Genesis G-Wagen rival a possibility

Hyundai’s luxury division Genesis says it’s possible to use the company’s ladder-frame chassis to build a rugged SUV that rivals Mercedes-Benz G-Class cars.

The platform is currently being developed by Hyundai Motor Group for use as both a Ute and an SUV.

Speaking to Australian media, Hyundai and Genesis Chief Creative Officer Luc Donckerwolke said the possibility of a rugged SUV for the Genesis brand is certainly there.

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“I don’t see why that wouldn’t fit the brand,” said Mr. Donckerwolke.

“It’s always the same, we create synergies within the group and if we see there is potential to exploit it and it aligns with the brand values, why not?”

Genesis’ rugged SUV could take on anything from the Lexus LX to the Mercedes-Benz G-Class.

“It’s all about the toolbox and the modular systems, and the next question is does it really cover the needs of all markets?” he said.

“It’s nice to have cars that perform, whether it’s off-road, on-road or sporty, so it’s always good. The purer the typology, the better for the design.”

As it stands for Genesis at the moment, the brand is focused on launching an expanded range of electric vehicles – all new models from 2025 onwards will be electric vehicles – but adding additional models seems to be something the South Korean brand is very well prepared for .

“We have a defined set of vehicles, if there are additional satellites that needs to be discussed, but first we need to do that [core]’ said Mister Donckercloud.

Discussing how the potentially rugged SUV would come to life, Mr. Donckerwolke warned that every Genesis vehicle must be authentic and true to the brand values.

“If you have a G-Wagen, for example, that car is justified more by its origins than its performance, so artificially inserting something into a brand if it doesn’t have the right genetic complement could be a mistake [features] with the brand,” he said.

Mr. Donckerwolke, a former Lamborghini and Bentley designer, indicated that he already has designs for such an SUV ready.

“My goal is never to be caught off-guard when the chairman tells me ‘what if’.”

Genesis has sold over 800,000 vehicles worldwide in just over seven years and continues to expand its presence and model range worldwide.