Designed for America, Then Shelved
Genesis was deep into developing an electric pickup aimed squarely at the American market. It had the size, the design, and the specs to rival the Rivian R1T, Ford F-150 Lightning, and even Tesla’s Cybertruck.
But just before taking the leap, Genesis hit the brakes.
Luc Donckerwolke, Chief Creative Officer at Hyundai Motor Group, confirmed the brand pulled the plug. “It was not the right time,” he said, pointing to a shift in focus toward high-performance Magma models instead.
A Truck With Premium Style
Unlike your typical rugged pickup, Genesis’ design sketches showed off a sleek, luxurious EV with strong visual identity.
It had signature Two-Line LED lights, a bold Crest grille, sculpted bodywork, and oversized, futuristic wheels wrapped in off-road-ready tires.
Inside, sketches revealed a five-seat layout with a minimal dashboard, curved display, and unique two-spoke steering wheel—think more luxury lounge than workhorse.
A Bold Move Into Unfamiliar Territory
A luxury EV pickup isn’t what you’d expect from Genesis—but that’s what made the project so intriguing. It was a strategic gamble aimed at expanding the brand’s identity and challenging the dominance of utilitarian EV trucks.
Targeting the North American market made perfect sense. Trucks rule the roads in the U.S., and with competitors like Rivian and Tesla turning heads, Genesis saw a chance to make a statement of its own.
This wasn’t just about utility—it was about redefining what a luxury truck could be in the electric age. A premium badge. Rugged capabilities. No compromises.
More Than Just Pretty Pictures
This wasn’t a pure fantasy. The EV truck was set to ride on a ladder-frame platform—shared with the X Gran Equator concept—giving it legit off-road chops and serious towing power.
One sketch even showed it hauling a custom Airstream trailer, hinting at its intended use case. Hidden storage in the nose and side skirts added even more practicality.
Future Still Possible?
Donckerwolke hasn’t ruled it out. In fact, he teased: “An electric pickup truck? Why not?”
Hyundai is already developing electric and range-extended pickups. A future Genesis version could piggyback on that tech.
So while this chapter is closed for now, the book isn’t finished. Genesis may return to the EV truck scene—just not today.
