It wasn’t too long ago that Hyundai took the wraps off of the Ioniq 3 which will be the smallest EV in its lineup when it eventually goes on sale. The spunky EV will be slotted beneath the Ioniq 5, and it will serve as a gatekeeper for Hyundai’s EV SUV lineup.

As expected, questions began to swirl about whether Genesis would get a small EV of its own. Genesis’s EV lineup is currently limited to the GV60 and the GV70 Electrified, and despite softening EV demand which killed the G80 Electrified, the luxury brand is still comitted to EVs. A new report appears to reveal that Genesis’s next big EV could be its smallest yet.

Smaller EV could help supercharge demand

According to an interview that the folks at Autocar did with Genesis’s European Manager Peter Kronschnabl the brand could be open to a smaller EV entry. Kronschnabl stated the brand was “evolving” and as a result “We need to look at fast-growing segments where we might need to be present in order to nurture customers.”

He also confirmed the presence of “white space” in the brand stating “You need to be very careful when you look into this white space and not just go there because you believe there is a short-term opportunity,” he added. The brand is playing the proverbial grind game and is not looking for a quick easy victory either. This is similar to what you might see in TCG tournaments and the utility Genesis is “evaluating” could be treated as the brand using the best deck in the room.

As is the case with similar interviews, Kronschnabl proved to be a master of selective information, and revealed that there was nothing further to confirm at this time, which could hint the mystery model is in the very early stages of development.

An SUV would help boost demand

While some may scoff at any report that states yet another crossover or utility is potentially coming into the EV market, Genesis is actually playing a very smart game of resource management. The utility segment as a whole is still a very strong market, and Genesis could be seeing this small utility as a good way to engage and connect with a wider pool of customers versus offering a formal sedan model.

The appearance of the mystery model would also provide backup to the GV60 and the GV70 with both models just now beginning to display the first wrinkles of aging. It’s not known if the model would be coming to the U.S. since the Ioniq 3 is currently being limited to international markets only.

Part of a bigger plan

While it’s not known if this EV will be coming to the U.S. the model is part of bigger plans that Genesis is currently piecing together. The brand has already proven to be a strong player on the global stage, and it’s hoping to expand on this even further.

This will be achieved with an ambitious new product plan that will see Genesis launch 22 new models with the bulk of them appearing before 2030. In addition to the new models, the brand is also bringing more trim levels and derivatives to buyers who want to have new avenues to explore their creativity, and having their own distinct mark on their new vehicle.

Next-generation powertrains are also on the menu with the brand looking to not only expand its reach in EVs, but also upgrading its combustion engine lineup to boost fuel economy and reduce emissions.