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, 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.

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.

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.

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.”

To the uninitiated, it may seem like a celebration of victory at the world’s most legendary race. The #19 Hypercar had actually finished in 13^th place. But for a debutant team surviving their first brutal 24-hour endurance test, finishing 13^th felt exactly like a win.

The #19 car had to be restarted three times during the 24-hour marathon, nevertheless it survived the demands of the ultimate endurance race. Genesis Magma Racing, a brand-new team in its inaugural year, had done something no other Korean manufacturer had ever done: raced the 24 Hours of Le Mans and finished.

Motorsport’s Most Hallowed Ground

Le Mans is the oldest continuously run motorsport event in the world, with its first race held in 1923. Among all global motorsport events, its legend is comparable only to the Monaco Grand Prix and the Indianapolis 500 in history, prestige and significance.

The race has elevated manufacturers and humbled others into obscurity. In its 100-year history, Le Mans was not held only twice: during a nationwide French labor strike in 1936 and during World War II, from 1940 to 1948. The race has evolved from a proving ground for production cars into the pinnacle of endurance racing, where the latest automotive technology — hybrid engines, direct-injection diesel powerplants and advanced materials — is pushed to its absolute limits.

Unlike modern closed racing tracks with uniform safety barriers and standardized features, the Circuit de la Sarthe is semi-permanent and untamed. It winds through the French countryside, connecting through the small city of Le Mans itself. At 13.626 kilometers, it is nearly three times longer than a standard racing circuit. Each corner of the track, named and famous on its own, demands unique approaches. Arnage is one of the most demanding corners on any track, a high-speed left-hander requiring absolute commitment and nerves of steel. Other turns like Porsche Curves, Indianapolis Turn and Mulsanne Corner each demand different skills, different levels of bravery and different calculations of risk.

The sheer length of the circuit creates unique logistical challenges, requiring three safety cars to be deployed across different sections to manage up to 62 simultaneously competing vehicles. Long periods of each lap are run at full throttle, placing an immense burden on engines and drivetrains that must endure this punishment for 24 consecutive hours.

Le Mans demands everything — physical, mental and mechanical — from the car and the team both. For a full day and night, drivers navigate the 13.626-kilometer circuit at speed through blinding daylight, pitch-black darkness, unpredictable weather, mechanical failures and exhaustion. Seventy percent of each lap is run at full throttle, with drivers making 78 gear shifts per lap on average, placing a load on each component beyond any other automotive environment. Teams must manage fuel consumption, tire degradation, pit stop strategy, mechanical and electrical failure as well as driver fatigue. Driving time is strictly limited: no driver can pilot the car for more than four consecutive hours, and no driver can exceed 14 hours total over the 24-hour period.

The most challenging portion of the race is during the “dead zone,” between 3 a.m. and 6 a.m. Fatigue peaks, temperatures drop and potential fog, frost or sudden rain exponentially increases the risk of accidents. Because the circuit is so large, rain often only falls on some sections of the track, meaning drivers can encounter sudden downpours while running on slick tires at dawn — a situation drivers describe as pure terror. A single mistake, one curb hit at the wrong moment, one sensor malfunction, one pit stop that takes too long, one mechanical defect in an air pipe can erase months of preparation.

Fewer cars finish Le Mans than start it. Even legendary manufacturers have sent multiple cars only to watch them all retire before reaching the checkered flag. Crossing the checkered flag does not necessarily guarantee a finish either; cars must cover at least seventy percent of the winning car's distance to be classified as a finisher. Success at Le Mans is measured in survival, not just podium position.

Monsieur Le Mans

When Genesis decided to enter the world's most elite endurance series — the FIA World Endurance Championship — there was one voice they wanted in the paddock. Six-time Le Mans winner Jacky Ickx joined Genesis as Brand Partner and Racing Advisor, bringing unparalleled endurance experience and a lifetime of racing wisdom directly into the team.

Jacky Ickx is the name most synonymous with Le Mans mastery. The Belgian driver arrived at Le Mans when the race was in its infancy as a proving ground for automotive engineering. He returned again and again, and won — six times between 1969 and 1982, the first driver in history to win Le Mans that many times. He became known as “Monsieur Le Mans.”

The Ultimate Proving Ground

For Genesis, Le Mans was not just about racing — it was an audacious real-time stress test of the luxury marque’s engineering capabilities. Entering the world’s most punishing endurance arena meant going wheel-to-wheel with legacy manufacturers backed by decades of experience and data. Genesis Magma Racing were well aware of the massive operational and technical challenges ahead. Rather than chasing immediate podiums, the team set a pragmatic goal for their debut: to prove the reliability of the GMR-001 Hypercars by taking them across the finish line. At Le Mans, simply finishing is a triumph in itself.

During the qualifying session on June 10, both cars unexpectedly advanced to the Hyperpole shootout the next day. The #19 car, driven by Paul-Loup Chatin, qualified sixth on the grid. The #17 car, driven by André Lotterer, qualified ninth.

"One of the biggest highlights at Le Mans was being able to qualify both cars in the top 10 — #19 started sixth and my car started ninth," Lotterer said. "That was a very remarkable performance from the team at such an early stage of experience, knowing that we are not yet able to extract everything from the car because we are young, we are still growing, we're still learning, we're still improving our resources to develop the car more, to understand it more."

The 24-Hour Trial

The race began Friday afternoon, June 13 at 4:00 p.m., under clear skies. Both Genesis Magma Racing Hypercars started the race with strong openings and settled into steady rhythms. Around them, familiar names battled — Ferrari, BMW, Toyota, Cadillac — manufacturers with decades of Le Mans experience. For the first six hours, Genesis Magma Racing focused on executing their strategy with efficiency and reliability.

The sun set six hours into the race. The Two-Line headlamp design of both GMR-001 Hypercars made them easy to identify in the darkness. “We have very unique and special lights, which is an iconic design feature of Genesis," said Lotterer. "And to achieve that very small, minimalistic line, there was nothing on the market that could replicate that. So, we developed our own light with new manufacturers. They are very powerful and definitely a nice crossover.”

The race entered the dead zone 11 hours in, at 3 a.m. Just 17 minutes later, an LMP2 crash brought out a Full Course Yellow. Moments after that, the #19 car, driven by Chatin, lost engine power and rolled to a stop at the Arnage turn. With help only available from the team through the radio, Chatin had to restart the electronics himself. Thankfully, the car came back to life and Chatin resumed the race.

Exactly two hours later, the #19 car stopped on track again, and was restarted again. An unknown electrical issue had triggered the shutdowns.

When the #19 pitted 18 minutes later, just a half hour before sunrise, the crew plugged in cables to check the car. Not finding anything, they signaled the car to leave. The engine cut out again just then in the pits — a nerve-wracking moment for a team trying to keep their Le Mans debut alive. But the car restarted once more and again rejoined the race safely. The stop cost the team roughly five minutes, dropping the car from 12th to 15th place.

The sun rose at Hour 14. The #17 car was running smoothly. Lotterer, one of the drivers of the #17, later commented on how it feels to drive. "The feeling of the cars is really good," he said. "I am always very happy with the car balance and the feeling of the car, and it always gives us confidence that we have a good tool." The GMR-001 was strong in the corners and steady on pace, running 10th through the middle hours. Real hope emerged that both Genesis cars might make it through to the finish.

But in the final stretch, with only seven and a half hours to go, Jaubert, who had been steadily running the #17, took a curb too aggressively. The impact damaged the right front suspension. The car could not continue. After running cleanly all race, the #17 was forced to retire.

Still, the #19 remained on track. Despite mysterious electrical gremlins that had caused three restarts and a fall far down the order, it was still running, still in contention to finish. Paul-Loup Chatin took the wheel again for the final hours. The car was running 14^th and 15^th — bouncing around the order as other cars ahead suffered mechanical failures or pit stop disasters.

As the final laps approached, the order began to crystallize. The #19 was running 13th. The car had the pace to maybe climb higher, but time was running out.

Checkered Flag

After a troubled run, the #19 car finally approached the checkered flag. By the time it crossed the line, the crew had already climbed to the top of the pit wall, waving, yelling and celebrating, having accomplished what they set out to do.

"At Le Mans, the race always tests you. The only thing you can choose is how you respond. Our team never stopped pushing. Every lap, every challenge and every piece of data helped us learn. And that’s what motorsport is really about," Lotterer said. “For us, this is only the beginning. We’re learning, improving and getting stronger every time we go racing. I hope you're as excited as we are!”

"At Le Mans, we didn't have any issue with the engines themselves," Lotterer said. “On the #19 car, there was a software glitch where during a Full Course Yellow phase the car had to be reset, but there was nothing from the hardware itself, from the internals, from the engine that had any issues. On my car, #17, there were zero issues at all. This is quite remarkable because in the short time we had to prepare, the engine was the longest it had ever run.”

A Historic Moment for Korean Motorsport

For Genesis, a homegrown Korean brand daring to step onto the sacred asphalt of Le Mans, this was the moment a dream became reality. Genesis Magma Racing left the starting grid as newcomers, proving themselves to be serious competitors. After 24 relentless hours, the team emerged on the other side of the gauntlet. In a sport where simply reaching the finish is an achievement in itself, the #19 Hypercar finishing was not just a successful debut — it was a historic arrival. They had carved their name permanently into Le Mans history.

"Our dream is obviously to win, but we are very humble and we respect our opponents," Lotterer said. “We know that in the first year this is something very difficult to achieve, and we've already achieved more than what we hoped for. The more time goes on, the more expectations will be higher because we won't have the excuse of being rookies anymore. There we will have to show our true performance. In the near future, we are definitely aiming to be a winning team and not just participate. So, this is clearly an objective, and this is why it’s important now to establish ourselves correctly for the years to come.”

Thanks to an aggressive, perfectly executed pit strategy under a Virtual Safety Car, Derani held his ground in the closing stages. He crossed the line in eighth place to secure the marque's first-ever points in the FIA World Endurance Championship (WEC). Meanwhile, despite early electrical setbacks, the sister #19 car also brought it home, proving the engineering resilience of the newcomer team.

“In only our second participation in an endurance race, we could not have dreamt of a better place than Spa to score the very first points in the history of Genesis Magma Racing,” said Team Principal Cyril Abiteboul. “We are still a very young team, and this result is an extremely emotional moment for all our members.”

Scoring points in just the team’s second start is a massive achievement. But the true story of Spa is not just what happened on the track; it is the unprecedented, hyperspeed journey that got the cars there in the first place. With just 499 days between its public announcement and its first official race, the marque transformed an ambitious concept into a fully operational force in the WEC. It was a rapid ascent that defied conventional motorsport wisdom, but for the team behind the GMR-001 Hypercar, it represents a lifetime dream fulfilled and a bold new chapter for Korean motorsports.

From Dream to Reality — A Belgian Homecoming

For Genesis Chief Creative Officer Luc Donckerwolke, this rapid ascent to the starting grid is far more than a corporate milestone. It is a deeply personal homecoming. Growing up in Belgium, Donckerwolke spent his childhood watching his hero, Jacky Ickx, dominate the 24 Hours of Le Mans. Ickx cemented his legendary status as “Monsieur Le Mans” with a historic six victories and became a global icon.

But Ickx wasn't just larger than life on the television screen. He was also immortalized in ink. As a young boy, Donckerwolke avidly read the iconic French motorsport comic book series “Michel Vaillant.” Ickx frequently appeared in the comics alongside the fictional protagonist and was famously one of the few real-world drivers whom creator Jean Graton allowed to beat Michel Vaillant on the page. The combination of Ickx’s real-world dominance and comic-book heroism deeply influenced Donckerwolke, helping to ignite the passion that drove him to become one of the world's leading automotive designers.

Today, childhood fan and childhood hero have united. Ickx joined Genesis as a Brand Partner and Racing Advisor, bringing his unparalleled endurance experience directly into the paddock. For Donckerwolke, it is the realization of a lifelong ambition.

“I grew up watching Jacky winning Le Mans as a kid and basically, I’ve always had this dream of having Genesis Magma Racing since I joined Genesis,” Donckerwolke reflected. “When Cyril joined us, the first thing I did was invite him to the design studio and say my dream is to race Le Mans. And then you know, three years later we are here, 530 days after getting the green light from the Executive Chair to go racing.”

For Ickx, who is not one to rest on his laurels, returning to race at Spa-Francorchamps with a young, ambitious team is an exciting opportunity to look forward to. The legendary driver is famous for keeping his eyes firmly fixed on what’s in front of him in the moment.

“The opportunity to be in action with a nice project surrounded by talented people with a goal, an objective, pah! What a privilege!” Ickx noted. “When I say I’m not nostalgic about my past, I really mean it. I have no trophies at home, because I always think it’s behind me. Indeed, there are some lessons to pick up along the way, but I’m only nostalgic about the people who change your life.”

Hyperspeed Execution

The clock began ticking in September 2024 when the internal decision was made to bring Genesis to the racetrack. Team Principal Cyril Abiteboul was tasked with orchestrating this massive undertaking, relying heavily on his decades of elite motorsport experience.

“It meant more or less a year and a half to build everything from scratch, from the decision that took place in September of 2024 to the first race in 2026,” Abiteboul explained. “That was driving a lot of the choices, from how to find the right powertrain to how to build the team and how to find the right technical partners for the program.”

The timeline forced Abiteboul to make rapid, pragmatic decisions regarding insourcing versus outsourcing.

“Our brand is all about authenticity, so it's not about just being a sponsor, taking third parties’ technologies or just putting our name on an existing car,” Abiteboul emphasized. “There was a genuineness in what we wanted to do. So where do we start? You start at finding how to be very time efficient, which is also cost efficient.”

To meet this aggressive schedule, the team had to be ruthless in its efficiency. Abiteboul, drawing on his extensive Formula One experience, knew that geography would play a critical role in the team’s operational success.

“Endurance is a very French sport,” Abiteboul noted. “We decided also to go very close to [French chassis builder partner ORECA] in order to fast track and optimize collaboration. We are quite close to a track based in the south of France. But it’s also because it’s close to a racetrack. And that’s extremely useful, because we can maximize the number of times that we go testing. In just one evening, we can just go outside of our workshop and we do testing on what is one of the best racetracks.”

Forging the Hypercar

The physical realization of this design philosophy happened at a blistering pace. By February 2025, just months after the initial announcement, the team celebrated a massive technical milestone when the bespoke G8MR 3.2l Turbo V8 engine was successfully fired up at Hyundai Motorsport’s headquarters in Germany. The engine’s rapid development was a masterclass in pragmatic innovation.

