- Mike Song, Global Head of Genesis, confirmed that the company changed its future strategy to include hybrids.
- Genesis hybrids will be brought into the market “as soon as possible”.
- Earlier reports suggest that Genesis is working on a more sophisticated form of electrification, with a range-extender version of the GV70 coming by 2026.
Hybrids are the hottest thing in the automotive industry right now, forcing automakers to push back their EV plans in favor of hybrids. Mike Song, Global Head of Genesis, confirmed plans for applying hybrid technology to “as many models as possible” before the Korean brand goes down the EV-only road later in the future.
Genesis had originally pledged to only launch EVs starting from 2025 but this strategy has now been re-adjusted to include hybrids. The Global Head of the company explained what caused their change of heart. Note that Genesis has never offered a hybrid, as its production models are only available with non-electrified ICE and fully electric powertrains.
More: Genesis Confirms GV60 Magma Launch For Next Fall
Speaking to Top Gear at the Goodwood Festival of Speed, Song said that five years ago, everyone at Genesis anticipated that “the EV era would arrive very quickly”, thus wanting to become “a leader and disruptor in the EV space”. However, the high-ranked official admitted that “customers now want hybrid more than EV“, prompting Genesis to bring hybrid technology into the market “as soon as possible” and applying it to “as many models as possible”.
Tyrone Johnson, Director of Vehicle Development for Genesis, added: “Here in Europe five or six years ago, everybody was super nervous about things like CO2 penalties, and so a lot of decisions were made on that basis…I think what we can say today, is that in large parts of the industry, we’ve actually overachieved. That gives us the opportunity to do things that perhaps five years ago may not have been possible.”
The facelifted Genesis GV70
The statements confirm earlier reports about upcoming Genesis hybrids. But what kind of hybrid technology could these models have?
Last March, Hyundai Motor president, Jang Jae-Hoon, said that they plan to “respond to the market in a way that goes beyond hybrids, not just Genesis HEVs”, hinting at a more sophisticated form of electrification. More recently, insider sources from Korea suggested that the GV70 could gain a range-extender powertrain option. This model could be produced at the Georgia plant in the US, starting from 2026.
We should also mention the electrified V6 powertrain found in the Genesis X Gran Berlinetta and X Gran Racer Vision GT concepts, where it produces 1,071 hp (799 kW / 1,086 PS) and 1,540 hp (1,133 kW / 1,561 PS) respectively. While not destined for production, this crazy setup could be indicative of the company’s upcoming embrace of electrification not only for mainstream models, but also for performance-focused offerings that could join the upcoming Magma range.
