Less than a day after Genesis officials in the U.S. talked about plans to double the company’s product portfolio, including adding to SUVs, the company offered an early look at the smaller of the two SUVs: the GV70.
Heavily camouflaged in the photos from the luxury brand, the new midsized ute will be the company’s second, following the GV80, which is expected to arrive in the U.S. later this year. Officials noted that the GV70 will do its on-road testing in South Korea for a month starting today.
“We are thrilled to share this early sneak preview of our second SUV, the Genesis GV70,” said Genesis official. “It telegraphs an exciting new design and reinforces the core brand values that run through our line-up. We look forward to sharing full details on GV70 with everyone in the near future.”
The generate some excitement among potential buyers, the company is allowing people to learn more about vehicle’s G-Matrix camouflage pattern by scanning a QR code. The only problem is that the code is embedded in the car’s camo pattern so unless you happen to be in South Korea sometime during the next month, internet updates will be the way to go.
While specific details are presently hidden by the bespoke G-Matrix camouflage pattern, the continued evolution of Genesis’ signature “Athletic Elegance” design language is noticeable, the company noted.
G-Matrix is inspired by the diffused reflection of light from precision cut diamonds and is a core part of the Genesis brand identity. Drivers can look forward to the creative application of the pattern on the GV70 in different ways, emphasizing the details that are emblematic of the Genesis brand.
Mark Del Rosso, Genesis’ U.S. CEO, said during a Monday media webinar, the brand will have six models in the U.S. in the coming year, including the two aforementioned Genesis SUVs, as well as its first all-electric model – which is also going to be a crossover, two company officials told TheDetroitBureau.com on background.
Barely five years old, the Genesis brand has faced plenty of challenges, especially after announcing that it would ask dealers to set up separate showrooms and no longer sell its products alongside more mainstream Hyundai models.
With all the new product coming, said Del Rosso, dealers will be asked to invest even more in the brand, adding “They realize they’re going to have to invest to develop the brand even further.”
For the moment, Genesis has to get by with just three sedans, a challenge in an SUV-crazed U.S. market. Even so, and despite the sharp downturn in sedan sales, Genesis has fared well, gaining market share with models such as the flagship G90 and the near-luxury G70, a compact sports sedan that was named North American Car of the Year.