Genesis produces another swanky design study with X Concept

Genesis partied like it was 2019 in downtown Los Angeles last week with a flashy debut of its latest concept car, the X Concept grand touring coupe, which, true to the brand’s short history, flaunted the freedom of its design team and the staggering amount of money Hyundai continues to pump into its wannabe-luxury brand.

The sleek coupe is yet another design study following other concepts such as the Essentia sports car and the Mint city car, both revealed at past New York International Auto Shows. In a day when many studios are cutting back on what they see to be extravagant expenses on show cars that won’t ever see production, Genesis continues to build fantastical examples of clearly European-inspired proportions and volume.

With demand for cars dying and consumers clamoring for SUVs, it’s unlikely the X Concept will be built, but like its predecessors, will serve as design inspiration for future models. Notably, executives tout the car’s “two lines” theme, which can be seen in the front lighting signature that wraps around to the front fender, in the digital side mirrors, and in the tail lamps. A broader, lower version of the “crest grille” is far more elegant on the X Concept than what we’ve seen on other Genesis models; considerably less fish-mouthy than the Essentia, and much less vulgar than the gargantuan gaping maws on the current production vehicles.

The interior features a driver-centric cockpit with low-slung bucket seats and exposed metal seat frames. A large electronic display sits in front of the driver, in lieu of a central screen found on a traditional IP. In the centre console, a spherical shift lever looks similar to the one we saw two years ago on the Mint concept. To keep up appearances of sustainability, the X Concept uses leftover leather on the seat belts, steering wheel, and airbag cover. CDN’s request for interview with global design head SangYup Lee was declined.

Some automotive experts question whether such glitzy show cars translate to real-world sales. Vice president of industry analysis for AutoPacific Ed Kim, tells us, “A coupe concept may be less relevant as it’s unlikely that Genesis will produce a two-door coupe anytime soon. However, if this concept is a veiled look at the next Genesis G90, it does have the potential to whet consumers’ appetites for an actual production model. A more concrete peek at the brand’s short-term future is likely more relevant to the potential buyer than a pretty concept that has no bearing on what they’ll be able to buy.”

Despite a roster of slick concepts and well-oiled marketing efforts, Genesis still has a long way to go in the US, where many Americans had never heard of the brand until a few weeks ago when the golfer Tiger Woods crashed his borrowed GV80 SUV down a steep embankment in Southern California, while in town for a professional golf tournament sponsored by the brand. The ensuing publicity is a reminder that, for better or worse, there are some things even Genesis’ money can’t buy.