Electric Cars

Czinger, the innovative American car manufacturer renowned for its advanced 3D printing techniques in crafting the 21C supercar, has announced a significant pivot in its product strategy. The company is abandoning its earlier plans to venture into the grand tourer and SUV segments, opting instead to dedicate its resources to the ongoing refinement and expansion of its high-performance supercar offerings. This decisive move aims to reinforce Czinger's identity as a premier builder of exclusive, cutting-edge vehicles, prioritizing specialized craftsmanship over broader market diversification.

In 2022, Czinger had initially disclosed ambitions to broaden its portfolio beyond the 21C, which had already entered production the previous year. These expansion plans included a new grand tourer and an SUV, both intended to utilize the 21C's potent twin-turbocharged 2.88-liter hybrid V-8 engine. The vision was to establish Czinger as a multi-model manufacturer, catering to various luxury automotive demands.

However, during a recent interview with Autocar, George Biggs, Czinger's newly appointed Chief Commercial Officer, confirmed the cancellation of these two projected models. Biggs articulated that the decision stems from a strategic re-evaluation, emphasizing the importance of maintaining the brand's high-end, sustainable niche. He suggested that chasing prevalent market trends, such as the surging demand for SUVs, could prove challenging in the long run. Instead, Czinger seeks to emulate the success of luxury brands that have adhered to a clear, consistent vision over time.

The revised strategy will see Czinger intensify its focus on the 21C supercar, with plans to introduce new variants and enhancements well into the next decade. Biggs hinted at potential future iterations, including a 21C with a more traditional seating configuration, departing from the current tandem arrangement, and even more extreme performance-oriented versions beyond the existing 21C V Max, first showcased in 2022. This renewed dedication aims to fully exploit the capabilities of the 21C's groundbreaking design and engineering.

Czinger's origins are deeply rooted in advanced manufacturing. The company, officially founded in 2019, draws heavily from Divergent Technologies, a 3D printing firm established by Kevin Czinger in 2014. Divergent Technologies' initial concept, the Blade, was a pioneer in using 3D printing for components intended for mass production, laying the groundwork for the innovative construction of the 21C. Biggs underscored the role of ongoing technological innovation in shaping future models, expressing enthusiasm for engineers' unconstrained ideas and their potential to further integrate and apply Czinger's core technology.

This refined approach signifies Czinger's commitment to carving out a distinct position in the ultra-luxury automotive sector. By concentrating on its core competency—the development of high-performance, technologically advanced supercars through revolutionary manufacturing processes—the company aims to cultivate a loyal customer base that values exclusivity, innovation, and unparalleled driving experiences. This strategic consolidation of efforts is anticipated to allow Czinger to push the boundaries of automotive engineering, delivering increasingly sophisticated and unique vehicles to a discerning global clientele.

The Genesis G70, a highly lauded compact luxury sedan, faces an uncertain future, with industry projections suggesting its potential discontinuation after the 2027 model year. This development would see the G70 following a path similar to the Kia Stinger, another performance-oriented sedan that succumbed to market pressures. Despite its engaging driving dynamics and robust engine options, the G70 has contended with significant challenges, including a highly competitive luxury sedan market where brand legacy plays a crucial role, and a broader automotive landscape increasingly dominated by sport utility vehicles. This shift highlights a strategic reorientation within Genesis towards higher-margin, more popular segments.

From its inception, the Genesis G70 has encountered an uphill battle. The luxury sedan segment is fiercely competitive, characterized by deeply entrenched brands with loyal customer bases and extensive brand recognition. These factors often prove more influential than raw performance or value in the minds of luxury car buyers. Moreover, the G70 was launched at a time when consumer preferences were already decisively shifting away from traditional sedans and towards SUVs. This trend is evident in Genesis's own sales figures, where the GV70 SUV significantly outsold the G70 sedan in the past year, underscoring the dwindling demand for compact luxury sedans.

According to Sam Fiorani, VP of global vehicle forecasting for AutoForecast Solutions, the G70's relatively low sales volume and price point do not present a compelling business case for its continued production. He noted that the G70 requires specialized engineering, such as a longitudinally-mounted four-cylinder engine, to compete effectively with established rivals like BMW and Mercedes-Benz. Paradoxically, these very engineering choices, particularly the rear-wheel-drive architecture and the potent 365-horsepower twin-turbo V6 engine, are precisely what have endeared the G70 to automotive enthusiasts, solidifying its reputation as a genuine sports sedan.

Current projections indicate that the G70's production might cease after the 2027 model year, giving it approximately two more years on the market. This potential exit aligns with reports suggesting Genesis's ambition to elevate its brand positioning by focusing on more premium and profitable segments. The brand is already developing larger vehicles, such as the GV90 SUV, which is set to challenge formidable competitors like the three-row BMW X7 and Mercedes-Benz GLS-Class. This strategic pivot echoes a broader industry trend where non-German luxury automakers are increasingly streamlining their lineups to concentrate on SUVs, as seen with Buick's SUV-only strategy and Acura's impending shift following the discontinuation of the TLX.

The potential withdrawal of the G70 from the market follows the recent discontinuation of the G80 Electrified, another sedan that struggled to gain traction with consumers, with only 77 units sold in the first half of 2025. This pattern suggests a clear strategic direction for Genesis: prioritize segments with higher demand and profitability. While this business decision is understandable in a rapidly evolving automotive market, it would be a regrettable outcome for enthusiasts who appreciate the strong performance and design integrity of Genesis's sedan offerings.