HWASEONG, South Korea — Genesis has promised two SUVs as part of its six-nameplate rollout by around 2020, and is now planning a third utility entry — possibly a compact crossover to tap surging demand in that growing segment.
The only hitch: Dealers and customers will have to wait until 2021.
Global brand boss Manfred Fitzgerald conceded most customers still don't know the brand.
"We still have a lack of awareness," Fitzgerald said. But additional entries, he promised, will help put Genesis on people's radar as a legitimate luxury contender.
"There are still many other white spots on the map," he said. "To get substance into your brand, you have to demonstrate the breadth of the brand."
The mystery vehicle, denoted only as "CUV," was included in a product pipeline shown reporters during a recent visit to the Hyundai Motor Group's global r&d center here.
Genesis bosses declined to offer details about the entry. But it is distinct from two previously announced SUVs. Those products are the large-sized GV80 SUV, previewed by a concept unveiled at April's New York auto show, and the midsized GV70.
The GV80 and GV70 were listed as arriving by around 2020, along with the G70 sport sedan, a face-lift of the flagship G90 sedan and a next-generation G80 sedan.
Of those, the G70 comes first, arriving later this year.
From 2021, the crossover arrives, along with a "sport" entry and a G90 full model change. A dedicated electric vehicle platform will also debut around then for a Genesis EV offering.
Fitzgerald has said it is important to establish Genesis' credibility as a premium marque through a solid grounding in sedans, the bread and butter of luxury rivals.
