Genesis Hybrid Pivot

Genesis Shifts Gear with Hybrids

Genesis, Hyundai’s luxury vehicle division, is gearing up for an exciting new chapter. As it continues to establish its footing alongside luxury giants like BMW and Mercedes-Benz, the introduction of hybrids is an intriguing development. Reports from the Korea JoongAng Daily suggest that Genesis’s first hybrid model will roll off production lines in September 2026, marking a strategic shift from an all-electric lineup previously set for 2025.

First Up: The GV80 Hybrid

The Genesis GV80 hybrid is slated for mass production starting September 2026, followed by the GV70 hybrid in March 2027. A complete overhaul of the GV80 hybrid is already on the cards for late 2028. Although the market release is not officially detailed, the GV80 hybrid could hit showrooms by the end of 2026, boosting Genesis’s robust sales in the luxury segment.

In terms of powertrain, the expected configuration pairs a 2.5-liter turbocharged four-cylinder engine with an electric motor. Does it sound familiar? That’s because this setup is reminiscent of the Mercedes-Benz GLE 450e’s plug-in hybrid system. However, it’s anticipated that the GV80 hybrid will be competitively priced, likely undercutting the GLE 450e’s $71,350 starting price and the BMW X5 xDrive50e’s $73,800. Genesis, renowned for offering premium features at a competitive price, continues to entice those seeking luxury without the hefty price tag.

Expanding Hybrid Horizons

Genesis isn’t putting all its eggs in one basket. Following the introduction of the GV80 hybrid, the company plans to rollout hybrids for the GV70 SUV and the G80 sedan. Of particular note is the GV70, which may see an Extended Range Electric Vehicle (EREV) variant. Here, a gasoline engine energizes the electric motors without directly driving the wheels.

Both the GV70 and G80 hybrids are likely to leverage the same 2.5-liter turbo engine found in the GV80 hybrid, albeit possibly tuned differently for varied performance. In light of slower-than-expected adoption of electric vehicles, Genesis’s diversified approach with hybrid options reflects a pragmatic pivot in response to evolving market and customer demands. Manfred Harrer, at the helm of Genesis & Performance Development Tech Unit within Hyundai, acknowledged this strategy, highlighting the need for a varied powertrain approach as customer readiness for EVs varies widely.

This change isn’t entirely unexpected. Hyundai has previously indicated plans to bolster hybrid production to counter lagging EV demand, a plan that naturally extends to their luxury brand, Genesis. Ensuring versatility in the product line-up with hybrids may indeed be the winning formula in today’s dynamic automotive landscape.