Genesis, Hyundai’s luxury brand, has deliberately avoided entering the competitive pickup truck market despite internal discussion. While Hyundai and Kia already offer models like the Santa Cruz and Tasman, Genesis leadership believes a pickup doesn’t align with the brand’s current identity.
Why a Pickup Doesn’t Fit… Yet
Genesis president Luc Donckerwolke confirmed the company did consider a pickup but decided it wasn’t the right move “at the moment.” The focus remains on solidifying Genesis as a serious luxury contender against established giants like BMW, Mercedes-Benz, and Audi.
The brand is growing: global sales rose to 229,532 vehicles in 2024, up from 225,189 the previous year. But it’s still a relatively small player compared to its rivals. A pickup would distract from this core mission. Donckerwolke left the door open, suggesting the idea isn’t dead, but requires further consideration.
Leveraging Existing Platforms
If Genesis eventually shifts strategy, it wouldn’t need to reinvent the wheel. The brand has access to proven platforms from Hyundai and Kia. Options include adapting the ladder-frame chassis of the Kia Tasman or utilizing a unibody structure similar to the Hyundai Santa Cruz (based on the Tucson).
However, the luxury pickup market is weak: Mercedes-Benz discontinued its X-Class after poor sales. Genesis will likely proceed cautiously, prioritizing brand identity over chasing a niche segment.
“We did consider a pick-up. And we have decided it was not the right time yet… We still have to take care of the core business and the core segments.” – Luc Donckerwolke, Genesis President and Chief Creative Officer
Genesis remains focused on establishing itself as a legitimate luxury brand first. A pickup truck may come later, but for now, it doesn’t fit the strategy.
