Genesis Designer Predicts a Shift Away from SUVs Toward Wagons
There is a widespread belief that SUVs have completely dominated the automotive market, but this perception is mainly shaped by the strong preference for tall vehicles seen in the United States. In reality, conventional cars remain popular in many regions worldwide, especially across Europe.
Nevertheless, the surge in demand for crossovers over recent decades is undeniable. Many people already own SUVs and are likely planning to upgrade to newer models. Manufacturers have fueled this trend by expanding their lineup with multiple variations built on the same platform. Since SUVs generally carry higher price tags compared to their sedan counterparts, automakers are motivated to push customers towards these models.
Luc Donckerwolke, the Chief Creative Officer of Genesis and Executive Vice President of Design at Hyundai Group, foresees the SUV craze reaching its saturation point. The designer, originally from Peru and known for his work on vehicles ranging from the Skoda Octavia to the Lamborghini Murciélago, expects demand for SUVs to plateau and eventually decline.
"Currently, there is an abundance of SUVs flooding the market, which will ultimately lead to saturation. Once that happens, other vehicle styles will likely regain appeal. This is why I am a strong advocate against a monoculture in vehicle types," Donckerwolke explained.
Despite the SUV boom, Genesis has not fully committed to the segment. The brand continues to serve sedan enthusiasts with models such as the G70, G80, and G90, and even offers a wagon variant called the G70 Shooting Brake. Recently, Genesis introduced a two-seat coupe supercar concept featuring a V-8 engine, hinting at a future flagship and a GT3 homologation vehicle.
The striking G90 Wingback concept is another example of Genesis exploring alternatives. Part of the Magma sub-brand focused on performance cars, this concept joins the supercar and the upcoming 2027 GV60 Magma. The Wingback aims to challenge competitors like the BMW M5 Touring, Mercedes-AMG E63 Estate, and Audi RS6 Avant.
Built on the large G90 sedan platform, the Wingback stretches to an impressive 200.7 inches (5.1 meters) with a 126-inch (3.2-meter) wheelbase. Besides its extended roofline, the wagon features a sporty front bumper, widened fenders, and twin rear spoilers. Its stacked exhaust tips are reminiscent of Lexus' F-performance models.
Genesis G90 Wingback Concept
Although Genesis has no current plans to produce the G90 Wingback, the concept reflects the brand’s willingness to explore beyond SUVs. Donckerwolke believes that as customer interest in crossovers wanes, wagons could experience a revival.
If the Wingback reaches production, it would likely be priced at a premium level. The base G90 sedan starts at around $104,495, so a high-performance Magma wagon could be positioned similarly to the $127,675 BMW M5 Touring or the $131,995 Audi RS6 Avant. Alternatively, Genesis might consider testing the market with a more affordable wagon, similar to the G70 Shooting Brake.
