Genesis has announced plans to publicly unveil a previously unseen ute study in January, despite shelving the project in recent years. The revelation emerged during a media roundtable where Genesis Chief Creative Officer Luc Donckerwolke was questioned about the luxury marque’s interest in joining Kia and Hyundai in the dual-cab ute segment.
Donckerwolke confirmed the existence of the project, stating that the study will be featured in the January issue of Auto & Design magazine. He explained that while the company had seriously explored the idea, the timing was ultimately deemed unsuitable. “We did consider a pickup,” he noted, “but it was not the right time, yet,” emphasizing the need to focus on establishing the brand’s core segments first.
Genesis’ Strategic Priorities
Donckerwolke highlighted the importance of prioritizing current development programs, explaining that Genesis must “take care of the core business, of the core segments” before venturing into new areas. The ute study is one of several internal projects that have previously remained unseen outside the design studio.
This announcement comes as Hyundai Motor Group prepares multiple ute programs across its brands. Earlier this month, CarSauce reported that local Hyundai boss Don Romano pledged to remain in his role until a ute reaches Australia, hinting at a mid-2028 arrival. With the Kia Tasman already on sale for nearly six months, Genesis remains the only Hyundai Group marque without a confirmed entrant in the segment.
Future Prospects and Market Dynamics
Despite the decision to shelve the vehicle, Donckerwolke suggested the idea has not been entirely ruled out, noting, “Who knows, maybe, why not?” He advocated for a staged approach to growth, stating, “One thing at a time, we first do the homework domain, and then we will look into what other satellites we can plug onto the product.”
In 2024, Genesis discontinued production of their 3.0-litre turbo-diesel inline six, making its return as part of a ute platform unlikely. This leaves the 3.5-litre twin-turbo V6 and the 2.5-litre inline four-cylinder powertrains as potential candidates, though the brand may have other plans in development.
Performance Focus and Industry Trends
Donckerwolke also expressed personal interest in performance-focused utes, revealing that he owns “some very wild pickups” alongside sports cars, suggesting that the company’s “horizon” will not be limited to traditional segments in the long term.
The move represents a cautious yet strategic approach by Genesis, aligning with broader industry trends where luxury brands are increasingly exploring utility vehicles. According to automotive industry analyst Mark Thompson, “The luxury ute segment is an untapped market with significant potential, especially as consumer preferences shift towards versatile and high-performance vehicles.”
“The luxury ute segment is an untapped market with significant potential, especially as consumer preferences shift towards versatile and high-performance vehicles.” – Mark Thompson, Automotive Industry Analyst
As the automotive landscape evolves, Genesis’ decision to delay its entry into the ute market may allow it to refine its strategy and leverage its strengths in design and innovation. This calculated approach could position Genesis to capture a unique niche in the luxury vehicle market when the timing aligns with its broader business objectives.
Looking ahead, the industry will be watching closely to see how Genesis navigates its expansion plans and whether the shelved ute project will eventually come to fruition. For now, the focus remains on solidifying its core offerings and preparing for future opportunities in the ever-evolving automotive sector.