“Because we needed an engine in a very short time, Cyril came up with this great idea of using components we had on the shelves by putting two four-cylinder engines together to make a V8, which is incredible,” Donckerwolke said. “Suddenly, you have a 3.2-liter V8 based on components that we know are functioning, and that was the accelerator of the whole process.”

Knowing that track experience is invaluable, Genesis launched the Trajectory Program in March 2025 with partner IDEC Sport. By April, Genesis Magma Racing Trajectory Program drivers made their race debut in the European Le Mans Series, scoring an immediate LMP2 class victory in Barcelona. In May, they secured an overall win at the 4 Hours of Le Castellet followed by a crucial run at the prestigious 24 Hours of Le Mans in June.

Abiteboul championed this step-by-step approach. “To realize our vision, we put together a plan — not just to show Genesis headquarters, but also to the people of Korea. And for that, you need to show that this is going to be a very serious, stable and long-term project. We are going to give ourselves all the resources not just to participate, but also to do well.”

In July 2025, the first chassis met its engine for a full-car fire-up. By August, the GMR-001 Hypercar took to the track at Circuit Paul Ricard, completing over 500 laps. Autumn was dedicated to grueling endurance testing across Portugal and Spain. By December, the engine had surpassed 8,000 kilometers of rigorous track running and the 2026 driver lineup was finalized with promotions from the Trajectory Program.

Building a Korean Motorsport Culture

While the logistical framework was being laid in France, the aesthetic and emotional story of the hypercar was also in the making. For a Korean luxury marque that prides itself on its “Athletic Elegance” design philosophy, stepping into the brutal arena of the FIA WEC required tapping into a different kind of energy.

“What happened is, we did our homework, and we made cars that were premium. But then, we don’t have a hundred years of heritage or hundred years of motorsport,” Donckerwolke explained. “And if you are in this segment, you have to have different facets to your program. You cannot just say, let’s make great cars to bring the kids to school or to go golfing.”

Donckerwolke’s ambitions extended far beyond simply selling cars globally. He recognized that for Genesis to truly embrace its future, the brand needed to proudly project its Korean DNA onto the international racetrack, while simultaneously igniting a passion for motorsports within its home country.

“I discovered 10 years ago that there was no motorsport culture [in Korea],” Donckerwolke recalled. “So I said, my goal is to bring motorsport to Korea. And by doing this, I wanted to start growing the Korean public’s interest in motorsport and get that to be part of the parameters that you look for when you buy a car.”

This cultural mission became a central pillar of the Genesis Magma Racing project.

“Everything that we've done was also in order for the Korean audience to identify with the Genesis Magma Racing team,” Donckerwolke added. “For instance, having the Korean hangeul characters on the livery of our cars was so that there’s an association with our Korean roots. It’s instantly recognizable by the public.”

The Human Element

Despite the cutting-edge technology, the telemetry data and the carbon fiber aerodynamics, the success of Genesis’ entry into endurance racing ultimately rests on human shoulders. Jacky Ickx is quick to remind anyone who will listen that the drivers who get the glory are merely the final link in a massive chain of human effort.

“You are nobody. If you think you did it alone, you are totally on the wrong path,” Ickx stated emphatically as the roar of racing engines could be heard in the background. “You are the result of those you never see or work in the shadows. And those represent, in my opinion, 90 percent of the guys you have seen in the garage. When they are ready, their engineers and their mechanics give you a tool, or the potential to win.”

Ickx points to the modern pit stop as the ultimate example of this collective human perfection.

“You know in Formula One, when they change the four wheels in three seconds, it's considered a bad pit stop,” Ickx marveled. “The record is 1.9 seconds for the four wheels. It’s impressive. Every detail is important and everyone has a very important role — the driver is only there to finish the job.”

This focus on the collective is a natural fit for a Korean marque. Ickx observed that the cultural efficiency of the Korean business mindset is a massive advantage in the paddock.

“[In Korea] ‘bbali-bbali’ means when you decide something, you’re instantly ready to climb the mountain. You go for it. You have no time to lose, no time to argue or discuss. [As soon as] the decision is taken, you behave like a missile,” Ickx said.

The Reality of Modern Racing

The motorsport world that Genesis Magma Racing has entered is vastly different from the era of straw bales and gentleman drivers that Ickx dominated. Back in 1973, Ickx qualified at Spa on the old 13.9-kilometer road course with an average speed of 263.5 kilometers per hour. Today, the tracks are shorter, the safety is infinitely superior, and the nature of the races has fundamentally shifted.

“Today, there is one thing you must learn about long distance. It’s not an endurance race anymore. It’s a sprint,” Ickx explained. “You look at the first 10 cars. There are only few tenths of a second between every car,” Ickx continued. “And when you win in long distance with 25 or 30 seconds [gap], they say, ‘Oh, they had an easy race.’ So, [that] explains why every single detail of the car [matters] and the performance comes down to milliseconds.”

Abiteboul echoed this sentiment, emphasizing that the margins for error have vanished.

“In such a long race, you can make no mistakes,” he said, explaining the strategic nuances between different tracks. “For us, the focus of these first two races, in particular, was always going to be focused on reliability and execution. Right now, we are very low risk in terms of approach for the drivers, the setups, and the strategy.”

More than Just a Finish Line

The culmination of this relentless push arrived in April 2026 at the 6 Hours of Imola, 499 days after the announcement of the formation of the Genesis Magma Racing team. Genesis Magma Racing officially debuted in the FIA WEC, proving the engineering resilience of the brand by getting both cars across the finish line. The momentum grew stronger the very next month in Belgium — on Donckerwolke and Ickx’s home turf.

“The 500 days were just enough for us to be ready, because it takes time to develop all the systems,” Abiteboul admitted. “And that’s what we need to get under control so that we can [ultimately achieve] wins.”

“The most important part of the success remains the humans who are composing the team,” Ickx concluded. “The rest is, how do you say, b-------.”

This second installment of the 2026 WEC Season Guide explores the strategy and tactics used in endurance racing.

What Happens During a Race?

Racing teams typically consist of two cars and three drivers per car who take turns driving over the race’s duration. Each turn is called a stint. Physical and mental stamina are crucial; races are a real test of endurance for both humans and machines.

A lot of planning goes into each race. Race strategy goes far beyond mere speed on the track in WEC. Teams must carefully consider everything including tire regulations, fuel management and pit stop timing to optimize performance. This strategic decision-making can significantly impact lap times and overall race outcomes, as teams aim to balance speed with durability.

Tire Trade-Offs

In endurance racing, tires are a critical strategic resource. The WEC strictly regulates every aspect of their use, from the number of sets available for a race weekend (depending on race duration) to the types of tire compounds allowed. Teams are permitted only two specifications of dry-weather tires, soft and hard, and one specification for wet weather. Soft tires provide maximum grip for faster laps but also degrade quickly, while hard tires are slower but last longer.

This creates some crucial strategic trade-offs. Pushing the car too hard will wear out soft tires quickly, forcing an extra, time-consuming pit stop. Conversely, being too conservative by running harder tires might save the need for a pit stop but cost valuable seconds on every lap. Teams must constantly analyze track temperature, weather conditions and driver feedback to decide the perfect moment to change tires, a call that can ultimately determine the difference between victory and defeat.

Pit Stop Precision

Pit stops in WEC races are intense moments that require precision and coordination. With strict rules governing how these stops are executed, every second counts. Each team is limited to 11 crew members, with each person assigned a specific role: one car controller, one refueller, one fire extinguisher holder, one cut-off valve attendant, one cockpit helper, four mechanics and two tire and brake technicians. This structured approach ensures that each aspect of the pit stop is handled efficiently, but it also adds pressure, as any mistake can lead to costly delays. 

Safety is paramount during pit stops. All personnel must remain behind a designated safety line when the car enters or leaves the pit area, and the engine must be turned off before any team member can approach the vehicle. Additionally, teams are allowed only two tire guns — one for each tire-and-brake technician. In a significant change to previous regulations, tire changes and refueling can now occur simultaneously, allowing teams to minimize pit stop duration and maintain competitive momentum.

Driver Swapping

In the WEC, driver-change strategies focus on rotating up to three drivers per car to manage fatigue and optimize performance across race durations from six to 24 hours, with each stint typically lasting 45 minutes to one hour or until a fuel tank is depleted. While there is no specific limitation on how long a single driver can be in a Hypercar, each driver of a team must complete at least one lap to qualify as a member of a racing team during a race.

Strategic timing of swaps is critical, as teams balance driver freshness, especially during night stints or fatigue-heavy periods, with pit stop efficiency to gain or maintain track position. For instance, double or triple stints allow one driver to push longer before handing off. Synchronizing changes with refueling and tire swaps minimize time loss. Poor timing can drop a car a lap behind, making recovery difficult without safety car periods. Swaps occur in the pit lane with the engine off, executed rapidly by limited crews.

Safety Procedures

• Full Course Yellow: When there is an incident on track and all cars must slow to 80 kilometers per hour. Intended for allowing interventions that will take less than one lap.
   

• Safety Car: All cars bunch into a single line at a maximum of 80 kilometers per hour due to an incident on track.
   

• Virtual Safety Car: Similar to a Full Course Yellow, but in WEC races a Virtual Safety Car period is always followed by a Safety Car period.

Reading the Race: Flag Signals

Flags enable Race Control to communicate with drivers on the track.

Green Flag

Signals the start of the race or the end of a caution period, indicating that drivers can race as normal. 

Checkered Flag

Marks the end of the race.

Yellow Flag

Indicates that there is a hazard on the track, requiring drivers to slow down.

Blue Flag

Indicates that faster cars are approaching, and the driver should let them pass.

Red Flag

Means the race is stopped due to an accident or bad weather resulting in dangerous racing conditions. Cars must either return to the pit road or stop on the track immediately.

Yellow/Red Flag

Signifies that something on the track could cause cars to lose control, such as oil or debris.

Black Flag

Displayed with a car number, indicates that a driver has violated a rule and must return to the pit stop.

Black and White Flag

Displayed with a car number, it signals unsportsmanlike conduct.

Black Flag with Orange Circle

Displayed with a car number, indicates that a vehicle has serious mechanical issues or loose bodywork that poses a risk to others. The car must make a pit stop for inspection.

Penalties

Failure to comply with sporting rules or safety regulations will result in penalties for teams.

• Drive-Through: The driver must enter the pit lane and exit back onto the track without stopping.
   

• Stop-and-Go: The driver must enter the pit lane, come to a complete stop in their pit box, and then exit to rejoin the race.
   

• Pit Stop Time Penalty: The driver must enter the pit lane, stop in their pit box for a specified amount of time, and only then exit and rejoin the race.

Other Useful Terms

• Chicane: A sequence of corners where drivers must go left, then immediately right – or vice-versa. (e.g., Ford Chicanes at Le Mans, Variante Alta at Imola).
   

• Cockpit: The space in the car where the driver sits. 
   

• Energy: A combination of fuel and hybrid power. The maximum amount of energy used defines a stint’s maximum length. 
   

• Free Practice: The first session of any race weekend, where teams set up their cars for the specific needs of each individual circuit. 
   

• Garage: Where each car is worked on between sessions and where teams will complete any major repairs during the race. Also often referred to as the “box.” 
   

• Hairpin: A sharp 180-degree – or near 180-degree – corner, often the slowest point on a circuit (e.g., La Source at Spa).
   

• Hypercar: The premier class of the FIA World Endurance Championship, where Genesis Magma Racing is competing in 2026. Also, the name of one of the technical regulations to which cars can be built. 
   

• Hyperpole: The final part of Qualifying where the fastest 10 (eight at Le Mans) from each class compete for Pole Position. 
   

• LMDh: Another set of technical regulations that cars in the Hypercar class can be built to. The GMR-001 is built to LMDh regulations. 
   

• LMGT3: Alongside Hypercar, the other full-time class in the FIA World Endurance Championship for cars more closely based on road-going sports cars. 
   

• LMP2: A secondary class of Prototype racing that only joins the FIA World Endurance Championship at the 24 Hours of Le Mans but is the top class in the European Le Mans Series where Genesis Magma Racing Trajectory Program drivers have been competing in since 2025. 
   

• Pass Around: When cars on track between the Safety Car and their class leader may overtake the Safety Car and join the back of the line. 
   

• Out-braking: When one driver overtakes another by braking later than a rival before a corner. 
   

• Paddock: The area of any racetrack where the teams are based, including where hospitality areas are often based. 
   

• Pit Lane: The area away from the main racetrack where teams complete their pit stops or wait before the start of a Free Practice or Qualifying session. 
   

• Pit Wall: The wall between the pitlane and racetrack, where the Race Engineer, Team Strategists and other key figures often work. 
   

• Pole Position: The first position on the grid, awarded to the fastest car in the Qualifying sessions. 
   

• Qualifying: The session where speed really counts and the grid is decided by each car’s fastest lap during the session. 
   

• Race Engineer: The team member who leads the team on track, deciding the strategy for each car – when to pit for fuel, new tires or a driver change. 
   

• Slipstream: When one car follows closely behind another, often to gain time and complete an overtake. 
   

• Stint, Double Stint, Triple Stint: A driver’s turn in the car between pit stops. The minimum and maximum length of a stint are set by the regulations. When a driver drives two or more of these durations it is called a double or triple stint. It can also apply to tires.

Endurance racing is a multifaceted sport where strategy, precision and teamwork are just as important as pure speed. With these fundamental ideas in mind, new fans of the sport can better understand and appreciate the drama and excitement of GMR’s WEC journey.

Stay tuned for part 3.

What is Endurance Racing?

Endurance racing is a marathon rather than a sprint. It is a thrilling motorsport discipline that tests not only the speed and skills of drivers but also the durability of vehicles and teamwork over extended periods.

It involves teams of drivers who share a car, rotating in stints over race durations that commonly range from 6 to 24 hours. The core challenge is not just to finish first but also to cover the most distance in the allotted time while managing fatigue, pit stops, car reliability and changing track and weather conditions.

Why is Genesis Getting into Endurance Racing?

Endurance racing provides an unparalleled platform to push automotive engineering to its limits, serving as the ultimate testing ground for innovation. Genesis Magma Racing (GMR) serves to validate Genesis’ capabilities and credibility under the most extreme competitive conditions. Endurance racing demands high-speed aerodynamics, advanced cooling systems and durability over grueling hours-long competitions — conditions that cannot be replicated through conventional development.

For Genesis, this is a pathway to refine technologies and transfer those learnings into the design and performance of its mass-production vehicles. Motorsport is not just about making the podium. It is about putting design principles and institutional knowledge to the ultimate test and, through that test, refining them to enhance quality and engineering excellence across the entire Genesis lineup.

