Austin, TEXAS, Sep. 7, 2026 — Genesis Magma Racing scored its best FIA World Endurance Championship (WEC) result so far at Lone Star Le Mans, with the #17 GMR-001 Hypercar of Pipo Derani, Mathys Jaubert and André Lotterer finishing seventh. On a day which demanded that the drivers cope with changing conditions and high temperatures, the team reached new heights in its debut season.

Strong Pace and Reliability Rewarded With Result

The strong pace and excellent reliability that the team was aiming for were apparent from the very start of the weekend at Circuit of the Americas. Both GMR-001 Hypercars ran without mechanical issues during every session, and in Qualifying, both cars secured a place in Hyperpole for the first time in sessions using the WEC’s regular qualifying format.

Lotterer looked to improve further on Jaubert’s eighth-place qualifying results. He moved from eighth to fifth over the first racing lap, following two extra formation laps after rain fell during the pre-race ceremonies. His progress continued until an abortive move for third at the end of the back straight, which resulted in contact and a spin that dropped the German to the rear of the Hypercar field and drew an additional five-second penalty. As a result, the #17 team turned their focus to recovering the lost positions while managing energy and tires.

A Safety Car in the middle of Pipo Derani’s double stint helped bring the team back into contention and following a second single stint for Lotterer, a Virtual Safety Car with just over an hour remaining, delivered the chance to gain further ground by changing only left-side tires as Jaubert climbed back aboard for the final stint of the six-hour race.

For the final hour, the youngest driver in the Hypercar class went wheel-to-wheel with his more experienced rivals — some of whom had four new tires to his two. A move in traffic moved the #17 car to eighth, which became seventh due to a penalty for the #12 Cadillac — improving on the eighth place scored at the 6 Hours of Spa-Francorchamps in May.

The strong weekend for the team was completed by the #19 entry of Paul-Loup Chatin, Mathieu Jaminet and Dani Juncadella. Though the final Safety Car fell outside of their pitstop window and forced them to make a final stop after the restart, Jaminet made sure to keep the car on the lead lap during the frantic final hour to tick off a major pre-season goal for the team to begin the second half of the season.

Genesis Magma Racing Team Management Quotes

Gabriele Tarquini, Genesis Magma Racing Sporting Director said: “Overall, I’m very pleased with the performance the GMR-001 Hypercar showed both in qualifying and the race. It’s our best finish of the year so obviously we are happy. We will continue to work on the details to take another step forward in the next races. Of course, I’m a little disappointed because we had the potential to have both cars in the top 10 and scoring points. From a race management point of view, it wasn’t easy because the weather conditions changed throughout the race, and the drivers had to adapt, especially during the first part. Today, the difference between all the cars in the race was just a few tenths of a second, which shows just how tight the competition is. It makes the result even more encouraging and gives us confidence that we can achieve even better results in the upcoming races.”

Justin Taylor, Genesis Magma Racing Chief Engineer said: “We have to look at the positives from this weekend. We got both cars to finish on the lead lap. That was a big goal for us. We got one of the cars in the top 10. Neither car saw the garage with a technical issue, not only in the race, but in any of the practice sessions. I think we can be really proud of that. We've made some big steps, but we've got a long way to go and this race is gonna give us some motivation for that. On the flip side, we made several mistakes in several different areas, so it was a bit of a wake-up call. We need to polish up our procedures and be a bit smarter next time we come to the track to battle these guys.”

Driver Quotes - #17 GMR-001 Hypercar

André Lotterer said: “It’s more points, and our best result so far this year in seventh, so we managed to recover well from the early race mishaps and after I started super well. I had a great start and we started to move forward, but then I went for the move on the Ferrari. We had a good car and a good setup all weekend. From my side, I had fun in the car — it was great to drive, and we were able to achieve some of our goals. Unfortunately, the sister car couldn’t make it into the points, so we need to see what happened. We still need to improve some aspects, but we're here to grow, to become stronger. We've come to Austin and learned more about what we can do for the rest of the year.”

Mathys Jaubert said: “It was not the easiest final stint. I was fighting with very experienced guys and I was struggling because it was very, very warm in the cockpit. It was tricky because we know our car. We are still developing it and in terms of braking, traction, everything, so fighting with them was even harder. Some cars behind me had four new tires, so I knew it was impossible to fight with them. But I knew that the BMW, the Peugeot, the Cadillac were on the same strategy, so I tried my best to fight with them and I think I did a good job. We had the pace for the points and I think we deserve this position. I pushed a lot, trying my best to overtake them. I’m very happy about this result. We would still like to have two cars in the points. There are still three races to go, so in terms of strategy, development, pit stop, everything, we still have a lot to learn and to progress.”

Pipo Derani said: “We'll obviously take this result. It was a very eventful race with lots of Safety Car and Full Course Yellow interventions. It was so crazy. We were at the top, we were at the bottom, and then here we are, finishing P7, taking our best result home and some other big positive points as well. Considering that it's our first year, I think we should be proud of what we achieved today. I couldn't be any happier. We could have done a couple of positions better, but that's almost about it. And I'm proud of how we evolved through the weekend, how we got this car to the checkered flag, and how we continue to develop as a team. It’s been a great weekend for us and there’s still a few more to go, so hopefully we can continue to improve a bit.

Driver Quotes - #19 GMR-001 Hypercar

Dani Juncadella said: “Overall, it’s a nice result for Genesis Magma Racing, with the sister car finishing seventh and achieving our best result so far. Unfortunately, we couldn’t get both cars into the points, we just missed out. We need to take the positives from this weekend and analyze what we can do better in the future. There is still plenty to learn, but we can be happy with the progress we’ve made. We’re looking forward to the next round, and I think we’ll keep getting better and better. I think we can improve on our restarts and how we can manage in traffic. In endurance racing, that’s obviously a way that you can gain some time and positions, but you can also lose a lot. We’ve shown again what the team and GMR-001 Hypercar can do.”

Paul-Loup Chatin said: “I’m very happy for our sister car to finish seventh, which is a great result for the team and for Genesis. I think we showed some positive things with the work we did throughout the week, with good pace in practice and qualifying and excellent reliability on both sides of the garage. We were running together with the sister car until, unfortunately, towards the end of the race we made a mistake with the strategy on our side. These things can happen, but we need to learn from it, because we had the potential to bring both cars home inside the top ten. We’ll take the lessons from this weekend and come back stronger for the rest of the year.”

Mathieu Jaminet said: “Unfortunately, P15 is not the result we wanted, but it was positive to see our sister car finish P7. However, for the first time, we brought both cars home on the lead lap without any technical issues, so that is an important target achieved. On the other hand, today we had the pace and the cars to have both GMR-001 Hypercars in the points, so it is disappointing not to have converted the potential that we showed in qualifying into a race result. There are clearly areas we need to review, as we did not operate at the level we want to as a team. We will keep learning, keep progressing and make sure we take those lessons into the next race.”

2026 Lone Star Le Mans – Hypercar class

For Genesis Magma Racing, the race marks a landmark milestone as the factory program makes its official U.S. racing debut with the GMR-001 Hypercar. At the technical center of this endeavor is Chief Engineer Justin Taylor, an American race engineer returning to lead a Korean luxury brand’s high-performance motorsport effort on home soil after years of experience with European factory programs.

Back on Familiar Ground

"I guess it’s no surprise that I feel at home when racing in Austin. Most of my family was born and raised in Texas and I still have a lot of family spread around the state. It will certainly be nice to have some of them there in person to support Genesis Magma Racing’s first race in the USA," says Taylor.

Having spent much of his career working in Europe with elite programs including Ferrari, Audi, and Cadillac, racing on American soil offers a unique mix of pride and perspective.

"The WEC races in the U.S. always are more special for me personally. I’ve spent most of my career being the only American in mostly European teams, so it’s always nice to have a chance to show off where I come from and get to share the excitement of the colleagues who are experiencing the USA for the first time.

“Professionally, I’m returning with more responsibility than ever before which adds some pressure but I’m excited to see how we’ve done with our homework over the summer break," he explains.

That connection to home is made even stronger by the presence of his family trackside during the Austin race weekend. His father played a fundamental role in introducing him to the sport, making his attendance at COTA particularly meaningful.

"My father was the one who ignited my interest in motorsport when I was younger and he comes to see as many races as he can. This race is no exception and it’s really comforting to know I’ll have his support and advice close by on race day," Taylor notes.

GMR-001 Hypercar Development Progress

The 2026 FIA WEC season has already tested Genesis Magma Racing through an intense debut. From the GMR-001 Hypercar’s competitive first outing at Imola in April through subsequent rounds at Spa-Francorchamps, the 24 Hours of Le Mans, and São Paulo, the team has navigated a steep learning curve in real-world race conditions.

Transitioning from private testing to dense multi-class WEC traffic presented immediate engineering hurdles.

"Through our development, we didn’t get to drive with race traffic or other Hypercars. So, when we first followed other cars in Imola, the car was behaving differently and we’ve had to learn how to adapt," Taylor shares.

Each race weekend in the first half of the season provided essential data and operational growth. While finishing the 24 Hours of Le Mans demonstrated vehicle endurance, the team’s biggest leap forward occurred in Brazil.

"Of course finishing Le Mans with one of the cars felt like a partial validation of the hard work. But the #17 failure left a lingering feeling of disappointment. So, I’d say it’s São Paolo where we made the biggest step with the car. We saw good performance in qualifying, decent race pace and most importantly — both cars stayed clear of the garage," Taylor reflects.

Refining Performance

As the GMR-001 Hypercar continues to evolve, its baseline strengths and developmental focus areas have become clearly defined on track.

"The GMR-001 Hypercar is good at high-speed cornering but it’s the low-speed areas where we are looking for improvements," says Taylor.

During the mid-season summer shutdown, the engineering team focused on refining systems rather than introducing major physical bodywork changes.

"We’ve been able to put more work into our software robustness to electrical problems and refine our energy saving methods to be more efficient. There are no specific part upgrades being brought to COTA," he explains.

Mastering the Circuit of the Americas

Navigating the 5.514-kilometer Circuit of the Americas requires balancing distinct physical and thermal demands. The track’s character places intense stress on mechanical components, tires, and human performance alike.

"The COTA track is quite bumpy, and the weather is normally somewhere between hot and hotter. The bumps are not completely unfamiliar, thanks to Imola, but the heat is on another level compared to what we’ve experienced so far. Because of this we’ll need to manage everything carefully — from the brakes and engine temps, to the condition of the drivers, engineers and mechanics," Taylor emphasizes.

COTA’s complex layout tests every aspect of the GMR-001’s performance envelope, particularly in the lower-speed sectors and high-wear turn sequences.

"Sector 3 is tough due to the low-speed corners where we can’t use our strong aerodynamic characteristics. The triple right is also in Sector 3 and though it’s a medium speed corner, it’s a tire killer so we’ll need to consider our pace here if we want the rubber to last," Taylor details.

The intense heat of Texas also alters tire strategy significantly.

"The heat is a huge factor and it affects the tires in a big way. Due to this heat, it will be the first WEC race of 2026 where the Hard tire is in the allocation, so learning how and when to use them will be critical," he adds.

Turning Issues into Opportunities

As Chief Engineer, Taylor balances wide-ranging technical and organizational responsibilities across both race cars.

"My main responsibility is to ensure that all the engineers have the tools, information, resources and support to do their jobs. I’m also ensuring that both cars and crews are working as a team to extract the maximum information from the practice sessions so we can use it to optimize our performance in qualifying and race," Taylor says.

He also emphasizes leveraging the diverse background of the driver lineup.

"The Genesis drivers bring a wide array of experience to the team which is a big advantage for us. I try to never miss an opportunity to use their experience to help us through a situation we’ve not faced together," he shares.

Building Genesis Magma Racing from the ground up required establishing a supportive, problem-solving mindset early in the program.

"The first months — and even a few after — were very difficult and not everything worked as we hoped. Through this period, we stuck together and now we’ve evolved into a culture that views problems and issues as opportunities," Taylor explains.

Maintaining high morale over a grueling debut demands a structured approach to adversity.

"If you try to do anything that’s difficult, you’ll encounter failures on some level. Nobody joined the team thinking it would be easy, that’s first. Accompanying this fact, we have a strict ‘no finger pointing’ rule. We actively choose to view failures as chances to improve and we make sure to highlight successes big and small," he adds.

COTA Success and Beyond

Heading into the race weekend, Taylor’s target for the team is straightforward: "Both cars finishing inside the top 10."

Beyond immediate race results, competing on American soil offers Genesis a vital opportunity to highlight its high-performance aspirations in a key market.

"If you spend a few minutes driving in the U.S. you’ll see quite a few Genesis cars so it’s clear Americans are familiar with the brand’s quality, luxury and value. We hope to show there is also a strong performance side that’s only getting stronger," says Taylor.

As Justin Taylor takes his place on the COTA pit wall surrounded by family, colleagues, and American fans, his leadership within Genesis Magma Racing stands as a compelling testament to passion and dedication in modern motorsport.

"Motorsport is for everyone and if you look in our team or around the paddock, you’ll see people with various backgrounds, countries and ethnicities. It doesn’t matter where you’re from. The only things needed to succeed in motorsport are passion and a willingness to work hard," Taylor concludes.

SEOUL, Sept. 3, 2026 — Genesis has been recognized for its exceptional design and innovation at the 2026 International Design Excellence Awards (IDEA). Highlighting the brand's achievements is a Silver Award for the Genesis Magma GT Concept in the Automotive & Transportation category, alongside finalist recognitions for the G90 Wingback Concept and the Magma User Interface (UI) Design in Automotive & Transportation and Digital Interaction categories, respectively.

Genesis Magma GT Concept (Silver, Automotive & Transportation)

The Genesis Magma GT Concept boldly reinterprets the brand’s “Athletic Elegance” design philosophy through the proportions and aerodynamics of a high-performance sports car. Featuring a low, wide body, a flowing roofline, and a distinctive boat-tail cabin, the concept expresses a commanding stance and latent power. By prioritizing restrained surfaces and sophisticated details over aggressive styling, the Magma GT Concept encapsulates Genesis' vision for luxury high performance, where athletic tension and refined composure coexist in harmony.

“The Magma GT Concept represents the pinnacle of our performance vision and stands as a symbol of our commitment to true motorsport capability,” said Genesis Chief Creative Officer, Luc Donckerwolke.

In addition to the Magma GT Concept, Genesis earned two finalist nods that further showcase the brand's expansive design vision and tech innovations.

Genesis G90 Wingback Concept (Finalist, Automotive & Transportation)

Reinterpreting the marque’s flagship G90 sedan as a grand tourer wagon, this concept explores the luxury high-performance potential of Genesis’ Magma program. It combines the G90 Long Wheel Base with an extended roofline and an elegant parabolic profile. Aerodynamic elements inspired by GT endurance race cars — including wide wheel arches, large air intakes, a rear wing, and a diffuser — are exquisitely integrated to embody both high-performance dynamism and the brand's characteristic restrained elegance.

Genesis Magma UI Design (Finalist, Digital Interaction)

Debuting as the digital interface for the first Magma production vehicle, the GV60 Magma, this UI enhances both information visibility and driver engagement during track and high-performance driving. It combines sophisticated chronograph-inspired graphics, the deep blacks of OLED displays, and a restrained Magma orange color palette. In the Magma-exclusive mode, the interface expresses a sense of speed and intense energy through angled typography and dynamic motion graphics.

The 2026 IDEA Award recognitions underscore Genesis’ ongoing commitment to pushing the boundaries of automotive design, solidifying its reputation as a global innovator in both luxury high-performance aesthetics and digital user experiences.

Presented annually by the Industrial Designers Society of America (IDSA), the IDEA Awards are among the longest-running and most prestigious design awards programs in the world. Originally founded to recognize exceptional achievement in industrial design, the program has since expanded to highlight groundbreaking design across numerous disciplines, including automotive and transportation, digital interaction, strategy, and branding.

SEOUL, Sep. 2, 2026 — Genesis’ flagship all-electric SUV, the GV90, made its domestic debut at the Genesis Exclusive Preview event held in Genesis Suji. From the philosophy behind its creation to the innovations that define it, the event offered an early look at the GV90 and Genesis’ vision for the future of luxury.

