Genesis expects to unveil its first all-electric car by 2021. As Hyundai’s luxury-focused sub-brand, Genesis is a direct competitor for Cadillac, doubly so now that both Genesis and Cadillac are racing towards bringing premium EV offerings to market.
As confirmed by Genesis’ global executive vice president, Manfred Fitzgerald, in an interview with the Australian publication Drive, Genesis is currently hammering out a new electric vehicle architecture that will eventually lead to the creation of a new battery-powered SUV and sedan. Of the two, the sedan will most likely arrive first.
It’s interesting that Genesis would offer a new electric sedan ahead of an SUV, given the current market predilections for the SUV body style. Indeed, the vast majority of EV concepts we’ve seen over the years have been crossovers and SUVs.
That said, Genesis has always done things a bit differently, as evidenced by the numerous concept vehicles the brand has debuted over the years. One good example of this comes from the 2018 New York Auto Show, when Genesis introduced the Essentia, a compact high-performance coupe with butterfly doors and unique styling.
However, Genesis isn’t stopping there. The brand has also expressed interest in exploring hydrogen fuel-cell technology.
“We are absolutely committed to alternative propulsion,” Fitzgerald said during his interview with Drive. “I think you will see that Genesis will have every alternative covered in a relatively short space of time.”
Meanwhile, Cadillac is still working towards becoming GM’s primary electric brand. The last big development arrived with the debut of the 2020 Cadillac XT6 in January, when Cadillac announced it was working on a new all-electric crossover.
“Cadillac’s EV will hit the heart of the crossover market and meet the needs of customers around the world,” said Cadillac President Steve Carlisle. “It will represent the height of luxury and innovation while positioning Cadillac as the pinnacle of mobility.”
GM’s plans include a new EV platform that’s adaptable to a variety of drivetrain layouts, as previewed by an unnamed EV crossover concept.
However, beyond the underlying platform, battery technology and electric motors, a variety of other elements will factor into the success of Cadillac’s transformation. For example, charging systems and autonomous driving tech will also play a major role here.
Indeed, things are starting to come to a boil. Earlier this year, at the 2019 North American International Auto Show in Detroit, GM President Mark Reuss told Reuters that GM doesn’t “have any chances left with taking Cadillac to a really new place,” with regard to the brand’s new role as an EV company. “This is pretty much it.”
No doubt about it, the race is on. The question is: where will Cadillac finish?