Forging a New Legacy

Genesis will become the first South Korean automobile manufacturer to compete in the legendary 24 Hours of Le Mans this year. Genesis Magma Racing carries a dual mission: to compete at the highest level of endurance racing and to serve as a cultural ambassador, bringing the excitement of this global sport to Korea.

The team is fielding two GMR-001 Hypercars in each race, numbered 17 and 19. Each car is piloted by a team of three drivers, a blend of decorated veterans and exceptional young talent.

The #17 Hypercar is piloted by André Lotterer, Luis “Pipo” Derani and Mathys Jaubert. Lotterer brings a wealth of prototype experience as a three-time 24 Hours of Le Mans winner and former WEC champion. Derani has previously conquered the top class of the North American International Motor Sports Association (IMSA). And Jaubert was just promoted from the GMR Trajectory Program, proving his readiness with three ELMS victories in 2025.

The #19 Hypercar is shared by Paul-Loup Chatin, Dani Juncadella and Mathieu Jaminet. Chatin is a two-time European Le Mans Series champion with recent race-winning experience in the Hypercar class. Juncadella is a versatile winner in both GT and prototype machinery, while Jaminet has several IMSA wins on his record.

GMR Trajectory Program driver Jamie Chadwick will serve as reserve driver this season.

About FIA WEC

WEC is a racing series governed by FIA. It is made up of a set of races spanning the globe, with this year’s season having begun in Imola, Italy.

The 2026 FIA WEC race calendar consists of 8 races this year. The 6 Hours of Imola started April 17 and the final race, the 6 hours of Monza, ends November 8.

The races, dates and car classes allowed in WEC

WEC features a multi-class format where cars with different technical specifications race on the track simultaneously. Although they all share the same circuit, each class is effectively in its own race, competing for separate honors.

A comparison of the different endurance racing car classes.

Hypercar

The Hypercar class, in which Genesis Magma Racing competes, features the most technologically advanced prototypes from major manufacturers and heritage marques. Hypercars include both Le Mans Hypercar (LMH) and Le Mans Daytona h (LMDh) specifications. Regulations are defined jointly by FIA and the Automobile Club de l'Ouest (ACO). LMDh regulations are also defined jointly by the ACO and the International Motor Sports Association (IMSA).

LMH allows manufacturers freedom to design their cars from the ground up, while LMDh mandates the use of a standardized chassis and hybrid engine system.

LMGT3

The LMGT3 class is based closely on production grand tourers (GT) but with heavy modifications for racing. Usually, any extraneous frills are stripped out of the cars and replaced with a full roll cage and advanced safety systems.

LMP2

LMP2 is a secondary prototype class that only appears once in the WEC calendar, at the 24 Hours of Le Mans. Each one is powered by the same standard engine on the same chassis to maintain affordability and tight competitions. This class is often used as a proving ground for teams and drivers aspiring to move up to the Hypercar class.

Genesis Magma Racing has an ongoing collaboration with French racing team IDEC Sport, which competes in the LMP2 category at the 24 Hours of Le Mans and in the European Le Mans Series. Since 2025, GMR Trajectory Program drivers have been placed in the IDEC Sport cockpit to fine-tune their endurance racing skills and prepare them to potentially ascend to the Hypercar category.

Race Weekends Explained

Each race typically takes place over a three-day weekend, except for the four-day 24 Hours of Le Mans.

Day 1: Free Practice

The first day of the event consists of three timed practice sessions. Teams and drivers use them to fine-tune their car for the track and make any necessary last-minute adjustments.

Day 2: Qualifying

Qualifying races determine each car’s starting position on the grid on race day. Races consist of relatively short qualifying and Hyperpole sessions for each car class. After the first qualifying round, the top 10 finishers get a chance to race again in the Hyperpole qualifying race to vie a second time for Pole Position.

Day 3: Race Day

Race day begins with cars lining up on the grid based on their qualifying results. The cars are positioned at a slight angle next to the pit wall known as “ear of corn” or “echelon” style, with Hypercars in front of the LMGT3 class. After a single formation lap behind the safety car to warm up, the timed race officially begins as the safety car exits the track via the pit lane and the first race car passes the starting line a second time.

The Path to Victory

Pole sitters in reach class receive a point each ahead of the race. Race points are awarded based on the number of laps completed in the race timeframe. The car with the most laps completed in its class gets 1st place and the most points. The next nine cars each score a decreasing number of points.

Points earned by cars in each class based on finish position across different race durations.

In the event of a tie in the number of laps completed, the times in which the cars cross the finish line determine the order. Any car after 10^th place, or that has covered less than 70% of the distance of the 1^st car, does not receive points. At the end of the season, five different championship titles are awarded across the Hypercar and LMGT3 categories.

As a manufacturer team fielding two cars, Genesis Magma Racing qualifies to compete for two of the titles: the FIA Hypercar World Endurance Manufacturers’ Championship and the FIA Hypercar World Endurance Driver's Championship.

For the Manufacturers’ title, only points from its highest-finishing car in each race will contribute to this championship. The drivers of each car share the points awarded to their respective entry.

Stay tuned for part 2 explaining what happens during the race.

Milanese luxury, a style epitomized by Larusmiani for over a century, is defined by its focus on timeless elegance over fleeting trends. It champions superior quality, meticulous craftsmanship and an unwavering attention to detail. This philosophy aligns perfectly with the core principles of Genesis, especially the concepts of “Athletic Elegance” and the “beauty of white space,” where every line and surface is intentional and minimalistic.

Genesis Debuts in Italy

The partnership celebrates two new milestones for Genesis. It officially launched in Italy on Jan. 22 with two retail locations opening this spring in Rome and Padua. Genesis also made its racing debut with its motorsport team Genesis Magma Racing (GMR). GMR drivers competed in the GMR-001 Hypercar at the Fédération Internationale de l'Automobile (FIA) World Endurance Championship (WEC) season opener, the 6 Hours of Imola 2026 at the Autodromo Enzo e Dino Ferrari in Imola, Italy.

The Genesis X Larusmiani collaboration kicked off during Milan Design Week, blending the heritage of Italian fine lifestyle goods with Korean automotive design, creating a new vision for the modern “gentleman driver.” It is a story of two cultures finding common ground in the pursuit of understated luxury.

Genesis x Larusmiani

The Genesis x Larusmiani collaboration is part of The Automotive Gallery project by Larusmiani, stemming from the passion for cars of the brand’s president, Guglielmo Miani. It is a multifaceted initiative that celebrates both fashion and automotive design. The partnership centers around the GMR-001 Hypercar, which symbolizes a bold step in Genesis’ global motorsport ambitions and translates Genesis’ Athletic Elegance design philosophy into raw racing power.

Leaning into the Athletic facet of the brand’s defining design aesthetic, the GMR-001’s sweeping parabolic line creates a sleek yet aggressive visual while optimizing airflow to improve performance. The sculpted form houses a mid-mounted turbocharged V8 engine, framed at the rear by an active spoiler that adjusts to balance drag reduction with stability for high-speed racing. The GMR-001 Hypercar also features Genesis’ signature Two-Line headlamps, which it shares with the luxury marque’s road car range, making it instantly recognizable.

The GMR-001 Hypercar’s livery marries intensity with subtlety, dominated by the signature Magma orange — a hue symbolizing Korea’s vibrant energy. Integrated into the design is the Korean lettering for Magma (마그마), with its consonants “ㅁ,” “ㄱ” and “ㅁ” forming geometric motifs that are echoed in the team’s insignia. This visual language reflects Genesis’ fusion of cultural authenticity and innovation, ensuring the GMR-001 Hypercar stands out as a moving emblem of Korean identity.

The GMR-001 Hypercar prototype is on display in Larusmiani’s historic boutique from April 17-30, in the heart of Milan’s luxury shopping district during Milan Design Week, the same time as the WEC’s Imola race weekend. This places Genesis at the intersection of automotive performance and luxury living, creating appeal for both global motorsport enthusiasts and international design connoisseurs during one of the most culturally relevant moments of the year.

“The GMR‑001 Hypercar represents more than our entry into global motorsport — it embodies Genesis’ belief that performance and beauty should never be separated. Bringing this car into Larusmiani’s world during Milan Design Week places racing, craftsmanship and culture on equal footing, and reflects our ambition to build a brand that moves fluidly between the track and the wider creative landscape,” said Luc Donckerwolke, Chief Creative Officer of Genesis.

A Translation of Design

For the Larusmiani creative team, translating the Genesis design language was an exercise in shared philosophy. The maison’s approach began with identifying the essence of Genesis’ design — the surface tensions, the way light flows across the bodywork and the coherence between form and function. The team transformed those elements into wearable design.

The process begins with direct observation of the vehicle, focusing on its physical presence. A hand-drawn sketch captures its essence, which is later adapted to the final product. Screen printing is used for the limited-edition T-shirts, while skilled artisans in Milan hand-paint the image of the GMR-001 onto the French Limoges porcelain pocket emptier, or “svuotatasche” in Italian. The goal is not to represent the car precisely, but to evoke it, ensuring that the owner of the object perceives in it the same formal care found within the bodywork of every Genesis.

The collection draws inspiration from the vehicle’s most intentional details: the texture of carbon fiber, the pattern of the air intakes and a color palette calibrated with tailored precision. Larusmiani team members recognize the same care in the vehicle design that they take with every stitch; choices that serve to signify, not just to fulfill a function. It is this layering of intention — design, craft and cultural — that elevates an object to a luxury piece. In this way the collection finds its meaning as a dialogue between two cultures of precise detail and overlapping design codes.

Larusmiani imagines the person using their capsule collection as someone who has no need to announce themselves. This modern gentleman driver is curious, not nostalgic. This individual appreciates tradition as a method to be applied to the present and does not hesitate to pair a Milanese tailored jacket with a Korean-designed car. This collaboration says it clearly: luxury is no longer a matter of origin or accumulated heritage, but of shared intention. And the one between Larusmiani and Genesis is a conversation between equals. 

Celebrating Heritage and Innovation

To mark the significance of the collaboration, Genesis and Larusmiani co-hosted an exclusive gala dinner within the breathtaking halls of the iconic Bagatti Valsecchi Museum. Contrasting beautifully with the classical architecture were the Genesis X Gran Racer Concept and GV60 Magma on display in the museum courtyard.

This juxtaposition was not about creating a clash between old and new, but about revealing a shared spirit. “The dialogue between the neo-Renaissance surfaces of the museum and the lines of the Genesis cars generates not contrast, but recognition,” explained Larusmiani President Guglielmo Miani. “Both things are born from the same intention, that of those who create with permanence in mind, not the impression of the moment.”

Through their embodiment of Athletic Elegance, the two Genesis models on display told a facet of this story of modern permanence. The Genesis X Gran Racer Concept, derived from the standard of excellence set by the Genesis X Gran Berlinetta Concept, merges purposeful racing derived elements with a refined aesthetic. The GV60 Magma beside it commands attention with its bold Magma Orange exterior, symbolizing the hidden potential energy bubbling unseen beneath the earth’s surface. The GV60 Magma is Genesis’ first production vehicle of its luxury high performance Magma Program.

Placing these vehicles in such a historic setting was a deliberate statement about the evolution of luxury and art. “The Bagatti Valsecchi Museum is a place built on the conviction that beauty deserves to be preserved regardless of the era,” Miani reflected. “Placing the Genesis X Gran Racer and the GV60 Magma in that space is not a provocative gesture — it is a question: does a brand capable of bringing a hypercar to Imola and these models to Milan in the same month, weaving motorsport and design culture together with equal ease, deserve the same gaze reserved for things that endure?”

The Unexpected is Most Interesting

For Miani himself the most interesting collaborations arise from the unexpected. He believes that Genesis embodies this; it arrives not with the weight of motoring mythology, but with something rarer — an aesthetic philosophy built from scratch, free from legacy expectations and full of raw determination.

“It is this convergence between track and culture, between performance and formal beauty, that Larusmiani recognized as an authentic hallmark,” Miani explains. “Not a commercial operation, but an act of shared identity.”

The Automotive Gallery was born from Miani’s conviction that the automobile, when designed with true intention, is art, and he immediately recognized in the GMR-001 Hypercar that Genesis spoke that language too. “Larusmiani’s clients are people who read details,” Miani notes, “and what convinced them, as it convinced me, was precisely that integrated vision: a brand that designs racing cars with the same care it devotes to luxury interiors.”

This approach also addresses how to introduce a futuristic marque to a clientele steeped in classic heritage. The answer lies in the method. The capsule collection pieces are made like every other Larusmiani item, with first-choice natural materials and established techniques, yet they draw inspiration from the carbon fiber surfaces of the GMR-001 Hypercar.

In a world where heritage often dictates the rigid rules of luxury, the collaboration between Genesis and Larusmiani offers a compelling vision of the future. This partnership is more than a mere intersection of automotive design and high fashion; it is a testament to a shared philosophy. Both Genesis, with its audacious challenge to the automotive hierarchy, and Larusmiani, with its legacy of innovation, have proven they are not content to simply participate in the status quo. They are here to disrupt it.

By weaving together their respective crafts, they have created a narrative of a new kind of luxury — one that is defined not by adherence to tradition, but by the courage to innovate and the relentless pursuit of a different, more dynamic, standard of excellence. This collaboration doesn't just place a car next to a suit; it places two forward-thinking manifestos in dialogue, leaving us with the resounding impression that the most exciting frontier of luxury is the one still being designed.

Speaking at the event’s Future of Mobility track session with Semafor CEO Justin B. Smith, Muñoz outlined the Group’s future strategy, which is centered on the customer and prioritizes diversification and flexibility to meet their needs.

Choice as a Core Product Strategy

Amid a once-in-a-generation transformation of the automotive industry, Genesis has positioned itself as a proactive leader shaping the future of mobility driven by rising consumer and societal demands for greater sustainability, efficiency and access.

At the event, Muñoz highlighted that the path forward is to provide customers a range of choices. Genesis is strategically helping customers navigate the transition to an all-electric future by addressing the EV chasm — the common concerns like range anxiety and charging infrastructure that can make the leap from internal combustion to fully electric vehicles daunting. By offering a thoughtful portfolio of bridging technologies such as hybrids and extended range EVs (EREVs), Genesis provides a flexible path toward electrification.

“We were one of the first movers when it comes to electrification,” Muñoz reminded the audience. “Not only do we develop EVs, but also hybrids, which are growing 61% last quarter…. And then very soon, EREV next year…. When you realize how dependent we are on crude oil, then you realize that betting on nuclear energy and some environmental energy, like solar, or windmills, etc., is the right way to go.”

