Genesis to look off-road
Design chief hints at a very different G-wagenG-wagon not G-wagen: that’s the potential off-road direction that could be coming to Genesis showrooms in the future.
The luxury start-up brand from the Hyundai stable has so far limited its range to swoopy sedans and road-oriented SUVs, but Genesis Group Chief Creative Officer Luc Donckerwolke has now strongly hinted that a tougher but still premium off-roader like the Mercedes-Benz G-wagen (pictured here in sold-out AMG G 63 form) could be an appropriate addition to the marque’s line-up.
“I cannot talk about that yet. But it’s always the same thing – we make synergies within our group, and when we see that there is a potential to utilise, when this is in line with the brand values, why not?”
The synergies come from expectations Hyundai will add a body-on-frame off-road focused model family – including a pick-up – in the next two years, based on the same ladder frame of the Hyundai-Kia group’s upcoming ute. Larger SUVs are also on the cards.
“It’s all about having the toolbox, the modular system. The next question is does that really fit with the needs that our markets have, that’s the only question. But it’s nice to have cars that show performance, whether it’s off-road, on road [or] sportier ones.”
Donckerwolke sees a G-wagen style luxury off-roader sitting well within his brand.
“I don’t see why it would not fit the brand. We have a defined line-up of vehicles and whether there are extra satellites that will add to that, this is something to be discussed.
“But first we have to do the homework. If you [are Mercedes and you] have a G-wagen, for example, then this car is justified because of its heritage, even more than because of its performance. To plug something artificially into a brand [like Genesis] could be a mistake if it does not have the right genetic fit with the brand.
“As a design? Yes. As a business opportunity? That’s another story,” he tempered.
So has a Genesis G-wagon been drawn by Donckerwolke or his team?
“I’ve done a lot of things,” he teased.
“My goal is to never be caught not prepared when the chairman asks me what if?”
Related: NEW YORK MOTOR SHOW: Genesis GV80 Coupe concept revealed
Related: Genesis Mint to evolve into entry-level luxury EV
Related: Where is the Hyundai ute?
Join the conversation at
Or email us at
Or email us at
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
