Hyundai’s Premium Genesis Brand To Offer Plug-In Hybrid Models

The new Genesis brand is planning to launch plug-in hybrid versions of its models in the near future to compete with other premium car makers.

The PHEV models are an intermediate step before hydrogen fuel cell cars become the norm in the coming decades, according to Dave Zuchowski, Hyundai Motor America CEO, who spoke to AutoNews.

“Some of those [plug-in hybrids] will take the form of the Genesis side of our business,” Zuchowski said. “We believe alternative-propulsion engines are going to be really important – even more important in the luxury market than they are in the mainstream market.”

The Korean manufacturer will adopt the same approach with BMW, Mercedes, Audi, Volvo and Cadillac, which offer plug-in hybrid version of their existing models.

Genesis’ PHEV plan is part of its parent Hyundai to launch several plug-in models in the near future. The new premium brand will initially offer two models, the G90 luxury flagship which replaces the Equus, and the G80, the successor of the Hyundai Genesis. The brand also plans a smaller G70 executive saloon that will compete with the likes of the BMW 3-Series and was previewed by the New York concept.

“You get a lot of the benefits of electric vehicles but with a safety net,” Zuchowski said. “We think that’s a wonderful midterm strategy.”