Instead, the focus will be on the development and production of EVs.
Genesis can boast many accomplishments. It is the number one spot in J.D. Power has been the top-ranked manufacturer in J.D. The next major thing for this premium manufacturer is electrification. It turns out Genesis doesn’t want to take one step towards zero-emission.
Plug-in hybrids are used by most mainstream manufacturers as a transitional step to fully battery-electric vehicles. However, the South Koreans do not plan to develop hybrids or plug in hybrids. This was confirmed by Mark Del Rosso (the brand’s chief executive for America), who spoke to media representatives via an internet conference call.
Why? The reason? The automaker will use its full R&D resources to develop its first emission-free model, which will be the flagship of its model range.
It is a clear statement that the brand has intelligence. “We felt it was important that we make the leap to a BEV,” Del Rosso stated to the Detroit’s Automotive Press Association.
We don’t know if this is a wise decision or not. Although PHEVs are still generally more affordable and less expensive than EVs ( ), Genesis could benefit from the financial savings it will make by skipping this step to accelerate the integration fully-electric powertrains into its range.
Del Rosso also confirmed Genesis’ commitment for the sedan segment in a separate topic. He said, “While the sedan market is shrinking,” adding that Genesis’ latest products are “gaining all across the globe.”