by Brad Anderson
- Genesis confirmed it considered making a pickup truck.
- Brand’s chief designer said a truck does not fit its image yet.
- If Genesis reconsiders, it could borrow Hyundai and Kia parts.
Genesis once again proves it’s not afraid to carve its own path in the car world, even when that means saying no to trends others embrace. Hyundai and Kia already play in the pickup space, with the Santa Cruz and the new Tasman making their mark. Genesis, on the other hand, has taken a different route.
According to the brand’s president and chief creative officer, the company did explore the idea of entering the pickup market but decided the timing wasn’t right.
Read: 2027 Genesis GV60 Magma Wants To Make BMW And AMG Sweat
At the launch event for the new high-performance Magma brand, Luc Donckerwolke explained that a truck simply “does not fit the brand” at the moment. Still, he left the door slightly open for the future, hinting that the concept isn’t entirely off the table.
What’s Holding Them Back?
“We did consider a pick-up. And we have decided it was not the right time yet,” he told Drive.com.au. We have some homework to do. We still have to take care of the core business and the core segments. But who knows? Maybe? Why not?”
Genesis is eager to establish itself as a legitimate rival to luxury car leaders like BMW, Mercedes-Benz, Audi, and Lexus. Last year, it sold 229,532 vehicles globally, an increase from the 225,189 vehicles sold in 2023 and from the 215,128 sold in 2022.
The numbers show steady progress, though Genesis remains a relatively small force compared to its German and Japanese competitors.
How a Genesis Pickup Could Take Shape
If Genesis ever decides to make a truck, it wouldn’t have to start from scratch. Its close ties with Hyundai and Kia would give it access to proven engineering and existing platforms, which could keep costs manageable.
One option might be using the ladder-frame chassis from the Kia Tasman. Another could be a unibody setup like the Hyundai Santa Cruz, based on the Tucson’s architecture.
See: Genesis V8 Pickup Truck Conversion Doesn’t Bond Well With Its Luxury Image
It’s worth noting that the market for premium luxury pickups is virtually non-existent, so we’re not getting our hopes up on Genesis building one. Several years ago, Mercedes-Benz was selling its X-Class pickup in markets including Australia and the UK, based on the Nissan Navara. However, it was killed off due to poor sales.
