Genesis says ‘no’ to luxurious ute, however does not rule it out

With Kia launching the Tasman and Hyundai creating a next-generation electrified pickup, the plain query for the group’s luxurious arm is: the place is the Genesis ute?

Based on Genesis chief inventive officer Luc Donckerwolke, you shouldn’t maintain your breath – however he hasn’t fully killed the concept, both.

Chatting with Australian media on the launch of the Magma sub-brand in France, Mr Donckerwolke poured chilly water on the prospect of a luxurious dual-cab within the vein of the failed Mercedes-Benz X-Class.

When requested instantly if there was room for a pickup within the Genesis lineup, Mr Donckerwolke was blunt concerning the model’s present priorities.

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“I’m unsure that matches the model,” Mr Donckerwolke mentioned.

“Now we have plenty of different issues to do. And I believe mainly, we’re focusing extra on excessive efficiency and GT [Grand Touring] fashions.”

Mr Donckerwolke, who admits to proudly owning and driving a Ford F-150 Raptor personally, believes that introducing a utilitarian automobile proper now poses a danger to the model’s rigorously cultivated “Athletic Magnificence” picture.

“Now we have to ensure that we’re not diluting the model with one thing which is extra utilitarian,” he mentioned.

Nonetheless, the design boss stopped in need of a definitive “by no means,” leaving a sliver of hope for these dreaming of a Korean rival to the Ford Ranger Raptor or a luxurious tow rig.

“I’m not saying that this is not going to occur,” Mr Donckerwolke conceded.

“However I’m saying that now, we’ve so many different priorities… I don’t suppose that that is the appropriate factor for Genesis [right now].”