Genesis, Hyundai’s still-quite-new premium sub-brand, has unveiled its first ever SUV concept in the GV80, a posh high rider that’s styled according to the marque’s ‘Athletic Elegance’ philosophy and looks to be amalgamation of the Santa Fe and the Jaguar F-Pace Oh and by the way, it runs on hydrogen.
“The GV80 Concept is a SUV that alludes to the confidence and evolution of the Genesis brand –its design is timeless, with an understated yet dynamic overall surface complexity,” said Head of Genesis Design, Luc Donckerwolke. “These are all characteristics that embody Genesis products and delicately reflect distinctive elements, which you’ll continue to see in future models from our brand.”
Now, Genesis has quite smartly chosen to not let its unique powertrain temper or otherwise alter the GV80’s appeal as a luxury SUV. In fact, it’s clear that Genesis has made a conscious effort to not allow its status as a hydrogen fuel cell vehicle to inform any surface detail about the GV80. It’s a luxury four-seater SUV, albeit on that’s still a concept, just one that you don’t fill up with petrol or diesel at the pumps.
Parent company Hyundai has had their hand in hydrogen fuel cell research for a while now, first resulting in the Tucson FCEV all the way back in 2005 and more recently in the FE Concept at this year’s Geneva Motor Show.
It makes perfect sense for the tech to be offered to Genesis instead of a more mass market brand such as Hyundai, letting the fledgeling luxury automaker to show off their ability to remain at the technological forefront and build a sense of anticipation in a niche market that also aligns with the higher price and the brand’s positioning as an aspirational purchase, rather than one of necessity.
The interior looks be minimal but full of premium touches, evidenced by the dual tone colour scheme, mega-wide 22-inch curved OLED display that replaces the stacked dashboard and centre console design dressed in leather, aluminium, and wood.
Genesis did not disclose any information about that hydrogen powertrain, however, except that it would cycle between using energy from its fuel cell to spin the wheels or that it would use energy stored by the lithium-ion batteries.
While a production-ready GV80 might become a realistic possibility at least a few months after this motor show preview, there isn’t that much that needs to be cut from a showroom version. Granted, Genesis’ first SUV offering may not be a full fledged hydrogen fuel cell vehicle, but that option may become available in the near future. What Genesis cannot deny is the tremendous profits it can stand to make selling luxury SUVs versus luxury sedans. Predicting a solid timeline, however, is a little trickier.
One year ago at the same motor show, Genesis unveiled their location-aware concept, the New York - a sporty sedan that everyone saw as a clear competitor into the fierce compact executive saloon space, rivalling the BMW 3 Series, Mercedes-Benz C-Class, and Audi A4. Though, since then Genesis has not made much mention of this new model that would round out their trio of luxury saloons.
