Bold, sweeping statements from automakers regarding sustainable future plans are not exactly rare or surprising these days. Genesis joined the party this week by announcing an electrification blueprint that will see all of the brand's new models going all-electric, starting in 2025. That doesn't exclusively mean battery-powered, though, as the company's dual electrification strategy will involve both fuel-cell and battery electric vehicles (EVs). The company aims to sell eight all-electric models by 2030, with sales of 400,000 zero-emission vehicles a year. The automaker also wants to be net carbon neutral by 2035; Genesis is the first member of the Hyundai Motor Group to announce such a transition.
From the announcement, it would appear that upcoming Genesis hydrogen fuel-cell vehicles will emphasize performance. Accordingly, the company said it would "put an effort on developing pure electric technologies such as new fuel cell systems with higher power output." For battery-powered EVs, the focus will be on next-generation technology that, according to the automaker, "draws better performance and efficiency from lithium-ion batteries." This would suggest that Genesis intends to get the most range out of each electron. The company will also work to improve the efficiency of all its forthcoming EV models.
As part of the announcement, Genesis released a 12-minute "vision statement" video called "Futuring Genesis." In addition to fleshing out the ideas described in the announcement, the film's star is the new GV60 electric SUV, which Genesis unveiled last month. No more details about the forthcoming EV were given in the video, unfortunately, but we do know that the GV60 will be the first Genesis model to use Hyundai's Electric-Global Modular Platform (E-GMP)—a dedicated EV platform also used in the Hyundai Ioniq 5 and Kia EV6. Look for E-GMP to be used in around two dozen Hyundai models by 2025. Genesis will deliver the first GV60s in North America sometime in 2022.
In the video, Genesis also set the stage for a revamp of how it builds its cars in the future, including updating its "entire value chain, beginning with raw materials, vehicles, and parts and extending to all worksites and production plants." In the video, Genesis' chief creative officer, Luc Donckerwolke, said one could find the general direction for future Genesis designs in the X concept car, unveiled earlier this year.
"Genesis X, our icon, is the latest materialization of our athletic elegance design philosophy," he said. "But we will not reduce our ambitions to aesthetical masterpieces."