From Aug. 18-29, a special event took place at Genesis Suji in Yongin, Gyeonggi Province. The event offered domestic media and VIP guests an exclusive preview of the GV90, the flagship of Genesis’ SUV lineup. The experience combined the Genesis brand story with the thinking behind the GV90’s development, allowing guests to explore the vehicle alongside product specialists.

In honor of the occasion, the first through third floors of Genesis Suji were transformed entirely and dedicated to the GV90. Guided through each level, guests experienced the marque’s distinct vision of luxury firsthand. Docent tours offered deeper insights into the brand's development journey and key features of the vehicle.

Untethered: Redefining Luxury on Genesis’ Own Terms

Upon arriving at Genesis Suji, attendees were directed to the third floor, where Genesis’ hospitality began. Guests were welcomed into a private lounge inspired by the GV90, where soft ambient lighting echoed the warmth of the vehicle’s new interior color, Quince Brown. Every element of the venue, from its curved walls to its carefully selected materials, was thoughtfully designed to reflect the vehicle's interior and exterior design language.

The event began with a retrospective video tracing the journey of Genesis. Launched in 2015 as Hyundai Motor Group's dedicated luxury brand, Genesis established "Athletic Elegance" as its foundational design identity and later expanded on its defining "Two Lines" motif, transforming it into the brand’s signature. With 12 models introduced to date, Genesis has completed a comprehensive lineup and achieved a landmark milestone this past March by surpassing 1 million cumulative units sold in Korea. Today, Genesis continues to expand its presence across more than 20 markets worldwide.

After over a decade of growth, Genesis stands at another critical inflection point, seeking to step outside conventional boundaries towards fresh innovation. The concept of "Untethered" became the central pillar of this evolution. Could a vehicle become a place where people genuinely want to spend time, rather than simply a way to get from one destination to another? Could technology enhance comfort without demanding attention? Could innovation move forward without compromising safety? These questions became the foundation of the GV90.

Journey to Less: Reduction to Amplify the Essence

The second floor explored the inspiration and development philosophy behind the GV90. The model was never intended to follow the established conventions of the luxury SUV segment. Rather than adding more, we focused on identifying what truly matters to the customer experience and elevating those essentials with authentic intention and refinement.

Guests first encountered four traditional Korean “dalhangari,” or moon jars, from “Spring, Summer, Autumn, Winter,” a series by artist Jiman Choi that inspired the exterior design of the GV90. Celebrated for the beauty of its simple, unadorned form, the moon jar is widely regarded as one of the most iconic expressions of Korean aesthetics.

This design process was showcased by four clay models of the GV90 placed alongside the moon jars. As represented by the fundamental spherical form, the GV90 was designed by stripping away the unnecessary and focusing on what is essential. The model’s designers began with the purity of form, refining the vehicle’s volume, proportions and stance to create the distinctive presence expected of a flagship SUV. The rear section was sculpted with particular care, sloping downward with the graceful subtlety of a moon jar’s shoulder line. The final phase focused on refining the details, striking a balance between timeless elegance and the unmistakable Genesis identity.

Artist Jiman Choi said, "While moon jars may appear similar at first glance, each possesses its own distinctive character. Viewing the completed rear profile of the vehicle from various angles, I believe it beautifully captures the aesthetics of the moon jar."

The final space embodied the GV90’s interior space philosophy. Within an overall setting defined by the beauty of white space, a cozy retreat for private relaxation coexisted with a lounge. Divided into two areas with distinct purposes, the space illustrated how the GV90 expands the in-cabin experience. Every visible and tactile element — from the wall objects and chairs to the cushions and flooring — was composed of materials applied to the GV90’s interior. Meanwhile, the monitor and speakers placed in front of the sofa, along with the dial installed on the wall, echoed the sense of hospitality designed into the vehicle experience.

A New Phase: The Arrival of Genesis’ New Flagship

The highlight of the event — the official unveiling — followed on the first floor. As guests arrived on the first floor, three GV90 models were revealed accompanied by custom music inspired by the Genesis Sound 2.0. Displayed from left to right were the standard GV90, the GV90 Neolun featuring the world’s first independently opening hidden B-pillar coach doors, and at center stage, the GV90 Neolun First Edition, limited to just 222 units worldwide.

The GV90 immediately commands attention with Genesis’ first Wing Face Micro Lens Array (MLA) headlamps. These were crafted using a laser-precision "cutless” technique to minimize the seam between the lighting elements and the bodywork. Beneath, the lower bumper features a double-layered, chrome-plated G-Matrix pattern.

The rear design further reflects the GV90’s design philosophy. Embracing the full curvature of the moon jar, the rear profile deliberately eliminates a traditional rear spoiler, highlighting the marque’s identity with surface-emitting taillamps crafted using the same cutless technique and embellished with refined Genesis badging.

The side profile exemplifies the brand’s dynamic yet elegant aesthetic. The GV90’s overall length of 5,285 millimeters, sculpted fenders, and striking 24-inch wheels underscore its stature befitting a luxury flagship SUV.

A murmur of excitement spread through the crowd as the Neolun Arch Gate of the GV90 Neolun First Edition swung open, revealing a spacious interior without a B-pillar. The coach door mechanism was engineered with the same elegance: newly developed dual-motion hinges extend the rear doors outward before smoothly rotating them open. This design delivers a welcoming entry while allowing the front and rear doors to operate completely independently without interference.

The primary focus when styling the interior of the GV90 was not just about incorporating premium features, but to craft a luxury lounge that engages the five senses. Grounded in the Korean aesthetic philosophy of the "Beauty of White Space," the layout was conceived as an ensemble of finely crafted furniture nestled harmoniously within a room. This guiding vision dictated the placement of each core element, from the seats and center console to the displays and steering wheel. Material selection played an equally critical role: high-tech authentic glass and aluminum are paired with organic, tactile elements such as genuine wood, supple leather, and wool cashmere. Subtle ambient lighting adds depth to the cabin without distracting the driver.

Next, the in-cabin innovations were demonstrated by a presenter. Stepping into the driver’s seat and closing the door signaled the Motion Column Shifter to move from the 12 o’clock to 2 o’clock position, the Crystal Sphere Controller to rotate into place and the tweeter covers on the dashboard to gracefully part indicating readiness to drive. The 23.6-inch center OLED Cinematic Display features an active pop-up mechanism. Pressing a switch on the dashboard raises the screen by 90 mm, expanding the usable viewing area by approximately 1.7 times into a 24.6-inch wide interface.

The exclusive amenities on the GV90 Neolun also received significant attention. Activating the power-swiveling front seats rotates the first row 180 degrees, transforming the cabin into a social space for occupants to interact face-to-face. This creates a true mobile lounge capable of accommodating everything from business discussions with partners to relaxed downtime with family.

The media and VIP guests were then invited to explore the vehicle at their leisure — testing the doors, interacting with displays, and experiencing its advanced features directly. Attendees were particularly interested in the 25-speaker Bang & Olufsen sound system, therapeutic massage seating equipped with 15 air cells and pulsing modules, and the Smart Vision Roof with six independently adjustable roof sections.

A Lifestyle Inspired by the GV90

To provide a tangible illustration of the vehicle's aesthetic palette, Genesis created a dedicated Color, Material, Finish (CMF) zone. The display featured actual material swatches for the GV90’s 16 exterior finishes (including eight new colors), seven new two-tone interior combinations and three bespoke colorway pairings reserved exclusively for the First Edition. Interactive tablets detailed the emotional stories behind each hue. Guests were also able to experience samples of interior garnishes and unique leather grains sourced from genuine natural materials, allowing them to envision their own personalized GV90.

Directly opposite the CMF section stood the Genesis Brand Collection zone. Highlights included lifestyle pieces inspired by the moon jar — such as a porcelain diffuser and a traditional tea set — as well as bespoke Korean folding fans created in collaboration with artist Hyunjoo Kim.

The Genesis Collection also showcased exclusive luggage created to mark the launch of the GV90. The collection also displayed its golfing gear and die-cast scale models designed to enhance customers’ daily lives. The lifestyle collection reflects Genesis' vision of extending its refined design, artisanal materials, and understated aesthetic into life beyond its vehicles.

The Genesis Exclusive Preview centered around the GV90 offered guests a closer look at the craftsmanship, technology and design philosophy that define Genesis’ new flagship EV. Instead of a conventional new vehicle unveiling, Genesis crafted a storytelling-driven experience to give prospective owners a richer, more intimate understanding of the vehicle and the vision behind it.

Blending future-focused innovation with Korean craftsmanship and hospitality, the GV90 represents Genesis’ most ambitious expression of luxury to date. The Genesis Exclusive Preview offered guests an early glimpse of that future.

FRANKFURT, Germany, Sep. 1, 2026 — Genesis Motor Europe announced that the high-performance Genesis GV60 Magma has been shortlisted for the Golden Steering Wheel 2026 (Goldenes Lenkrad), one of Europe's most respected automotive awards. This adds to a growing list of recognition for Genesis among customers, fans, media and industry experts across the region.

"Being shortlisted for such a prestigious award, where the journey begins with the votes of readers, is a strong sign of the growing connection Genesis is building with European customers," said Peter Kronschnabl, managing director of Genesis Motor Europe. "In less than five years, we have evolved from a newcomer into an increasingly recognized premium brand, driven by the quality of our products, distinctive design, and an exceptional customer experience."

Since entering the European market in 2021, Genesis has established itself as a distinctive premium automotive brand, earning recognition for its design, innovation and advanced technology. Today, the brand is present in Germany, the U.K., Switzerland, Italy, France and the Netherlands, with Spain set to follow soon. As Genesis continues to expand its footprint across Europe, it remains committed to delivering products and customer experiences that challenge conventions and redefine expectations in the premium automotive sector.

Among the brand's recent achievements are prestigious international design recognitions, such as Red Dot and iF Design awards. All Genesis models have been awarded maximum 5-star credentials on the Euro NCAP safety tests, contributing to a European product lineup that has consistently achieved the highest levels of safety recognition.

These achievements reflect Genesis' long-term commitment to delivering products tailored to the expectations of European customers, benefiting from the advanced engineering expertise and technological capabilities developed within Hyundai Motor Group R&D centers in Europe and South Korea.

At the heart of Genesis lies the Korean principle of hospitality, "Son-nim", a philosophy that regards every customer as an honored guest. This approach shapes the Genesis experience, across product development, retail and aftersales.

GV60 Magma: The New Challenger

As the first production model from the Magma program, the GV60 Magma represents a bold new chapter for Genesis. Combining the brand's distinctive "Athletic Elegance" design philosophy with enhanced driving dynamics and performance-focused engineering, the model expands Genesis' reach into one of the most competitive and emotionally engaging segments of the premium automotive market.

The GV60 Magma reflects Genesis' ambition to deliver vehicles that inspire not only through innovation, quality and comfort, but also through genuine driving excitement and emotional appeal. European customer deliveries will commence later this year.

List of Awards

Austin, TEXAS, Aug. 28, 2026 — Genesis Magma Racing will make its racing debut in North America for the fifth round of the FIA World Endurance Championship (WEC) — Lone Star Le Mans at the Circuit of the Americas (COTA). The event comes after the series’ summer break, which gave the team the opportunity to reflect on the progress made during the first half of the season and lessons learned from the 6 Hours of São Paulo.

Gaining Experience on Top of History in North America

At Lone Star Le Mans, which follows the familiar 6-hour format of the WEC, Genesis Magma Racing will be aiming to once again show the strong performance of the GMR-001 Hypercar, proven by the team’s Hyperpole appearances at both the 24 Hours of Le Mans and the latest round in Brazil.

However, the team also hopes to optimize its operations to take advantage of the reliability of the car after bringing both GMR-001 Hypercars to the finish without issues for the first time in Interlagos. To do so, both team and drivers will need to avoid the type of small errors that limited the team’s results in Brazil, as they seek to add to the lone points-scoring finish this season (eighth for the #17 Hypercar of Pipo Derani, Mathys Jaubert and André Lotterer at the 6 Hours of Spa-Francorchamps in May). 

A test at COTA in late July was crucial in helping the team and drivers prepare for the event. The two days of running helped the team build a baseline setup for the car and an understanding of the track conditions, mindful of the challenges presented by the high ambient and track temperatures. This knowledge will be crucial to the team, making up for their relative lack of experience at the venue — which has hosted an FIA WEC round on eight previous occasions — compared to their rivals in the Hypercar class.

The test was even more important as many of the team have limited experience at the circuit. Lotterer is a past Lone Star Le Mans winner in the LMP1 era of WEC competition and finished sixth in the 2024 edition, while Paul-Loup Chatin and Mathieu Jaminet have Hypercar experience at the circuit from the most recent WEC visits there. On the other hand, for Derani, Jaubert and Dani Juncadella, the test gave them their first Hypercar laps of the circuit. The test was Jaubert’s first-ever visit to the track. Derani, though he has not raced at the circuit since 2016, has enjoyed plenty of success in the U.S. as a two-time IMSA SportsCar champion, while for Jaminet, a return to the circuit where he had previous success, and to the U.S. as the 2025 IMSA champion, is cause for a special one-off helmet design.

The GMR-001 Hypercar’s history in the U.S. goes back even further. In April 2025, the New York International Auto Show hosted the first showing of the full-scale model of the design, sporting a red and orange livery that would eventually be realized as the race livery for the car at the 24 Hours of Le Mans earlier this year.

The U.S. is a key market for Genesis, especially for the brand’s SUV and EV models. This position as one of the leading markets was underlined in recent weeks, when the brand hosted the global launch of the new GV90 model in San Francisco.

Genesis Magma Racing Team Management Quotes

Cyril Abiteboul, Genesis Magma Racing Team Principal Cyril Abiteboul said: “Through the first part of the FIA WEC season we have shown great progress as a team and have achieved many of the goals we set for ourselves at the start of the year. We are still a very new team compared to those we are racing against, but we have shown we are capable of competing with them, which is a great step forward to make in just four races. However, while we have shown great reliability and strong performance, we need to be able to put them together into the complete package more consistently. Our performance at the 6 Hours of São Paulo showed the importance of performing in not just one area, but as a whole team. The WEC is incredibly competitive — maybe more this year than ever — any mistake is very costly, so we need to make eliminating these mistakes the next step in our progress this year.”

Gabriele Tarquini, Genesis Magma Racing Sporting Director said: “From a driver’s perspective, COTA is a very challenging circuit. It is very bumpy in some areas and has a bit of everything, with high-speed corners, heavy braking zones and technical sections where you need a good balance between the car and the driver. It was important that we were able to test there. It gave us the opportunity to understand the circuit and car better before the race weekend, so we can arrive better prepared with a clearer direction. The key thing for us is to continue the progress we have made. In Brazil, we had small mistakes that cost us time and positions. These are the kind of things we need to avoid, especially when the competition is so close. We had some discussions with the drivers to analyze what happened, what we could have done differently and how we can improve. It is important that we learn from these situations and not repeat the same mistakes.”

Justin Taylor, Genesis Magma Racing Chief Engineer said: “We were able to get some good data from the test in very high ambient and track temperatures, which gave us a preview of how the car behaves and responds in the extreme conditions we might face during the race weekend. COTA demands a lot of different things simultaneously, but undoubtedly it is a circuit with high sensitivity to grip. To go fast we need to keep the rubber underneath us, so if it is hot we will need to actively manage the temps to be sure they last a complete stint or even a double. Choosing how to manage qualifying and finding the best way to minimize tire wear in the race will be key. We’ve also used the summer break to work on some weaknesses we’ve identified through the first half of the season, so we can continue to move forward.”

Driver Quotes - #17 GMR-001 Hypercar

Pipo Derani said: “Racing in the United States always feels like coming home. I have incredible memories and milestones from my seasons competing in IMSA, and the American fans bring an authentic energy and passion to the paddock that is unmatched. Returning to compete on U.S. soil on a world championship stage is special, and I want nothing more than to put on a great show for the crowd there. COTA is notoriously demanding on tire degradation and ride compliance over the bumps, but beyond the driving, COTA holds a very special place for me personally. One of my best memories here was back in 2015 during my debut WEC season, having my father by my side at this race. Coming back here always brings those moments to mind. Behind the wheel, it’s a track that demands complete commitment — attacking the uphill climb into Turn 1 and flowing through the Esses on fresh tires is still one of the most rewarding feelings.”

