Originally, Genesis aimed for a full electric vehicle lineup by 2025 in the U.S. and complete electrification by 2030. However, Claudia Marquez, COO of Genesis Motor North America, pointed out that EV adoption has been slower than expected worldwide, prompting a strategy update.
Genesis plans to introduce hybrids, which will be manufactured at a new plant in Savannah, Georgia, with an annual capacity of 300,000 vehicles. The launch timing for these hybrids has not yet been announced. EREVs, which use a gasoline engine as a generator, are particularly suited for larger vehicles. For example, the Ram 1500 Ramcharger's EREV technology significantly extends its range. Genesis aims to introduce EREVs by 2027, particularly in SUVs like the GV70 and GV80, while plug-in hybrids will be exclusive to Hyundai.
Quick decision-making gives Genesis a competitive edge. This agility is demonstrated by their swift entry into motorsports, with the development of the Genesis GMR-001 Hypercar for major championships by 2026. Reflecting this rapid pace, new hybrids and EREVs are set for a 2026 launch.
Summary: Responding to changing market trends, Genesis is incorporating hybrids and EREVs, offering luxury with flexibility, while maintaining its rapid development capabilities.
