Genesis ute one step closer via Hyundai platform sharing

Hyundai Motor Group execs have refused to rule out a Genesis-badged ute in the future for its luxury brand. While the company's local chief operating officer says Genesis has other product priorities – namely it’s Magma performance brand and a two-door GT – Hyundai is pushing ahead with its own long-awaited hybrid dual-cab ute.

Fresh from all but confirming Hyundai's own dual-cab ute will arrive with either a plug-in hybrid (PHEV) or extended-range electric vehicle (EREV) powertrain, Hyundai Motor Group Australia chief operating officer Gavin Donaldson told carsales the concept could eventually extend to Genesis.

His answer: never say never, but don't expect it anytime soon.

"I think you don't rule out anything, and it's got to meet the luxury level to what it is," he said.

He previously confirmed the Hyundai pick-up truck will likely built from either the company's General Motors partnership or Kia's ladder-frame architecture. Or potentially both, given rumours of two utes are swirling – one full EV, on hybrid.

"I think from the Genesis point of view, I think when you look at the company… even though we don't have it yet right now, I think they look at every different product that they can try to bring to the market.

"If there's an opportunity that it's going to be able to create, build the brand, support the brand, build that luxury image, then you would look at what it is," he said of a luxury ute.

"The likelihood? I don't know."

The cautious approach is understandable. There are lessons to be learned from the Mercedes X-Class ute, an experiment that failed spectacularly.

A Genesis ute would represent a very different proposition – a genuine luxury lifestyle vehicle rather than a workhorse targeting tradies, something that plagued the X-Class.

But Donaldson said Genesis will grow its brand equity and its portfolio via other opportunities waiting in the wings.

"I think there's a lot of other products that Genesis got in the background that we've been fortunate to see that would also put it on the map," he said.

Pressed on what those products might be, he pointed to something considerably sportier than a hay hauler.

"Maybe a two-door performance coupe, maybe something like that?" he said.

The brand has already released the Genesis Magma GT concept that hints at a production car to take on Porsche and Ferrari’s exotic products.

That vehicle is expected to arrive in the next 18-months and will be powered by a mid-engine V8 – likely twin-turbo.

"Whilst we look at that [coupe], the ute for us is probably more mainstream from a Hyundai perspective. There are other products that I think Genesis could bring out that would really launch it even significantly more than what Magma will do," he said, which suggests the brand has been given a long leash to experiment.

The comments come as Genesis continues teasing the future of its Magma high-performance sub-brand, previously telling carsales that fiery limited-edition Magma ‘Volcano’ vehicles could add even more firepower and turn more heads in its direction.

Following the launch of the incendiary 478kW, $130,000 GV60 Magma, Genesis Australia CEO Justin Douglass told carsales of the brand's ambition to continue pushing boundaries.

"The brand's always evolving and growing, and the possibilities are endless," he said.

It appears that same willingness to experiment extends to new body styles, albeit with a clear order of priorities.

"I think the ute is more a priority for Hyundai than it is for Genesis," continued Donaldson, effectively placing the idea of a Genesis pickup in the ‘maybe one day’ category.

Decisions on that particular product will almost certainly hinge on the success of the Hyundai ute and how its perceived in the market.

For now, a Genesis ute remains more ‘nice to have’ than ‘must have’ on the product plan, sitting well behind Hyundai's own far more advanced ute program, which remains on track for an expected 2027 reveal.

However, Genesis understands it needs to do more attract attention and an upcoming Porsche 911-rivalling two-door coupe will do that, and the Magma brand is evidence the car maker is serious.

But as the fledgling Korean luxury brand openly explores future product opportunities and Hyundai keeping the door open to platform sharing its ute, the prospect of a luxury pickup remains a possibility for the longer term.

Lead images edited with AI assistance

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