Though the U.S. heavily favors crossovers, having a halo car like the X Concept would help to boost the premium image that Genesis is working hard to establish, said Ed Kim, president and chief analyst of Auto Pacific. But it would be a low-volume vehicle, he added.
“While coupes are rarely high-volume vehicles in today’s market, they remain hugely aspirational and can serve as statement pieces for a brand,” Kim said.
“A new luxury brand like Genesis must get the fundamentals right, and it has certainly done so with its strong and consumer-relevant current crossover lineup.
“Genesis now needs to continue building its cachet and build up its brand image.”
Genesis has said it will phase out gasoline engine models by 2025 and turn its entire lineup electric by 2033. It has launched three EVs this year: the GV60 compact crossover, the Electrified G80 sedan and the Electrified GV70 compact crossover, which will go on sale in the U.S. in the spring.