Genesis confirms dual electrification strategy

GENESIS has confirmed that fuel-cell electric technology (FCEV) will play a pivotal role in its ‘electric vehicle transition’ with the flourishing luxury brand set to follow a ‘dual electrification strategy’ alongside more familiar battery-electric technology.

Speaking to local media at the new GV60 electric SUV’s global debut, chief brand officer Luc Donckerwolke said Genesis intended to “lead the electrification era by focusing on a dual electrification strategy with fuel-cell and battery EVs”.

While Mr Donckerwolke and head of global product innovation Sean Lee stopped short of outlining specifics, the latter added that the brand’s first FCEV would be launched in the coming years with the global line-up set to consist of eight different models – in total – by 2030.

Discounting the existing G80, GV80, G70, GV70 and the new GV60, the door is wide open for two, possibly even three stand-alone FCEV models to materialise over the next eight years, away from the inevitable BEV and FCEV variants of existing models.

“We are planning to make eight line-ups by 2030 there will be various body types like sedans and SUVs,” Mr Lee said.

“We will create vehicles that cater to different lifestyles of our customers. More information will be provided to you when we have more specific plans.”

The dual electrification strategy in keeps with the wider Hyundai Motor Group’s (HMG) plan of offering price parity between battery-electric and fuel-cell electric technology by the end of the decade; a crucial part of its Hydrogen Vision 2040 plan.

Hydrogen has been one of the big talking points of the industry in recent years with some brands like Hyundai embracing it whole heartedly while others are dedicating their time and effort exclusively to battery-electric tech.

Genesis’ two-pronged approach to electrification is hardly surprising given a similar strategy is already being executed by Hyundai’s N performance division.

As reported by GoAutoback in April, development of the first electrified N car is well under way with engineers also tinkering away and experimenting on a “rolling lab project” featuring a fusion of BEV and FCEV tech into one powertrain.

The result of all this tinkering and experimenting was realised earlier this month with the reveal of the Vision FK concept; a 500kW fastback capable of 0-100km/h in “less than four seconds” with a range of 600km.

Developed in conjunction with Rimac, the Vision FK concept couples its hydrogen powertrain with a larger battery and plug-in charging capabilities.

Whether or not this technology or any of the subsequent breakthroughs are transplanted across to the Genesis brand remains to be seen, however we wouldn’t rule it out given the amount of cooperation and parts sharing that goes on between the HMG members (Hyundai, N Performance, Kia, Genesis).

There is of course no doubt that pure FCEV technology is on the way over to Genesis – ignoring the executives’ comments – given Hyundai has just launched the hydrogen-powered Nexo in Australia.

Expect the premium applications to offer up a fair bit more power – and performance – than the mainstream SUV’s 120kW/395Nm.