Muñoz further emphasized the need for diversification, “As one of the few companies that remain fully committed to electrification, we have seen how the sales of EV cars have grown from February to March by 40%, simply because of the price of oil going up.”

Meeting Customers Where They Are

In August 2023, Genesis crossed its one million cumulative sales milestone less than eight years after its launch — faster than any other luxury brand in history. A key driver of this growth has been the strategic and compelling expansion of the Genesis lineup.

Genesis is architecting a product strategy that is as ambitious as it is attuned to the customer. Recognizing that the path to an all-electric future is not one size fits all, this commitment is underscored by a plan to introduce 22 all-new or significantly enhanced models to the North American market and achieve 350,000 annual sales by 2030, ensuring there is a Genesis to match every stage of a customer's journey into the future of mobility.

While the destination is a zero-emission future, Genesis understands that the journey is both individual and personal. The brand is reaffirming its commitment to a sophisticated, fully electric lineup of battery electric vehicles (BEVs), which will remain the pinnacle of its technological offering. However, to bridge the gap for a diverse customer base, Genesis is broadening its portfolio with two key additions.

Starting in 2026, the brand will introduce a line of advanced hybrids, offering an efficient and seamless entry point into electrification. For those seeking to eliminate reliance on gasoline for daily driving without any range anxiety on long journeys, Genesis will launch groundbreaking EREV models from 2027. These vehicles are engineered to deliver a pure, EV-like driving experience for everyday use, but with the capacity for over 600 miles of total range, removing traditional barriers to EV adoption.

Muñoz also highlighted how technologies once considered distant are now a present-day reality, particularly in the field of hydrogen. He stressed that hydrogen is no longer a concept that is perpetually decades away, noting its technology has evolved dramatically to offer lower running costs, greater efficiency and longer range at a more accessible price point.

To prove its immediate, practical application, he pointed directly to the Group's own operations that have been utilizing hydrogen-powered trucking since 2020. “We are actually running the logistics of our HMGMA plant in Savannah, Georgia, with [XCIENT] trucks… which are powered by hydrogen,” Muñoz stated, continuing, “We've run roughly 20 million kilometers so far with our XCIENT trucks.”

Muñoz suggests that education is essential for adoption in markets like the U.S. to remove the fear associated with hydrogen as it is a completely clean, safe and silent form of energy. “It’s totally environmental. [It] is the number one component available in the world, and then you can have a very long range, like 800 to 1000 miles, in a truck where you will never be able to achieve on an EV.”

Muñoz framed a clear strategic vision where different technologies serve different needs, seeing battery electric vehicles as ideal for the daily commute, while hydrogen is perfectly suited for long haul commercial trucking, where its extensive range is an advantage that battery-only solutions cannot currently match.

This flexibility is built directly into the company’s manufacturing footprint. Speaking of the Hyundai Motor Group Metaplant America (HMGMA) in Savannah, Georgia, he noted, “That plant was meant to produce up to 500,000 EV cars only. But soon after we made the commitment, we realized that some changes in the demand might happen, and then we took the decision to increase our investment to be able to produce hybrids. This year, we will produce our first hybrids from that plant.”

Beyond Sedans and SUVs

As Genesis enters its second decade, it is boldly expanding its design horizons. A key pillar of this new direction is the introduction of a luxury high-performance line through the marque’s Magma program, filling a crucial space in the Genesis portfolio. The program offers customers a new dimension of dynamic, sporty and emotional driving experiences — while retaining the hallmark luxury of the Genesis brand. The brand recently launched its first Magma production vehicle, the GV60 Magma, which began sales in Korea and is due to arrive on American and European shores soon.

This expansion is also fueled by a new, more personal concept car strategy. Future concepts will be inspired by the diverse facets of customers' lives, reflecting their passions, hobbies and lifestyles to create a more profound connection with the brand. This will manifest in a deliberate push into new vehicle segments beyond traditional SUVs and sedans. Consumers can look forward to seeing the brand's "Athletic Elegance" design philosophy applied to breathtaking new forms, including sophisticated grand tourers, elegant coupes and versatile wagons, further cementing Genesis’ position as a comprehensive luxury marque.

Genesis is not just designing new cars; it is engineering the future of mobility through significant investments in technology, research and development.

From Racing to Production

Genesis is taking to the track with purpose. The Genesis Magma Racing program marks the brand's official entry into the world's most demanding motorsport arenas, beginning with its recent debut at the 2026 FIA World Endurance Championship (WEC) opener in Imola, Italy. This is more than a branding exercise; it is a high-speed laboratory. The extreme pressures of endurance racing — pushing performance, efficiency and durability to their absolute limits for up to 24 hours at a time — serve as the ultimate proving ground for innovation. The technology, materials, and software forged and proven on iconic circuits like Le Mans will be directly channeled into the entire Genesis production portfolio, ensuring that every customer benefits from the lessons learned at the highest level of motorsport.

Future Mobility Defined by Software

Software-Defined Vehicle (SDV) architecture is a cornerstone of Genesis’ product strategy, providing transformative flexibility in both vehicle engineering and the customer experience. By decoupling software from hardware on next-generation platforms, Genesis gains the critical agility to house a diverse portfolio of advanced powertrains — from EVs and hybrids to EREVs — allowing the brand to adapt swiftly to market demands.

This separation also unlocks a superior in-cabin experience by creating more physical freedom for interior designers and enabling the vehicle to evolve with the owner through seamless over-the-air updates, which can continuously enhance everything from performance to infotainment and add new, personalized features long after the car has left the showroom.

Empowering, Not Replacing, Humans Through Technology

To bring this ambitious vision to life, Genesis, as part of the Hyundai Motor Group, is making a monumental commitment to innovation. This includes a landmark $26 billion investment in the United States, dedicated to advancing manufacturing capabilities, electrification and future technologies. This group-level investment extends beyond automotive, encompassing significant developments in AI, robotics and autonomous driving.

“We’re going to have more autonomous technology for everyone’s use in individual vehicles for personal use, and global taxiing,” Muñoz declared, referring to the Group’s partnership with Waymo to deploy tens of thousands of robotaxis. The Group has also developed its own autonomous technology through Motional, a joint venture between Hyundai Motor Group and Aptiv to create fully driverless vehicles.

Muñoz consistently framed technology as an enabler of human opportunity, not a limitation. He pushed back on the idea that the solution to congestion is fewer cars, arguing that innovation creates more desire for mobility. “The moment that you have more technology available, humans — we want to use it,” he insisted, drawing an analogy: “200 years ago, it will take you three months to go to Europe. Today, because you can go in a few hours, then I may go to Europe twice in a week.”

He also reassured the audience that the Group does not see robotics as a threat to human jobs, but rather as a powerful tool for augmentation and support. This is clearly demonstrated at its state-of-the-art manufacturing plant in Savannah where advanced robots are deployed to assist their human colleagues by taking on jobs that are difficult, strenuous or repetitive.

“If you go today to our plant in Savannah, not only you will be amazed to see AMRs (autonomous mobile robots) that are autonomous, that they charge themselves, instead of having the cars running on conveyors, etc., but also that you have humanoids that are helping the humans to do the jobs that are difficult for them.

“So, we don't see the robots as a means to reduce the number of workers. We have a commitment with the state of the number of workers that we hire on that site — which is 8,700 — but we want to make their lives easier. We want to increase productivity, we want to lower the cost, and we want to improve the quality.

Authoring the Next Chapter of Mobility

Ultimately, Genesis' strategy for authoring the next chapter of mobility is grounded in a pragmatic yet ambitious approach. The brand is committed to fulfilling a wide variety of customer needs by offering a diverse portfolio of powertrains and vehicle styles, backed by significant strategic investment in technology and manufacturing. This forward-looking commitment to R&D — from the crucible of motorsport to SDV platforms — ensures that innovation remains at the core of its mission. The marque continues to apply these advancements through its deep understanding of luxury, creating vehicles that are not only technologically advanced but also deeply human-centered and beautifully designed.

Genesis is a Founding Partner of the Semafor World Economy platform and the official sponsor of this year’s "Future of Mobility" track, raising its profile as leading voice in shaping these critical global conversations. The brand also served as the event’s official Experiential Partner, hosting the Genesis Lounge—a hospitality space inspired by the Korean concept of welcoming each guest as an honored individual, known as ‘Son-nim.’ Designed to encourage meaningful exchange, the lounge provided a setting for dialogue among global leaders and key decision-makers.

The Genesis Welcome

Genesis Cheongju is a groundbreaking cultural space that redefines the traditional automotive showroom experience. Two hours’ drive south of Seoul, it serves as a dynamic hub where visitors can delve into the Genesis brand through a diverse range of immersive and interactive offerings.

It's designed to be much more than just a place to see cars. Genesis Cheongju integrates the vehicle lineup with lifestyle elements, showcasing how Genesis vehicles fit into a refined and active way of living.

The facility also emphasizes community and local culture. It includes a community lounge for classes and events, and an exclusive owners' lounge, a unique feature among Genesis showrooms.

A guest arriving for a test drive will immediately feel like an honored visitor as their car is guided to the valet area by the formal and welcoming gestures of several staff members. This is the first taste of the Genesis “Son-nim” philosophy, where every individual is treated with the utmost care and respect.

Inside, a dedicated curator personally greets the guest and confirms with them the vehicle and test drive route that they have reserved. Then the test driver is guided to an elegant waiting area where a signature Genesis tea is served while the test drive curator guides them in signing the necessary liability forms.

Luxurious First Impressions

Sliding into the driver’s seat, the cabin of the GV60 Magma immediately envelops the test driver in luxury. The most noticeable thing is the suede bucket seat; it’s ergonomically designed to hold the driver perfectly in place, yet the Nappa and suede leather feels incredibly soft and luxurious to the touch. One's eyes are drawn to the stitching that traces the intricate, double-diamond quilting on the seats and continues throughout the dark gray interior, giving it a subtle but clear hint of the performance that lies ahead.

The driver's hands naturally find the steering wheel, which feels unique and sporty, and can't help but notice the Magma Orange boost button, almost like a promise of power on tap. The dark, brushed aluminum trim on the console and doors absorbs the light, creating a focused, glare-free environment that feels like a true racing cockpit. The driver's feet find their place on solid metal pedals, reinforcing the car's performance-oriented character. The experience is a masterful blend of premium comfort and track-inspired design that makes one feel completely connected to the car before the start button is even pressed.

Crafting the perfect driving environment is an intuitive exercise. The driving curator guides the test driver through the process of customizing the controls for driving. The GV60 Magma features a Head-Up Display (HUD), which projects a stream of essential driving data onto the lower part of the windshield. The curator walks them through adjusting its angle, ensuring the virtual information floats perfectly within the driver’s line of sight.

Effortless Acceleration

Pressing the start button awakens the GV60 Magma. The long, black, connected display that forms both the instrument cluster and infotainment screen comes to life instantly, accompanied by a pleasing startup sound and welcome animation. A simple twist of the drive selector in the center console puts the car in drive. And then they’re off.

On the road, the vehicle’s character reveals itself in its profound silence. Accelerating on the highway, the driver is not immediately aware that they have reached the speed limit of 120 kilometers per hour in just seconds. In the GV60 Magma, the experience of speed is different, because the telltale signs of road and wind noise are almost nonexistent. The car moves with an effortless grace that belies the immense, readily available power simmering just beneath the surface.

This grand touring capability is enhanced by Smart Cruise Control and Lane Keeping Assist. The curator points out the correct buttons on the steering wheel to engage the two complementary features, which allow the car to maintain a set distance from the vehicle ahead and remain perfectly centered in its lane. But it doesn’t just keep things centered. The car can also execute a flawless lane change on its own, after the driver flicks the turn signal and the car automatically identifies that the destination lane is empty. The systems work in such harmony that the driver feels a new level of safety and security, as their own vigilance has backup.

On the highway, the Genesis curator points out additional features of the car such as the regenerative braking system. Using the steering wheel-mounted paddle shifters, the driver can adjust the intensity of the system, feeling a tangible drag on the car’s momentum at higher levels that feeds energy back into the battery. It is interesting to see the car’s estimated range increase while it is travelling at 120 kilometers per hour.

Activating Magma

The true test of the Magma nameplate begins as the highway gives way to winding country roads towards Maltijae, a scenic mountain pass in Boeun County, Korea. With the curator’s prompting, the driver presses the Magma button on the steering wheel. Just one move transforms the entire vehicle’s character. The brightly colored driver console display instantly shifts to a dark, performance-focused, Magma-exclusive three-circle interface. The rightmost dial displays a G-force meter. It is a clear signal that the car is no longer just cruising — it is ready to perform.

The final ascent to Maltijae concludes with twelve severe hairpin turns. While this would normally be a challenge for a driver of any other car, especially at high speed, the GV60 Magma handles each turn with grace and ease. All the performance features built into the car work together to help the test driver take each corner like a seasoned pro. The car dives into each corner with unshakeable firmness, the chassis remaining flat and composed. There is no hint of tire slip, only decisive, confident grip that encourages the driver to push further. The G-force meter comes into play, tracking the lateral forces as the car carves a perfect line through each successive turn.

Convenience and a Keepsake

At the top of the mountain pass, beyond the serpentine length of road, is Maltijae. Here, an observatory stands tall, and the curator guides the driver to the nearby parking area, where another of the car’s thoughtful technologies is demonstrated. The curator shows the test driver how to use the Remote Smart Parking Assist feature. Using just the buttons on the key fob, the driver, now standing outside the vehicle, can command the GV60 Magma to slowly and safely move itself straight forward or backward into a tight parking space. It is an unexpectedly convenient feature.

After the drive, standing at the scenic observatory at Maltijae, the experience has time to crystallize. The curator offers to take a photo as a souvenir — a small but deeply meaningful gesture that, again, perfectly encapsulates the Son-nim philosophy. It is a reminder that the Genesis experience is built on a foundation of human-centric hospitality. Upon returning to Genesis Cheongju, the photo will be printed by the staff and presented as a memento.

The Return and Genesis’ Promise

The return journey offers a new dimension of engagement as the Genesis curator shows how to use the Virtual Gear Shift (VGS) system. With VGS active, the GV60 Magma brilliantly simulates the experience of driving a high-performance combustion vehicle. The paddle shifters now control virtual gears, and each upshift, when timed perfectly, is accompanied by a satisfying, tactile “surge” of power and a corresponding change in the synthesized engine note. Downshifts produce a convincing drag, an effect reminiscent of the feel of the regenerative braking system. The driver can even choose to have the rich engine sounds play exclusively inside the cabin, preserving the thrilling auditory feedback without disturbing the outside world.

