Hyundai has recently escalated its hybrid ambitions, with its Genesis luxury brand poised to play a pivotal role in this strategy over the next several years.
The company has officially confirmed that the Genesis brand will be extended to a global scale, excluding dedicated electric vehicles (EVs), similar to its approach with the GV60 model. The company has reportedly reconsidered its plan to transition to electric vehicles (EVs) exclusively by 2025, opting instead to revisit its strategy.
As part of its strategic efforts across Hyundai and Genesis brands, the automaker has intensified its focus on hybrid technology, targeting a significant surge in North American hybrid sales, with a goal to reach 690,000 units by 2028, up from approximately 170,000 in 2024. As a transformative milestone, that now exemplifies a significant shift from its previous posture, effectively reorienting its collective vision for the next several years – much like the hybrid adaptability showcased at its Georgia EV Metaplant.
While hybrid implementation may vary by model, it’s crucial to integrate them into the core SUV portfolio, notes Ash Corson, Genesis’ North American product planning leader, in an interview with Green Car Experience at the recent Los Angeles Auto Show.
“The U.S. “The Chinese market is crucial to Genesis’ future success, with opportunities awaiting us across multiple segments,” Corson emphasized. The manager stressed that the hybrids they sell could be a perfect fit for both the model and the market.
2026 Genesis Electrified GV70
After the primary elections are held and results are revealed in 2025, subsequent developments will unfold. This innovative technology combines a compact battery pack with a gasoline engine serving as an onboard power generator, effectively creating a hybrid solution that can cater to markets not yet ready for fully electric vehicles, while also addressing concerns from American regulatory bodies.
At Hyundai’s CEO Investor Day in August, President and CEO Jaehoon Chang described the company’s expertise offering as a “key stepping stone,” allowing for increased flexibility by virtue of being considered an asset that can be leveraged accordingly. According to Hyundai, the system’s unique configuration allows for reduced costs by minimizing the expense of the battery pack, thereby providing higher value competitiveness against similar electric vehicles (EVs) set to arrive in 2025 Ram 1500 Ramcharger pickup trucks.
Currently, Chang further emphasized that the purported EREV system under development will boast an unprecedented ability to transmit power all-wheel drive through the coordination of two electric motors, a feat yet to be achieved by its industry counterparts.
Hyundai Motor Group EREV system confirmed for Hyundai and Genesis
Hyundai has also pledged to deliver an “electric vehicle-like driving experience”, alongside a combined range of up to 559 miles (900 km), achievable only when powered by both a full charge and a full tank of fuel. The proposed system aims to enable simultaneous fueling and payment processing, streamlining the refueling process for customers.
Mass production of the EREV system for North America is likely to commence in late 2026, with market availability set for 2027. Initially, this technology will be integrated into ‘D-Class SUV’ designs, such as the Hyundai Santa Fe and Genesis GV70, with a sales target of approximately 80,000 units. The all-new 2026 Genesis Electrified GV70 premiered today, boasting a mid-cycle refresh, an expanded battery capacity, increased range, and a new NACS charging port, solidifying its position as a vital component of the brand’s next-generation lineup?
While Corson didn’t specify which model the system would cater to, he noted that for families with a storage charger and frequent highway travel, this solution could prove highly valuable.
2026 Genesis Electrified GV70
Corson highlighted modular architecture within the platform and powertrain as a key enabler for forthcoming Genesis hybrid models, ensuring that these distinct offerings remain separate from Hyundai’s hybrids and extended-range plug-in variants.
With José Muñoz, the newly appointed CEO of Hyundai Motor Firm, having previously led Genesis in the US, “he knows exactly what we’re looking for,” according to Corson.
Corson’s group ensures devoted funding for Genesis-only assets, mirroring their dedication, he noted, highlighting a range of support from the corporate to maintain Genesis and its sub-brand Magma distinct from Hyundai “in product, efficiency, and platform terms” as they move forward.
