The popularity of pickup trucks in the United States is undeniable, prompting manufacturers to consider entering this lucrative market. Hyundai and its luxury division, Genesis, are both eyeing the development of their own body-on-frame pickups.
Hyundai has announced plans to introduce such a vehicle by 2030, while Genesis has already designed a truck that showcases its distinct styling. Featured in Auto&Design, the truck features a recognizable grille and parallel headlight elements that are signature to the Genesis brand.
The design also includes LED lighting that wraps around the front fenders and extends to the bedsides, reminiscent of the X Gran Equator Concept SUV that Genesis unveiled in April 2025. This connection suggests that the pickup shares design elements with the SUV, emphasizing a cohesive brand identity.
Interestingly, the truck is simply referred to as 'the pickup' within Genesis, without any secretive internal code. Luc Donckerwolke, Genesis's chief creative officer, has hinted at the possibility of an electric pickup truck, although the focus has shifted to other projects for now.
While the idea of an electric pickup from Genesis is intriguing, it may face challenges in a market that is still adapting to electric vehicles. However, the groundwork seems to be laid for a potential premium offering in the pickup segment, especially if Hyundai's body-on-frame truck proves successful.
As the market evolves, the entry of Genesis into the pickup arena could reshape consumer expectations for luxury trucks, blending performance with upscale features.