This whole experience — the thrilling ascent, the commanding power and the thoughtful service — are not part of an exclusive club. This exact test drive, from the seamless booking on the Genesis website to the final, exhilarating moments on the road, is an open invitation.

Those interested can sign up here to experience the drive.

Gangho Yoon, Research Engineer of the Genesis Total Vehicle Evaluation Team, emphasized that “the exterior of the GV60 Magma has been honed for both visual distinction and improved aerodynamic performance.” The wider tires of the vehicle are housed under newly designed quarter and fender garnishes that accentuate the car’s athletic stance. Air breather garnishes have been strategically integrated to optimize airflow around the body.

A defining element is the refined winglet-type rear spoiler, intended to enhance the vehicle’s aesthetic while improving both drag and lift characteristics, ensuring stable downforce during high-speed driving.

A Magma-Exclusive Interior

Inside, the driver is greeted by a suite of bespoke features designed to create a deeper connection between the driver and the vehicle. The seats, steering wheel and interface are all designed to facilitate the dynamic driving that the GV60 Magma’s capabilities encourage.

Bucket seats are engineered to directly convey the vehicle's driving feel to the driver. These exclusive seats provide a seating posture optimized for dynamic driving and high-speed stability. The design balances firm support with a refined softness, featuring a dual-curvature cushion that enhances thigh support while lowering the center of gravity.

Suede-finished side bolsters offer exceptional grip during cornering, while carefully adjusted foam hardness ensures comfort on long drives. The seats include a 10-way power adjustment function with cushion extension, delivering a configuration that supports both everyday driving and spirited performance, satisfying both daily and sporting needs, unique for a high-performance vehicle.

The Magma steering wheel is designed to blend luxury with adrenaline. A smaller circular horn cover and Magma-colored switches create a focused, sporty feel. The circular rim is designed for natural movements during dynamic steering maneuvers, while the cross-section is optimized for solid, stable handling.

The steering wheel includes paddle shifters designed to minimize hand fatigue while giving the driver more control, enhancing the enjoyment of high-performance EV driving.

The entire infotainment experience has been reimagined with a Magma-exclusive Graphical User Interface (GUI) applied across the cluster, central screen and head-up display.

The Genesis Magma interface aims to enhance driver focus and responsiveness by delivering essential information concisely and intuitively, ensuring optimal engagement behind the wheel. This digital cluster capitalizes on the true black capabilities of its OLED display, contrasting it with Magma Orange to create a minimalist design inspired by the look of a watch face that enhances immersion.

In the specialized Virtual Gear Shift (VGS) mode, the display provides crucial performance data, including an indicator light for optimal gear shifting, a G-force meter, a performance timer and remaining boost timer. This digital interface delivers both the thrill of high performance and the refined elegance unique to Genesis.

Curated Performance: GT and Sprint Modes

Accessible via a dedicated button on the left side of the steering wheel, the two Magma-exclusive drive modes, GT (Grand Touring) and Sprint, allow the driver to instantly tailor the vehicle’s setup to desired driving characteristics.

GT Mode embodies the core Magma ethos of harmonizing comfort and performance. It calibrates the acceleration response for smooth, relaxed dynamics ideal for high-speed, long-distance cruising, yet powerful performance remains instantly accessible if the driver depresses the accelerator pedal all the way to the floor. The electronically controlled suspension adjusts to provide continued stability and a comfortable ride even at high speeds. all -wheel-drive control and front-rear power distribution are also optimized to enhance efficiency and driving range.

Sprint Mode adjusts all electronically controlled components — steering, suspension, motor and electronic-Limited Slip Differential (e-LSD) — to their most aggressive, sporty settings for an intensified driving experience. Also, traction is maximized by adjusting front-rear power distribution and e-LSD control. In this way, Sprint Mode realizes the best interpretation of Magma’s vision of uncompromising high performance.

Intelligent Integration for an Immersive Experience

A key distinction of the GV60 Magma’s drive modes is the ability to interpret driver intent and automatically integrate various performance functions.

For instance, in GT Mode, when the accelerator is fully depressed, an Auto Boost Function is activated, providing instantaneous access to peak acceleration without any additional input required.

Sprint Mode works in conjunction with Auto Boost and several additional hidden functions to further enhance the GV60 Magma’s performance. For instance, pressing both the brake and accelerator pedals simultaneously when not moving activates a Launch Control function. This switches the High-Performance Battery Control to Race Mode, actively regulating battery temperature to ensure optimal power output at all times. It also sets the Virtual Gear Shift function to its most dynamic setting to deliver sportier shift responses, sound and shifting logic to maximize the high-performance driving experience.

Virtual Gear Shift: A Tactile Connection

The GV60 Magma introduces a more sophisticated Virtual Gear Shift (VGS) function that recreates the feel of shifting gears in a high-performance internal combustion engine (ICE) vehicle. Using realistic sound, the system simulates the experience of a V6 engine paired with an 8-speed dual-clutch transmission (DCT).

This function is highly adaptive, with shift patterns, feel and sound fine-tuned for each drive mode — from luxurious and smooth in Comfort to dynamic and thrilling in Sprint. To complete the simulation, an RPM Fuel Cut feature adds a layer of realism during manual shifting via the paddle shifters. This feature simulates a common mechanism in an ICE that disables fuel injection when the engine reaches a specific RPM limit.

e-Active Sound Design Plus

Complementing the VGS is the e-ASD+, an enhanced virtual sound technology. To deliver a richer auditory experience that aligns with the expectations for a high-performance vehicle, two additional exterior speakers have been installed.

Drivers can select from two exclusive soundscapes. The first is a powerful, futuristic EV sound inspired by the audio revealed at the Goodwood Festival of Speed. The second is a newly developed sound designed specifically for the VGS function, realistically replicating the powerful acoustics of a high-revving engine redlining at 9,000 RPM.

Mastering Aerodynamics and Road Noise

Sounds such as wind and road noise become more noticeable against the inherently quiet nature of the electric powertrain. This effect is heightened in a performance vehicle, which operates at higher speeds and utilizes high-performance tires that naturally transmit more noise and vibrations from road surfaces. 

To counter this, engineers focused on two key areas: minimizing wind noise at speeds exceeding 200 kilometers per hour and reducing road noise transmitted through the high-performance tires and lightweight wheels. 

Genesis worked rigorously to clearly establish NVH performance standards for the GV60 Magma. Research engineers evaluated the GV60 Magma in extreme crosswind simulations and real-world testing on Germany's Nürburgring and Autobahn, pushing the car to its top speed of 264 kilometers per hour. 

The tests revealed that the most noticeable noise during high-speed EV driving is airflow around the vehicle. To combat this airflow noise, the engineering team reinforced the vehicle’s overall sealing structure, redesigning the cross-sectional design of the door seals and optimizing compression force distribution. 

In addition, the thickness of the driver’s side insulating glass film increased by 7%, and soundproof film was added to the rear door glass as standard, creating a multi-layered barrier against intrusive noise. Finally, the team added sound-absorbing materials inside the door trim to more effectively suppress any transmitted airflow noise. 

To address road noise, the engineering team conducted a detailed analysis of the vehicle structure and noise transmission paths to determine the optimal composition and placement of additional sound-absorbing materials. As a result, sound-absorbing pads were installed inside the tires and the sound-absorbing materials in the floor were reinforced. 

The team also integrated Active Noise Control-Road (ANC-R) technology for any sound that gets through these reinforced barriers. The ANC-R system uses accelerometers and microphones inside the vehicle to detect low-frequency road noise in real time, then generates an opposing sound wave through the vehicle's speakers to effectively cancel it out. 

Refining the Electric Powertrain 

Beyond the cabin, significant attention was paid to the GV60 Magma’s high-performance Power Electric system. To mitigate the high-frequency noises that can result from a motor and inverter with enhanced output, engineers optimized the torque ripple compensation logic, reducing the electrical excitation forces generated during motor operation without impacting efficiency. 

Furthermore, the inverter control logic was specifically designed to minimize voltage distortion, another potential source of high-frequency noise during high-load driving. Additionally, to reduce gear noise, the machining quality of the reducer gears was improved, and the press-fit force was meticulously tuned to ensure uniform, quiet meshing. 

The result of all these improvements is that the GV60 Magma maintains a tranquil, refined cabin environment even during high-speed driving, a new type of driving sensation even for experienced drivers. 

Predictive Handling Through Advanced Torque Vectoring

At the core of the GV60 Magma's dynamic character is a state-of-the-art torque vectoring system. The primary objective is to ensure the vehicle’s movements remain predictable and intuitively controllable, even under extreme driving conditions. This is achieved through the seamless integration of the dual electric motors, an electronic Limited-Slip Differential (e-LSD) and the braking system.

The system actively distributes drive power between the front and rear motors to naturally mitigate understeer and oversteer, promoting fluid, continuous cornering behavior during both normal and extreme driving conditions. The rear-mounted e-LSD optimizes the tire grip of the inner and outer wheels as loads shift during cornering, delivering a precise balance of stability and agility. This is further enhanced by brake-based torque vectoring that directly aligns with the driver’s steering inputs even during sharp cornering.

The entire system, which includes the front and rear drive motors, e-LSD and brakes, is configured with refined settings for each electronic stability control (ESC) mode. “Genesis refined the system via rigorous winter testing in Sweden and New Zealand to ensure stable yet playful motion control, even on low-grip surfaces like snow,” explained Gwichul Kim, Senior Research Engineer of the Genesis Chassis Test Team.

The GV60 Magma also introduces a new Drift Mode. Genesis engineered this feature to make the thrilling dynamics of drifting accessible and controllable in an all-wheel-drive electric vehicle. By employing drift-specific torque vectoring logic and a unique acceleration map, the system induces natural, sustained oversteer, allowing the driver to more easily maintain the vehicle’s attitude during a drift.

Uncompromising Braking Performance

The GV60 Magma is equipped with a braking system equal to the demands of its high-output electric powertrain and optimized regenerative braking control. Large 400-millimeter disc brakes, monoblock calipers and high-performance Anti-lock Brake System (ABS) control work in concert to produce enough stopping power to, in just 33.8 meters, bring the vehicle to a full stop from 100 kilometers per hour.

The system maximizes the use of regenerative braking from both front and rear wheels, even during intense braking or ABS activation. This effectively combats brake fade, a phenomenon that occurs during intense driving of a temporary reduction in braking power due to too much heat in the braking system. Furthermore, a regenerative braking slip control function ensures that stability remains uncompromised if wheels slip.

Drivers can also select their preferred braking feel, as different parameters correspond to the different drive modes of the GV60 Magma. Comfort Mode provides a smooth, linear response with an initial free stroke area for everyday driving. Sport Mode eliminates the free stroke area and increases hydraulic control for immediate, powerful responsiveness suited for the track. Braking power is also increased by approximately 15 percent at high speeds in Sport Mode, delivering an enhanced level of confidence and control.

“To achieve this unique feel when driving a GV60 Magma, the ride and handling was refined with four key concepts in mind,” said Kangwook Jeon, Senior Research Engineer of the Genesis Ride and Handling Test Team. The first concept is the idea that the GV60 Magma should be easy to control, meaning it is tailored for intuitive handling. The second, yet equally important, concept is that the car should be fast and stable, engineered for agile cornering and smooth body movement. The third is that the car should be precise in handling, designed to manage movement dynamics with fine accuracy. Fourth is selectable sportiness, allowing drivers to adapt the driving characteristics of the car to their specific preferences for a personalized experience.

Building the Foundation: A Reimagined Suspension System

These concepts have been brought to life through a completely reimagined next-gen suspension geometry. Genesis engineers redesigned the parts of the car directly linked to the wheels — the lower arms, hub carriers and link structures — to amplify precision and agility, culminating in enhanced cornering performance.

The next-generation suspension adjustments extend to the roll center, the virtual axis around which the vehicle tilts. The GV60 Magma’s roll center has been significantly lowered compared to the current GV60 — reducing the front roll center from 122.3 to 41.6 millimeters and the rear from 169.6 to 80.1 millimeters. This change maximizes tire grip during high-performance driving. Additionally, the caster trail was increased by 16 millimeters and arm length by 2 millimeters, enhancing both steering and straight-line stability. These optimizations improve the vertical tire load by 10% and cornering force by over 18%.

The driving performance of the GV60 Magma is also augmented by new damper specifications. Genesis engineers have introduced stroke-sensing Electronic Control Suspension (ECS) technology, which responds in real time to road conditions to adjust damping force. This system minimizes noise and impact, even on uneven surfaces like potholes, ensuring a tranquil drive while maintaining vehicle stability.

Additional enhancements include the End-of-Travel (EoT) system, which detects roll angles and instantly adjusts damping, refining cornering precision and stability. The front axle incorporates Hydro G-bushings for sharper steering responsiveness. Dual-layer member bushings in the rear enable separate control of vertical and longitudinal vibrations. Together these components create a harmonious balance between high-limit road performance and cabin quietness.

Finally, any road impacts that get through these complex systems are further mitigated by the vehicle’s high-strength components and urethane insulators, completing Genesis’ signature driving refinement.

Sophisticated Design Meets Practical Performance

Genesis also modified several components of its wheel design for the GV60 Magma. Ultra-wide 275-millimeter tires, paired with lightweight forged wheels, further enhance grip and responsiveness. To match the vehicle's new geometry, the hub carrier design was revised, widening the wheel track by 5 millimeters per wheel, 10 millimeters total. New fifth-generation P-ZERO tires were chosen, as they offer improved structure, comfort, cornering force and better performance across wet and snowy conditions.

These GV60 Magma's chassis component refinements benefit further from meticulous adjustments to spring stiffness, shock absorber length and stabilizer bar specifications, tuning the entire system to ensure a driving experience that feels both controlled and effortless.

Body Rigidity: Elevating Stability

Genesis engineers reinforced the GV60 Magma's body for heightened stability at ultra-high speeds. With an additional 0.65 meters of structural adhesive and 20 extra welding points, the body absorbs shock and vibrations more effectively. L-brackets integrated within the wheel housings improve torsional rigidity by 9.7%, sharpening steering responsiveness and driving stability.

Every element of the GV60 Magma is designed to deliver a dynamic driving experience without compromising refinement. With its ride and handling technology, enhanced geometry, and advanced suspension systems, the GV60 Magma stands as a flagship model in Genesis' EV lineup. These technical details combine to create a thrilling high-performance drive.

“In a very short period of time, our engineers achieved something truly remarkable,” said Manfred Harrer, President and Head of Hyundai Motor Group’s R&D Division. “They created a car that is not only fast, but truly Genesis; a car that inspires confidence and provides a true emotional connection.” 
 

