But there's a very good reason.
The Genesis GV70 debuted in late December 2020 as a 2022 model, and Hyundai's luxury brand is already working on an updated model. Images of a heavily disguised development mule were shared on the Genesis GV Owners Australia Facebook group and first discovered by CarExpert.
Since the car is so heavily disguised, there's not much to see. The split front and rear lights have been retained, though we can see a more intricate LED pattern at the front. The heavy body cladding suggests Genesis will do the usual model refresh, including updated bumpers. The alloy wheel design is also new but borrows heavily from the units found on the Electrified GV70.
Anthony J Bugge/Facebook Genesis
Why give the GV70 a refresh so soon? By the time it reaches the customer, the GV70 will be roughly three to four years old, and the Korean brand can't afford to let the Germans get the upper hand. The luxury compact crossover segment is bustling, and the GV70 exists to prove that buyers don't need a BMW X3 or a Mercedes-Benz GLC to get class-leading comfort, tech, and build quality. To keep doing that, Genesis needs to keep the GV70 and Electrified GV70 as fresh as possible. And this requires more than just subtle model year updates; Genesis must add substance too.
Anthony J Bugge/Facebook
The GV70 undercut its main German rivals right from the start while offering more standard features and a complimentary maintenance plan. You also don't have to go for a top-spec model to get the best the brand has to offer.
In addition to making great cars, Genesis is also taking a holistic approach to electric motoring. Instead of just selling an electric vehicle with a Tesla charger, the Korean brand designed an all-in-one home charging solution.
So while the refresh might seem a bit soon, it's more proof that Genesis plans to stay somewhere near the top in the luxury segment. With the car still so heavily disguised, the updated model will likely only debut in 2024 as a 2025 model.
CarBuzz / Ian Wright CarBuzz / Ian Wright Genesis Genesis
Keyword: The Genesis GV70 Is Already Getting A Facelift