Hyundai ‘experimented’ with Genesis ute, but ruled it out
No luxury pick-up to rival Tesla Cybertruck in the works, but Hyundai EV ute program continuesHyundai Motor Group chief creative officer Luc Donckerwolke has revealed that the Korean car-maker had “experimented” with a luxury Genesis pick-up to rival the likes of the Tesla Cybertruck, but ultimately ruled it out.
Instead, Donckerwolke reaffirmed previous commitments made by senior Hyundai executives that a battery-electric ute would be developed by Hyundai.
As carsales has reported, there could be two separate EV ute model lines based on recent patent filings for the IONIQ T7 and T10 nameplates, paving the way for a lifestyle-oriented pick-up along the lines of the Santa Cruz as well as a harder-core alternative to rival the likes of the Ford Ranger.
Speaking at the New York motor show, Donckerwolke said a Genesis pick-up had been considered, but was no longer on the table.
“We’ve experimented [but] we have decided today we’re not going to make a Genesis pick-up,” he said.
Admitting he was a diehard pick-up truck fan and a Ford F-150 Shelby Raptor owner, Donckerwolke did not reveal any further details of Hyundai’s EV ute program.
However, he did say the company had learnt from Hyundai’s key electric pick-up rivals – namely, Ford, RAM and Chevrolet.
“We have noticed the different problems of the Big Three coming with EV pick-ups,” Donckerwolke said.
Referencing poor range while towing, the Hyundai design chief suggested a Hyundai electric ute must have a broader appeal than trucks like the Ford F-150 Lightning.
“There are different types of customers. The customers on the east and west coast [US] are different to those in the Midwest,” he said.
“Most of the customers of pick-ups are quite traditional. You will always have a certain success in [cities] with a small, fashionable [EV utes]. But the ‘real’ pick-up user in Colorado wants [something tougher].”
A harder-core Hyundai EV ute will likely be developed in partnership with Kia, which would spin-off its own version.
There’s no word yet if the incoming Tasman ute’s platform could be adapted to house large enough batteries to power the all-new electric pick-up.
Related: 2025 Kia Tasman ute teaser campaign launched
Related: Not one but two electric Hyundai utes firming for Australia
Related: Hyundai's first ute to be electric only
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