Extensive enhancements to the powertrain, including upgraded electric motors and refined rotor speed development, enable the GV60 Magma to accelerate from 0 to 100 kilometers per hour in just 3.4 seconds and from 0 to 200 kilometers per hour in just 10.9 seconds — offering the most powerful performance within the Genesis lineup. Its front and rear motors generate a maximum speed of 20,920 rotations per minute delivering 790 Newton-meters of torque, a peak output of 650 PS (641 horsepower) and a top speed of 264 kilometers per hour, making it the fastest EV Genesis has ever made.

This remarkable performance isn't just about hardware; Genesis has also introduced advanced software refinements. The GV60 Magma employs next-generation two-stage motor control, overcoming the high-speed power limitations typically found in conventional EVs. Boost Mode gives the driver up to 15 seconds of maximum output, unleashing even more torque and power even at high speeds.

Luxury and Driving Dynamics in Perfect Harmony

The GV60 Magma also offers precision-tuned driving dynamics tailored for any situation. The vehicle features five distinct drive modes: Range, Comfort, Sport and the Magma-exclusive Sprint and GT modes.

• Range Mode prioritizes efficiency and maximizes driving range with seamless responsiveness.

• Comfort Mode strikes a balance between performance and fuel economy for everyday use.

• Sport Mode quickens responsiveness, offering a spirited driving experience for routine journeys.

• Sprint Mode unleashes aggressive torque and accelerator sensitivity ideal for track settings.

• GT Mode delivers the performance of a luxury grand tourer, blending effortless cruising with commanding acceleration when needed.

Innovative Pedal Response for Enhanced Control

A key element in delivering this dynamic range is the specially configured accelerator pedal. “The pedal resistance was increased across all ranges to enhance control over acceleration,” said Taejun Kang, Senior Research Engineer of the Genesis EV Performance Test Team. Resistance has been adjusted to elevate control and reduce fatigue, offering lower resistance in light pedal applications for daily driving and greater resistance for high-depression inputs during sporty maneuvers. This ensures a smooth and intuitive connection between the driver and the vehicle's subtle power.

This charitable mission, forged through a powerful partnership between Genesis, the PGA TOUR and the TGR Foundation, has evolved into a strategic force for sustainable recovery. It is the living embodiment of the Genesis principle of “Son-nim,” or treating all as honored guests — a philosophy that extends from its cars to the very communities it serves. This year, that commitment was crystallized in a landmark $1 million pledge to continue the vital work of healing the region and inspiring its next generation.

The Genesis of California Rises

In the immediate aftermath of the 2025 wildfires, as communities across the Greater Los Angeles area faced unprecedented devastation, Genesis, alongside the PGA TOUR and TGR Live, launched California Rises. The initiative began with an impactful $8 million donation, in the form of 100 tournament vehicles and cash contributions donated to non-profit organizations, to support disaster relief and recovery efforts, including providing aid to families and individuals who lost transportation.

Although the 2025 tournament was held in San Diego, the inaugural “Birdies for Good” program and other initiatives successfully raised an additional $279,800, demonstrating that the heart of The Genesis Invitational is always with the people of Southern California. The initiative was a promise to stand with the community for the long and difficult journey of rebuilding that lay ahead.

A Unified Front in 2026

This year’s return to The Riviera Country Club continued to fulfill that promise. The Birdies for Good program once again turned moments of athletic brilliance into valuable support, with a $1,000 contribution made for every birdie or eagle on key holes. Max Greyserman sank a hole-in-one on the 14^th hole during Round 4, contributing a $25,000 donation to the program. Birdies for Good altogether generated an impressive $326,000, forming a significant part of the total $1 million commitment.

“It sends a powerful message that the city, all the services, we stand united," said Chief William “Billy” Peralta of the Los Angeles Fire Department (LAFD), a key beneficiary of the initiative. "When we have those united fronts that come together for a common goal, that's leadership. That creates the environment that people want to follow every single day."

He stressed that such collaboration has become essential. "The collaboration between community and private organizations and agencies is very important, in our sustainability and our operational effectiveness…. It was integral in us being successful as an organization."

Providing Long-Term Support

California Rises is strategically focused on sustained, long-term efforts needed to achieve full recovery. Providing vehicle support has been practical and crucial to maintaining an active response to the crisis.

Speaking on past vehicle donations from Genesis, Chief Peralta highlighted the difference they made. "Receiving the donated Genesis vehicles allowed us, in a dynamic city like Los Angeles, to be more proactive, allowed us more mobility, and allowed us to support the citizens in all different ways, getting to and from emergencies, non-emergencies; logistical support."

“The long-term support provides sustainability for us as an organization. The things that we don't think of [are] the normal daily operations that take place after the incident. The events of Jan. 7, 2025, are events that have changed the LAFD, the city of Los Angeles and the residents of the Palisades forever.”

This year, the initiative’s funds are strategically directed toward three pillars of that recovery:

1. Los Angeles Fire Department Foundation: Investing in the future of public safety, funds are directed toward essential equipment, advanced training and innovative programs that enhance the LAFD’s ability to respond to future emergencies.

2. Habitat for Humanity of Greater Los Angeles: Focusing on the most fundamental human need, shelter, this partnership aids in the physical rebuilding of homes and neighborhoods, providing stability and a foundation for families to reclaim their lives.

3. Genesis Inspiration Foundation: Healing the invisible wounds of trauma by nurturing the next generation, this component restores arts education access for children whose schools lost classrooms, instruments, and supplies for children in impacted communities, ensuring they have creative outlets for expression, healing and discovery.

An Enduring, Nationwide Commitment

California Rises is not the first time Genesis has provided support to local communities.

The Genesis Inspiration Foundation, founded in 2018, connects youth in under-resourced communities through the transformative power of the arts. In 2025 alone, it expanded its reach by donating a record $3 million to 83 deserving youth arts organizations nationwide. To date, contributions from Genesis and its network of retailers have enabled the foundation to award its beneficiaries over $13 million.

This same spirit drives Genesis Gives, the brand’s initiative focused on improving access to youth sports and education. In a recent activation that perfectly echoes the ethos of California Rises, Genesis donated $100,000 to announce the continuation of its long-standing partnership with First Tee, a nonprofit focused on empowering youth through character‑building programs and the game of golf. The presentation was held at the Genesis Lounge at SoFi Center in Palm Beach Gardens, Florida, reinforcing the brand's commitment to the future of golf. This latest contribution is part of a cumulative $500,000 donated by Genesis since the marque began its support for First Tee in 2022.

A Message of Gratitude and the Road Ahead

As the tournament concluded and Jacob Bridgeman was crowned the 2026 champion, the spirit of shared victory was palpable. Chief Peralta offered a heartfelt message to every partner, player and fan who contributed to the campaign’s success.

"I do just really, from the bottom of my heart, want to say thank you," he shared. "Your support, your contributions... You did what we needed at the time when we needed it and stood by us. And I just want to say thank you for that."

Genesis recently unveiled its first high-performance car that embodies this spirit, the GV60 Magma — inspired by the hidden potential energy of magma bubbling unseen beneath the earth’s surface. Sharing this DNA trackside is the GMR-001 Hypercar that will be piloted by the Genesis Magma Racing (GMR) team when Genesis makes its official motorsport debut at the World Endurance Championship (WEC) in Qatar this March.

Both the GV60 Magma and GMR-001 will be making a joint appearance at Davos, Switzerland, during the annual World Economic Forum from Jan. 19 to 23. The display will take center stage at the entrance of the Ameron Hotel.

The exhibition follows the Genesis Magma World Premiere in November 2025 and celebrates the start of sales of the GV60 Magma in Korea, which began on Jan. 13. By showcasing both the production model and the Hypercar together, Genesis reinforces the inseparable relationship between its luxury road cars and its elite racing program.

The Genesis Trajectory: Luxury Meets High Performance

Since its inception, Genesis has cultivated a reputation for luxury and innovation. At the 10-year anniversary of the brand in November 2025, Genesis unveiled the GV60 Magma, a car engineered to reflect Genesis’ strategy of luxury high performance.

At the Genesis Magma World Premiere on Nov. 20, 2025, José Muñoz, President & CEO of Hyundai Motor Company, said, “Magma represents our declaration that the next ten years will be even more significant. We're not just building high-performance vehicles; we're redefining what a luxury high performance brand can be when Korean innovation meets global ambition."

This trajectory is about more than just endurance and performance — it’s about legacy.

Shared DNA On and Off the Track

Motorsport serves as the ultimate proving ground for advancing automotive innovation in mass-production vehicles. The extreme conditions encountered during high-speed racing — such as advanced aerodynamics, demanding cooling requirements and the sheer durability needed to endure grueling 24-hour competitions — create the perfect environment for pushing the boundaries of what’s possible in vehicle technology.

Through Genesis Magma Racing’s entry into motorsport and subjecting vehicles like the GMR-001 to the rigorous testing needed to succeed in racing, Genesis can uncover new ways to elevate performance, resulting in meaningful, long-term advancements across its entire product lineup.

These track-bred innovations are seamlessly integrated into the Magma DNA, establishing a strategic pathway for enhancing performance, driving technological breakthroughs and setting new benchmarks for luxury vehicles.

Manfred Harrer, Head of the Vehicle Development Tech Unit at Hyundai Motor Group, explained this at the Magma World Premiere: "The GV60 Magma stands as the bridge between Genesis and our Genesis Magma Racing team. What we learn from GMR feeds back into Magma Road cars, and future Magma models will help power our racing future. It’s a continuous loop of improvement."

From aerodynamics to handling precision, everything learned through racing refines the vehicles that customers bring home.

To illustrate the Magma DNA shared on and off the track, Genesis has produced a short film titled “Le Switch” featuring GMR drivers Andre Lotterer and Pipo Derani. It depicts the seamless relationship between the GV60 Magma production car and the GMR-001 Hypercar.

The video begins with Derani driving a GV60 Magma through the scenic coastal roads of the French countryside. Meanwhile, Lotterer finishes a test drive of the GMR-001 Hypercar overseen by GMR Team Principal Cyril Abiteboul at Circuit Paul Ricard in Le Castellet, France — the home base of the GMR team. Derani arrives at the circuit and parks in one of the pit lane garages at the same time Lotterer pulls over in the pits after completing his laps. Both men exit their vehicles, and the pit crew begins preparing the GMR-001 for Derani’s stint. Lotterer spots the GV60 Magma and grabs the key fob. As Derani steps up to the Hypercar to take over racing test duties, he notices the GV60 Magma is already gone. Lotterer is already enjoying the drive to a villa for much-needed rest and relaxation. Le Switch is seamless.

The GV60 Magma introduces a new expression of the Magma identity, bringing a more defined performance character to the Genesis lineup while maintaining the brand’s commitment to luxury, refinement and progressive design. As the first production model in the Magma program, it reflects Genesis’ approach to high performance across both road and race.

Genesis Magma Racing drivers Andre Lotterer and Pipo Derani will lead the brand’s Hypercar effort in the 2026 WEC season. As key figures within the program, they represent the performance expertise and competitive mindset that connect the GV60 Magma with the GMR-001 Hypercar, reinforcing the shared intent behind both production innovation and top-level endurance racing.

Together, the GV60 Magma and the GMR-001 Hypercar signal the future direction of the Magma program as Genesis expands its presence across performance, design and global motorsport.

As José Muñoz, President and CEO of Hyundai Motor Company, said, "What we learn on the track will continue to shape not just Magma, but the future of our brand as a whole."

The 2025 Genesis Championship was no exception. As the brand’s longest title-sponsored golf tournament, this event continues to serve as a platform to showcase how Genesis brings this philosophy to life not only for spectators, but also for the players and caddies. From elevated hospitality lounges to thoughtful touches on and off the green, the Genesis Championship exemplifies the brand’s commitment to excellence and care. But the final touch of Genesis’ unique brand of hospitality can be found in the Genesis model awarded to the one and only champion.

This year, on its grand stage, Junghwan Lee claimed the championship title, earning not just the coveted trophy but also a bespoke GV80 Black for himself. With his newly earned DP World Tour seed thanks to his triumph at the 2025 Genesis Championship, Lee has gained a foothold in the global arena, competing in the 2025 HSBC Abu Dhabi Championship in November and South Africa’s Nedbank Golf Challenge in December as his first tournament of the 2026 season.

Bespoke Luxury Befitting the Honor of a Champion

Genesis first gifted a bespoke Electrified G80 to the 2024 Genesis Championship winner Byeong Hun (Ben) An, a gesture meant to honor the excellence, performance and precision exhibited by the champion throughout the tournament.

As last year’s champion, Junghwan Lee was awarded an exclusive Genesis GV80 Black — a one-of-a-kind expression of the Genesis’ “Athletic Elegance” design ethos and innovative engineering ingenuity. Genesis Black is a trim exclusive to select Genesis models, distinguished by their striking black color theme that extends throughout the interior and exterior exuding understated luxury.

Upon opening the driver’s door, the eye is immediately drawn to the custom signature plate affixed to the arm rest. The plate is engraved with the year 2025 and Lee’s initials, the Genesis Championship trophy and the number of strokes that secured him the win. The signature plate was carefully crafted to complement the bold black interior of the Genesis Black series.

Continuing the theme are the headrests, each bearing the Genesis wing logo, the year 2025 and the player’s initials that are exquisitely embroidered on the smooth and supple black Nappa leather.

In addition, the doorsteps are adorned with bespoke engraving. The first-row doorsteps display the unmistakable “Champion’s Drive,” while the second row’s carry “Road to the World,” signifying how the Genesis Championship is an important pathway for Lee as he advances to the global golfing scene.

During the vehicle handover ceremony that took place at Genesis Suji, the Genesis Newsroom caught up with Lee who shared how he felt about his win and what it meant to him to be a new owner of a one-of-a-kind Genesis.

Genesis One of One Program: A Genesis Made for One

The Genesis One of One program, introduced in 2021 through a private showcase to its Middle Eastern customers, was officially launched in December 2023. Representing the pinnacle of personalization and craftsmanship, each model in the program is an exclusive creation, customized to reflect the personalities and preferences of its owner — from individualized design elements to bespoke features that ensure no two vehicles are the same.

Euikyeong Kang of Genesis’ One of One team, who oversaw the creation of Lee’s custom GV80 Black, said, “Although the 2025 Genesis Championship winner’s prize model is not a fully bespoke model from our One of One program, we focused on weaving into the car Lee’s journey to victory and entering the global stage through the Genesis Championship as a pathway. It showcases Genesis’ capabilities of expressing customers’ stories by adding personalized touches to their cars.”

Following its launch in the Middle East, Genesis plans to expand the One of One program to other key regions, including Korea.

