Genesis Unveils Its Mint Concept Car in New York's Hudson Yards

In the world of automotives, Genesis is a relatively new name. Founded three years ago, the South Korean brand started as any other company would: on the outside looking in. But times have changed, as the automaker has elevated itself almost as quickly as a supercar zips from zero to 60. And nowhere has this transformation been more public than last night in New York's newest neighborhood, Hudson Yards.

At a ticketed event Tuesday night outside of the Vessel, wind gusts came through from the Hudson River as models walked along an outdoor runway, dancers performed in unison, and a DJ spun music. The setting was about as bizarre for a car event as an onstage magic show before a technology unveiling. But don't tell anyone from Genesis that, as it proudly seized the energy from the performances (as well as hundreds of eager tourists peering in from behind fencing) to unveil its latest concept car: the Mint.

A peek inside the Genesis Mint concept car.
A peek inside the Genesis Mint concept car.

Since concept cars are more to show the public the brand's vision rather than what we can expect in the next few years, it's important to first understand who Genesis has brought on board to add serious panache to the brand. Manfred Fitzgerald, global head and executive vice president, and Luc Donckerwolke, head of design, worked together at Lamborghini before joining Genesis. Add to the roster the former head of exterior and advanced design at Bentley, the former head of exterior design at Bugatti, and the product developer for BMW's M division, and you'll have a team filled with some of the most dynamic minds in the automotive industry.

According to Genesis, the all-electric Mint—which, of course, is painted a minty green—will have an estimated range of 200 miles and will support fast charging up to 350kW. The small two-seater is perfect for city driving (so it makes sense that New York was the auto show at which Genesis decided to unveil it). The headlights are thin and striking, but viewers will forget about them as soon as they see the rear car doors open. In a true departure from the traditional hatchback, a pair of doors open skyward, as one would see in a supercar (remember the roster of people who designed this vehicle and where they came from). Granted, the way the doors swing open doesn't help when trying to fit cargo, but it will go a long way in turning heads.

The doors of the concept car swoop upward, in a departure from a traditional hatchback.
The doors of the concept car swoop upward, in a departure from a traditional hatchback.

This wasn't the first time Genesis placed itself in the center of fashion and design (it had an event at the Oscars in 2018). But it was surely its most audacious. And if the Mint concept propels the company in the direction that it believes to be headed, other luxury carmakers should be a bit on edge.