,254 buyers who all moved over from other auto brands. There was no other way — no repeat business, no C-Class to E-Class to S-Class-style chain reaction.

More of those buyers moved over from the Hyundai brand than anywhere else. That makes sense. The Genesis G80 is essentially a second-generation Hyundai Genesis sedan. The Genesis G90 is a second-generation replacement for the Hyundai Equus. Hyundai buyers are trading in and trading up.

But when it comes to earning conquests from luxury rivals, Genesis Motors does so most often at the expense of Genesis’ forerunner, the last brand to do what Genesis wants to do.

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.