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Genesis, the luxury vehicle division of the South Korean automaker Hyundai, has been known for producing high-end sedans that compete with the likes of BMW and Mercedes-Benz. However, with the rise in popularity of SUVs and crossovers, many automakers have shifted their focus away from sedans.

Recently, a top executive at Genesis made their stance on sedans crystal clear, leading many to speculate about the future of the brand’s sedan lineup. We will discuss the statements made by the Genesis executive and what they could mean for the brand moving forward.

A white 2023 Genesis G90 in front of some palm trees.
2023 Genesis G90 | Genesis

Genesis chief creative officer advocates for sedans and a balanced design approach

According to CarExpert, Luc Donckerwolke, the chief creative officer at Genesis, recently made a statement that sedans should not be written off by the auto industry. He stated that he does not want to see a world filled with just SUVs, as he believes that would be a mistake. Donckerwolke emphasized the importance of having a variety of vehicle types on the road and said that abandoning sedans would only lead to regret.

From a design perspective, Donckerwolke also expressed concern over young designers who have only worked on SUVs, as he believes they may have limited skills when it comes to designing sedans and coupes.

Donckerwolke, who is well-known for his work at Lamborghini, is passionate about designing all types of vehicles and believes that fighting for every millimeter to achieve the right proportions is critical in the design process.

In essence, Donckerwolke’s comments highlight the importance of embracing a variety of vehicle types and preserving the art of designing sedans and coupes.

The shift from sedans to SUVs is an industry trend

In recent years, there has been a notable shift in the automotive industry toward SUVs and crossovers, leading many companies to cut sedans from their lineups. The primary reason behind this trend is profitability, as SUVs generally have higher profit margins than sedans. Additionally, consumer demand has shifted toward larger vehicles with higher driving positions and more cargo space.

Many companies have made significant cuts to their sedan offerings, including Ford, which plans to discontinue all passenger car models except for the Mustang; General Motors, which has discontinued several sedan models, including the Chevy Impala and Buick LaCrosse; and even luxury brands like Cadillac and Lincoln have scaled back their sedan offerings in favor of SUVs.

However, some experts argue that companies cutting sedans from their lineups could be making a mistake in the long run, as sedans still have a dedicated consumer base and offer advantages such as better fuel economy and handling. Only time will tell whether this trend toward SUVs will continue or if sedans will make a comeback in the future.

Why eliminating sedans completely may be the wrong move for companies

Luc Donckerwolke’s stance on sedans and coupes is not only refreshing, but also a reasonable take on the recent trend of eliminating sedans from car manufacturers’ lineups. While SUVs have gained popularity and proven to be more profitable, it is important not to completely write off sedans.

Sedans offer a different driving experience, often with better handling and fuel efficiency than SUVs. Additionally, many consumers still prefer the sleek, low-to-the-ground look of sedans and coupes. Eliminating these types of vehicles completely could lead to missed sales opportunities and a loss of brand identity.

Donckerwolke’s point about designers who have only worked on SUVs lacking the necessary skills to design sedans and coupes is also valid. Each type of vehicle requires a different skill set and attention to detail. Neglecting to invest in the design of sedans and coupes could ultimately harm a company’s reputation and sales in the long run.

Overall, Donckerwolke’s take on the importance of maintaining a variety of vehicle types in a company’s lineup is well-founded and serves as a reminder that not every consumer is looking for an SUV.


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