- Genesis is weighing a luxury minivan for China.
- ‘Jet on Wheels’ concept hints at a future model.
- Rivals include the Zeekr 009 and Volvo EM90.
Genesis remains a relatively small player in the premium car market, especially when measured against its long-established German rivals. Although its sales are not class-leading, the brand has expansive ambitions and is exploring several new vehicle segments, including high-end minivans.
We already know Genesis is developing a mid-engined, V8-powered supercar. It is also evaluating low-volume Magma-branded models, potentially including production versions of the striking X Gran Coupe and Wingback estate concepts. Now, according to a new report from Korea, Genesis plans to introduce a minivan in China before the end of the decade.
Read: Genesis Is Finally Building Its First Supercar, But The Plan Goes Further
Facing relentless pressure from domestic brands, Genesis has yet to mirror in China the success it enjoys in Western markets. Just a few weeks ago, the company pulled back the curtain on several behind-the-scenes concepts, including the dramatic ‘Jet on Wheels’ minivan. According to the Korean Car Blog, that showpiece could evolve into a production model customers can actually buy.
China’s Luxury Van Boom
China has developed a healthy appetite for ultra-luxurious minivans, fueled by new arrivals such as the Zeekr 009, Li Auto Mega, and Geely V900. Even Volvo has stepped into the ring with a China-focused van called the EM90, which shares much of its hardware with the 009 from sibling brand Zeekr under the wider Geely Group umbrella.
With competition in the crossover and SUV segments in China more intense than ever, Genesis appears to see the niche minivan category as a strategic opportunity. A model in this space would likely sell in modest volumes, but its positioning at the upper end of the market could make it highly profitable.
The ‘Jet on Wheels’ concept is no ordinary minivan. It looks sleeker and more futuristic than most luxury vans currently on sale in China, while still incorporating the brand’s familiar design DNA including the Two Line lighting signature.
While the brand has not confirmed production plans, Hyundai Motor Group chief creative officer Luc Donkerwolke has suggested the idea is more than speculative.
“We did it because at Genesis we all know we might make a van sooner or later,” he said. “And since we are used to tackling different categories and architectures, it seemed perfectly natural to us to also address this typology of vehicle. So, it’s the perfect example of the work we do behind the scenes, in our kitchen.”
