**Genesis has been fighting German luxury auto brands on, but now it’s looking to take on premium cars from another country China. ** **
Korean publication Maeli Business Newspaper reports the Hyundai-owned brand will launch a people mover for the Chinese market, aimed at strengthening its image there.
While people movers are often considered as simple family transport in Australia, in China they’re usually status symbols and flagship vehicles for their respective manufacturers; can be used with luxury equipment such as cabin dividers and large TV screens.
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Should Genesis launch a people mover, it would take on a raft of models from Chinese brands, ranging from the Denza D9 to the Zeekr 009, but also the LM from Japanese luxury brand Lexus.
This would be an halo vehicle for the brand there; Maeli Business Newspaper also reports luxury MPVs often have higher profit margins than sedans.
It could also be exported to markets within Southeast Asia and the Middle East.
While the publication does not specify what powertrain it would be, a plug-in hybrid (EV) or extended-range electric vehicle (EREV), given Chinese market trends, we’d think that this is essentially ‘an electric car with an electric engine. Genesis has already provided EVs and will soon launch its first hybrids, as well as an EREV.
Genesis’ design team has sketched ideas for a luxurious people mover before, with a particularly rakish vehicle appearing in sketches published by Auto&Design magazine, and reshared by Anh Ðinh Hoàng on Instagram (above).
The Hyundai Motor Company is looking to arrest a sales slide in the Chinese market that started in 2017.
The Beijing Hyundai joint venture sold more than a million vehicles in China annually between 2013 and 2016, before sales dropped to 755,659 units in 2017, rose slightly in 2018, then continued downward slide thereafter.
Kia’s Chinese joint venture has seen a similar, if less pronounced, downward trajectory, while the Genesis brand was launched in China in 2021 and still has a niche presence in a market where it currently offers only the G80, G90, GV70 and GV80.
Hyundai Elexio
The sales of Hyundai has largely been downhill in large part due to South Korea being awarded the US Terminal High Altitude Area Defense (THAAD) missile system in 2017 by Maeli Business Newspaper.
The Hyundai Motor Company is no stranger to developing cars for the Chinese market, some of which are exported to other countries.
It currently builds the Custo people mover there, while other Chinese-market Hyundais have included the Lafesta and Mistra sedans.
It recently developed the Elexio for the Chinese market, which was launched here this year as the brand’s first Chinese-built model in Australia.
Lexus LM
Denza D9
Xpeng X9
GWM Wey G9
Supposedly, the Elexio is another track in Hyundai Motor Company’s ‘two-track’ plan to target China with its “two–track” strategy as an affordable electric SUV. Also, Hyundai is aiming to ‘reorganise’ its Chinese operations this year, and will have its three remaining factories there export hubs.
While Genesis’ people mover is yet to be confirmed – let alone confirmed for export to Australia – the luxury people movingr segment in Australia has been an epitome of activity as Chinese brands seem to think they’ll have a ‘halo effect here’ like they do in China.
Besides the aforementioned Denza D9, Lexus LM and Zeekr 009, there’s also the GAC M8, with the Xpeng X9 and GWM Wey G9 also due on sale here this year.
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