- Genesis shared a design study for a US-targeted electric pickup.
- The concept used a ladder frame and fully electric drivetrain.
- Design sketches showed production-like wheels and detailing.
Genesis’s designers have had their hands full lately, dreaming up all kinds of projects that could eventually lead to production cars. Some we’ve already seen up close, like the G90 Magma Performance Wagon and the Magma GT, their mid-engine Corvette rival, but others have stayed behind closed doors. Until now.
See: Genesis Has Some Crazy Ideas, Starting With This Space-Age Minivan
We’ve already told you about the minivan and the hydrogen SUV studies, but there’s one more you wouldn’t usually expect from a premium brand, a project simply known as “The Pickup.” It’s a design exercise for a fully electric model aimed at the North American market. The project has been shelved for now, but it’s not entirely off the table for the future.
Hyundai Motor Group’s Chief Creative Officer, Luc Donckerwolke, recently acknowledged that Genesis had been exploring the idea. Ultimately, though, the team felt “it was not the right time,” choosing instead to focus on performance-focused Magma models.
First Glimpse of a Truck That Might Have Been
Most concepts like this stay buried inside design studios, rarely seeing the light of day. This time, however, Genesis opted to pull back the curtain slightly, sharing official sketches and renderings. The images originally appeared in the January/February issue of Auto&Design magazine, but Genesis has also released them directly to Carscoops.
Visually, the design stays rooted in Genesis’s familiar language. Two-Line LED headlights sweep back into pronounced front fenders, mirrored by the taillight design at the rear. The large Crest grille remains a focal point, flanked by sleek side intakes and a sturdy aluminum skid plate anchoring the front bumper.
More: This Genesis Supercar Isn’t A Pipe Dream, It’s Coming In Multiple Flavors
The profile is defined by imposing proportions, with a tall hood, a sizable rear bed, and an aerodynamic greenhouse. The sketches also show oversized wheels fitted with futuristic alloy designs and chunky, high-grip tires.
Another variation of the concept study features a flip-up panel on the nose that reveals a storage compartment, along with added space in the side skirts for portable batteries or other small items. This version takes a more minimalist approach to the styling, paired with more pronounced fenders for a bolder stance.
Designed for Americans
Genesis confirms the concept was developed with the American market in mind, and had it gone further, it would have ridden on the same ladder-frame chassis as the X Gran Equator Concept. That would mean better off-road capability and hauling strength than you’d get from a unibody setup.
No specific power or range figures have been shared, though it’s safe to assume the EV platform would support all-wheel drive. In one rendering, the truck is shown towing a custom-designed Airstream camper, suggesting it was at least envisioned with serious towing capability in mind.
The cabin gets a brief preview as well. One sketch shows a five-seater layout with a mix of soft, cylindrical forms across the dash, console, and seats. A two-spoke steering wheel and slim digital instrument panel create a minimalistic front row, with a curved passenger display extending the width of the dashboard.
More: Hyundai Boss Says New Midsize Pickup Will Blow Your Mind
Just a few months ago, Donckerwolke talked to Australian media expressing concerns on whether a pickup would be a right fit for Genesis. He specifically suggested they should be careful of not diluting the brand with a utilitarian offering.
The Project Is Not Entirely Dead
However, Donckerwolke’s more recent comments to Auto&Design suggest the idea isn’t entirely off the table. “An electric pickup truck? Why not?” he said. “Then we discarded it because we had to focus on different projects. Maybe in the future, who knows.”
It wouldn’t be surprising if Genesis revisits the truck segment down the line, possibly sharing underpinnings with one of Hyundai’s upcoming pickups. The Korean automaker is already developing an electric truck that could slot into the Ioniq lineup, along with ladder-frame midsize pickups for the U.S. and Australian markets, some of which may use a range-extender powertrain.
In a comment to Carscoops, a Genesis spokesperson clarified how these internal projects often unfold. “Genesis often undertakes future design exercises to explore possibilities for our ever-expanding portfolio,” he told us. “While some of these concepts ultimately don’t move forward to production, this showcases the broad capabilities and strengths of the Genesis design team.”