Mathys Jaubert said: “COTA is very demanding, quite different from the tracks we have driven before, and the extreme heat was also an important factor. The circuit is not easy to understand at first. There are a lot of bumps, which make the car quite difficult to drive. That’s why the test was very important for me, to get more comfortable with the track and understand how to approach it. I really like Sector 1, with the sequence of fast corners. It’s very challenging because you need to commit a lot, and it’s probably my favorite part of the circuit. We mainly focused on working on the setup and continuing to develop the different systems on the car. Every day in the car is important, and we were able to work on many different areas, not only the performance of the car, but also our pit stops, our efficiency during operations and our overall organization as a team.”

André Lotterer said: “The test at COTA was really valuable for us. Having the opportunity to run there before the race weekend allowed us to understand the track better with the GMR-001 and work through a number of different setup directions. COTA is quite a demanding circuit, with a great mix of high-speed sections, technical corners and some big braking zones, so there is a lot to get right. After São Paulo, we know there are still areas where we need to improve, and the test gave us some useful information that we can hopefully turn into performance when we come back. The summer break has also given everyone a chance to reset, so I’m looking forward to seeing how we can respond in Austin. It’s a challenging track where you need confidence in the car, especially through the fast first sector. I really like that section when the car is working well; it has a great flow. Hopefully, we can put everything we’ve learned together and have a strong weekend.”

Driver Quotes - #19 GMR-001 Hypercar

Paul-Loup Chatin said: “COTA is a really nice track. The first sector is probably the biggest challenge because of the combination of fast corners and changes of direction. The lap there has a bit of everything: high-speed corners, heavy braking zones and technical sections. It is a track where you really need to be precise, but at the same time you have to attack. The summer break gave everyone the opportunity to reset, analyze the first part of the season and come back with fresh energy. Interlagos was not the result we wanted, but it also highlighted areas where we can improve. The important thing is that we keep pushing together, stay focused on the details and use every opportunity to make the car and the team stronger. We had the opportunity to test some different setup directions last month. We improved our understanding of the car and tires, and validated some of the developments we have been working on. It was an important test to make sure we arrive at the race weekend with a clear direction.”

Mathieu Jaminet said: “I’m super happy to get back to COTA. In the past, it’s been a track that I found suits me really well. It’s a track where I’ve been really successful in GTs — some really good performances and a lot of poles, wins and podiums, so it’s definitely a track I enjoy. Going back to America obviously brings me good memories from my seasons in the IMSA series. I really enjoyed being back at the track at the test and I know I’ll enjoy the race weekend. It’s definitely one of my highlights. I’m actually bringing a special helmet for the event as I really love the US and love Austin. One of the key things we learned from the test was about the tires – obviously with a new spec this year. We had the opportunity to test with the hard compound, which we haven’t driven much this season. There’s a lot of data to analyze and make sure we work in the right direction going into the race.”

Dani Juncadella said: “I’ve only raced at COTA for the last two years in WEC. Last year was a bit of disaster with the changing conditions in the race, which didn’t help us in the GT3 — it was one to forget. But it’s a track I really enjoy. It’s great when you can test directly at the track where you are going to race next and be able to tweak a couple of things, and the team is always coming up with updates for the systems and things to try with the setup for the GMR-001 Hypercar. I think we learned a lot in terms of tire pressures, and how to manage the tires in the heat with a couple of different compounds. The ambient temperature for the race should be similar to what we had for the test, so having this knowledge always helps to see what works and what doesn’t, and I got to know the track behind the wheel of a Hypercar for the first time.”

SEOUL, Aug. 26, 2026 — Genesis announced today that it is the lead supporter of “Do Ho Suh,” a new major exhibition at the National Museum of Modern and Contemporary Art, Korea (MMCA) in Seoul, running from Aug. 27 to Feb. 9, 2027.

This expansive exhibition presented by the National Museum of Modern and Contemporary Art, Korea (MMCA) offers a comprehensive look at the 30-year practice of globally acclaimed artist Do Ho Suh. Featuring approximately 500 artworks, including drawings, sculptures, videos and installations, the exhibition closely examines Suh’s artistic perspective evolved across time and space.


Bringing together works ranging from previously unseen early pieces to ongoing recent projects, the exhibition delves deeply into the artist’s enduring investigations: the concepts of home and migration, the interplay of memory and identity, and the relationship between the individual and the collective.

Notable works include his iconic “Rubbing/Loving” series, in which the artist traced the memory of places he once inhabited by covering them with traditional Korean paper, “hanji,” and rubbing their surfaces with graphite and colored pencil. The exhibition also features the “Bridge Project” — which scales the concept of building a bridge that connects three homes Suh has lived, blurring the spatial, temporal, psychological, and cultural boundaries between Seoul, New York, and London — alongside early works like “Who Am We?” (2000) and “Floor” (1997–2000), which explore the relationship between the individual and collective society.

Several newly created or repurposed works supported by Genesis for “The Genesis Exhibition: Do Ho Suh: Walk the House” at Tate Modern, London last year, will be presented to audiences in Korea for the first time. Among them are “Nest/s” (2024) and “Perfect Home: London, Horsham, New York, Berlin, Providence, Seoul” (2024). These life-sized installations recreate the artist's past and present residences using layers of translucent fabric. Visitors are invited to walk through these immersive structures, reflecting on the relationship between migration and settlement, place and memory.

Marking the most extensive presentation of Suh’s work to date, the exhibition features unseen early works as well as newly unveiled projects. A large structure titled “Seed Bank” houses the artist’s foundational works, including childhood drawings and his university projects. Elsewhere in the exhibition, the newly unveiled “Memory of Love” (2026) poignantly explores the deep connections between the body, clothing and the home, extending the artist's personal memories to the lived experiences of the audience.

From Dec. 18, the artist's renowned large-scale installation, “Apartment A, Unit 2, Corridor and Staircase, 348 West 22nd Street, New York, NY 10011, USA” (2012), will be added to complete the expansive exhibition. Presented within the soaring open space of MMCA Seoul Box, the installation offers visitors a rare opportunity to fully experience the breathtaking architectural scale of the piece.


“We are honored to support the ‘Do Ho Suh’ exhibition, which invites nuanced reflection on the fundamentals of human existence through the interwoven relationships between memory and space, and the individual and collective," said DooEun Choi, Art Director of Hyundai Motor. "We hope the exhibition offers the audience an artistic experience that opens new perspectives on the self and the world, while illuminating values that transcend time and space."


Reflecting its commitment to cultivating authentic experiences, Genesis will continue expanding its collaborations with leading art institutions and visionaries to inspire profound cultural dialogue with broader audiences, building on initiatives such as The Genesis Facade Commission at The Metropolitan Museum of Art and The Genesis Talks at the Los Angeles County Museum of Art (LACMA).

STAVELOT, Belgium, Aug. 23, 2026 — Genesis Magma Racing’s trio of Trajectory Program drivers, Jamie Chadwick, Laurents Hörr and Valerio Rinicella, continued their consistent season in the European Le Mans Series (ELMS), finishing the 4 Hours of Spa-Francorchamps in third place after a post-race penalty for the #10 Vector Sport entry promoted them from fourth.

Single Lap Performance Shows Team’s Potential Pace

A superb qualifying lap by Rinicella delivered on the potential single lap pace the team had shown throughout the two Free Practice sessions. The result was the first ELMS pole position for Genesis Magma Racing Trajectory Program drivers and also earned the Italian the Marc van der Straten Pole Position Trophy, awarded in honor of the Belgian racing legend.

Jamie Chadwick returned to her normal role of starting the #18 IDEC Sport-run Oreca 07. A strong start saw her reach turn one at La Source unchallenged, but a Safety Car before the end of the opening lap neutralized the race for the first of five times during her stint. Though she would lose the lead after the first restart, she held second position until handing over the car 12 minutes before the half-way point.

The team would lose time and positions in the pitstop, dropping to fifth in the LMP2 class after having to push the car back to allow Hörr to exit around a GT competitor in the neighboring garage. The longer than normal opening stint also limited the team’s strategy options to make up the lost time, with the pattern remainder for the race largely dictated by the minimum drive times for both Hörr and Rinicella.

The two drivers kept themselves in podium contention, with Hörr able to temporarily move back into a podium position in the middle of his stint. It was a position that Rinicella was unable to retake over the final hour of racing, leaving the team once more the first off the podium, but still taking the positives from the weekend.

However, following a post-race penalty for the #10 Vector Sport entry, the Genesis Magma Racing Trajectory Program drivers — Jamie Chadwick, Laurents Hörr and Valerio Rinicella — have been promoted to third position overall in the 4 Hours of Spa-Francorchamps. The decision gives the trio their first podium of the 2026 European Le Mans Series season and caps a strong weekend in which the team also claimed a first pole position. The team and drivers lie third in the championship standings, 18 points behind, with two rounds remaining — Silverstone (Sep. 11-13) and Portimão (Oct. 8-10).

Post Race Quotes - #18 IDEC Sport Oreca 07

Jamie Chadwick said: “It was crazy how many Safety Cars there ended up being, especially in the second part of my stint. All in all, it was fairly good. The car ahead was flying. I didn't have really the pace to keep with them, but I think second place was pretty good to come in with. The problem is, when you're fighting up at the front, it's very hard to take risks and be aggressive on strategy decisions. Unfortunately, I think this ended up hurting with all the Safety Cars in the end. It didn't fall our way strategy-wise, so I think fourth was the best we could do for today. There's a lot to be happy with, including the first pole position for the team and my first time starting on pole in ELMS, which was really cool. We can take a lot of positives, but equally a lot that we can work on.”

Laurents Hörr said: “It was really hard fighting on track, but quite clean, to be honest. We were up and down today – I lost a position, won a position. We struggled a little bit with pace. We were just missing a tiny bit, which kept us from going further. During Jamie’s stint, I was on standby for about one hour with the helmet ready in the pit lane, but it was the same for all the cars. We didn't lose in this situation, and it gave us a bit of flexibility, which maybe we could have explored further. We've been so close to the podium and we saw that here and there at this pit stop or that pit stop, we could have gained five or eight seconds or tried a different strategy. We have to be happy with the overall performance and the result, and we will see where our pace is in Silverstone.”

Valerio Rinicella said: “I would say I'm happy with the result, but at the same time, I'm a bit disappointed because I expected to be a bit faster in the second part of my stint. I think maybe the fuel load had too much effect on the car. Already in the first laps, I felt that the tires were not giving me everything, so I just tried to manage. The beginning was okay – just a lot of traffic, but it’s still more points in the pocket. So we are happy for that, but we expected more pace overall. You know, it's hard to predict what you can do or where you can improve. We showed that we had a fast car. We just need to work maybe now on long runs and to see how to manage tire degradation and the traffic a bit more. But overall we can be proud of what we've done so far. The team is happy, we are happy, and let's fight for Silverstone now.“

Genesis Magma Racing Sporting Director Gabriele Tarquini said: “The big positive from the weekend is the pace our Trajectory Program drivers showed in the practice sessions and qualifying. Valerio’s performance in qualifying showed how much experience he has gained over the course of the season, and how fast he is on a single lap, despite his very short experience in the category, and the strength of the team in Qualifying this weekend. Unfortunately, the race didn’t fall the way we would have liked, even though there were good individual performances from all three drivers. The slow pitstop lost some time and positions, which were very difficult to make up while the second half of the event was much cleaner than the first, without the same number of Safety Cars. Fourth is still a very good result, especially while we can see the progress the drivers are making, and we know they and the team will keep pushing for the next round.”

SAN FRANCISCO, Aug. 19, 2026 — Genesis is redefining the luxury flagship vehicle in the era of electrification, unveiling its first full-size flagship SUV, the GV90 (available in GV90 Neolun and GV90 variants), at the Palace of Fine Arts in San Francisco on Aug. 19.

The GV90 is a production model based on the NEOLUN concept revealed in 2024. It symbolizes the culmination of Genesis’ elevated hospitality ethos and expertise in thoughtfully applying technology.

“GV90 is not simply a new vehicle, but a new vision for luxury mobility that brings together inspiring design, AI-powered software and connectivity, and industry-leading safety,” said Euisun Chung, Executive Chair of Hyundai Motor Group. “Technology alone does not create luxury, and design alone does not define luxury. The value of innovation lies in transforming the customer experience in intelligent and intuitive ways to improve people's lives.

“True luxury is human freedom, and true luxury is beauty, expressed through craftsmanship, authenticity and commitment to excellence. Genesis will embrace these innovations to provide customers with differentiated value and experiences of distinction.”

The GV90 aims to make every journey more elegant and elevated, embodying Genesis’ unique “Son-nim” hospitality philosophy — to treat each customer as an honored guest — at the highest level.

Built on the eMP platform exclusive for the Genesis flagship, the GV90 sets a new direction for luxury electric flagship vehicles. It combines the highest level of safety, elegant driving dynamics and ride comfort, as well as a plethora of innovative technologies that offer an unprecedented in-vehicle experience — dressed in an exterior that commands attention.

The GV90 will be available in two variants: the GV90 Neolun, featuring the Neolun Arch Gate, the world’s first independently opening and closing hidden B-pillar coach doors, and the standard GV90 with conventional swing doors. It will also be equipped with an array of advanced technologies including the world’s first Roof Airbag, a 123.5 kilowatt-hour large-capacity high-voltage battery, Dual Electronic Limited Slip Differential (E-LSD), multi-chamber air suspension, a New Power Control System, a pop-up center OLED Cinematic Display, Pleos Connect, Remote Smart Parking Assist 3, Bang & Olufsen’s Premier 3D sound system with 25 speakers and Dolby Atmos, Ambient Glow mood lighting, Smart Vision Roof and a heated windshield.

“Today marks a landmark arrival for Genesis and for the future of luxury mobility. GV90 opens a new chapter for Genesis, building on our track record of bold innovation, elevated customer experiences, and an unwavering commitment to excellence,” said José Muñoz, president and CEO of Hyundai Motor Company. “In less than eight years, Genesis became the fastest luxury brand ever to reach one million sales, built on distinctive design, class-leading innovation, and a relentless focus on our customers. Our new flagship SUV represents our vision for the future while embodying the very best of Genesis, staying true to the distinctly Korean values of hospitality and craftmanship that have shaped our journey.”

Neolun Arch Gate: A Symbol of Genesis’ Unique Hospitality Philosophy

The GV90 Neolun is fitted with the Neolun Arch Gate, the world’s first independently opening and closing hidden B-pillar coach doors, delivering a unique experience that embodies the brand’s hospitality philosophy when entering the vehicle. The hidden pillar design allows the front and rear doors to open in unison facing the other, providing an unparalleled sense of openness and a remarkably spacious area for entry and exit compared to conventional vehicles.

Genesis utilized a newly developed dual-motion hinge mechanism for the rear doors, optimized for the vehicle’s hidden B-pillar body structure which enables the rear doors to open and close independently without impeding the front doors. This mechanism works by first sliding the rear door slightly outward, then smoothly rotating it open. This enhances the convenience of entering and exiting the vehicle, allowing rear-seat passengers to get in and out with greater space and comfort.

Safety remains paramount in the GV90 Neolun, despite the absence of a B-pillar. Genesis engineered a new structure that seamlessly marries the doors to the vehicle body while maintaining the highest safety standards.

Additionally, replacing the conventional B-pillar, high-strength dual steel beams have been integrated for rigidity. This architecture that joins the doors and body effectively disperses collision forces.

A concealed yet robust roll cage is created by reinforcing the passenger cabin with a frame 1.5 times thicker than conventional vehicles and fortifying it with integrated high-strength steel tubes and structural foam. This hidden roll cage structure protects occupants while achieving crash safety performance equivalent to vehicles with conventional B-pillars.

Uncompromising Occupant Safety

The GV90 is equipped with a total of 12 airbags — including the world's first Roof Airbag, an in-cabin Monitoring System, a reinforced body structure, and an enhanced safety battery.

The Roof Airbag is designed to provide effective protection in severe rollover events. In case of a rollover, it deploys rapidly to cover the entire roof glass, preventing occupant ejection and mitigating injuries caused by contact with the roof.

Passenger seats feature a dual-depth airbag that deploys in two stages according to the occupants' posture. Airbags are also incorporated into the seat cushions to prevent occupants from sliding beneath the seatbelt during a collision. In addition, the curtain airbags have been extended to cover the third row, while the side airbags for the first and second rows as well as the driver's knee airbag have been enlarged to provide more effective protection for all occupants.

