Luxury brand Genesis is preparing a major step toward distinguishing itself from its parent company, Hyundai Motor Group, with plans for a bespoke platform for its upcoming 2027 electric and hybrid vehicles.
According to Autocar, the South Korean marque will develop a custom-built platform encompassing the chassis and underbody, a move aimed at delivering a signature driving experience aligned with Genesis’ premium positioning.
“Genesis has certain specifics as a brand, whether it’s the drivetrain, chassis setup, interior packaging, or other core attributes,” said Peter Kronschnabl, Genesis’ European leader. “To meet the requirements of the brand’s driving dynamics, Genesis needs its own platform for future models.” He added that customers seek a chassis that is “not too soft” and steering that feels “relatively direct,” reflecting a refined yet engaging drive.
The decision comes as Genesis expands its electric and hybrid offerings, reversing its previous “all-electric” approach. Kronschnabl noted that a universal platform will streamline production and support hybrid models alongside fully electric vehicles, although details about potential custom powertrains remain limited.
Genesis is positioned as a high-end alternative in the luxury market. Its electric GV70 starts at $64,380, compared with $36,990 for a Tesla Model 3. Since launching in 2015, Genesis has sold 1.5 million vehicles worldwide—an achievement Hyundai Motor CEO José Muñoz described as “faster than any luxury marque in history.”
The platform strategy is also a response to evolving market conditions. Global EV sales grew 20% last year to 20.7 million vehicles, according to Benchmark Mineral Intelligence, but the American market contracted by 2% to just under 1.3 million vehicles, partially due to the early end of federal tax incentives, Cox Automotive reports.
Xavier Martinet, Hyundai’s European CEO, defended the investment in a dedicated platform, emphasizing that Hyundai’s global scale enhances the reach and impact of Genesis’ luxury models.
By developing a bespoke platform, Genesis aims to carve out a distinct identity in the crowded luxury segment, combining performance, premium comfort, and electrified technology to appeal to discerning buyers.
