There’s a misconception that SUVs have completely taken over. It’s a false impression largely fueled by Americans’ insatiable thirst for high-riding vehicles. As I pointed out in an op-ed last year, regular cars still reign supreme in many parts of the world, especially Europe.
That said, there’s no denying that demand for crossovers has exploded in recent decades. Many of your neighbors likely already have one and plan to replace it with a newer model. Automakers have amplified this boom by diversifying their portfolios with several derivatives of the same base vehicle. Because SUVs typically cost more than their equivalent cars, companies have every incentive to encourage customers to make the switch.
According to Luc Donckerwolke, Chief Creative Officer at Genesis and Executive Vice President for Design at Hyundai Group, the crossover craze will eventually come to an end. The Peru-born designer who penned everything from the Skoda Octavia to the Lamborghini Murciélago believes SUVs will reach a peak, after which demand will begin to cool.
‘At the moment there is, let’s say, a multiplication of SUVs. And this fast growth will create a saturation. This is when other typologies of cars are going to become attractive again. This is why I strongly believe in not having a typology monoculture.’
Photo by: Genesis
With that in mind, Hyundai’s luxury brand hasn’t gone all-in on SUVs. It still caters to sedan buyers with a trio of four-doors (G70, G80, G90), and there’s even a wagon, the G70 Shooting Brake. Recently, it rolled out a two-seat coupe as a full-blown supercar concept with a V-8 engine, previewing a future halo model and a GT3 homologation special at the same time.
The stunning G90 Wingback is another concept, also part of Genesis’ newly formed Magma sub-brand dedicated to performance vehicles, alongside the supercar and the 2027 GV60 Magma. It’s essentially a one-off statement that Hyundai wants to take on the likes of the BMW M5 Touring, Mercedes-AMG E63 Estate, and Audi RS6 Avant.
As the name suggests, it’s based on the G90 large luxury sedan. The car stretches to a stately 200.7 inches (5.1 meters) and has a generous 126-inch (3.2-meter) wheelbase. Beyond the long-roof conversion, the wagon stands out with an aggressive front bumper, flared fenders, and dual rear spoilers. You’ll also notice stacked exhaust tips reminiscent of an F-badged Lexus.
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Source: Genesis
Unfortunately, Genesis isn’t committing to a production version. But looking at the glass half full, the effort to build a one-off G90 wagon suggests the brand is open-minded rather than fully bowing to the SUV dominance. Donckerwolke predicts customers will eventually grow tired of crossovers, opening the door for wagons to make a comeback.
Should the G90 Wingback ever get the green light, it won’t be cheap. The base sedan already starts at $104,495, so a high-performance Magma wagon would likely fall in the same price range as the $127,675 M5 Touring or the $131,995 RS6 Avant. Perhaps it would be wiser for Genesis to test the waters first with a more affordable wagon in the spirit of the G70 Shooting Brake.
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