Nobody Wants To Make A Luxury Pickup, So Genesis Is Still Thinking About One

Genesis is still weighing the possibility of a luxury pickup truck, even as most automakers shy away from the segment. The Korean brand, which sits above Hyundai, has reportedly been considering a premium workhorse for some time. With Hyundai's own pickup for the American market now confirmed, the idea of a luxury derivative wearing the Genesis badge hasn't been shelved just yet. The move would place Genesis in a near-empty niche, where few premium brands have dared to tread.

If the project moves forward, the Genesis pickup would likely compete against top-tier trim levels of established trucks rather than genuine luxury-badged rivals. In Saudi Arabia, the segment is dominated by high-end versions of the Ford F-150, Ram 1500, and Toyota Land Cruiser pickup variants, which offer opulent interiors but carry a mainstream badge. A genuine luxury pickup from Genesis would be a rarity, potentially challenging the discontinued Mercedes-Benz X-Class and leaving Audi and BMW without a direct competitor.

Saudi buyers should pay close attention to the platform beneath the truck. Hyundai's upcoming pickup is expected to use a unibody construction, which prioritises on-road comfort and fuel efficiency over heavy-duty towing. If Genesis follows the same route, its luxury pickup would suit urban commuters and lifestyle users rather than hardcore off-roaders. However, a body-on-frame architecture would better compete with traditional trucks in the kingdom, where towing capacity and rough-terrain capability are highly valued.

For now, Genesis remains in the evaluation phase, with no confirmed production date or market allocation. The brand is likely watching the reception of Hyundai's pickup before committing to a luxury version. Given Saudi Arabia's appetite for premium vehicles combined with pickup utility, a Genesis truck could resonate strongly—provided it strikes the right balance between prestige and practicality. Enthusiasts in the region will have to wait a bit longer for a final decision.