The Genesis premium brand is not interested in establishing a performance sub-brand. Simply put, the brand feels like a performance brand will not be relevant in a market that’s shifting to electrification, according to Genesis boss Manfred Fitzgerald.
In speaking with Australian publication Motoring Fitzgerald did not mince his words.
“Performance will not be on the same forefront of differentiator as it is today for ICEs [internal combustion engines]. Everybody is capable of doing an electric motor and putting it in a car, so the performance values will almost be the same. Nobody’s going to be interested in ‘A’ or ‘B’, so I think that will come down to a level playing field,” Fitzgerald stated to Motoring.
Essentially the executive believes electrified vehicles are already oftentimes superior performers to vehicles in internal combustion engines, so tacking something on top of them for performance seems pointless. Granted, a quick look at Tesla’s P100D models does, indeed, suggest that electrified vehicles are worthy of performance designations.
There’s no question Genesis is sort of bucking conventional wisdom in the luxury space. BMW M and Mercedes-AMG are both expanding their lineups, which AMG evolving into its own brand within the Mercedes house. Both nameplates have made their respective parent-brand famous, all while increasing their respective transaction prices.
Fitzgerald went on to confirm Genesis is still planning two dedicated platform for electrified vehicles. Both platforms will debut sometime in the 2021 to 2022 range, with one of them sized similar to the G80 sedan.