Hyundai’s luxury arm, Genesis, says it’s possible that it will make use of the company’s ladder-frame chassis to make a rugged SUV to rival the likes of the Mercedes-Benz G-Class.

    The platform is currently being developed by the Hyundai Motor Group for use as both a ute and SUV.

    Speaking to Australian media, the chief creative officer of Hyundai and Genesis, Luc Donckerwolke said the possibility of a rugged SUV for the Genesis brand is certainly there.

    “I don’t see why it wouldn’t fit the brand,” said Mr Donckerwolke.

    “It’s always the same thing, we make synergies within the group and when we see that there is a potential to utilise it and it aligns with brand values, why not?”

    The rugged SUV from Genesis could rival anything from the Lexus LX to the Mercedes-Benz G-Class.

    “It’s all about having the toolbox and modular systems, then the next question is does it really feel the needs that all markets have?” he said.

    “It’s nice to have cars that show performance whether it’s off-road, on-road, or sporty ones so it’s always good, so the purer the typology it’s better for design.”

    As it stands for Genesis for the moment, the brand is focused on launching an expanded range of electric vehicles – all new models from 2025 will be EVs – but adding additional models seems to be something the South Korean brand is very much geared up to do.

    “We have a defined line of vehicles, whether there is extra satellites adding to that, this is something to be discussed, but first we have to do the [core],” said Mr Donckerwolke.

    Speaking of how the potentially rugged SUV would come to life, Mr Donckerwolke cautioned that any vehicle coming from Genesis would need to be authentic and true to the brand values.

    “If you have a G-Wagen for instance, this car is justified because of its heritage more than its performance, so to plug something artificially into a brand could be a mistake if it does not have the right genetical complimentary [features] with the brand,” he said.

    Mr Donckerwolke, a former Lamborghini and Bentley designer, hinted that he already had designs for such an SUV ready to go.

    “My goal is to never be caught not prepared when the chairman tells me ‘what if’.”

    Genesis has sold over 800,000 vehicles worldwide in a little over seven years and continues to expand its footprint and model lineup globally.

    Alborz Fallah

    Alborz is the founder of CarAdvice (sold to Nine and now Drive) and co-founder of CarExpert. He is an honourary adjunct professor & entrepreneur in residence at the University of QLD. He loves naturally-aspirated V8s, V10s and V12s and is in denial about the impending death of the internal combustion engine. The best way to reach him is via Instagram.

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