The Genesis G70 is the entry-level mannequin of the luxurious model. It begins at an inexpensive $43,850 for 2025, however Genesis would possibly abandon it if the model strikes upmarket to deal with its bigger, extra luxurious fashions.

Genesis’s international product officer, Marc Choi, informed Automobile and Driver that the model’s objective is to “pull up model fairness,” with the corporate “resisting” the necessity to add a front-wheel-drive, sub-$45,000 mannequin.” The G70 has rear-wheel drive and rides on Hyundai’s M2 platform, which additionally underpinned the Kia Stinger. 

As a substitute, Choi informed the publication that the model desires to deal with automobiles just like the G80, G90, and SUVs which are already in its lineup the place it will possibly create extra model fairness. Gross sales for the G70 sedan had been down by means of the primary three months of 2025, however up for the model’s 4 SUVs, together with the all-electric GV60, in response to Automotive Information.

Nonetheless, regardless of the potential shift to dearer fashions, Choi additionally revealed that Genesis will all the time take into account the low finish of the model’s product vary, wherever that falls. And that doesn’t imply a next-generation G70 is fully out of the query. He mentioned, “We wish to create, probably, a next-generation G70” with a “extra reasonably priced worth vary.”

However that may get in the way in which of the model’s objectives. Genesis isn’t alone in wanting to maneuver upmarket. Audi and Mazda have voiced related aspirations, and the French model DS desires to problem Rolls-Royce and Bentley in the future. With expertise getting cheaper and electrical automobiles making horsepower extra reasonably priced, manufacturers are feeling the squeeze, with a transfer upmarket as one potential avenue to a worthwhile future.