The vehicle is also equipped with an in-cabin monitoring system that identifies occupant type and seating status to optimize airbag and seatbelt control during collisions. It also detects and alerts occupants to improper seat belt usage or sitting posture.

Genesis has increased overall body rigidity while reducing weight, employing a skeletal structure of cast and extruded aluminum for the GV90's underbody and extensively using aluminum for the exterior panels. At the front of the body structure, a deflector guides vehicle behavior laterally during a small frontal overlap crash, reducing A-pillar deformation and maximizing occupant protection.

The application of ultra-high-strength steel to the sides of the car body further enhances safety and improves battery protection. The design also incorporates a slider structure in front of the battery, engineered to redirect components like the motor and subframe underneath the vehicle in a frontal collision, preventing direct impact to the battery.

Battery safety has been significantly enhanced with Thermal Runaway Protection (TRP) technology to prevent thermal propagation between cells. The battery system is engineered for effective heat dissipation, separating each battery cell to suppress the spread of heat to adjacent cells.

Additionally, a cloud-based Battery Management System (BMS) pre-diagnostic function provides not only real-time diagnostics but also preemptively identifies potential anomalies, promptly notifying the driver if any battery abnormality is detected.

Elegant and Serene Dynamics Befitting a Luxury Flagship

The GV90 delivers an elegant and serene driving experience befitting a luxury flagship model. Genesis developed the GV90 based on the eMP platform exclusive for the Genesis flagship, focusing on creating a spacious cabin layout, superior driving performance, and refined ride comfort suitable for a flagship SUV. The GV90 was developed by combining the unique specifications needed to create the definitive Genesis flagship.

With a 3,245mm wheelbase, the spacious interior features a flat floor and slim cockpit design, delivering passengers a more comfortable and relaxed mobility experience.

In yet another Hyundai Motor Group first, the GV90 Neolun introduces motorized swiveling front seats that elevate the interior experience to an entirely new level. While parked, a simple press of the button on the door trim rotates the front seats a full 180 degrees. Occupants can now engage in a face-to-face lounge-like configuration, ideal for socializing or conducting business.

Genesis has equipped the GV90 with a 123.5 kilowatt-hour high-voltage battery, the largest capacity among Hyundai Motor Group's electric vehicles. The GV90's high-voltage battery features cells with a high-density, high-output design which enhances energy density while simultaneously improving power and fast-charging performance. A Wireless Battery Management System (WBMS) maximizes the battery system's packaging efficiency, providing battery capacity fit for a vehicle of this scale.

On a single charge, the GV90 (7-seater) achieves an estimated range of approximately 500km (based on internal R&D tests). When using a 350-kilowatt fast charger, the battery charges from 10% to 80% in just 22 minutes.

Featuring a new motor system that delivers the most powerful performance among Hyundai Motor Group EVs, the GV90 comes with a combined maximum output of 490 kilowatts and 800 Newton-meters of torque from the front and rear motors, providing a relaxed and effortless flagship driving experience.

The GV90 is the first Hyundai Motor Group vehicle to be equipped with a Dual E-LSD, which precisely distributes the motors’ powerful output according to driving conditions. With E-LSDs mounted on both the front and rear motors, power is efficiently supplied to all four wheels during high-speed cornering for agile handling. It also suppresses wheel slip on snowy, rainy or uneven roads, ensuring more control when driving.

The Multi-Chamber Air Suspension effectively absorbs road impact and enhances driving stability by using air springs with adjustable stiffness, allowing ride height to adapt accordingly to road conditions. Mono-tube Dual Valve Electronic Control Suspension (ECS) absorbers create an optimal ride by dynamically adjusting the damping force, providing a softer response to absorb impact and stiffening to control significant body movement.

The vehicle also features active Rear Wheel Steering (RWS) which allows the rear wheels to turn up to five degrees, reducing the turning radius to that of a mid-size car. This makes U-turns and parking more convenient while also improving cornering stability at medium and high speeds.

In addition, Genesis equipped the GV90 with a 4-piston monobloc caliper with large-diameter pistons (front wheels) and a high-capacity brake disc system, delivering the stable braking performance required for a flagship electric SUV.

Genesis significantly enhanced cabin tranquility using world-leading acoustic glass exceeding 5 millimeters in thickness on all windows, from the windshield and Vision Roof to the tailgate. Noise and vibration transmitted through the vehicle's body have also been reduced by injecting high-expansion soundproofing fillers into cavities within the main structural frame. Cabin isolation is further improved through extensive application of reinforced sound-absorbing materials and modifications to the sealing structures of the hood and tailgate.

A Differentiated Vehicle Experience Through Interactive Technology

Genesis has outfitted the GV90 with a wealth of innovative technologies to provide a new dimension to the user experience for every moment spent with the vehicle.

The GV90 is the first Hyundai Motor Group vehicle to adopt New Power Control System, which eliminates the start button, ensuring a seamless transition from entry to driving.

As a passenger pulls the door handle, the vehicle powers on and the door closes automatically. Once the door closes, the Motion Column Shifter moves from the 12 o'clock to the 2 o'clock position, ready for gear selection. Simultaneously, the Crystal Sphere Controller rotates to reveal an integrated controller and the tweeter covers on the dashboard part gracefully to the sides, intuitively communicating to the driver that the car is ready to drive.

The vehicle is started by pressing the brake pedal, eliminating the need for a separate ignition button.

The GV90 features a pop-up center OLED Cinematic Display, offering a new user experience on the expansive screen. In normal driving situations, the wide 23.6-inch screen seamlessly integrates the instrument cluster, navigation, and media. When the vehicle is parked, pressing the display extension button on the center fascia raises the screen by 90mm, transforming it into a 24.6-inch display — approximately 1.7 times larger than when retracted — for occupants to enjoy a wide variety of multimedia content.

In place of a separate instrument cluster, the GV90 offers a 25-inch Head-Up Display (HUD), allowing the driver to check their speed, navigation prompts, and ADAS function at a glance over a much wider projection surface without taking their eyes off the road.

The GV90 also comes with Pleos Connect, Hyundai Motor Group’s next-generation infotainment platform, providing an interface fit for a Software-Defined Vehicle (SDV). Pleos Connect is based on the Android Automotive Operating System (AAOS) and can freely download third-party vehicle apps via the Pleos App Market.

Occupants can also intuitively view and operate various functions on the display and seamlessly access controls and search for information through natural conversations with the onboard next-generation generative AI agent, Gleo AI.

Additionally, Remote Smart Parking Assist 3 (RSPA 3) helps with automatic parking and exiting maneuvers with a single touch. The complementing Memory Reversing Assist (MRA) remembers the vehicle’s path to easily guide it backward out of narrow alleys or parking spaces, providing a highly convenient mobility experience.

Sensory Features that Elevate the Cabin Experience

Genesis has developed a rich array of sensory features for GV90, each designed to engage every sense and add a profound layer of depth to the occupant experience.

Within the tranquil cabin, a Bang & Olufsen Premier 3D sound system with 25 speakers delivers auditory satisfaction rivaling a concert hall. Acoustic Lens Technology (ALT) tweeters at both ends of the dashboard, four headliner speakers, mid-range speakers, and subwoofers create a 7.1.4-channel Dolby Atmos sound that maximizes spatial presence and immersion.

Advanced audio capabilities elevate the listening experience. Virtual Venue recreates the signature acoustics of iconic venues including Boston Symphony Hall and Wembley Stadium, while Beosonic allows passengers to personalize sound atmosphere and tone. The result is a listening environment custom calibrated to each occupant's preferences.

The Ambient Glow mood lighting elevates the cabin atmosphere, enveloping passengers in a visually stunning experience. Expansive indirect lighting flows seamlessly from the dashboard to the doors, casting a gentle glow on garnishes crafted from leather, wool cashmere, stone and wood, optimizing the elevated cabin experience. With additional mood lighting integrated into the headliner and console, the cabin evokes the feeling of a private art gallery. The system also serves an intuitive function, interacting with the occupants by sequentially illuminating the door mood lamps upon entry or changing brightness during voice recognition to convey vehicle status and driving conditions.

The GV90's thoughtful consideration for its occupants extends beyond sight and sound, encompassing every surface and touchpoint with meticulous care. Upholstered in premium leather, the seats are crafted to maximize softness and comfort. Each one is equipped with 15 individual air cells and a pulse vibration function, offering an elevated massage experience beyond what Genesis has offered before.

A metal-coated heated windshield, a first for Hyundai Motor Group, enables the glass to generate its own heat to quickly remove winter frost and condensation while maintaining a pleasant cabin without relying on climate control. For added warmth and comfort, radiant heat warmers are integrated into the first- and second-row console armrests, side panels, and door trims.

The GV90 Neolun Executive Suite (4-seat configuration) delivers the ultimate VIP experience through a collection of exclusive, specialized features. The second row is furnished with a real wood veneer floor that greatly elevates the cabin's ambiance. Inspired by traditional Korean “ondol” underfloor heating, it incorporates a radiant heating system to provide further warmth to the interior.

A Comfort Partition separates the second-row seating from the trunk area, effectively insulating the cabin from noise in the luggage compartment to create a serene interior ambiance for occupants.

Roll blinds provide complete privacy from the outside when desired. The GV90 Neolun Executive Suite features a Smart Vision Roof which utilizes a Polymer Dispersed Liquid Crystal (PDLC) film to allow the roof's transparency to be independently controlled across six distinct zones, maximizing visual openness.

Seats upholstered in the finest, soft semi-aniline leather come standard, alongside VIP-exclusive amenities such as a second-row tower console, a refrigerator and integrated tables to make travel time more meaningful.

Exterior: Restrained Elegance and a Commanding Presence

The exterior of the GV90 draws inspiration from the iconic moon jar — a symbol of traditional Korean aesthetics — exuding a majestic presence achieved through the porcelain vessel’s philosophy of restrained elegance.

By minimizing superfluous elements to emphasize the beauty of the essential, every aspect of the GV90’s design reflects the core tenets of the moon jar — its fundamental form of proportion and curve, the beauty of white space, and the spirit of exquisite craftsmanship.

Beneath the clamshell hood, the Wing Face Micro Lens Array (MLA) headlamps span the front fascia, projecting a distinctive and imposing presence apt for a flagship model. Genesis utilized an advanced laser-engraving process to seamlessly integrate the lighting element with the vehicle's bodywork. The jewel-like Two-Line design imparts a futuristic yet elegant flourish.

The lower bumper is accented with a three-dimensional, dual-layered G-matrix patterned chrome grille to deliver a sophisticated and elevated aesthetic.

GV90 embodies a timeless design through understated elegant proportions. The 5,285-millimeter-long body, bold yet gracefully sculpted fenders and prominent 24-inch forged wheels exude the authoritative stance of a luxury flagship.

The GV90 Neolun showcases its distinct identity through anodized aluminum accents applied between the first and second row windows, while the standard GV90 features frame-flush door glass for a seamless, clean look.

The rear design is the most emblematic expression of the GV90's design philosophy. By eschewing decorative elements, Genesis achieved a pure rear design reminiscent of the flowing curves from the elegant silhouette of a Korean moon jar.

This minimalist approach extends to avoiding unnecessary lines and omitting the rear spoiler entirely, while incorporating flush-mounted surface-emitting taillights and Genesis lettering to create a smooth, harmonious rear composition.

Offering unprecedented personalization for a Genesis model, the GV90 features 16 distinctive exterior color selections. 13 glossy finishes each tell a visual story: Seychelles Beige captures the radiant beauty of sun-kissed beaches and waves on sand, while Baena Green evokes the serene moment when light penetrates an olive forest. The gloss options continue with Sonoran Navy, Taupo Gray, Jaipur Rose, Vela Burgundy, Como Blue, Uyuni White, Saville Silver, Makalu Gray, Vik Black, Capri Blue, and Cardiff Green. Three elegant matte finishes — Monashee Silver, Matterhorn White, and Makalu Gray Matte — provide understated alternatives.

“GV90 is the embodiment of The Ultimate Majestic Presence, Genesis’ belief that true luxury is revealed not through addition, but through reduction, until only the essential remains,” said Luc Donckerwolke, President and Chief Creative Officer of Hyundai Motor Group. “Inspired by the Korean moon jar, we pursued a purity shaped by restraint, balance and an elegance that never fades. By removing unnecessary elements, we allowed timeless beauty to speak for itself. The Neolun Concept, unveiled in 2024, was not simply a vision, but a promise for the future. GV90 brings that promise to life, opening a new chapter for Genesis design, one shaped by extraordinary patience, care and dedication.”

An Elevated, Bespoke Living Space

Genesis has reimagined the GV90’s interior as a bespoke living space thoughtfully reflecting the personal tastes of its occupants.

The dashboard and door trims feature a sophisticated dual-layer structure with a recessed center section, allowing contrasting materials to define the inner and outer planes. The seats, console, and display are positioned intentionally like luxury furniture, evoking the refined atmosphere of a sophisticated lounge.

The futuristic centerpiece is a massive cinematic display that harmonizes with the cabin through crystal buttons using real glass. Complementing this forward-thinking design, motorized air vents eliminate traditional control knobs, contributing to an exceptionally clean and uncluttered interior.

Slim mood lamps concealed in the dashboard's chrome bezel work in concert with Ambient Glow to envelop the cabin in indirect light, intensifying the interior's premium character.

Athletic Elegance is added to the static cabin upon boarding the vehicle through the Motion Column Shifter, the rotating Crystal Sphere Controller, and sliding tweeter covers. Media, temperature and airflow are managed using the Center Knob Display.

Genesis has employed a thoughtfully curated selection of authentic material options for the GV90, each selected to maximize its inherent charm and deliver the attention to detail expected of a flagship. Customers can choose from trim materials that harmonize with their chosen interior palette such as natural wood for classic luxury, genuine stone for modern sophistication or wool cashmere warmth and coziness.

The GV90 is available in five interior color combinations: Veiled Indigo / Puglia Green, Folio Brown / Batiste Blue, Vault Black / Shadow Gray, Tyrian Purple / Travertine Beige, and Saddle Brown / Shadow Gray.

The GV90 Neolun on the other hand offers five exclusive interior color schemes: Regal Navy / Majestic Purple, Quince Brown, Vault Black / Shadow Gray, Tyrian Purple / Travertine Beige, and Saddle Brown / Shadow Gray.

GV90 First Edition: Exclusive Luxury for the Discerning Few

The same day, Genesis also unveiled the GV90 Neolun First Edition, an ultra-exclusive limited release for the marque’s elite customers.

The GV90 Neolun First Edition represents the pinnacle of the Executive Suite (4-seat configuration) lineup. Its two-tone exterior palette and body-color 24-inch forged wheels elevate the visual impact, delivering an exclusive, unparalleled appeal.

Inside, wool cashmere garnishes come standard, and First Edition-exclusive logo engraving on the Crystal Sphere Controller, headrests, and doorsteps add a subtle touch of prestige.

The GV90 Neolun First Edition debuts in three color combinations: two-toned Jaipur Rose / Seychelles Beige exterior paired with a Quince Brown interior, two-toned Vik Black / Baena Green exterior matched with a Veiled Indigo / Puglia Green interior, two-toned Vik Black / Sonoran Navy exterior blended with a Majestic Purple / Regal Navy interior.

GV90 & Marilyn Monroe: Icons’ Arrival

Genesis aligned Marilyn Monroe's ethos of challenge and innovation, establishing a new direction for luxury that defines Genesis' brand philosophy.

Driven by passionate ambition and visionary boldness, Monroe took control of her career trajectory and shattered conventional limitations. By building a life on her own terms, she transcended her time to become an eternal cultural icon — a symbol whose influence persists even a century later.

Genesis has embraced an equally audacious mission: to establish itself as a global Korean luxury mobility brand. In just ten short years, the brand has defied expectations, emerging as a global leader that fundamentally redefined luxury automotive standards.

Like Monroe, Genesis has forged a path uniquely its own. As a luxury brand deeply rooted in Korean cultural traditions, its journey reflects Monroe's own legacy, both rebelling against norms and achieving lasting impact.

To express this connection while exploring the untold narratives of Monroe’s legacy, Genesis launched “Manifesting Marilyn” at Genesis House New York in June and is supporting the production of the Maggie Gyllenhaal-directed short film “Flesh Impact”, which will debut at the 2026 Venice International Film Festival.

