Genesis Goes All In For Electric and Hydrogen

Hyundai Motor’s luxury brand aims to achieve carbon neutrality by 2035

By Baek Byung-yeul

Korea’s top automaker Hyundai Motor is aligning with the global trend of revamping existing vehicles powered by internal combustion engines. Hyundai said Thursday that its signature Genesis brand will no longer produce vehicles powered by conventional engines.

The timeline for reaching carbon neutrality is pressing Hyundai and other brands to embraces changes.

The core points of Thursday’s announcement is that the group will only sell electric and hydrogen fuel cell vehicles starting from 2030. Plus, it presented an ambitious goal of achieving carbon neutrality by 2035.

The announcement came as major global carmakers are getting on track to shift their vehicle lineups toward fully electric cars (EVs) with carmakers in Europe and also in the United States facing increased pressure to combat climate change and reduce carbon emissions under strengthened environmental regulations.

“Genesis has been on an intensive, bold and successful journey, establishing itself as a truly global luxury brand,” Chung Euisun, the automotive group’s chairman, said during a virtual event called “Futuring Genesis.”

Every new Genesis vehicle will be powered by electricity or hydrogen fuel cells from 2025 and the company will build an EV lineup consisting of eight models with a sales target of 400,000 cars a year.

Hyundai Motor Group Chairman Chung Euisun speaks about the future of its Genesis luxury car brand, Thursday. Captured from Genesis's YouTube channel
Seen are silhouettes of Genesis’s future car models, to be released by the company, Thursday. Courtesy of Hyundai Motor Group

Genesis also unveiled a silhouette image of its future models during the event. The various concept cars included one with front and rear doors that open in opposite directions without a B-pillar. The firm also presented a high-fidelity sound system offering a concert hall-like listening experience.

“Our new electric lineup is the perfect platform to increase our interface with our customers,” Luc Donckerwolke, chief creative officer of Genesis, said. “We aim to interact with all their senses. Our new architecture will integrate audacious technologies with breathtaking designs while providing sincere detail-oriented experiences. Warm and exquisite care will be our differentiator.”

Under the vision, Genesis introduced two EVs ― the electrified G80 sedan and the GV60. While the electrified G80 already hit showrooms, Genesis said the GV60, which is based on the automotive group’s EV-only platform called Electric-Global Modular Platform (E-GMP), will hit the global market within this year.

The automotive group is trying to keep up with strengthened global environmental regulations, especially in Europe where public outcry over climate change and strengthened environmental regulations are prompting the shift to EVs. The European Commission released its Fit for 55 legislation package in July aiming to cut net greenhouse gas emission by 55 percent by 2030, much higher than the previous target of 40 percent.

Under the new policy, the European Union will ban the sale of combustion engine vehicles in 2035 and consequently aims to become the world’s first climate-neutral continent by 2050.

The Korean government is moving to accomplish its 2050 net-zero pledge by replacing up to 97 percent of cars with those powered by more eco-friendly energy sources. Also, the U.S. government recently announced a goal that half of all new cars sold in the country will produce zero emissions by 2030.

Source: Biz&Tech – Baek Byung-yeul.

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