by The premium automaker Genesis, which remains a relatively small player in the luxury car market for now, is actively exploring new segments to expand its presence. Among possible new offerings is a luxury minivan, intended primarily for the Chinese market.
Plans for Model Range Expansion
The brand has grand ambitions and is already working on several projects, including a mid-engine supercar with a V8 engine. Furthermore, the possibility of releasing limited series under the Magma brand is being evaluated. Now, a minivan could be added to this list. According to new reports from Korea, Genesis plans to introduce this model in China by the end of the decade.
Genesis has so far been unable to replicate in China the success it has achieved in Western markets, due to strong pressure from local brands. Recently, the company showed a number of concept cars developed “behind closed doors,” among which was the impressive “Jet on Wheels” minivan. According to sources, it is this concept that could become the basis for a production model.
The Luxury Minivan Market in China
The Chinese market is showing growing demand for extremely luxurious minivans. This niche is being actively filled by new models such as the Zeekr 009, Li Auto Mega, and Geely V900. Even Volvo has entered this market with the China-oriented EM90 van, which is technically related to the Zeekr 009 model within the Geely group.
Competition in the crossover and SUV segments in China is extremely fierce, so Genesis is likely considering the premium minivan niche as a strategic opportunity. A model in this segment may sell in small volumes, but thanks to positioning in the upper price range, it could be very profitable.
Concept Features
The “Jet on Wheels” concept is not an ordinary minivan at all. It looks more streamlined and futuristic compared to most luxury vans currently available in China, while retaining the brand’s signature design DNA, including the characteristic Two Line lighting signature.
There is no official confirmation yet about launching the model into production. However, Hyundai Motor Group’s Chief Creative Officer Luc Donckerwolke hinted that this idea is more than just speculation.
We did it because at Genesis we all know that sooner or later we might release a van. Since we are used to working with different categories and architectures, it seemed absolutely natural to consider this type of vehicle as well. So, it’s a perfect example of the work we do behind the scenes, in our ‘kitchen.’
The appearance of such a car from Genesis would be a logical step in light of the overall market transformation, where traditional notions of luxury and practicality are gradually changing. China, as the world’s largest automotive market, often becomes a testing ground for new ideas, and the success of local premium electric minivans shows that consumers are ready for unconventional solutions. For Genesis, this is a chance to solidify its image as an innovative and bold brand that is not afraid to experiment with formats, even if they don’t promise million-unit sales. Success in this niche could open the door to broader recognition for the brand in the region.
