Genesis considers luxury pickup but no decision has been made yet

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Genesis has grand ambitions to grow its range, and this might include a pickup.

While the interest is there, it’s too early for the brand to confirm such a model.

Hyundai’s new pickup is tipped to be sold as either a hybrid or an EREV.

It’s hardly a secret that Hyundai is developing a proper ladder-frame pickup for the North American market, following the SUV-based Santa Cruz. Although this new model is still a few years away from launch, there are already thoughts within the group about potentially launching a Genesis-branded version.

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Hyundai has been working on its pickup for some time now, but unlike the Kia Tasman , which is sold exclusively as a diesel, the Hyundai is shaping up to be either a hybrid or an extended-range EV. Genesis is eager to grow its line-up, already working on a mid-engined, V8-powered supercar, and a pickup could be another way to broaden its reach.

Also: Genesis Designed This Pickup For America, Then Walked Away

Quizzed by carsales.com.au about the possibility of Genesis building a pickup, Hyundai Motor Group Australia chief operating officer Gavin Donaldson refused to rule out such a vehicle.

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Genesis’ official concept sketch for a North American pickup truck.

“I think you don’t rule out anything, and it’s got to meet the luxury level to what it is,” he said. “I think from the Genesis point of view, I think when you look at the company… even though we don’t have it yet right now, I think they look at every different product that they can try to bring to the market. If there’s an opportunity that it’s going to be able to create, build the brand, support the brand, build that luxury image, then you would look at what it is. The likelihood? I don’t know.”

A Niche Luxury Pickup

Illustration of a Genesis pickup truck by Josh Byrnes / Carscoops

Ultimately, a Genesis pickup was never going to be a high-volume seller. It will need to reach lifestyle buyers with money to spend and who aren’t interested in a typical luxury SUV. Except for Mercedes-Benz and its ill-fated X-Class, few premium brands have ventured into this space, one dominated by legacy brands like Toyota, Ford, Chevrolet, Nissan, and others.

Read: Hyundai’s New Pickup Truck Will Be Everything The Santa Cruz Refused To Be

As it stands, Genesis already has plenty on its agenda . In the coming months, it’s expected to unveil the all-electric GV90, sharing its underpinnings with the Kia EV9 and Hyundai Ioniq 9, albeit being even more luxurious. It is also looking to grow the Magma brand, ultimately launching performance-focused versions of some of its most popular models. This could include a sporty version of the GV70 , recently snapped testing in Korea with what sounded like a new turbocharged V8 engine.

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Genesis released this sketch for an American pickup truck earlier this year.