Genesis X Concept Should Be Taken Figuratively, Not Literally
By Edward A. Sanchez – March 31, 2021
This week, Hyundai’s premium Genesis brand unveiled the Genesis X concept, a svelte two-door coupe in the vein of the late Mercedes S-Class coupe, BMW 8 Series, and other large, luxury coupes. In the release of the vehicle, Genesis said the concept would be built on an EV platform (presumably E-GMP), and a two-door body style.
The release goes on with an avalanche of flowery, evocative adjectives and descriptions about the brand’s “audacious and progressive spirit” and “inherent dignity and pride.” Whatever. Frankly, trying to describe pictures with a thousand words, especially when it comes to concept cars, is a painful experience, so I’ll spare you the anguish. If you’re a loquacious masochist with an adjective fetish, the release can be read here.
Many other outlets have gushed with praise for the concept, some coming straight out with headlines such as “Genesis X concept is beautiful, and Genesis needs to build it.” Well, I’m going to be the contrarian here and say, “No, Genesis. Don’t build the Genesis X concept as-is.” That’s not to say I don’t find the concept handsome and attractive. Not at all. It is a very elegant and eye-catching design. But as it is currently executed, it is doomed to sales failure.
I’m not going to go so far as to say they should apply the concept’s styling to a crossover as a sure-fire recipe for sales success, although certain aspects could be applied to the GV80 and GV70 to good effect. But let’s face it, two-door coupes simply don’t sell anymore, unless you’re talking about mid-priced domestic muscle cars or mid-premium coupes such as the BMW 4 Series and Audi A5. Even with both of those variants, there are four-door “coupe” variants for those customers who want something a little different than the quotidian “sedan” version, but appreciate the added versatility of an extra set of doors.
My suggestion would be for a figurative revival of the spirit of the Aston Martin Lagonda. The Genesis X has just a hint of that wedgy, futuristic look, and even resembles the Lagonda Taraf, the Middle East-only sedan that sold in extremely limited numbers and a $1 million price tag. So I would make the Genesis X a four-door, but I’d go a step further and make it a liftback in the guise of the Tesla Model S.
To me, the whole notion that luxury has to be impractical is an outdated archetype. Every luxury brand on the planet has gone after the SUV market, with most of them seeing those models become their best sellers. I’m not saying every vehicle on the planet has to be an SUV or crossover, but offering some semblance of everyday practicality and usability doesn’t necessarily mean a sacrifice of uniqueness and distinctiveness.
So long story short, I think we will definitely see aspects of the Genesis X’s styling in future production Genesis models. If Genesis doesn’t have particularly ambitious sales targets for a two-door coupe and is content to sell it in very limited numbers, sure, make it as is. But if it wants to see global sales figures higher than four figures, it needs to be a four-door at the very least.
(Images courtesy Genesis)
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