Hyundai is developing a new ladder-frame pickup truck for the North American market, and a luxury version under the Genesis brand is being considered, according to a senior executive.
Genesis Pickup Not Ruled Out
When asked by carsales. com.
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au about the possibility, Hyundai Motor Group Australia COO Gavin Donaldson did not rule out a Genesis pickup.
“I think you don't rule out anything, and it's got to meet the luxury level to what it is,” he said.
Donaldson added that Genesis evaluates every product opportunity that could build the brand and support its luxury image.
However, he acknowledged that the likelihood of such a model is uncertain.
A Niche Market
A Genesis pickup would target lifestyle buyers with high disposable income, not typical luxury SUV customers.
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Few premium brands have ventured into this segment, with Mercedes-Benz's ill-fated X-Class being a notable exception.
The segment is dominated by mainstream brands like Toyota, Ford, Chevrolet, and Nissan.
Hyundai's upcoming pickup is expected to be a hybrid or an extended-range electric vehicle (EREV), unlike the diesel-only Kia Tasman.
Genesis already has a busy product roadmap, including the upcoming all-electric GV90 and expansion of the Magma performance sub-brand.
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A sporty version of the GV70, possibly with a turbocharged V8, has also been spotted testing.
