Genesis, the luxury brand of Hyundai, has confirmed plans to introduce hybrid models to its lineup, a move that marks a departure from its previous all-electric aspirations. Mike Song, the global head of Genesis, emphasized during a media panel that the brand will maintain its internal-combustion engine (ICE) offerings alongside hybrids and electric vehicles (EVs), stating, “We won’t decide our product plans; our customers will decide.”
Initially, Genesis had planned to transition exclusively to EVs starting in 2025. However, slowing adoption rates for EVs have prompted the company to revise its strategy. Currently, Genesis offers three fully electric models but lacks hybrids in its portfolio. This will soon change as the company works to introduce hybrid variants, although specific timelines remain undisclosed. Claudia Márquez, chief operating officer of Genesis Motor North America, confirmed the initiative but refrained from providing detailed launch dates.
In addition to hybrids, Genesis plans to explore range-extended EVs, a technology that employs an internal-combustion engine as a generator to recharge the battery, rather than directly powering the wheels. This innovative approach mirrors systems like the Ram 1500 Ramcharger and is expected to diversify Genesis’s electrified offerings.
Hyundai, Genesis’s parent company, already boasts an array of hybrid models, including the Sonata, Elantra, Santa Fe, and Tucson. This expertise positions Genesis to effectively integrate hybrids into its luxury lineup. Larger models like the GV70 SUV, which already offers ICE and EV variants, are prime candidates for hybrid integration. However, the future of smaller models like the G70 sedan remains uncertain.
Genesis’s decision to pivot towards hybrids and extended-range EVs underscores its commitment to adapting to customer preferences, ensuring a broad range of options in a rapidly evolving automotive market.
