- Genesis design chief Luc Donckerwolke predicts the SUV boom will eventually peak, calling the current trend a “typology monoculture” that will spark renewed interest in wagons.
- Genesis is intentionally avoiding an SUV-only strategy, continuing to offer sedans and even a G70 Shooting Brake wagon, along with performance-focused concepts under its new Magma sub-brand.
- The G90 Wingback concept — a bold, high-performance wagon based on the luxury G90 sedan — showcases Genesis’ willingness to experiment.
- If the Wingback ever reaches production, it could rival high-end performance wagons like the BMW M5 Touring and Audi RS6 Avant due to its premium pricing.
There’s a misconception that SUVs have entirely taken over the car market. But it isn’t entirely true. This belief is mostly held by Americans, who tend to prefer tall, high-riding vehicles. In reality, regular cars are also popular in many parts of the world, especially in Europe, where Sedans and Hatchbacks remain the top choice.
But still, we can’t deny the fact that demand for crossovers has exploded in recent decades. You must have noticed many people living near you own a crossover and will likely upgrade to another one in the future.
And automakers are fueling this trend by releasing multiple versions of SUVs built on the same basic platform. Since SUVs are more expensive than regular cars, companies make more profit from them.
So, automakers push buyers towards SUVs. However, shockingly, the Genesis design boss, Luc Donckerwolke, predicts that the SUV craze won’t last forever. He believes that SUVs will eventually hit their peak.
According to Donckerwolke, people will eventually grow tired of crossovers, opening the door for wagons to make a comeback.
Why Wagons Could Make a Comeback
Luc Donckerwolke, Chief Creative Officer at Genesis and Executive Vice President for Design at Hyundai Group, has looked at the endless sea of SUVs and declared, “Enough is enough.”
The Peru-born designer, who has worked on cars like the Skoda Octavia and the Lamborghini Murciélago, predicts the SUV party will eventually run out of ice, leaving room for wagons to slide back into fashion.
Donckerwolke also calls the current SUV boom a “typology monoculture” and believes saturation will make something different desirable again. He said, “Let’s say, a multiplication of SUVs. This fast growth will create a saturation, and this is when other typologies of cars will become attractive again.”
“That’s why I firmly believe in not having a typology monoculture,” he added.
Genesis’ Smart Strategy: Not Betting Everything on SUVs
Hyundai’s luxury brand, Genesis, is playing smart and hasn’t gone all-in on SUVs. They’re keeping their options open. While most automakers around the world are busy adding more SUVs to their lineups, Genesis is still selling proper sedans, like the G70, G80, and G90.
They’re even offering a wagon, the G70 Shooting Brake, a modern version of an old-school estate car for people who still love that body style. Recently, Genesis rolled out the G90 Wingback concept, a performance luxury wagon with a V-8 engine.
The concept is a part of Genesis’ newly formed Magma sub-brand dedicated to performance vehicles, alongside the supercar and the 2027 GV60 Magma. As the name suggests, it’s based on the G90 large luxury sedan, which is 200.7 inches (5,103 mm) long and has a generous 126-inch (3.2-meter) wheelbase.
Beyond the long-roof conversion, the wagon features an aggressive front bumper, flared fenders, and dual rear spoilers. It also comes with stacked exhaust tips reminiscent of an F-badged Lexus.
Will the G90 Wingback Ever Reach Production?
Genesis isn’t promising that the new G90 Wingback Concept will ever reach production. That might be disappointing. But on the positive side, building a one-off G90 wagon suggests the brand is open-minded rather than entirely bowing to SUV dominance.
If ever G90 gets the green light, it won’t be cheap. The base sedan already starts at $104,495, so a high-performance Magma wagon would likely cost just as much as top-tier performance wagons like the BMW M5 Touring ($127,675) or Audi RS6 Avant ($131,995).
What are Your Thoughts?
Now, I want to hear from you:
- Will you switch back to wagons when SUVs feel boring?
- Do we really have too many SUVs now?
- Is the G90 Wingback the coolest concept of the year?
Share your thoughts and opinions in the comments section.
Sources: Motor1.com
