- Hyundai executives say a luxury truck is still a possibility once the company’s own pickup arrives.
- It will likely share Hyundai underpinnings.
- Genesis is focused on expanding its Magma performance lineup before considering a luxury pickup.
Genesis has considered the idea of a pickup truck in the past. The luxury automaker even went as far as creating a mockup for one. However, now the idea of a luxe truck may be back in the news thanks to Hyundai’s corporate overlords.
Talking to Australia carsalesHyundai Motor Group Australia COO Gavin Donaldson did not rule out the idea of a Genesis pickup. Donaldson said that any future pickup would need to meet Genesis’ luxury standards, not just be a rebadged Hyundai. He said:
‘If there’s an opportunity that it will be able to build the brand, support the brand, build that luxury image, then you’ll see what it is.’
Nothing has been approved, but the company’s upcoming truck program may eventually provide the basis for one. Genesis built most of its lineup by sharing platforms with Hyundai before adding its own touches. If Hyundai does move forward with its long-awaited midsize pickup, the groundwork for a Genesis version will already be in place.
In 2024, Genesis design chief Luke Donkerwolke suggested that the company had effectively shut down the project after exploring early concepts. Although there’s still no official greenlight, the latest comments suggest the idea is back in the realm of possibility.
Genesis Pickup Truck Concept
Photo by: Genesis
there’s a long road ahead
Don’t expect a Genesis Pickup in the near future (if at all). Hyundai is still working to bring its own midsize truck to market, and executives have said the vehicle could use either Kia’s body-on-frame architecture or technology developed through the company’s partnership with General Motors. A hybrid powertrain is also expected to be part of the equation.
Meanwhile, Genesis has other priorities. The luxury brand is focused on expanding its Magma Performance lineup and bringing new halo vehicles to market, including a production version of its X Gran Coupe concept.
However, if Hyundai’s pickup proves successful, the Genesis Edition becomes much easier to justify. The luxury truck segment remains small, but buyers have shown they are willing to spend premium money on high-end pickups.
8
Source: Genesis
Motor1’s Opinion: The Genesis Pickup may seem silly, but if most of the development work has already been done on Hyundai’s part, a simple rebadge with luxury upgrades might make sense – especially for the US market.
