The Genesis Essentia Concept Stole the 2018 New York Auto Show
When consumers think of a stylish luxury automotive brand, oftentimes names such as Ferrari, Maserati, and Mercedes-Benz are thrown around. Which is all to say, the name Genesis is generally not found among this prestigious list. Yet, after what was revealed today at the 2018 New York Auto Show, that could all change very soon. In 2015, South Korean automaker Hyundai created the Genesis brand. Its mission? To have Genesis break into the luxury category, competing with such lauded heavy-weights as BMW, Lexus, and Mercedes-Benz. Their first few attempts, with such models as G70 and G80 were certainly a step in the right direction, yet nothing that would cement Genesis's place in a line-up of luxury vehicles. That is, perhaps, until today. The three-year-old brand unveiled the Essentia, a concept car that turned many heads on the floor of New York's Javits Convention Center, home to the annual auto event.
For the past few years, Genesis has quietly been building a team of the world's most talented designers. Led by Luc Donckerwolke (formerly of Bentley and Lamborghini), the brand signed on such high-profile names as: SangYup Lee (formerly of Bentley and GM), Sasha Selipanov (formerly of Bugatti), and Hans Lapine (formerly of Audi). With all these creative minds under one roof, the expectations were high. And if the buzz around the Essentia concept is any indication, it appears they are one step closer to succeeding.
Like most every concept car that's designed these days, the Essentia promises to be an all-electric high-performance vehicle. Unlike most all-electric cars, however, the Essentia's battery is located in a central tunnel within the car (whereas almost all other electric engines are placed below the car's base). This allowed the vehicle to be lower to the ground, making for a more aggressive appearance. What's much more unusual than the battery placement, is the elongated hood that's completely transparent. Spanning from grille all the way back to the placement of a traditional rear window, the bold design scheme makes for a eye-catching exterior that also allows for uninhibited interior views as well. The doors on this car swoop upwards when opened (more commonly referred to as butterfly doors), adding yet another element of luxe to the vehicle. The interior, which is more spacious than most cars that are low to the ground (again, due to the battery placement), features “Cognac” brown leather seats in a smartly designed space. The company hasn't released any true figures on the car, but states it could, in theory, run zero to sixty m.p.h. in roughly three seconds (they also didn't provide a range for the electric engine). And while consumers shouldn't expect to see the Essentia on the road anytime soon (or ever, for that matter), various components of the concept could (and should) make their way into upcoming Genesis models.
There's never a great time to launch new brands in the automotive industry. There's a reason why some brands and models are household names. Yet, if there were ever a time to spin off something new, now (as well as these past few years) might be the perfect time to be bold. With an industry being radically transformed with all-electric propulsion and autonomous capability, age-old vanguards such as Land Rover are basically in the same boat (or lane) as anyone else in trying to navigate the unfamiliar terrain. The Essentia concept certainly places Genesis much closer to the fierce competition moving forward.
