Genesis GV80: 2017 Concept to 2020 production
To heavily misquote Prince, the world needs another premium-luxury car brand with no electric options, like it needs a hole in the head. Yet Hyundai Group’s premium-to-luxury Genesis brand has just launched in the UK with a large SUV (GV80) and an executive saloon (G80) with only petrol and diesel power for company. To be fair, some electrified versions will follow within 12 months and there will be a more diverse line-up after that, but for now it’s perhaps more instructive to see where the brand is headed long-term via its recent slew of concept cars, like the 2017 GV80 Concept that became the 2020 GV80 (see image above). Those cars – and Genesis’ new design approach – come courtesy of two top tier, ex-Bentley designers Luc Donckerwolke and SangYup Lee. Great pedigree then, and a lot to look forward to…
2018 Essentia concept is essential to new look Genesis
At first glance, the sleek and low 2018 Genesis Essentia GT Concept might seem like a pointless flight of fancy for an automotive group better known for Kia Sorento SUVs and Hyundai i10 city cars, but take a closer look and as well as showing off that wider design team’s skills, the Essentia concept also sports two distinct lines on its front flanks which wrap around to become a pair of ultra-slim headlights. Spot the the same treatment on the just-launched G80 and GV80 and you can see how concepts play an important role in introducing ideas that often make it through to production too.
2019 Genesis Mint is minty fresh
The 2019 Mint from Genesis was an exercise in small-car luxury with a particularly impressive interior that you might usually expect to find in a much larger car and from a much more established brand, but nonetheless displays the ambition and skills of the Genesis design team. Sit in a just-launched GV80 and you can see and feel that they’re headed in the right direction. Note that the Mint only has one small single screen inside the steering wheel too. SangYup Lee, head of Genesis and Hyundai design, explains why: “Right now a big screen is mainstream, but some people in the city look at big screens all day, so is that really a pleasant feeling? For us it’s not necessary and voice activation is getting well-developed.” Maybe future Genesis models could have fewer and smaller screens, not more and bigger?
2021 Genesis X Concept has X factor
The Genesis X Concept launched in the spring of 2021 and for Lee “represents the ultimate in ‘athletic elegance’, with well-balanced proportions, a pure approach and an interior focusing on the beauty of white space.” That could come across as designer bragging, but it’s true that the X is a strong statement of intent for the currently slightly 'me-too' Genesis brand. The X, along with a convincing concept launch almost every year since the brand’s inception in 2015, suggests that senior management are serious about Genesis and have Hyundai Group’s deep pockets and long-term backing to help them get there. “The Genesis X is about looking for an icon for the brand. There is no production intent at the moment, but the challenge to make an icon continues, so let’s see what happens,” concludes Lee.
Keyword: What’s the point of the Genesis car brand?