Genesis REALLY Wants To Put Essentia And Mint Concepts Into Production

Genesis chief executive Manfred Fitzgerald says the car manufacturer is interested in building both the Essentia and Mint concept cars.

The Genesis Essentia was launched in the early part of 2018 while the Mint premiered roughly 12 months later in April of this year. The first of these was a stylish two-door GT while the Mint takes the form of a tiny, two-seater city car with a head-turning design.

During a recent interview with GTspirit, Fitzgerald started out by suggesting that work is being done to put both cars into the production line.

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MDarringer - 5/22/2019 7:05:41 PM

-1 Boost

The Essentia as a V8 coupe that bases at $45K would be the ideal because (1) it would be stylish, (2) would give Genesis a performance aura, and (3) the price would get enough of them out there so that Genesis gets some actual momentum from it.

A halo car only works for a brand if enough of them are sold for a halo effect. Failed halo cars because they were/are too expensive relative to the brands they were/are supposedly halos for: NSX, LFA, LC, GTR, Ford GT, Viper...

skytop - 5/23/2019 6:10:20 AM

+3 Boost

If all Genesis wants is a 'halo' car, then the Essentia will suffice. But the buying public is in NO mood to purchase low slung compact, cramped two door cars.
The crossover and SUV are now king.

MDarringer - 5/23/2019 8:04:58 AM

-2 Boost

It has that, but if Genesis built something to replace the C7 Corvette in that affordable space in the market, they would sell enough of them to really change the perception of Genesis. The crossovers are on the way. But given that Genesis uses alphanumeric drivel for names, Essentia would probably be replaced with something inane like XR80.

Truthy - 5/23/2019 9:29:35 AM

-1 Boost

Agree the Essentia would be a great addition if priced right.
The Mint will work better in Europe and Asia.

ricks0me - 5/23/2019 5:11:31 PM

+2 Boost

Matt: Ford GT is not a failed halo car. Production numbers were / are kept low to attain exclusive status. That was planned from the beginning. The rest of your list, I agree with

MDarringer - 5/23/2019 6:36:07 PM

-2 Boost

The GT IS a failed halo car. The Ford GT has done N-O-T-H-I-N-G NOTHING to prop up the performance reputation of the brand. The Shelby Mustangs and the Raptor do that very directly. NOT the GT. The GT is a toy pure and simple. It's totally pointless for the brand.

ricks0me - 5/23/2019 8:09:29 PM

+1 Boost

Matt: If you define halo car = performance, you would be correct.

MDarringer - 5/23/2019 8:52:28 PM

-1 Boost

I define halo car as a marketing tool that has the ability to imbue its aura onto lesser vehicles:

Corvette/Camaro---> Chevrolet
Mustang/Raptor---> Ford
Hellcat--->Dodge

MOST people define halo car as a marketing tool.

For that to work, the halo car has to be ATTAINABLE even if only in theory.

Thus if you are Lexus and your bread and butter is $40-50K ES and RX volume and your LFA is $375K, that's a stretch too far.

If you're Ford and you sell a lot of vehicles in the $20-40K range and the GT is $450K, it's not a halo, but the Shelby GT350, GT500, and Raptor are.

Truthy - 5/23/2019 10:59:43 PM

+1 Boost

Same with Acura and the NSX. It cost more than twice as much as the next most expensive vehicle they sell and all are based on a FWD platform.

Truthy - 5/23/2019 11:02:07 PM

+1 Boost

The Ford GT should have been priced similar to the Corvette.

MDarringer - 5/24/2019 12:17:17 AM

-1 Boost

Amen