Genesis is poised for its next decade of growth, anchored by the GV90 flagship. Building on this momentum, the brand will strengthen its positioning and philosophical foundation while setting distinctive industry standards across design, engineering, technology, and customer experiences.

GV90 Specifications

The team’s goals for their debut season were simple and modest — finish each race, improve the cars, improve the drivers, improve the team.

In endurance racing, distance covered matters more than speed, so every second a Hypercar spends off the track and stationary in the pit lane matters. Genesis Magma Racing made it to Hyperpole for the second race in a row and showed serious pace during the race at Interlagos. Both #17 and #19 GMR-001 Hypercars showed strong reliability to complete a race without technical issues for the first time, but penalties and small mistakes limited the results the team could achieve.

For a team determined to prove itself, there is no room for error — no margin for the mistakes that cost races. A pit stop at any race is controlled chaos where timing, precision and trust are the only things standing between finishing the race, or not.

Box, Box!

“Box, box!” These two words signal the driver to enter the pit lane for a pit stop. As the car enters the pit lane, the driver activates the pit lane speed limiter, slowing to the pit lane speed limit of 60 kilometers per hour.

The car screams into the pit box, stopping where the car controller holds his marker, or lollipop. The car controller holds complete responsibility for the safety of the entire pit stop operation.

Nothing else happens until the engine is shut off and the car is electrically grounded.

Only then does the refueler move — the only person authorized to operate the fuel line. The refueler connects the fuel hose to the Hypercar. For the next 40 seconds, 80 liters will flow into the GMR-001 Hypercar's tank.

Strict safety rules prohibit almost every other action while the refueler completes their task. Only one other person is permitted to touch the car — the pit crew member assigned to clean the windshield. The front wheel gunner launches onto the front of the Hypercar, wiping away dirt and debris. The driver's vision must be unobstructed as there is no margin for error at up to 330 kilometers per hour.

The rest of the crew is on standby, ready for their turn.

Fuel In, Wheels Off

The moment the fuel hose disconnects, everything accelerates.

A wheel carrier thrusts a lance into the side of the Hypercar to activate the integrated pneumatic jacks. All four wheels are off the ground in just a second.

The front wheel gunner is already moving, pneumatic gun in hand, executing a motion refined through thousands of repetitions. He squeezes the trigger once, the single nut securing the front left wheel now unfastened. The wheel is then removed in just two-tenths of a second.

The wheel carrier is right behind the gunner with a fresh tire at the ready. The wheel gunner and carrier work in perfect synchronization to swap out the wheels — time and experience perfect this sequence to an art form.

Without pausing for a moment, they sprint to the right side of the Hypercar, with two other pit crew members performing identical moves on the rear wheels.

The car controller stands still, lollipop in front of the Hypercar, overseeing every moment of the stop.

The tire team removes the lance. The car drops to the ground.

All that happens in just two minutes.

The car controller raises the lollipop, and the driver sends the Hypercar back out onto the track.

See it all happen in slow motion and incredible detail in the video below:

Deciding When to Pit

The strategic timing of a pit stop in endurance racing is far more complex than simply waiting for the fuel light to come on. In the WEC, pit stops are mathematically and tactically timed to maintain position or even leapfrog competitors.

Undercut

The undercut is an aggressive, proactive strategy used when a car is stuck closely behind a rival but cannot find a clean way to pass on track.

The strategist calls the GMR-001 Hypercar into the pits one to two laps earlier than the target window. The Hypercar is fitted with fresh tires, giving it an edge over its competitors. While the rival ahead continues driving on worn tires, the driver unleashes the maximum pace of their fresh tires on their out-lap (the first lap after leaving the pit lane).

When the rival finally pits another lap or two later, their pit stop is normal, but their out-lap is slow. By the time they merge back onto the track, the GMR-001 Hypercar that pitted early — having already warmed up its fresh tires by running two blazing-fast laps — streaks past them.

Overcut

The overcut is the opposite of the undercut, used when the track is highly abrasive or when warming up cold tires is notoriously difficult, such as during cold night stints at Le Mans.

The rival car pits first. Instead of reacting immediately, the strategist instructs the GMR-001 driver to stay out for two to three more laps while they observe the competitor.

The rival exits the pits on cold tires, struggling for grip and pace. Meanwhile, the GMR-001 driver, running on fully warmed (though worn) tires, flies through clear air, clocking in faster times.

Because the GMR-001 Hypercar maintained a blistering pace while the rival was slower on cold rubber, the GMR-001 Hypercar car builds enough of a gap to pit, change tires and exit the pit lane safely ahead of the rival.

Exploiting Safety Periods

The ultimate timing coup in WEC is pitting during a Full Course Yellow (FCY) or a Virtual Safety Car (VSC). Under green flag conditions, a pit stop at a track like Spa-Francorchamps costs roughly 50 to 60 seconds of "lost time" relative to cars speeding down the straight at 300 kilometers per hour.

Under an FCY, the entire field is speed-limited to 80 kilometers per hour. Because the cars on track are moving much slower, the relative time lost by stopping in the pits drops dramatically — often saving 20 to 30 seconds.

A riskier version of the stop can be done the moment an incident occurs on track. The strategist has seconds to calculate if the pit entry is open and if they can dive in before the FCY is officially declared, or exactly as it drops. Timing this perfectly can instantly vault a car up multiple spots because the entire field is speed-limited and the cars begin to bunch up and the gaps between them get reduced.

Stay tuned for the next installment of Genesis Magma Racing's 2026 WEC Season Guide.

SEOUL, Aug. 13, 2026 — Genesis has unveiled its next-generation hybrid system, engineered to deliver an electric vehicle (EV)-like driving experience.

Developed to provide customers with a refined electrified driving experience befitting the Genesis brand, the next-generation hybrid system will debut in the GV80 Hybrid, which is scheduled to launch next month.

The Genesis 2.5 Turbo Hybrid System adopts a parallel hybrid configuration consisting of a starter-generator motor (P1), which handles engine starting and power generation, and a drive motor (P2), which provides propulsion and regenerative braking.

The 2.5 Turbo Hybrid System featured in the Genesis GV80 Hybrid delivers a combined maximum output of 352 Pferdestärke and maximum torque of 54.0 kilogram-force meters, representing increases of approximately 16% and 26%, respectively, over the GV80 2.5 Turbo model.

With these advancements, the GV80 Hybrid delivers a 0–100 kilometers per hour acceleration time of approximately 7.1 seconds from a standstill, based on internal testing standards.

Based on internal testing of the five-seat GV80 equipped with 19-inch wheels and two-wheel drive, combined fuel efficiency improved by approximately 25% or more compared to the 2.5 Turbo powertrain, enabling more efficient driving. *

The Genesis 2.5 Turbo Hybrid System is also the first hybrid system from Hyundai Motor Group to feature a liquid-cooled hybrid battery system.

Compared to an air-cooled system, the liquid-cooled battery system enables more efficient temperature management, allowing for higher maximum discharge output and more extensive use of the battery’s available power.

By expanding electric motor engagement across a broader range of driving conditions, the Genesis 2.5 Turbo Hybrid System delivers quieter operation and smooth, linear acceleration, creating a driving experience closer to that of an EV.

To minimize vibration and noise caused by engine operation during a cold start after the vehicle has been parked, Genesis developed the system to make active use of its EV Mode from initial departure until the vehicle reaches approximately 30 kilometers per hour.

This enables the vehicle to move in EV Mode in noise-sensitive environments such as underground parking garages. Once the vehicle enters regular road traffic and exceeds a certain speed, the engine engages, allowing occupants to begin their journey in a quieter and more comfortable environment.

Genesis has also optimized the system to maximize the use of EV Mode on urban roads with frequent traffic lights and during stop-and-go traffic, further enhancing the overall driving experience.

In addition, Genesis lowered the Final Drive Gear Ratio (FGR) — the reduction ratio between the transmission and the wheels — compared to the 2.5 Turbo model to reduce drivetrain noise.

The luxury marque also introduced a new engine crankshaft damper pulley technology designed to reduce both torsional and bending vibrations, helping to minimize engine noise transmitted into the cabin. A Centrifugal Pendulum Absorber (CPA) damper has also been applied to the new seven-speed rear-wheel-drive transmission to counteract engine rotational vibrations with opposing-phase forces, further enhancing cabin comfort.

Another key feature of the Genesis 2.5 Turbo Hybrid System is its immediate acceleration response, which is similar to that of an EV.

When the driver depresses the accelerator firmly while driving in EV Mode, the system simultaneously performs a downshift and engine clutch engagement, allowing the engine to provide immediate, additional acceleration.

According to internal testing, when the accelerator is depressed while traveling 100 kilometers per hour, the system can resume acceleration approximately 18% faster than the 2.5 gasoline turbo model — delivering responsive performance in situations such as overtaking.

Genesis has also optimized the transmission architecture by enabling the vehicle to reverse using the P2 motor rotating in the opposite direction. This eliminates the need for components associated with a dedicated reverse gear in the transmission. The first-gear ratio has also been set higher to efficiently transmit power from the P2 motor to the wheels while reversing.

The resulting reduction in transmission weight and frictional components improves power transmission efficiency. At the same time, the higher first-gear ratio enhances acceleration performance when pulling away from a standstill.

The Genesis 2.5 Turbo Hybrid System also incorporates a range of hybrid-specific features, including Stay Mode, Hierarchical Predictive Control (HPC) and Smart Regenerative Braking.

Stay Mode uses the high-voltage battery to operate all in-vehicle comfort and convenience functions, including climate control and multimedia systems without starting the engine. This allows occupants to remain comfortable inside the stationary vehicle before and after a journey.

Hybrid HPC predicts the driving route and road conditions to the destination and optimally manages the battery’s state of charge. This allows the system to select and operate the most efficient driving mode, including EV Mode, Hybrid Mode and Regenerative Braking Mode.

Smart Regenerative Braking uses navigation data (including speed-camera information) and the distance to vehicles ahead to automatically determine and apply the optimal level of regenerative braking. By reducing the need for brake pedal input, the system helps reduce driver fatigue while increasing the amount of energy recovered through regenerative braking — contributing to improved fuel efficiency.

Genesis also unveiled the design of the upcoming GV80 Hybrid. The GV80 Hybrid features a newly designed exterior grille and wheels, giving the model an even more premium appearance.

Inside, four new two-tone color combinations have been introduced, including Obsidian Black with Taiga Green, and Ultramarine Blue with Travertine Beige. Two new real wood trim options are also available, together with new quilting patterns, offering customers a wider range of interior choices.

“We expect the new powertrain to deliver a differentiated driving experience by achieving a finely tuned balance of efficiency, refinement and performance,” said Sean Lee, global head of Genesis. “Beginning with the GV80 Hybrid, Genesis will continue to respond proactively to evolving market conditions and customer needs while introducing innovative technologies that embody the brand’s distinctive character and philosophy.”

* Official fuel economy figures will be announced following certification by the relevant Korean government authorities.

SEOUL, Aug. 7, 2026 — Genesis has been honored with two prestigious awards at the 2026 Red Dot Design Award for Genesis Cheongju, its innovative flagship showroom that seamlessly blends regional heritage with contemporary luxury design. The luxury marque secured two accolades in the Brands & Communication Design discipline, including the prestigious “Best of the Best” award — a distinction reserved for exceptional design breakthroughs — in the Retail Design category and a win in the Spatial Communication category.

The recognition demonstrates Genesis' global design competitiveness and its unwavering commitment to delivering a differentiated brand experience that connects its design philosophy with the guest experience.

Opened in April 2025, Genesis Cheongju is the brand's fifth dedicated showroom in Korea — following locations in Hanam, Gangnam, Suji and Anseong — and serves as its first presence in the Chungcheong region. The space was completed in collaboration with ONE O ONE Architects, the esteemed architectural firm behind key brand spaces such as Genesis Lounge and Hyundai Motorstudio Busan.

Layering Heritage and Innovation

The overall design concept of Genesis Cheongju is “Layers Woven with Empathy”. The concept draws on the Korean notion of layering, symbolizing the accumulation of shared experiences and relationships with guests, while also evoking the idea of igniting a new cultural chapter. Cheongju's rich regional heritage, represented by craft cultures such as “Jikji”[1] and “hanji,”[2] is delicately woven throughout the spatial design to connect with Genesis' own design philosophy of craftsmanship.

Through a modern reinterpretation of traditional Korean architectural concepts, the showroom expresses a sense of understated authenticity. The first-floor canopy is a modern take on “cheoma,”[3] while the upper structure draws inspiration from Gyeonghoeru, the royal pavilion at Gyeongbokgung Palace in Seoul. Inside, the third and fourth-floor Brand Cubes capture the essence of “jeongja,”[4] and the sensory feel of hanji.

Beyond Retail: A Community-Centered Experience

Genesis Cheongju transcends conventional showroom design by cultivating a vibrant cultural community. The space hosts collaborative exhibitions with local artists, curated test-drive experiences and exclusive community programs for Genesis owners, positioning the venue as a gathering space for shared experiences and cultural exchange.

Created in 1955, the Red Dot Award is considered one of the top three design distinctions in the world. Each year, it announces winners in three distinct disciplines: Product Design, Brands & Communication Design, and Design Concept, rigorously evaluating entries for design excellence and innovation. 

[1] The oldest surviving book printed using the world’s first-known movable metal type
[2] Traditional Korean paper handmade from the inner bark of the mulberry tree
[3] Traditional Korean roof eaves
[4] Traditional Korean pavilions

LOS ANGELES and NEW YORK, July 29, 2026 — Academy Award®-nominated writer and director Maggie Gyllenhaal and Genesis unveiled the First Look images for their new film “Flesh Impact” created in honor of Marilyn Monroe’s centennial. The film stars Oscar® winner Ellen Burstyn and Dakota Johnson as two versions of Monroe, alongside Emmy® nominees Peter Sarsgaard and Sepideh Moafi (The Pitt), and will have its World Premiere at the 2026 Venice International Film Festival, where Burstyn will receive the Golden Lion for Lifetime Achievement. The film is produced by William Green for The Cut, Michelle Ross for Superprime, Nicolette Spencer and Melissa Moore for INNOCEAN, and is presented by Genesis. Maddi Carlton, Brandon Boerner, Rebecca Skinner, David Webb and Courtney Kivowitz serve as executive producers.

A love letter to one of cinema’s most enduring icons, the film honors Marilyn Monroe’s singular power to challenge convention and captivate the world across generations. Dakota Johnson portrays Monroe at the height of her fame, while Ellen Burstyn stars as a version of Marilyn the world never had a chance to see. The film takes its title from a phrase used to describe Marilyn Monroe's aura — that she looked so real and luminous on camera that viewers felt they could touch her through the screen. The film was created with the blessings of the Marilyn Monroe estate holders, Authentic Brands Group, and presents Marilyn as audiences know her best: defying boundaries.

“I’ve always been fascinated by Marilyn Monroe. So, when Genesis first came to me with the idea of a celebratory project for her centennial, I knew I wanted to work together on bringing this story to life,” says Gyllenhaal. “With ‘Flesh Impact,’ we showcase the timeless icon we know and love through a modern lens that reclaims her story.”

“At Genesis, we believe the arts have a unique ability to inspire reflection, spark meaningful conversation, and connect people through stories that endure across generations,” said Amy Marentic, chief marketing officer of Genesis Motor America. “Our support of this film honoring Marilyn Monroe reflects our commitment to celebrating cultural icons whose influence extends far beyond their time. With Maggie’s strong vision as writer and director and our valued creative and producing partners at INNOCEAN, Superprime and The Cut, ‘Flesh Impact’ offers an opportunity to reconsider Marilyn’s narrative the way she would have wanted: in control and charting her own course.”

Gyllenhaal brought a remarkable group of artisans to the film including Academy Award®-nominated Production Designer Karen Murphy (Elvis), Emmy®-nominated Casting Director Mary Vernieu (The Last of Us, Euphoria), BAFTA Award®-nominated Costume Designer Jennifer Johnson (I, Tonya, Bugonia), Editor Affonso Gonçalves (Hamnet), and Director of Photography Lawrence Sher (The Bride).

