by The Brand’s Design Experiments
Genesis designers have been very busy lately, designing various projects that could later evolve into production cars. Some of them we have already seen, such as the G90 Magma Performance wagon and the mid-engined Magma GT, positioned as a Corvette competitor. However, other projects remained behind the closed doors of the studio. Until now.
We have already talked about the minivan and hydrogen SUV concepts, but there is another one you wouldn’t expect from a premium brand. The project under the simple name “The Pickup” is a design development of a fully electric model intended for the North American market. The project is currently on hold, but it is not completely ruled out in the future.
Hyundai Motor Group’s Chief Creative Officer Luc Donckerwolke recently confirmed that Genesis explored this idea. However, in the end, the team decided that “now is not the time” and chose to focus on the performance models of the Magma lineup.
First Look at the Pickup That Might Not Have Been
Most such concepts remain buried in design studios and rarely see the light of day. This time, Genesis decided to lift the curtain a little, sharing official sketches and renders. The images first appeared in the January/February issue of Auto&Design magazine, but Genesis also provided them directly to Carscoops.
Visually, the design remains recognizable, based on Genesis’s signature language. The two-line LED headlights flow into pronounced front fenders, which is mirrored in the design of the rear lights. The large Crest grille remains the central element, flanked by slim side air intakes and a sturdy aluminum skid plate in the front bumper.
Powerful Proportions and Details
The concept’s profile is defined by impressive proportions: a high hood, a large cargo bed at the rear, and an aerodynamic roofline. The sketches also show large-diameter wheels with futuristic rims and powerful, high-grip tires.
Another version from the design studio features a fold-down panel on the nose that opens a storage compartment, as well as additional space in the sills for portable batteries or other small items. This version is executed in a more minimalist style, combined with more pronounced fenders for a more aggressive look.
Made for Americans
Genesis confirms that the concept was developed with the American market in mind. If it had moved forward, it would have been built on the same body-on-frame platform as the X Gran Equator concept. This would provide better off-road capability and payload capacity compared to a unibody construction.
Specific power or range figures are not disclosed, but it is safe to assume that the electric platform supports all-wheel drive. One of the renders shows the pickup together with a specially designed Airstream camper, indicating it was developed with serious towing capabilities in mind.
The concept also offers a brief imaginary glimpse into the interior. One sketch shows a five-seat layout with soft, cylindrical shapes on the dashboard, center console, and seats. A two-spoke steering wheel and a thin digital instrument cluster create a minimalist front row, while a curved display for the passenger stretches across the width of the panel.
Doubts About Brand Fit
Just a few months ago, Luc Donckerwolke expressed doubts in comments to Australian media about whether a pickup fits Genesis. He specifically noted that the brand should be careful not to dilute its image with a utilitarian offering.
The Project Is Not Completely Dead
However, Donckerwolke’s more recent comments to Auto&Design suggest the idea is not entirely off the table.
“An electric pickup? Why not? Then we abandoned it because we needed to focus on other projects. Maybe in the future, who knows.”
Possibility of Revisiting the Idea
It would not be surprising if Genesis returned to the pickup segment later, possibly using the technical basis of one of Hyundai’s future pickups. The Korean automaker is already developing an electric pickup that could join the Ioniq lineup, as well as mid-size body-on-frame pickups for the US and Australian markets, some of which may use a range-extender powertrain.
A Genesis representative explained in a comment to Carscoops how such internal projects often evolve.
“Genesis frequently conducts future design studies to explore opportunities for our ever-expanding portfolio. While some of these concepts ultimately do not transition to series production, it demonstrates the broad capabilities and strengths of the Genesis design team.”
The presentation of this concept, despite its current status, clearly shows the direction of thinking within the premium brand. The US electric pickup market is actively developing, and even if Genesis is in no hurry to occupy this niche now, the groundwork has been laid. This makes it clear that the brand is monitoring global trends and is ready to experiment beyond the traditional car classes it operates in. The success of models like the Rivian R1T or Ford F-150 Lightning undoubtedly influences manufacturers’ considerations, including luxury brands, about the potential for electrifying utilitarian transport.