Transcending Moments into Unforgettable Memories

From the grand stage of the Genesis Championship to the intricately designed interiors of Lee’s personalized GV80 Black, the brand continues to demonstrate its ability to transform extraordinary moments into lasting memories.

For Junghwan Lee, this bespoke GV80 Black is not just a trophy, but a testament to his achievement and a symbol of the painstaking attention to detail and sophisticated care Genesis extends to its champions.

From unveiling several head-turning concept cars to launching its first high-performance vehicle, sharing its new strategic brand direction, and accelerating its motorsports program, this anniversary was not a reflection on the past — it was a bold declaration of where Genesis is headed next. Let’s take a look at some of the highlights and key events underscoring the brand’s trajectory this year.

A Bold Display of Ambition

The 2025 Seoul Mobility Show held on April 4 on Genesis’ home ground, where the brand unveiled the X Gran Coupe and X Gran Convertible Concepts, both based on the brand’s flagship, the G90. Premiering under the theme “Unfold a New Era of Genesis,” the concepts marked the brand's 10-year milestone, serving as a launchpad for a new decade of “luxury high performance” and emotional design for its global customers. Alongside this, Genesis shared its motorsports ambitions, showcasing the half-scale GMR-001 Hypercar for the first time in Korea. Genesis plans to compete in the 2026 FIA World Endurance Championship (WEC) and the 2027 IMSA SportsCar Championship. The marque also used the opportunity to express deep gratitude to local Genesis customers and share its goal to begin a new chapter in the new decade.

Less than two weeks later, Genesis made an appearance at the 2025 New York International Auto Show on April 16 where it revealed the X Gran Equator Concept, the brand’s first adventure vehicle. Blending luxury with off-road capability for modern explorers, the concept reimagines Genesis’ philosophy of “Athletic Elegance” by fusing on-road sophistication, rugged overlanding features like 24-inch beadlock wheels and integrated roof rails, and a minimalist interior with swiveling seats and vintage-inspired displays. Named after a famed Arabian stallion symbolizing endurance, it emphasizes contrasts between elegance and resilience. The concept signals the possibility of expanding typologies within the brand’s current lineup of SUVs and sedans.

The brand’s motorsport arm also debuted the full-scale GMR-001 Hypercar, a Le Mans Daytona h prototype, along with Korean motif-inspired team livery and racing suits. The GMR-001 Hypercar includes design elements consistent with Genesis’ road-going models, like Two-Line headlamps and a Parabolic Line in profile. The hypercar is the heart of Genesis Magma Racing (GMR)’s ambitions for the 2026 FIA WEC and 2027 IMSA.

Genesis later announced its new brand direction at the Magma World Premiere on Nov. 20 at Circuit Paul Ricard in Le Castellet, France, transforming from a “young luxury brand” to luxury high performance. During the event, the marque unveiled the GV60 Magma, the first production vehicle born from its high-performance Magma program.

In addition to the GV60 Magma, Genesis also revealed the G90 Wingback Concept — another concept vehicle based on the existing G90 sedan platform in the form of a grand touring wagon that is visually as aggressive as it is aristocratic. The G90 Wingback Concept, with its sporty and luxurious design, represents the diverse forms Magma can take. The Concept is a bold exploration into a typology beyond the current popular SUV monoculture.

Further defining the Magma envelope, Genesis also revealed the Magma GT Concept, envisioned as the halo model guiding the company's long-term performance strategy and signaling its future GT racing goal. The venue of the event was of particular significance as it is also the base of the GMR team.

Preparing to Race

The GMR team’s progress sped from a dream to reality in just one year’s time, after Genesis announced in Dubai on Dec. 4, 2024, that it would be entering the motorsport arena. It started with the “Year of Learning” for the GMR Trajectory Program drivers Jamie Chadwick, Mathys Jaubert and Dani Juncadella, along with other team members. The Trajectory Program drivers gained valuable experience by racing for GMR partner IDEC Sport to race a standard LMP2 class car provided by ORECA Motorsport in the European Le Mans Series (ELMS). Everyone had the opportunity to learn their roles and get practice with the demanding stresses of endurance racing on a year-long preparation for the 2026 FIA WEC season.

This Year of Learning has resulted in a surprisingly solid record for a first try. The drivers capped off the team’s debut ELMS season with a third-place podium finish at the 4 Hours of Portimão, the fourth podium finish out of six races.

GMR also participated in the 24 Hours of Le Mans for the first time this year, learning important lessons and gaining valuable experience within the IDEC Sport team in the LMP2 class. The team’s work during the event improved the handling balance of the car steadily as the event progressed. The team took their valuable insights into the remaining ELMS races.

Team Principal Cyril Abiteboul announced five new members of GMR team management at the event: Chief Engineer Justin Taylor; Team Manager Anouck Abadie; Sporting Director Gabriele Tarquini; Driver Program Advisor Mia Sharizman; and Commercial, Marketing and Communication Manager Warren Scheckter. Also, over 40 members of Hyundai Motorsport were identified for the GMR Trajectory Program to potentially join GMR next year after being given the opportunity to be observers.

While the Trajectory Program team was gaining skills and experience out in the track, the development team back at Le Castellet progressed on development of the GMR-001 Hypercar. Immediately after the 24 Hours of Le Mans, experienced ORECA technicians began the work to build the GMR-001 Hypercar development chassis, with mechanics and engineers from GMR involved at key stages. This was the final step toward a major milestone in the development of the engine, which began over a year ago in June 2024. In close cooperation, the team’s chassis partner ORECA and GMR fired up the installed GMR-001 Hypercar engine for the first time on July 9, exactly on schedule.

On Nov. 20, GMR completed its driver lineup for the 2026 FIA WEC season with the addition of two experienced Hypercar class drivers, Mathieu Jaminet and Paul-Loup Chatin. They joined André Lotterer, Pipo Derani, Dani Juncadella and Mathys Jaubert to round out the roster at six. The two new additions balance out the lineup, as they have more experience than graduates of the Trajectory Program, Jaubert and Juncadella, but less than the veterans of the team, Lotterer and Derani. Jamie Chadwick is a reserve driver for 2026 and remains in the GMR Trajectory Program.

In December, a little over a year since its formal announcement, the team ran two GMR-001 Hypercars through a final three days of testing on the track at the Circuit de Barcelona-Catalunya. The tests focused on improving the reliability and performance of the cars and operational processes within the team. A significant reliability goal was celebrated when one of the cars passed the 8,000-kilometer mark during testing. Additionally, the team was able to optimize the software it uses and test out new tires. Finally, the tests provided a perfect testbed for the team itself, with 75 people, about 80% of the total, all working together in one place.

After accomplishing every goal he set out to do at the beginning of the year, Abiteboul reflected on 2025 as “positive, busy and constructive.” He considered the greatest challenges to be convincing established professionals to join an unproven project and rapidly adapting the WRC engine.

Performance Meets Hospitality

Genesis’ sophistication, precision, and high-performance excellence also extend to the world of golf, both on and off the course. With a commitment to creating the ultimate environment for the world’s top players, Genesis ensures they can fully concentrate and perform at their peak. Beyond hosting world-class tournaments, Genesis elevates the golf experience through innovative, interactive programs that connect audiences to the sport, fostering a deeper appreciation for the game and cultivating the next generation of golf enthusiasts.

Genesis has partnered with the PGA Tour since 2016, when it signed on as the title sponsor of The Genesis Invitational, one of the tour’s longest-running events. This year, The Genesis Invitational was moved to Torrey Pines Golf Course in San Diego due to the devastating wildfires in southern California. Being a part of the community for several years, Genesis donated $8 million worth of tournament vehicles and cash contributions to relief and rebuilding efforts, and also joined hands with TGR Live and PGA TOUR for the California Rises initiative, raising a further $300,000 during the Genesis Invitational for wildfire relief and recovery. The tournament became a dedicated platform dedicated to highlighting the strength of the Los Angeles community, first responders and the various organizations providing support to those affected by the wildfires.

Genesis also renewed its title sponsorship of the Genesis Scottish Open through 2030 this year. Genesis offers golfers and spectators an unparalleled blend of luxury, innovation and immersion, elevating the golf experience to new heights. For players, the 2025 Genesis Scottish Open delivered a world-class environment where the best in the sport could thrive. Meanwhile, spectators were treated to a dynamic array of interactive experiences, including the Genesis Public Lounge showcasing the brand's full U.K. vehicle lineup, virtual reality golf simulators, family-friendly activities like the Kids Cheering Zone and cultural highlights such as live music and entertainment. Additionally, the 6th Hole Stadium Experience offered a fully enclosed section of the course, surrounded by grandstands, viewing platforms that allowed fans to feel more engaged with the game.

Genesis’ hospitality approach is guided by the Korean philosophy of “Son-nim,” a belief that every visitor should be treated like an honored guest. A lucky guest at this year’s event correctly guessed who would get a hole-in-one on the Par 3 6^th hole, winning a unique VIP experience at the next Genesis-sponsored golf event. The premier golfing event is a Rolex Series tournament that is co-sanctioned by the DP World Tour and PGA Tour and delivered a net economic impact of £19.2 million to the Scottish economy in 2024 alone, supporting 234 jobs.

The final event in Genesis’ 2025 golf calendar is the Genesis Championship, which this year saw a world-class field of 126 Korean and international players competing for the largest KPGA TOUR prize pool yet. Junghwan Lee claimed victory, defending his domestic event from second- and third-place contenders from Spain and England, respectively.

The Championship, held on Genesis’ home turf, provided an excellent venue for the brand to create unforgettable experiences for all its guests. The marque also continued its commitment to providing extra care for its golf players and caddies with the Players and Caddies Café, an oasis for resting and recharging during the games.

As a unique opportunity to exercise its Son-nim philosophy in full, Genesis honored a couple who had won a free VIP trip to the Genesis Championship by correctly guessing the golfer who aced a hole-in-one during the Genesis Scottish Open. The Mcleods received a complete VIP experience at the Championship, which included business-class flights, a five-star stay and chauffeur-driven G90 for shopping and sightseeing, and of course, VIP spectator access at the tournament.

As Genesis closes the curtain on a landmark year, the stage is set for an electrifying future defined by luxury, performance and innovation. With bold entries into the high-performance vehicle market, groundbreaking concept designs and a burgeoning presence in motorsports, Genesis is redefining what it means to lead the way in luxury automotive excellence.

From the racetrack to the golf course, and from dynamic concept unveilings to its unwavering commitment to community and craftsmanship, Genesis continues to push boundaries and embrace its global ambition. Looking ahead, the marque’s relentless pursuit of innovation promises not only to shape the next decade of luxury high performance but also to inspire a new generation of customers and enthusiasts worldwide. The journey is just beginning — and Genesis invites you to be part of it.

LE CASTELLET, France, Dec. 19, 2025 — In the year since Genesis Magma Racing was launched in Dubai in December 2024, the team has been incredibly busy. Over the last twelve months an entirely new team has been created, with staff and drivers recruited from across the motorsport spectrum. The team took its first racing steps as part of the Trajectory Program with the European Le Mans Series, while building and developing the GMR-001 Hypercar it will take into next year’s FIA World Endurance Championship. Reflecting on all the work that has been done, but also that which remains, Team Principal Cyril Abiteboul looks back on 2025. 

Can you sum up how 2025 has been for Genesis Magma Racing? 

“It's been a positive, busy and constructive year, in which we have not only delivered a great looking sports car but also built a racing team and established a team base that will be crucial in preparing ourselves over the winter. So, in all these areas, it's been busy, it's been productive, but also very rewarding to orchestrate so much change in just one year.” 

What has been the most difficult part about building a team from scratch? 

“Building up a group of people is tricky, especially as we were creating a brand-new team in a new location. We had to find the people we wanted to bring in, but most of them were busy doing something else, so we had to give them the prospect of not just what we are now, but what we can become together by explaining what the project is about and getting them to believe in the project.” 

“The other big challenge was clearly on the powertrain side. We had very limited time to design the specific parts needed to adapt our WRC engine to the specific requirements of endurance racing to create the Genesis G8MR 3.2l Turbo V8. It was clearly a race against the clock. Everything happened very quickly, but we've been able to comply exactly with the schedule we set, from the very first crankshaft revolutions in the dyno in February, to, last week, hitting the 8,000-kilometer target that we had set ourselves.” 

How essential do you think the Trajectory Program and our partnership with IDEC Sport have been in preparing the Genesis Magma Racing team? 

“It was a good tool for us to get to know endurance racing and for endurance racing to get to know us. The ELMS season was also a great opportunity to assess drivers, and that certainly influenced our decisions about our lineup next year. It was also an opportunity for some team members to build a transition from rally into circuit racing.” 

“On track it was very positive. Usually, I'm a big fan of setting targets, but coming to ELMS, actually we had few sporting targets. Then, when success started to come, for sure, it was a great feeling and it began to draw more attention externally and internally, which was precisely the objective. I remember already after race one in Barcelona when we had the first win, I received lots of messages, almost surprised at what we could already achieve. With IDEC Sport, we clearly did well with three wins out of six races, but you still always want a bit more, so we were all a little frustrated of the final championship outcome, but again, it was never the main target for this season.” 

Can you summarize the on-track development we have done with the car? 

“From shakedown onwards, it was a succession of tests with clear plans and targets, and an action plan between each session. It's been busy, but it's been very structured. Our approach was ambitious and pragmatic at the same time – focused on problem resolution and we've done exactly that. What's been great is the number of things that were right straight out of the box. The chassis in particular. The behavior of the car and the reaction to setup change were immediately very good. ORECA gave us a very sound platform from which to build reliability and performance. There has been a good level of cooperation between us and ORECA, from the first test where Genesis Magma Racing staff were clearly outnumbered by ORECA but then came a tipping point as our team was growing. The transfer of responsibility took place very professionally, another demonstration of the very strong planning and execution this year by the team management, Chief Engineer Justin Taylor and Team Manager Anouck Abadie in particular.” 

What was the high point of the year, or a crucial point in the development of the car? 

“There were a few points, I think. First, in the test at Circuit Paul Ricard in summer, when the first feedback from André and Pipo about the general behavior of the car was positive. That was certainly good – there is nothing worse than having to fight for the balance of the car, but the development is far from being linear. We've been making some steps forward, but it's a very, very long process and we know that we are still very far from being able to extract all the lap time that is possible from the package.” 

How important of a milestone is the engine passing 8,000 kilometers during the Barcelona test? 