On Scotland's east coast, the world's best golfers gathered at The Renaissance Club for the 2026 Genesis Scottish Open, navigating shifting coastal winds and demanding fairways in the relentless pursuit of perfection. 10,000 kilometers away in Brazil, the FIA World Endurance Championship (WEC) kicked off at the 6 Hours of São Paulo in Interlagos, where drivers pushed themselves and their machines to the limit over a grueling six-hour race.

These two arenas could not appear more different. One is defined by silence, patience and precision. The other by speed, the roaring of engines and split-second decisions. Yet both demand the same qualities, with victory often decided by the smallest of margins. Preparation, trust, teamwork and the ability to perform under pressure become key.

For Genesis Magma Racing drivers and avid golf players, Jamie Chadwick and Dani Juncadella, the similarities transcending these sports are a lived reality. Despite competing in one of the world's most demanding motorsport categories, both recognize aspects of their profession in the game of golf.

The Art of Performing Under Pressure

Chadwick feels the mental challenge is where the sports align most closely. Beyond physical stamina, the ultimate battleground in elite sports is often fought in the mind. Success in endurance racing and a multi-day golf tournament rely on the exact same psychological edge.

“Both golf and motorsport test composure under pressure like few other disciplines,” says Chadwick. “At the highest level, it’s about how you respond in those moments. Both in golf and racing, you don’t have time to dwell on mistakes, so maintaining a strong, strategic mindset is everything.”

She explains, “[For both sports], the margin for error is miniscule. A fraction too much force, a slightly misjudged line or a lapse in concentration can change the outcome completely.”

Genesis Magma Racing team member Juncadella agrees. “It is easy to underestimate how similar the mental demands are. In racing, everything happens at speed, but the discipline is the same as golf: you’re constantly refining your technique to achieve control under pressure.

“In endurance racing, physical conditioning and mental stability are critical to performing at the highest level, much like golf, particularly across a four-day tournament such as the Genesis Scottish Open.”

It Takes a Village

The foundation of high performance is a shared culture of trust. While the spotlight often shines on the driver behind the wheel or the golfer on the green, the road to the podium is paved by a collective effort.

Juncadella is quick to share a perspective shaped by personal experience. “While both motorsport and golf often highlight individual performance, success in each relies heavily on the team behind it,” he says. “In motorsport, drivers are part of a much larger ecosystem with engineers, strategists, mechanics all working together towards success. Even though you’re alone in the car, it’s a team effort. You rely on engineers for feedback, strategy decisions and setup. It’s a constant dialogue.”

Chadwick shares this view, saying, “Golf is similar. The trust you have in your caddie plays a big part in success. Together, you discuss the best strategy and the next move to give yourself the best chance of succeeding. That relationship with the caddie is very similar to the one I have with the Genesis Magma Racing colleagues, analyzing everything in the garage.”

“Great performances are remembered for the moments that captivate us, but they are always built on countless moments and people that go unseen,” adds Juncadella. “Every achievement begins with a shared belief in doing things the right way, driven by common, strong values.”

Chief among these guiding principles is a steadfast commitment to character over convenience. “Integrity is the courage to stay true to your principles, especially when the pressure is greatest,” says Juncadella. “Respect is recognizing that every competitor raises the standard, and every teammate plays a vital role in the journey. Excellence is never a destination, but the relentless pursuit of becoming better, together.”

“Although golf and motorsport demand different skills, they are united by the same truth: no one succeeds alone,” says Chadwick. “Behind every precise swing and every perfectly executed lap stands a team driven by trust, dedication and a common purpose.”

Unlocking Potential Through Tech

In the modern sporting landscape, athletic intuition and raw data have become entirely inseparable. Today’s competitors no longer just train their bodies — they analyze their metrics, relying on technology to unlock margins of performance that were once invisible. As Chadwick explains, this digital evolution is reshaping how athletes prepare, compete and win.

“The role that technology plays in sport continues to grow, helping athletes refine performance. In racing, technology is part of everything we do,” she says. “From the data we analyze after every lap to the simulators we use to prepare, it helps us to refine every detail before we get to the circuit. Golf is evolving in a similar way, with players using data to better understand and improve their game.”

“In both cases, it’s about making better-informed decisions,” Juncadella elaborates. “Technology has become an essential part of performance in both sports. In motorsport, it helps us understand the car, the tires and our driving. In golf, it helps players analyze their swing and adapt to changing conditions.”

Chadwick distills the value that technology creates into two fundamental functions: “First, by providing the insights that help us to decide the next step, transforming data into knowledge, revealing opportunities for improvement and enabling smarter decisions.” This provides Genesis Magma Racing with the ability to analyze, learn and adapt — which can make the difference between a good performance and an exceptional one.

The second dimension is how technology physically enhances the user. “The most advanced solutions are created to empower individuals, to make the most of their capabilities and allow them to perform with greater confidence and precision. Technology becomes an extension of the person, helping them unlock their full potential,” says Chadwick.

“The greatest results emerge when these two dimensions come together: when knowledge gained through data is combined with technology designed to enhance human performance. By bringing together experience, talent and innovation, we create the conditions where people can achieve more than they could alone," Juncadella concludes.

When we talk about getting to the pinnacle of performance, Juncadella is clear: “We are really talking about those moments when everything comes together, the preparation, the teamwork, the technology and the ability to perform under the greatest pressure.”

Chadwick and Juncadella’s words leave a clear message: golf and motorsport require drivers, players, teams and caddies to be audacious and willing to embrace complexity in order to take on the most demanding challenges and to continuously redefine what is possible.

Whether on the fairway or the racetrack, true performance comes from the confidence to move forward, the curiosity to innovate and the determination to create new benchmarks. This is the mindset that drives Genesis — a commitment to challenge traditional conventions, inspire progress and pursue excellence in the smallest of details.

SEOUL, July 27, 2026 — Hyundai Motor Company announced today that it will provide official protocol vehicles to heads of state and delegations attending the First Korea-Central Asia Summit 2026, scheduled for September 16, 2026.

The company signed a Memorandum of Understanding (MOU) for the vehicle cooperation with the Preparatory Office for the Korea-Central Asia Summit at the Seo-hee Hall of the Ministry of Foreign Affairs in Seoul.

The ceremony was attended by Deputy Foreign Minister for Political Affairs Chung Eui-hae and Dong Jo Kim, Senior Vice President and Head of Global Policy Office at Hyundai Motor Group, along with key government and company officials.

“We are honored to provide official protocol vehicles for the First Korea-Central Asia Summit 2026, which marks the first-ever multilateral leaders' summit of this kind to be hosted in Korea. Based on our extensive experience in supporting major international events both domestically and abroad, we are committed to actively ensuring that this summit proceeds successfully.” – Dong Jo Kim, Senior Vice President and Head of Global Policy Office at Hyundai Motor Group

The First Korea-Central Asia Summit 2026, taking place in Seoul this year, represents the only multilateral leaders' summit to be held in Korea in 2026. The gathering will convene heads of state and senior ministerial officials from Korea and five Central Asian nations — Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan — to discuss cooperation across economic, diplomatic and trade sectors.

Hyundai Motor will provide a total of 33 Genesis G90 and G80 sedans for the duration of the Summit to transport Central Asian leaders, ministers and senior dignitaries.

The company will support the successful execution of this key diplomatic event with the Genesis luxury brand while showcasing the sophistication and quality recognized globally by markets.

What Major International Events Has Hyundai Motor Supported?

Hyundai Motor has consistently supported major international events with operational vehicles. The company's portfolio includes:

• APEC 2025 KOREA in Gyeongju, Korea

• 2025 G20 Leaders’ Summit in Johannesburg, South Africa

• 2026 ASEAN Summit in the Philippines in November 2026 (Upcoming)

This extensive experience in managing vehicle logistics for world-class diplomatic events positions Hyundai Motor as a trusted partner for ensuring seamless operations.

LONDON, July 20, 2026 — Genesis Motor UK has officially opened its first dedicated dealership in the U.K. marking a key chapter in the implementation of its retail network and the brand’s regional expansion. The new dealership, operated in partnership with leading automotive retailer Arnold Clark, represents a major step forward in bringing the Genesis experience to a wider customer base.

The opening further strengthens Genesis’ commitment to building an experienced and reputable sales and service network across Europe. The new dealership complements the existing network of Genesis Studios within the U.K. — including Edinburgh — and the carefully curated brand space offers customers a firsthand, immersive experience of the latest Genesis model range including the brands latest high-performance icon, GV60 Magma.

Located at Alexandra Parade, Glasgow, the new Genesis retailer offers a high-end brand experience within an established automotive setting. The facility spans over 238 square meters and showcases the full Genesis lineup, set within an expansive glass-fronted facility that fully depicts the essence of Genesis brand.

The space has been thoughtfully designed to prioritize customer comfort and personalization and features a dedicated customer lounge area that reflects Genesis’ commitment to hospitality, “Son-nim”. The attention to detail and material choice sits in perfect harmony with the Genesis lineup on show, where craftmanship and pioneering technologies can be explored.

As a highly respected automotive retail group, Arnold Clark is recognized for offering a customer-centric approach that aligns with Genesis. Their track record has been proven through multiple domestic and European awards recognitions, and combines a strong existing partnership with Hyundai, making Arnold Clark a natural choice for Genesis’ first dealership in the UK.

Ben Sargeant, Director of Genesis and Customer Strategy at Genesis Motor UK, said: “We are proud to open our first dealership in the U.K. and this milestone marks a concrete step in the rollout of our dealer business model. It lays the foundation of a robust network in the region, providing enhanced brand visibility and customer touchpoints with Genesis brand and our exemplary range”.

Russell Borrie, Chief Executive Officer at Arnold Clark, said: "We're delighted to open Scotland's Genesis Glasgow showroom and bring this exciting luxury brand to customers across the country.

“The new showroom has been designed to reflect Genesis' premium customer experience, giving visitors the opportunity to explore the range in a relaxed and welcoming environment while receiving expert guidance from our dedicated Genesis team. We look forward to introducing even more customers to everything Genesis has to offer.”

By combining a premium retail environment with trusted local expertise, Genesis continues to redefine the premium automotive experience and elevate its expanding brand presence across the U.K., with more retailers set to open shortly.

DUBAI, United Arab Emirates, July 18, 2026 — Genesis Middle East & Africa today announced the signing of a strategic partnership agreement with Alpha Hyundai Motor, establishing the company as the official Genesis distributor in Tunisia and paving the way for the brand’s market launch in Tunisia in Q3 2026. The agreement marks a significant milestone in Genesis' continued expansion across the Middle East and Africa region and lays the foundation for introducing Genesis' distinctive vision of modern luxury, design excellence and customer-centric experiences to Tunisian customers.

The introduction of Genesis to Tunisia represents an significant step in the marque's regional growth strategy. Inspired by the brand's Korean philosophy of “Son-nim,” meaning honored guest, Genesis combines design, innovation and hospitality to deliver a distinctive approach to modern luxury.

Through Alpha Hyundai Motor, Genesis will open a dedicated showroom in Tunis and introduce an initial lineup comprising the Electrified G80, Electrified GV70, GV80 and GV80 Coupe. Reflecting Genesis' customer-first philosophy, the showroom will provide an elevated ownership experience through personalized consultations, immersive brand experiences and premium customer care. Additional electrified models are expected to follow as part of the brand's phased market introduction.

Commenting on Genesis' entry into Tunisia and the partnership with Alpha Hyundai Motor, Omar Al Zubaidi, CEO of Genesis Middle East & Africa, said: "Tunisia represents an important market for Genesis and a natural step in our continued growth across the MEA region. Through our partnership with Alpha Hyundai Motor, we look forward to introducing Tunisian customers to Genesis' distinctive vision of modern luxury and delivering the exceptional products, services and ownership experiences that define our brand."

Mehdi Mahjoub, CEO of Alpha Hyundai Motor, said: "Today marks a significant milestone for Alpha Hyundai Motor in Tunisia. We are proud to introduce Genesis vehicles that redefine modern luxury through a unique blend of innovative technology, refined craftsmanship and exceptional customer experiences. With the opening of our dedicated Genesis showroom, we look forward to welcoming Tunisian customers into the Genesis universe and setting new benchmarks in the premium automotive segment."

Delivering a Customer-Centric Experience

Through Alpha Hyundai Motor, Genesis will offer customers a premium ownership journey supported by personalized consultations, dedicated aftersales care and immersive brand experiences. Future initiatives will include curated customer events and additional touchpoints designed to strengthen the brand’s connection with customers in Tunisia.

The partnership between Genesis and Alpha Hyundai Motor lays the foundation for a long-term presence in Tunisia and reflects both organizations’ confidence in the country's evolving luxury automotive landscape. Together, they aim to build strong customer relationships, establish trust in the market and create a unique ownership experience that supports sustainable growth for years to come.

As Genesis continues to expand its footprint across the region, the brand remains focused on delivering exceptional products, elevated experiences and meaningful customer relationships. The introduction of Genesis to Tunisia represents the beginning of an exciting journey that will further strengthen the brand's position as a modern luxury automotive leader across the MEA region.

FOUNTAIN VALLEY, Calif., July 16, 2026 — From course to screen, Genesis serves as the official U.S. auto partner for Netflix’s “The Hawk,” streaming July 16 only on Netflix and starring Will Ferrell as Lonnie Hawkins, who is making his journey back to the PGA TOUR. As part of the partnership, Genesis vehicles are featured in the series and custom pieces of content highlight the 2027 Genesis GV80, a vehicle that welcomes Lonnie Hawkins’ son, Lance, played by Jimmy Tatro, to "Serenity On Wheels."

“At Genesis, our passion for golf runs deep — it’s a game that reflects many of the values we hold as a brand, including precision and the relentless pursuit of excellence,” said Amy Marentic, chief marketing officer of Genesis Motor America. “Through our sponsorship of world-class tournaments like the Genesis Invitational and Presidents Cup, we connect with fans in a meaningful way by celebrating a shared love for the game. Our partnership with ‘The Hawk’ represents a further opportunity to connect with fans and grow brand awareness while building lasting emotional connections with golf audiences around the world.”

Building on its established presence in the golf community, including title sponsor of The Genesis Invitational and official automotive and mobility partner of the PGA TOUR, the brand’s inclusion in “The Hawk” reflects a consistent connection to the sport and the type of deeper brand integrations it continues to build.

Episode 6 features a dedicated storyline centered on The Genesis Invitational tournament with scenes that include branded set elements and tournament signage, along with verbal mentions during the broadcast. Genesis vehicles are also integrated throughout the episode, appearing on display across key tournament moments.

“My character in The Hawk, Lance, is sponsored by Genesis, and I genuinely love the GV80,” said Jimmy Tatro. “So, the whole partnership felt very natural, almost like an extension of the show.”

“Working with Genesis to unlock a new creative point of view for the brand was a really fun project to partner on. We even got Will Ferrell and his team involved in the creative process,” said Magno Herran, Vice President of Global Brand and Partner Marketing, Netflix. “At the end of the day, I love seeing a brand push beyond its usual comfort levels to play in the world of entertainment, and Genesis saw value in partnering with Netflix to attract new brand fans.”

Genesis’ involvement in “The Hawk” underscores a shift toward holistic marketing that blends entertainment, sport and culture through layered content and strategic integrations, creating more immersive brand experiences that extend beyond the screen and into ongoing cultural engagement.

About Netflix’s “The Hawk”

Lonnie Hawkins, (Will Ferrell) 2004’s number one golfer, struggles on the back nine of his career to recapture his magic. His body says retire, but his heart says he’s not done yet. His ex-wife and his son Lance, golf’s new golden boy, know he’s through. But with one more major to win to complete golf’s Grand Slam, Lonnie refuses to believe he’s anything other than one stroke away from the greatest comeback in golf history.

“The Hawk” premieres on July 16, only on Netflix.

The comprehensive partnership was in coordination between Genesis' media agency Canvas Worldwide, Netflix's in-house Brand Creative Studio and INNOCEAN USA.

For more information on Genesis and its entire lineup of vehicles, visit www.genesis.com.

FRANKFURT, Germany, July 16, 2026 —Genesis’ first all-electric high-performance car, GV60 Magma, has joined the enhanced Genesis G70 sporty saloon, expanding the brand’s successful Nordschleife Track Taxi program.

The public will be able to experience the thrilling performance of the new Genesis GV60 Magma before it officially arrives on the road in Europe later this year.

