It’s taken nearly a decade, but Genesis is finally escaping the Rodney Dangerfield period of its rise. After an awkward transition from being the name of a fancy Hyundai to selling a couple of rebadged fancy Hyundais, the Korean luxury brand has finally produced a full lineup of vehicles. Here in 2022, the brand now sells a trio of sedans and a trio of SUVs — a six-car hand that puts its total number of models on sale ahead
It’s the first Genesis use of the Hyundai Motor Group’s groundbreaking E-GMP electric vehicle platform — the same architecture found under the award-winning Hyundai Ioniq 5 and the stellar Kia EV6. It’s part of a two-prong electrification strategy that the brand is pursuing: offering both more conservative electrified versions of existing gas-powered models, such as the G80 Electrified, and wilder bespoke EVs such as the GV60. It also serves as a harbinger of what’s to come for Genesis, in more ways than one. First and foremost, it teases the technology of the future; cameras in the door pillars enable face recognition-based unlocking, while a fingerprint reader inside lets you start the car as easy as logging into your MacBook Pro. And, in a more strategic sense, it gives a sense of what tomorrow holds for the brand; Genesis has vowed that it will only introduce electric vehicles going forward starting in 2025, so the GV60 is a way to help warm buyers up to the carmaker’s future.
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