Some Genesis Models Return to Old Tech Because of Chip Shortage
【Summary】In a clever move, Genesis has decided to offer a few of its vehicles with older technology instead of forcing consumers to wait for their cars.
The dreaded semiconductor chip shortage continues to be a pain for automakers. Some automakers, like Ford, are having such a hard time keeping up with demand and the lack of chips that they have thousands of vehicles sitting by waiting for new components. Other automakers have decided to cut features out of vehicles, but didn't exactly lower prices for vehicles to reflect the changes. Neither option is a good one for consumers, as they're left waiting months for a vehicle or receiving a product that doesn't live up to its price tag.
Genesis Chooses Production Over Tech
Genesis is trying to do things a little differently. As Edmunds first found, the South Korean luxury brand will stop offering its Highway Driving Assist II system on the G80, GV70, and GV80, as it looks to stop consumers from waiting for their vehicles. Instead of Highway Driving Assist II, these vehicles will now come with the old Highway Driving Assist system.
While this doesn't sound like a big change, Highway Driving Assist doesn't have the same features as the more advanced system. HDA includes lane keeping assist, adaptive cruise control, and automatic lane center. The newer HDA II system adds machine learning and automatic lane change into the mix. HDA II also has a more advanced forward collision warning and automatic emergency braking system.
In a statement to CNET's Roadshow, a Genesis spokesperson told the outlet, "Our priority is to provide the best solutions for our customers to ensure timely delivery of their new vehicles, especially considering the global supply chain challenges caused by the COVID-19 pandemic. We have chosen not to remove any feature content from our lineup but will temporarily suspend inclusion of certain feature enhancements"
Will EVs Be Affected?
Some customers may be sad to see that their new Genesis doesn't come with HDA II, but Genesis is providing consumers with a $200 discount.
As far as decisions go, we think this one will pan out well for Genesis. The automaker doesn't sell that many vehicles compared to its rivals, so it needs to find ways to ensure its factories keep pumping out cars for people to purchase. Since Hyundai and Kia offer HDA II on the IONIQ 5 and EV6 electric cars, we're not sure if these two brands will decide to stop offering the feature on those vehicles in the future.
Vineeth Joel Patel
Joel Patel has been covering all aspects of the automotive industry for four years as an editor and freelance writer for various websites. When it comes to cars, he enjoys covering the merger between technology and cars. In his spare time, Joel likes to watch baseball, work on his car, and try new foods
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