Launched in 2024, the Track Taxi program offers passenger rides around one of the world’s most famous and technically demanding racetracks. Germany’s Nürburgring is 20.832 kilometers long, with 73 complex corners and a constantly changing road surface.

Peter Kronschnabl, Managing Director of Genesis Motor Europe, said, “The launch of Track Taxi Nordschleife in 2024 was an important milestone in our brand journey. Introducing GV60 Magma to the program is the next chapter in our growth strategy as we continue to invest across Europe. Now, fans and customers can experience the emotion and precision of Genesis’ exceptional all-electric performance on one of the world’s most demanding racetracks.”

Since the program’s inception, nearly 3,000 Genesis guests have been driven around the Nürburgring in one of two modified G70 cars; the saloon was chosen as the first Track Taxi for its dynamic drivability and performance personality. With a professional Genesis driver at the wheel, passengers experienced the sporty saloon’s 272-kilowatt, 510-newton-meter 3.3-liter twin-turbo V6 and thrilling 5.4-second 0–100 kilometer-per-hour acceleration.

In total, the two G70 cars — which will continue to be used alongside GV60 Magma — have completed 1,300 laps of the racetrack, equivalent to 27,081.6 kilometers, using more than 180 sets of tires. The duo, chosen for the program due to their dynamic drivability and performance personality combined with excellent track composure and passenger comfort, are a compelling demonstration of robust engineering, outstanding build quality and long-term reliability.

Now, guests can also enjoy a new all-electric Track Taxi Nordschleife experience in the GV60 Magma. Featuring two enhanced electric motors – one per axle – that each spin to over 20,000 rotations per minute, and an all-wheel drive configuration, the performance SUV has a powerful output of 478 kilowatts and 790 newton-meters. 

With Boost Mode activated, the GV60 Magma can accelerate from 0-100 kilometers per hour in just 3.4 seconds, reaching 200 kilometers per hour in only 10.9 seconds. Top speed is achieved at 265 kilometers per hour. 

To manage this impressive performance, the GV60 Magma is equipped with Michelin Pilot Sport S 5 tires and a unique braking system that is equal to the demands of its high-output powertrain. It combines performance-optimized regenerative braking control with large 400-millimeter disc brakes, monoblock calipers and an Anti-lock Brake System to produce enough stopping power to bring the car to a halt from 100 kilometers per hour in just 33.8 meters. 

Key to the GV60 Magma’s dynamic character is a state-of-the-art torque vectoring system, which has been designed to ensure the car’s movements remain predictable and intuitively controllable, even under the extreme driving conditions of the Nordschleife.

Additionally, an electronic Limited-Slip Differential will work alongside the torque vectoring system to actively distribute torque between the front and rear motors to reduce understeer and oversteer, important when tackling the Green Hell.

To add to the experience, the GV60 Magma has a specifically developed electric Active Sound Design system that delivers a lifelike and authentic engine tone. Front-seat passengers will also experience Genesis’ new 10-way bucket seat, unique to GV60 Magma, which has been designed for improved support and comfort during high-performance driving.

Online bookings for the Genesis Track Taxi Nordschleife with GV60 Magma are now open at tracktaxi-nordschleife.genesis.com. Register your interest in the GV60 Magma here.

SEOUL, July 14, 2026— Genesis has taken home two wins for its X Skorpio Concept and Magma GT Concept in the Cars and Motorcycles category in the Design Concept discipline at the 2026 Red Dot Awards. The double recognition once again proves the innovative luxury marque’s world-class design competitiveness against globally established legacy luxury brands.

This marks Genesis’ third Red Dot Award this year, after securing an earlier win in the same category with its first luxury high performance vehicle, the GV60 Magma.

Genesis X Skorpio Concept: Fearless Exploration Meets Extreme Off-Roading

Revealed globally earlier this year in the Rub’ al Khali “Empty Quarter” desert in the UAE, the X Skorpio Concept is Genesis' first extreme off-road vehicle. Inspired by the poised stance of a black scorpion, the concept is purpose-built to conquer demanding terrains without sacrificing the brand's luxurious identity.

The vehicle pushes the boundaries of off-road capability, featuring an integrated tubular frame with a full roll cage, and a body constructed from a lightweight, durable mix of fiberglass, carbon-fiber, and Kevlar. It is powered by a high-performance V8 engine delivering 1,115 PS (1,100 horsepower) and 117.6 kilogram-force meters (850 pound-feet of torque), grounded by 40-inch custom off-road tires on 18-inch beadlock wheels. The exterior pairs defensive, armor-like panels inspired by its namesake with Genesis’ signature Two-Line design, while the cabin redefines off-road luxury with ergonomic performance seating and a unique sliding cockpit display that adapts to both solo and co-pilot off-road navigation.

Genesis Magma GT Concept: A New Era of Luxury High Performance

Unveiled in its evolved form at the 2026 24 Hours of Le Mans, the Genesis Magma GT Concept represents the pinnacle of the brand’s high-performance ambitions and a clear vision for its next decade of motorsport-inspired luxury. Conceived as a two-passenger luxury grand tourer, the concept blends athleticism and elegance through a low-slung, race-ready silhouette, wide muscular fenders, and dynamic mid-engine proportions that optimize aerodynamic efficiency.

Acting as a bridge between open-road luxury and closed-track capability, the Magma GT prioritizes a tactile, driver-centric experience over purely digital interfaces. This philosophy comes to life in the twin-cockpit interior, which celebrates analogue drama through an exposed mechanical shift gate, premium materials, and an instrument cluster inspired by motorsport timekeeping. It stands as a true halo model for the brand, perfectly translating Genesis' "Athletic Elegance" design philosophy into its high-performance Magma program.

“We feel a tremendous sense of honor to receive acknowledgment from the 2026 Red Dot Awards for these significant vehicles and innovations,” said SangYup Lee, Executive Vice President and Head of Genesis Global Design. “This recognition serves as a testament to the exceptional dedication exhibited by our team of visionary designers, who poured their unwavering passion and commitment into this project, alongside our collaborative engineers at the R&D center. It highlights the remarkable competitiveness of Genesis’ design identity within the global market.”

As one of the world's most distinguished design competitions, the Red Dot Design Award is acclaimed as a hallmark of design excellence. The Design Concept discipline honors cutting-edge and innovative design concepts and varying stages of product development each year. This year, the bold and forward-looking designs of two distinct Genesis concept cars stood out in the highly competitive Cars and Motorcycles category to take home the win.

PARIS, July 13, 2026 — Hyundai Motor Group continued its support for global arts and culture by officially sponsoring the second Sumi Jo International Singing Competition. The event, aimed at discovering the next generation of opera stars, took place from July 6–11 at the historic Château de La Ferté-Imbault in the Loire Valley, France.

Founded by world-renowned soprano Sumi Jo in 2024, the competition aims to discover and nurture emerging vocal artists aged 18-32. This year’s edition attracted greater global interest in the classical music world, drawing over 500 aspiring singers from 55 countries.

The Group participated as official sponsor for the second edition, continuing its support from the inaugural competition. As 2026 marks the 140th anniversary of Korea-France diplomatic relations, its sponsorship contributed to nurturing artistic talent and promoting classical music culture while advancing cultural exchange between the two nations.

"We hosted this international competition to discover and support artists with a global vision to make the world a better place through music. I am proud and grateful to join hands with Hyundai Motor Group. We hope this collaborative relationship will continue for many years to come," said Sumi Jo, soprano and founder of the Sumi Jo International Singing Competition.

Who Judged the Competition?

The jury for this year’s edition was composed of leading figures from the classical music world, providing a vital link between the next generation of vocalists and the established music community. Esteemed judges included Sumi Jo; Olivier O. Medinger, jury president and owner of Château de La Ferté-Imbault; Jonathan Friend, artistic advisor to the Houston Grand Opera; Paolo Gavazzeni, casting manager for La Scala; Alain Lanceron, honorary chairman of Warner Classics and Erato; Melanie Allmendinger, artistic administrator at the Royal Opera House; and tenor Marcelo Álvarez.

How Did the Group Create Premium Brand Engagement?

To provide a premium brand experience, the Group offered on-site programs that connected Genesis with the global arts and culture community.

• Vehicle Exhibition: The Group established a dedicated exhibition space at Château de La Ferté-Imbault, showcasing Genesis Electrified GV70 and Electrified G80 models. This allowed prominent international arts and culture figures attending galas and related events to experience the Genesis brand firsthand.
  

• VIP Transportation: Genesis G90 served as the official vehicle for judges and key participants, with a dedicated chauffeur service ensuring convenience and seamless logistics throughout the competition.
  

• Customer Engagement: Hyundai Motor France, Kia France and Genesis Motor Europe invited key local customers in France to attend the event, connecting with them through the unique medium of cultural arts.

“It is particularly meaningful to continue our sponsorship of this competition in France during the significant 140th anniversary of Korea-France diplomatic relations. We will continue our sincere commitment to supporting arts and culture, contributing to the expansion of the arts and fostering cultural exchange while strengthening communication with our customers,” said Charles Fuster, Brand director of Genesis France.

How Is Genesis Expanding in Europe?

Genesis recently announced its plan to expand into Austria, Denmark, Portugal and Poland by 2027, bringing its total European footprint to 11 markets. The premium automotive brand aims to have more than 50 locations operational across Europe by 2027.

Present in France since February 2026, Genesis has opened its first two dedicated retail locations in Paris and Lille. The brand also relies on a network of 20 authorized repairers across the country to provide convenient after-sales support. In France, the Genesis electric lineup is available from €519 per month with no initial deposit for the GV60.

In France, every Genesis vehicle benefits from the Genesis Prestige program, which includes a five-year manufacturer's warranty, five years of 24/7 roadside assistance across Europe and five years of scheduled maintenance with unlimited mileage. In the event of vehicle immobilization, Genesis also provides dedicated mobility solutions and personalized customer support to deliver a premium ownership experience.

Genesis also continues to strengthen its motorsport ambitions through Genesis Magma Racing, with European operations based at Circuit Paul Ricard in Le Castellet, southern France. In June, the team reached a major milestone by successfully completing the 24 Hours of Le Mans on its Hypercar debut, making Genesis the first South Korean automotive brand to both start and finish the legendary endurance race.

SAO PAULO, July 12, 2026 — Genesis Magma Racing can take valuable lessons and experience from the 6 Hours of São Paulo, the first fly-away event in its debut season in the FIA World Endurance Championship (WEC). Both GMR-001 Hypercars showed strong reliability to complete a race without technical issues for the first time, but penalties and small mistakes limited the results the team could achieve.

Strategy Showed Potential; Cut Short by Penalties

In a busy first stint, the difficulty of racing through traffic on the WEC calendar’s shortest track was clear. Both Genesis Magma Racing entries, started by André Lotterer and Daniel Juncadella, lost ground navigating around the GT-class runners. More costly, however, were the early penalties collected by both cars, including a drive-through for the #19, that dropped them down the order.

In response, the team chose to extend the stints of both cars. The energy advantage gained saw both cars rise up the order as they were among the last cars to pit. Lotterer briefly assumed the lead in a fleeting GMR-001 Hypercar 1-2 before pitting to complete the opening drivers’ double stints after just over two hours.

As the race ran without the interruption of anything more disruptive than a short Full Course Yellow, however, the team was never able to make the most of the good strategy despite the flawless reliability of both cars. The potential for rain, as clouds lowered around the circuit in the final two hours of the race, largely held off — even as the GMR-001 Hypercar’s Two-Line design headlights cast an increasingly prominent beam.

The #17 crew was unable to make up for the time lost in the first half of the race, despite the choice to shorten Mathys Jaubert’s second stint to install home hero Pipo Derani. Derani — the only Brazilian driver in the top class — pushed all the way to the checkered flag on his home track, though could only be rewarded with a 15th place finish.

After a strong middle stint from Mathieu Jaminet, where the #19 car again climbed as high as second, Paul-Loup Chatin took the final double stint for the trio still waiting for their first WEC points. The team’s strategy brought him to the pits for the final time with 45 minutes remaining, and though some of the teams running ahead were forced into an extra, late, stop, it was not enough to allow Chatin to gain any places from 13th.

Though the team was always aware of the challenge of the unique Interlagos track, to leave Brazil without a second haul of points is a frustrating end to the weekend. Both GMR-001 Hypercars showed strong pace during the Free Practice and Qualifying sessions, including when Mathieu Jaminet topped Friday afternoon’s FP2 before he qualified the #19 entry seventh on Saturday.

Genesis Magma Racing Team Management Quotes

Cyril Abiteboul, Genesis Magma Racing Team Principal, said: “The 6 Hours of São Paulo was quite a different race from the previous ones for us. The biggest positive was clearly the level of reliability. Getting both cars through the race without any technical issues was a main target coming here after all the data accumulated in Le Mans. It's great to see that in a limited amount of time, we've been able to react and address issues from the first part of the season. On the other side, this good reliability exposes more directly our overall performance and, unfortunately, we've seen clearly our current limitations in different aspects of our operations and package. The positive is that we accumulated more data on a very specific track, with lots of opportunities to learn and build upon for what's coming next. If we can carry this reliability, then the next focus will be on cleaner race execution so that we can start climbing up into the classification.”

Gabriele Tarquini, Genesis Magma Racing Sporting Director, said: “We cannot be happy about the race result. There were small mistakes that came from the team and drivers cost us some penalties during the race. But there are some big positives. The car was reliable from the first corner until the end. No problem coming from chassis, engine or systems. That's very good. It's the first time that we haven’t faced a problem with reliability. This track is unique and we don't have any data from previous years, and we never tested on this track. That has probably cost us some performance, because our pace was a little bit up and down. To finish out of the point is a shame after a very good Qualifying and Free Practice, but we need to learn from mistakes and keep improving race by race, session by session.”

Justin Taylor, Genesis Magma Racing Chief Engineer, said: “It was a difficult race. Interlagos is a tight circuit, and we saw a lot of contact and penalties throughout the field, and we weren't immune to that. Despite the result, it was another important step forward for us. For the first time, both cars completed the race without going into the garage, and that's a significant milestone for the team. Everything we focused on worked as expected, particularly in terms of reliability and reacting better to changing conditions. We still have work to do, but we're continuing to move in the right direction. Of course, we wanted to finish in the top 10 and add to the points we scored earlier this season, but that will have to wait until Austin.”

Anouck Abadie, Genesis Magma Racing Team Manager, said: "This is the first time that both cars have finished without any major issues, so that's a big first step. We can be happy about that. Weekend after weekend, we keep taking positives away. We learn a lot every race, and that's really important for the future. I think we've shown that both the team and the car are capable of delivering. We've improved the reliability of the car, which is a very good step forward, and as a team we've proved that we can do it while continuing to learn. Of course, it's not the result we were hoping for, but from our own perspective it's already a positive outcome. We'll use the summer break to train, come back stronger in Austin, and see if we can improve again."

Driver Quotes - #17 GMR-001 Hypercar

André Lotterer said: “It was a tough day because we were actually doing well. We were in the mix, but it was just one of those races with too many little issues. It was one of those days where we could have achieved more. The car felt good, but there are still a few things we need to understand. I also got a penalty after racing aggressively with the Toyota, but that was just one of several issues. Some of them were self-inflicted, but the potential of the GMR-001 Hypercar was good. The positive is that both cars finished reliably. Now we just need to look at the issues, learn from them, and come back stronger. Still, I had fun in the car. It’s all part of our journey. Sometimes you don’t have a perfect day, but we keep learning and moving forward.”

Mathys Jaubert said: “So, the race is done here at the 6 Hours of São Paulo. Overall, it was another weekend where we learned a lot as a team. Once again, it showed that the car is very strong over one lap, but we still have a lot of work to do over long stints and in race conditions. Overall, we expected to score points, and that was the target. We didn’t achieve that, but we still finished the race without any issues with both cars, which was another big target for the weekend. We had a few penalties and an issue with one tire, but overall it was a productive weekend. Now the focus shifts to the next step, with the test in Austin followed by the race there.”

Pipo Derani said: “It was nice to be back at home driving at Interlagos. It’s a privilege to drive in front of my home crowd. And the whole energy that the Brazilian people bring, it's amazing. Unfortunately, we couldn't give them a better result. We were a bit out of the race for my stints with everything that had happened up until then. Nevertheless, we were trying to bring the car home with no issues, which is a big step for the team, and I got to have fun in the last two stints. It was a good team effort. I'm looking forward to coming back here next year. We learned a lot this weekend. We showed some promise, but we have things to learn still. That's part of the game. And the positive is that I got to drive at home.”

