The newest luxury marque is already pursuing an electrification strategy to compete with the Germans.
Genesis, the upstart luxury division of Hyundai, rolls out its first vehicles this year, and plug-in hybrid models will soon follow, reports Automotive News.
The effort is all about battling competitors BMW, Mercedes-Benz and Porsche on their own turf. Those luxury automakers are planning to increase their hybrid offerings in a market seen as more receptive to plug-ins.
“We believe alternative-propulsion engines are going to be really important â€”Â even more important in the luxury market than they are in the mainstream market,” saidÂ Dave Zuchowski, CEO of Hyundai Motor America, in an interview with Automotive News.
Plug-in vehicles have gained ground in the luxury market recently, while sales of hybrids in all others have stagnated or fallen.
Genesis has to hit the ground running if it wants to make a name for itself in the luxury market, but the brand’s hybrid New York concept wowed many,Â including TTAC’s Bark M, at the New York Auto Show.
Zuchowski wasn’t forthcoming about what Genesis models will receive a plug-in version. The first two Genesis-badged models to go on sale will be the full-size G90 (formerly the slow-selling Hyundai Equus), and the midsize G80 (formerly the Hyundai Genesis).
Genesis will fill out its model range with a G70 compact sedan, scheduled to appear in the near future, and two crossover models that are still a few years away.
[Image: Hyundai Motor America]