While Genesis won’t launch a performance sub-brand, it wants to be differentiated in the market
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by Brad Anderson
5 hours ago
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by Brad Anderson
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Genesis is expected to launch a host of performance-focused electric vehicles as part of its plan to rival the German establishment.
The head of product planning for Genesis, Mark Choi, recently spoke with Autocar about the car manufacturer’s future plans. He noted that while the South Korean car manufacturer does not intend on launching a high-performance sub-brand, it is serious about differentiating itself in the market.
“As a group, we are looking at the most efficient ways of developing electric cars as we approach the new era, but at Genesis, it is clear that we want to be differentiated,” Choi said. “We can’t just carry over from our sister brands. We want to separate ourselves on the more high-performance side. We are not keen on a high-performance sub-brand or anything like that, but we do talk about developing ‘effortless’ powertrains – enough power to be enjoyable in all circumstances, and which satisfies the luxury experience.”
The three most enticing products unveiled by Genesis are undoubtedly the X Coupe, X Convertible, and X Speedium Coupe. While all three are concepts, Choi noted that the company is looking into the possibility of producing them. If they are to make it to the production line, they would be the perfect basis for some high-performance EVs that could really rattle engineers and designers at BMW, Mercedes-Benz, and Audi.
“We’ve had great feedback, and we’re looking into it,” Choi said. “The next steps are to decide if it’s first possible and then feasible.”
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However, Genesis head of design Sangyup Lee acknowledged that it will be a challenge to bring some of the concept design details into the real world.
“The flush shapes we want for the cars are not easy to make in production, especially around the A- and B-pillar,” he said. “These are challenging engineering details that we need to be perfected before we can proceed.”
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