Driver Quotes - #19 GMR-001 Hypercar

Dani Juncadella said: “Obviously, it was a disappointing result. My stint was probably about the wildest two hours I’ve ever had in a race car. I had a really good start and made a few positions, but we kept finding ourselves in the wrong place at the beginning of the race in traffic, and then we received a penalty for a Full Course Yellow infringement, which dropped us even further back. I also had contact with an amateur Ferrari that was completely lost, and that really killed our chances today. Unfortunately, all of that put us a lap down, and we stayed there for pretty much the rest of the race. From then onwards, the final four hours were actually quite okay, but we had simply lost too much time earlier in the race to recover.”

Mathieu Jaminet said: “Finishing P13 is not ideal when you’re starting from P7, but it’s only our fourth race, so I’m not too disappointed. It was one of those days. We had a few issues here and there, and there are a lot of things to improve. We made a few mistakes as a team, and it shows just how competitive this championship is. I feel this is a race where we have a lot to learn. There’s plenty to analyze and a lot of data to go through. It’s only our fourth race, so at the end of the day I’m not too disappointed. There are a lot of lessons to take away from both cars, in the way we approached the race and how we operated throughout the weekend. It’s all part of the process. We keep learning, we keep growing, and we’ll come back fighting stronger next time.”

Paul-Loup Chatin said: "It was a difficult race, honestly. We decided to double-stint the tires to try and gain track position, but the grip was really poor and I was never able to switch the tires on. The conditions were tricky. There was a lot of drizzle, but the track remained dry, which made it difficult to find the right balance. I tried a lot of different things, but in the end we learned a lot today. Now we need to understand what happened and come back stronger. There are still plenty of positives to take away. Overall, we've shown that the car has strong reliability and performance, but we were missing some pace in the race. We'll analyze why, learn from it and come back stronger in Austin."

NORTH BERWICK, Scotland, July 12, 2026 — Tom Kim claimed victory at the 2026 Genesis Scottish Open after finishing 17 under-par at The Renaissance Club in North Berwick, Scotland. The South Korean finished 2 shots ahead of his nearest challengers, Min Woo Lee and Robert MacIntyre, earning the winner’s prize of $1,575,000 and a GV60 Magma. During the prize giving ceremony Global Head of Genesis, Sean Lee, and President and CEO of Hyundai Motor Europe, Xavier Martinet handed over the trophy and the GV60 Magma key to Tom Kim.

Tom Kim delivered a spectacular bogey-free final round of 64 (-6) to claim the Genesis Scottish Open title and return to the winner’s circle. His remarkable comeback showcased resilience, determination, and the ability to overcome challenges at the highest level of the game.

"This is where it all started for me," said Tom Kim. "(…) To come back and finally win here, and not only that, to win on a Genesis [-sponsored] event is so cool for me."
The 2026 Genesis Scottish Open featured an impressive prize purse of $9 million USD and a field of world-class golfers – with 15 of the world’s top 20 ranked players taking part. This year also introduced expanded hole-in-one prizes across the 15th and 17th holes for players, caddies and fans.

As the leading Scottish golfer, Robert MacIntyre was awarded the Jock MacVicar Association of Golf Writers Memorial Award with a score of 13 under par.


This year’s Genesis Scottish Open featured an immersive Fan Zone with a new Genesis Public Lounge, a new Driving Range Gallery and a dedicated Family Zone overlooking the 15th ‘Thistle’ hole, enriching the experience for all ages. The tournament welcomed a record 91,128 visitors, demonstrating the growing interest in golf and the sport’s increasing popularity.

A fleet of 135 Genesis cars provided a seamless chauffeuring service for players, officials and partners throughout the week. Spectators also had the opportunity to explore 14 Genesis models displayed around the course, showcasing the brand’s distinctive “Athletic-Elegance” design, advanced technology features and taking the “Son-nim” experience to spectators and players closer than ever before.

Box Buggy Concept on the Green

The 2026 Genesis Scottish Open also saw the arrival of the Genesis Box Buggy Concept, a high-tech mobility solution designed for short distance journeys within closed environments, bringing together advanced technology, premium design, and the brand’s signature approach to hospitality.


First seen during this year’s 24 Hours of Le Mans, the concept has been developed alongside Hyundai Mobis, Hyundai Motor Group’s parts and technology arm, to create a design that seamlessly blends innovation, usability, and emotional appeal. Serving as a technology demonstrator that bridges the automotive and robotics expertise of the Hyundai Motor Group, the Box Buggy Concept showcases next-generation mobility technologies in a premium leisure setting.

The concept presents a distinctive and contemporary aesthetic, combining a robust, integrated safety-frame with large wheels, which is complemented by its Atlantic Blue Matte exterior. Optional lateral sun and wind screens integrated into the A- and B-pillars enhance passenger comfort in varying weather conditions. A continuous horizontal light signature at the front adds a modern, technological expression, contrasting with the warmth of the interior textiles.


The Genesis Box Buggy Concept is powered by independent drive motors on all four wheels, combined with advanced four-wheel steering and steer-, brake-, and drive-by-wire technologies to offer extraordinary maneuverability.

Genesis’ Continued Commitment to Golf

Genesis has a multi-year agreement with DP World Tour and PGA TOUR to continue as title partner of the Genesis Scottish Open through 2030, demonstrating the brand’s commitment to Scotland’s historic national open alongside other leading tournament such as the Genesis Invitational and TGL.


Genesis extensive golf partnerships in Europe will continue with the Deutsche Golf Liga Final Four from 1 to 2 August at Golfclub München-Riedhof. Also, the amateur league Genesis European Golf Cup will return with even more fixtures across Europe in Spring next year, ahead of the 2027 Genesis Scottish Open.


For more information about Genesis, please visit: www.genesis.com

The race in Interlagos is the next crucial step for Korean manufacturer Genesis in developing its Hypercar program. For Brazilian GMR driver Luis “Pipo” Derani, it means something a bit more personal — bringing his new team to his own backyard and fulfilling a very delayed dream. After all, this is where a young Derani won the São Paulo Junior Menor Championship in 2005, when he was just 12 years old. But an unexpected career trajectory kept him from his home turf for most of his racing life.

A Detour Through America

Already a strong driver from his previous experience in other European series, Derani was picked up to drive in the LMP2 class at the tail end of the European Le Mans Series (ELMS) in 2014. He was later recruited for the FIA WEC 2015 season, taking home a win and seven podium finishes in the LMP2 class that year.

“I raced in the WEC in 2015-2016. 2015 was the first year that Interlagos was off the calendar, so it was a shame. Then my career took me to the United States and I spent most of my racing days there,” said Derani.

Derani did well in the U.S., racking up experience in the International Motor Sports Association (IMSA) SportsCar Championship. He won the 24 Hours of Daytona, coming first in the Prototype Class, in 2017 when he was just 24. After a few years of consistent podium finishes, he won the 2021 IMSA SportsCar Championship DPi Class with four wins and eight podiums. He switched classes and won again in 2023 in the IMSA SportsCar Championship GTP Class, securing a win and three podiums. Most recently in 2025 he replicated his 2023 IMSA win and also won the 12 Hours of Sebring GTP class.

“I spent many years in the United States racing in the Hypercar category, which is called GTP there,” said Derani. “I felt that I had successfully achieved everything I wanted to accomplish in the United States, like the wins in Daytona and Sebring.”

The Grand Touring Prototype (GTP) was introduced to IMSA in 2023, while Hypercar officially replaced the older LMP1 category at FIA WEC in 2021 as the top-tier prototype class.

The Genesis of a New Era

“Then I decided to take a new turn for my career, to return to Europe to compete in WEC with Genesis, which is a new team,” Derani said. “I wanted to go back to WEC and build a career at least for a few years to try to win another world championship. I felt that was my next objective.”

Derani made this decision in 2024, the same year Interlagos returned to the FIA WEC rotation.

“We started the project at the end of 2024, where I was announced alongside André Lotterer,” Derani said. “At that moment we had no engineers on the team, so we really started from scratch. Today we are here at Interlagos in our fourth race after a year and a half of development, seeing the team grow from two members to over 100."

Derani has already made his mark on Genesis Magma Racing’s debut WEC season. He brought the #17 GMR-001 Hypercar over the finish line at the 6 Hours of Spa-Francorchamps, scoring the team’s first points. The team made the decision to pit and switch drivers during a Virtual Safety Car period near the end of the race. He was able to move up to eighth and defend his position through the closing stages against drivers with newer tires, holding on till the checkered flag.

Establishing the Groundwork

Interlagos presents a distinct set of demands. As one of the few counterclockwise circuits on the WEC calendar, its layout is notoriously taxing on drivers' neck muscles, while its significant elevation changes require a highly versatile car setup. Additionally, São Paulo's intense heat adds a layer of physical and mechanical endurance that cannot be overlooked. Even though it is technically a home race for Derani, the track's unique characteristics present a very different environment than what he and the team typically encounter.

“Interlagos will be the first race of what we call the second half of the championship, and has been a great learning process for us,” explained Derani. “In the second half of the year we’ll try to apply everything we’ve learned into practice and improve. I think we have a chance to show a good performance here at home. But we’re still learning. There will still be many things that we’ll look back on someday and say we could have done it better. There will be other areas where we’ll be surprised by what we’ll show. I hope to be more surprised than disappointed this weekend.”

As Genesis Magma Racing makes its debut at Interlagos, the absence of historical track data transforms this race weekend into an invaluable learning opportunity. Every lap will yield fresh insights that will help build the team’s technical foundation and provide a performance benchmark for future races.

“Being able to race at home again, at Interlagos, which I’ve only done before in Formula 3, the winter championship, will be very cool,” Derani said. “To be able to race in front of our public, in a world championship in the main category, will be extraordinary.”

A Paulista’s Homecoming

Coming off the intense, monthlong buildup to Le Mans, the São Paulo round arrives at the perfect time. The transition from the 13.626-kilometer, 24-hour, clockwise track in France to the much shorter and hotter 4.309-kilometer counterclockwise Interlagos offers a refreshing strategy reset.

For Derani, this means that he can share the thrill of motorsport and the progress of the Genesis Magma Racing program at the doorstep of long-time friends, family and local supporters who have followed his career since his karting days.

“It is a great pleasure for me to return to Brazil. Finally being able to return to WEC and race at home is a dream come true,” said Derani, sharing his excitement.

“I’ve had the great privilege of being part of this team from the beginning. Joining a team that is already running is one thing; you have to integrate yourself into it. But being part of and shaping a team from the beginning is a whole other thing. It is a large, long-term project that we hope will bear much fruit in the near future.”

NORTH BERWICK, Scotland, July 9, 2026 — The 2026 Genesis Scottish Open begins today at The Renaissance Club in North Berwick, Scotland, running until July 12. Now in its fifth year with Genesis, the tournament brings together world-class golfers in a prestigious competition with the brand’s distinctive “Son-nim” philosophy of treating visitors and fans as honored guests. As a key fixture in the PGA TOUR and DP World Tour, Genesis has renewed its title partnership through to 2030, reinforcing its long-term commitment to the sport.

A 156-strong player field will compete at the 2026 Genesis Scottish Open, led by defending champion Chris Gotterup, world number one Scottie Scheffler and 2023 winner Rory McIlroy. This year’s competition sees 15 of the top 20 ranked players in the world taking on the challenging links course. Other leading players include 2024 Genesis Scottish Open hometown winner Robert MacIntyre, Xander Schauffele, Tommy Fleetwood, Ludvig Åberg, Matt Fitzpatrick, Jon Rahm and Wyndham Clark.

Alongside a share of the $9 million prize pool, this year’s tournament champion will also drive away in a Genesis GV60 Magma, the luxury high-performance SUV that marks the debut production vehicle of Genesis’ Magma Program performance lineup.

Sean Lee, Global Head of Genesis, commented:

“This year’s Genesis Scottish Open has been elevated across every aspect of the tournament experience, ensuring that players and fans from around the world can enjoy Genesis’ distinctive hospitality and premium brand experiences. In particular, the reconfiguration of the hole sequence at The Renaissance Club is expected to heighten the drama and unpredictability of the competition through the final moments while delivering a world-class spectator experience.”

Peter Kronschnabl, Managing Director of Genesis Motor Europe, said:

“We are also thrilled to have the regional winners of the Genesis European Golf Cup for customers, prospects and fans of Genesis playing the European Final at The Renaissance Club, and we wish them the very best of luck. As our brand continues its growth journey across Europe, including our planned entry into Austria, Denmark, Poland and Portugal by 2027, we look forward to welcoming even more customers and golf fans. Platforms such as the Genesis Scottish Open play an important role in bringing our brand values to life. The tournament embodies the precision, performance and pursuit of excellence that define both the sport of golf and everything we do at Genesis.”

Elevated Guest Experiences

The 2026 Genesis Scottish Open brings fans closer to the action than ever before through a series of interactive activations designed to complement the tournament’s electric atmosphere.

Returning as one of the event’s signature experiences, the “Thistle” will sit at the heart of the fan experience at the 15th hole as part of the newly rerouted course. This new location will heighten the thrill for spectators and fans alike, with both Genesis’ Hole-in-One competitions now located in the crucial end stages of the course at the 15th and 17th holes.

A hole-in-one on the 17th will see the player awarded an Electrified GV70, with their caddie winning a GV60. On the 15th, the player will win a Genesis GV60 and, if a fan correctly predicts the player who aces it, the fan will win a VIP experience at the Genesis Championship in Korea, including travel and accommodation. Fans watching at home can also take part in the competition by entering online here.

Regional winners of the Genesis European Golf Cup competition from France, Germany, Italy and the U.K. will compete in the European Final during the Am-Am program alongside Genesis customers and guests. This offers an exclusive opportunity to play on the championship course and enjoy a hosted evening at the Genesis Studio in Edinburgh in collaboration with Michelin-starred chef Tom Kitchin.

Extending his collaboration with Genesis, Kitchin will also curate a selection of Korean-inspired culinary highlights for guests invited to the Genesis Lounge hospitality area, showcasing the creativity of the local Michelin-starred chef.

Immersive Fan Zone Highlights

The Fan Zone at the 2026 Genesis Scottish Open has been redefined to deliver a truly memorable experience for attendees of all ages, reflecting Genesis’ commitment to engaging activations:

• Genesis Public Lounge: Located this year on the 15th hole, the Lounge offers a welcoming environment for fans to enjoy the premium amenities on offer. Genesis’ full U.K. model lineup, the 1:2 scale GMR-001 Hypercar and exclusive Genesis golf and Magma merchandise will all be on display. Event attendees can also try their hand at the virtual reality TGL golf simulator.

• Driving Range Gallery: New for 2026, the Driving Range Gallery is open for guests as a dedicated spectator viewing area on the practice tee. Guests can watch the action up close while enjoying Genesis’ premium hospitality, food and beverages. 

• Dedicated Family Zone: A family-friendly space with a prime view of the 15th hole, the family zone brings young fans closer to the excitement of live tournament action. This initiative reflects Genesis’ commitment to making golf more inclusive and accessible, fostering a passion for the sport among the next generation of players and fans.

• Postcards from the Green: A unique way for fans to connect with the tournament, guests are invited to write personalized postcards to players, caddies or loved ones. 

At this year’s Genesis Scottish Open, the brand is further enhancing the tournament environment in several ways. It is offering its distinctive Korean hospitality in the Players and Caddies café. It is also offering interesting fan experiences including the new Pro-Am “Family Day” and the Genesis Box Buggy Concept, a high-tech short-distance hospitality and leisure mobility concept that will be present throughout the weekend.

Genesis’ Continued Commitment to Golf

Furthermore, Genesis supports golf at every level — from world-class professional competitions such as The Genesis Invitational and Presidents Cup to grassroots and club golf initiatives, including the Deutsche Golf Liga and the Genesis European Golf Cup. The commitment in the European region continues with the Deutsche Golf Liga Final Four on Aug. 1 at Golfclub München-Riedhof near Munich, Germany, and the return of the Genesis European Golf Cup next spring, bringing together participants from multiple European markets.

The brand’s signature Son-nim approach honors the sport, players and fans across all tournaments and reinforces its role in shaping the future of golf through innovation, hospitality and global partnership.