Genesis Came Surprisingly Close to Building an Electric Pickup

Genesis’ Abandoned Pickup Was Real, and the Evidence Is Now Public

Genesis previously acknowledged it had explored a pickup truck for the U.S. market, but details were limited. Newly published images from Auto&Design magazine confirm the project advanced far beyond internal discussion. The luxury brand produced sketches and a full-scale design model, proving the pickup was a legitimate development program before it was shelved.

This follows earlier reporting that Genesis considered a truck before choosing to prioritize other vehicles. Design chief Luc Donckerwolke later confirmed the project, known internally as “The Pickup,” and said it was evaluated as an electric vehicle. The idea was dropped due to resource constraints, not because it failed to meet technical or design goals. Donckerwolke also suggested the concept could be revisited at some point.

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A Pickup Concept That Broke from Segment Norms

The design itself shows how differently Genesis approached the segment. Just because Genesis has familial ties to Hyundai and Kia, it doesn't mean they're repurposing the Tasman or the Santa Cruz. Instead of a unibody platform, the concept used a ladder-style chassis with twin side members. The goal was to deliver greater off-road capability, a notable departure for a brand focused primarily on luxury sedans and crossovers.

Visually, the truck stands apart from anything currently on sale. It uses a clear two-body layout that separates the cab from the bed while maintaining a cohesive design. The proportions are bold and architectural rather than utilitarian. Styling cues closely resemble those seen later on the X Gran Equator concept, suggesting this pickup helped shape Genesis’ broader design direction even after cancellation.

Electric Ambitions and a Striking Flip-Out Frunk

One of the most distinctive features is the flip-out front trunk. The design leverages electric vehicle packaging to add usable storage while making a strong visual statement. It reinforces that Genesis was not aiming for a conventional luxury truck but was testing how far the concept could be pushed.

The timing now appears significant. Luxury electric pickups are gaining traction, and the segment is no longer as unproven as it once was. While the Genesis pickup never reached production, these images confirm it was far more than a hypothetical exercise. It was a serious design study that shows Genesis once stood closer to entering the pickup market than many realized.

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