“It's a big milestone because it shows that it's possible, that there is nothing fundamentally wrong in the engine and in our development decisions. It's a clear demonstration of the capacity of our powertrain group to deal with very short timelines, but also some challenging early days and issues for which measures were developed successfully, and in time.” 
“It's obviously a motivation, because we know we have a product that has the capacity to reach the level we need. Quality control will be essential to make sure that it's not just a one off, but something that we can fully reproduce, and that powertrain technology becomes one of the recognized strengths of Genesis Magma Racing.” 

How does what the team has achieved compare to the goals that were set at the start of the year? 

“If I look at what we had to deliver, I think we delivered extremely well, but it will always be relative to where the bar is placed by our competitors, and we will only be able to find that out next year. In the GMR-001 Hypercar we have a car that has clearly strong potential. The team is maybe new but filled with individuals with huge amounts of experience in various categories. And finally, our lineup of drivers is a very strong balance of three champions – André Lotterer, Pipo Derani and Mathieu Jaminet, an exciting rising star in Mathys, and very established professional drivers with Paul-Loup and Dani. We have exactly what we need – now it's up to us to make the best out of it.” 

What are the next steps for the team and the car development in the first part of 2026? 

“There will be more test days before the first race. It's about trying to do as much as we can before the car goes through homologation, because then any changes will be more limited. That's why the start of the year will be extra busy. We need to have many more iterations on the software side, so that will be very much the focus, as well as working on all the procedures that will be critical when the season starts.” 

“Our target for the start of the year is for us to have both a car and team – including the drivers – that are reliable, making no mistake, focus on completing the race. If we can do that, then it will be about building competitiveness. Once again, it is all about planning for building the very solid foundations we will need in the years to come.”

After much anticipation, Genesis’ first Magma production model, the GV60 Magma, was unveiled last month at Circuit Paul Ricard in Le Castellet, France — the home base of the Genesis Magma Racing team. The move heralds the marque’s evolution from a young luxury brand to a luxury high-performance brand as it celebrates its 10^th anniversary.

Although similar in appearance to its sibling, the GV60, at first glance, the striking GV60 Magma hints at its capabilities with its vibrant Magma Orange exterior and functional sporty design elements that embody Genesis’ “Athletic Elegance” design philosophy — much like its namesake, the hidden molten energy beneath the earth’s surface waiting to erupt.

But the only way to truly understand this unseen side of the GV60 Magma is to experience it. Korean automotive columnist Donghee Lee shares his firsthand experience riding shotgun in the GV60 Magma.
 

Riding shotgun on a hot lap in the GV60 Magma is nothing short of extraordinary. From  the moment you settle into the bucket seat, you’re greeted with just the right balance of support and comfort. As the driver presses the start button, the dashboard comes to life with the Magma-exclusive welcome animation. Its clear, refined graphics create a captivating visual experience from the very first encounter.

While driving in Range or Comfort mode, the car’s character reveals itself the moment you step on the accelerator. The combination of a highly rigid chassis, finely tuned suspension and seamless motor response work together to deliver power exactly when it’s needed. Rotating the drive mode dial, located on the lower left side of the steering wheel, allows the driver to conveniently toggle between Range and Comfort modes. Essential information is displayed on the intuitively designed instrument cluster, enhancing the overall driving experience.

The GV60 Magma has a maximum output of 650 ps (478 kilowatts), a top speed of 264 kilometers per hour and the ability to rocket from 0 to 100 kilometers per hour in just 3.4 seconds using Launch Control. Keep the pedal down and you’ll reach 200 kilometers per hour in only 10.9 seconds — delivering performance that places the GV60 Magma in luxury sports car territory. It’s high-performance motor, capable of spinning up to an astonishing 20,920 rotations per minute, channels 175 kilowatts and 370 Newton-meters of torque to the front wheels, and 303 kilowatts and 420 Newton-meters to the rear wheels when in Boost Mode.

According to the spec sheet, the rear wheels provide a significantly higher output, giving drivers the unmistakable jolt of adrenaline thrill that comes with a rear-wheel-drive sports car. While the front wheels, responsible for steering, receive just enough power to maintain stable handling, it’s the rear wheels that deliver more traction for acceleration. This setup significantly enhances the car’s overall control and maneuverability.

The GV60 Magma uses a two-stage system to manage its AC-DC inverter, carefully regulating the flow of electricity to the motors based on driver input and driving conditions. The rear motor, equipped with a dual-stage inverter, generates a maximum output of 303 kilowatts during Boost Mode and is engineered to sustain its peak power all the way to a high-rev range of 15,000 rotations per minute. This enables the car to deliver consistent thrust even at high speeds, allowing drivers to fully experience its relentless power.

The GV60 Magma’s powertrain propels it from a standstill to 200 kilometers per hour in a blistering 10.9 seconds. Even as air resistance ramps up at high speed, Genesis has masterfully engineered the vehicle to enhance the thrill of driving. On a straight, flooring the accelerator unleashes a steady, powerful surge of thrust, with the speedometer racing past 200 kilometers per hour in no time. With Boost Mode staying active for up to 15 seconds, fully harnessing its potential on the track (unless you’re somewhere like the Nürburgring) becomes a challenge in itself.

The driver presses the Magma button at the center of the drive mode dial, and the GV60 Magma transforms into a predator. But Magma isn’t aiming for untamed aggression. Instead, GT Mode (activated by the Magma button) is named aptly for its purpose: fast and elegant cruising for long-distance driving. Comfort Mode on the other hand (which we began our lap with) engages both the front and rear motors for all-wheel drive as the car gains speed. While this improves responsiveness during acceleration, it makes energy consumption less efficient.

In GT Mode, the GV60 Magma shifts its focus to the impressive power of its rear motor, reducing the driving load and enhancing efficiency at higher speeds. The result is acceleration that feels lighter and more responsive than Comfort Mode, yet it offers a more refined and elegant driving experience compared to the Sport and Sprint modes. This boosts energy efficiency by keeping the front motor disengaged.

Striking the Perfect Balance between High Performance and Comfort

The GV60 Magma’s signature ride and handling concept is where its dual nature truly shines, especially when pushed to its limits on the track. It’s not only quick and stable, but also predictable and responsive, despite being maxed out at 650 ps and lugging 2.2 tons of EV. This is largely thanks to significant changes made to the steering system, linkages and the front suspension — elements that greatly influence the car’s driving characteristics.

Unlike the standard GV60, which is equipped with a variable gear ratio rack-and-pinion system, the GV60 Magma adopts a fixed gear ratio. The single higher gear ratio enables consistent wheel movement in response to steering input while sharpening reaction times. This quick steering response is an advantage in sports cars, boosting both agility and precision on the track. However, the heightened sensitivity might feel a bit draining for relaxed everyday driving where such responsiveness can also be a bit jarring.

To combat this, the caster trail — the distance between where the steering axis intersects with the ground and the tire contact patch — has been pushed 16 millimeters towards the front compared to the standard model, enhancing steering stability and providing cleaner feedback at high speed. Additionally, the length of the effective arm — which translates steering inputs into wheel movement — has been extended from 144 to 146 millimeters, which further improves steering stability by absorbing external impact from uneven surfaces and road joints, offering a smoother and more controlled experience at high speeds.

The GV60 Magma has notably had its suspension hard points re-engineered, including its front wheel knuckles and rear wheel carriers, which connect the wheels to the chassis. These updates have reshaped the suspension geometry, significantly lowering the roll center. This substantially improves handling, allowing the tires to maintain better contact with the road surface during abrupt lateral weight shifts usually experienced on the track. Tire contact points remain incredibly consistent even under significant vertical movement, greatly improving the car’s dynamic stability and handling precision.

To balance high-performance handling and a comfortable ride in a heavy EV, the GV60 Magma employs Hydro G-Bushings in the front wheels, while the rear suspension subframe utilizes a combination of hydro and dual-layer bushings. Additionally, high-strength components and urethane insulators effectively absorb road impact, ensuring the refined driving experience we have now come to associate with the Genesis brand.

One of the most surprising aspects of the GV60 Magma on the track was its remarkably flexible suspension. The key to this is the stroke-sensing electronically controlled dampers. Despite its 2.2-ton weight, the car’s heft is just a number on paper. When accelerating, braking or cornering at the limit, you’ll likely experience some strong G-forces. But the car itself stays composed and stable for a calm and controlled drive.

These newly implemented dampers integrate an End-of-Travel (EOT) control function which manages damper behavior at the extreme limits of their stroke range. Height sensors installed on all four wheels monitor them individually in real time, adjusting damping force as roll angles occur during handling. This not only prevents the dampers from physically impacting other metal components when they are fully compressed or extended but also mitigates abrupt movements when riding over track curbs, speed bumps or potholes.

The EOT-enabled stroke-sensing dampers, combined with reinforced springs and a lowered roll center optimized for the GV60 Magma, allows its behavior to remain predictable when going all out on track. This sense of control inspires confidence in the driver and naturally extends to the passengers. As the car jumps raised curbs or speeds through the track’s bumpy run-off areas, the suspension and robust chassis work seamlessly to absorb shock and minimize uncomfortable jolts.

An Immersive Experience that Only Genesis Can Provide

The roar of an engine is undeniably part of the sports car thrill. On the other hand, one of the biggest advantages of EVs is their quietness. As a luxury high-performance EV, the GV60 Magma strikes a perfect balance between the two.

To maintain a quiet cabin as one would expect in an EV, the vehicle's floor and door trims have been reinforced with additional sound-absorbing materials. Weatherstripping around the doors has been fortified, and a thicker film was used on the laminated glass to block wind noise more effectively. The GV60 Magma also comes with Genesis’ Active Noise Control-Road — first debuted in the GV80 — as standard.

The GV60 Magma also addresses the distinctive sixth harmonic noise generated by EV motors by controlling it with a reverse-phase current. Additionally, the excitation force from the input and reduction gears that connect the motor to the gearbox has been minimized. Excitation force creates vibrations in gears or housings due to transmission errors, motor torque ripples or cogging torque. By mitigating this force, vibrations caused by resonance (including whining, rattling and high-frequency gear noises emanating from the gearbox) are all significantly reduced.

One of the best parts of driving a quiet EV without a doubt is enjoying the music, especially on a luxe Bang & Olufsen sound system. But on days like today when you need to focus on the track, you’ve just got to have that high-performance car sound. The GV60 Magma delivers an exhilarating auditory experience with its E-Active Sound Design Plus system, offering a thrill unmatched by other EVs.

For over a century, humans have delighted in the rising pitch of engine noises when shifting gears in internal combustion cars. This auditory feedback is especially critical during track driving, where glancing at the speedometer isn’t always feasible. The engine sounds correspond to virtual gear ratios and shift sounds — indicating cornering speed and allowing the driver to gauge when to accelerate or slow down.

The GV60 Magma’s Virtual Gear Shift (VGS) excites you in a way other EVs can’t by replicating the engine sound of a high-performance ICE sports car and the uncanny shifting sensation of an 8-speed dual-clutch transmission. The paddle shifts lock the car into each gear and even allow the driver to experience a simulated fuel cut so you can change gears at the optimal RPMs at every corner. The immersive experience isn’t limited to the cabin either — additional external speakers, one at the front and one at the rear, project these sounds outward, making driving more exciting and providing an unforgettable experience for spectators watching the GV60 Magma in action.

The GV60 Magma bares its true nature in Sprint Mode. In Sprint, all major functions like the motor, steering, electronically controlled suspension and the electronic limited-slip differential for distributing torque between the rear wheels, are adjusted to their most aggressive Sport+ setting. The throttle response becomes razor sharp, allowing you to fully appreciate the 650 ps output.

Sprint Mode also keeps the car primed for maximum acceleration by automatically activating Launch Control. As if that wasn’t enough, flooring the accelerator pedal over 90% of the way triggers Boost Mode, unleashing the GV60 Magma’s full potential on a straight and very conveniently shaving precious seconds off your lap time.

Adding to the excitement of tackling the racetrack is the consistent braking feel achieved through balanced regenerative braking control in the front and rear motors during deceleration. When combined with VGS, track driving is an absolute delight. My ride just kept becoming more exhilarating and more immersive with every pull of the paddle shifters.

While my time with the GV60 Magma was limited to a track taxi ride along, it was more than enough to see why this car was brought to life — achieving harmony and balance in duality. The GV60 Magma masterfully combines high performance and sportiness complimented by fast cornering and high-speed stability. Experiencing the GV60 Magma on the track allows you to experience the pinnacle of the Genesis brand — a car that is fast, dynamic and elegant all at once, leaving no doubt about its place as a halo within the Genesis lineup.

About Donghee Lee
Lee began his career as a motoring journalist at Car Life magazine. He gained recognition with popular articles like Tiburon Diary and The Restoration of a 1969 Land Rover. Lee went on to work in sales training and product planning for Chrysler Korea and Jaguar Land Rover Korea, eventually becoming a dealership manager. Today, he combines hands-on industry experience and analytical expertise as a columnist and consultant.

Showing that Genesis has accomplished in a short ten years what has taken legacy brands decades, the G90 Wingback Concept’s striking presence represents the diverse forms Magma can take.

Chief Creative Officer Luc Donckerwolke personally drove the G90 Wingback Concept for its reveal, highlighting the brand’s commitment to its luxury high-performance vision. Its design characteristics visually mark it as a Magma product, while the variations on familiar lines from the production G90 model hint at the customization that Genesis offers to its customers. As Donckerwolke put it, the G90 Wingback Concept is a “bridge between Magma and the One of One bespoke program.”

The Concept

Built on an unmodified G90 platform with its 3.2-meter wheelbase and 5.1-meter length, the Wingback Concept draws out new potential within a familiar platform. Signature Genesis design cues like the Crest Grille, Parabolic Line and the distinctive Two-Line headlamps are intensified, giving the concept an aggressive stance while maintaining an aristocratic demeanor.

“At the moment there is, let’s say, a multiplication of SUVs. And this fast growth will create a saturation,” said Donckerwolke. He continued, “This is when other typologies of cars are going to become attractive again. This is why I strongly believe in not having a typology monoculture.”

The G90 Wingback Concept features a dynamic front fascia adorned with the signature Crest Grille and a more sculpted front bumper bearing the Magma insignia, with large lower air intakes flanked by canards on both sides. Flared wheel arches give it a wider stance, housing custom 22-inch wheels fitted with low profile tires.

In profile, the G90 Wingback Concept carries the parabolic line and the long wheelbase of the G90, with the roofline stretched delicately to achieve a sleek grand tourer wagon silhouette. The rear end replaces the sedan’s trunk with a tailgate housing a sharply raked rear window framed by two spoilers, further accentuated by the performance-inspired rear diffuser structure.

Finished in a stunning yet understated deep green color, the G90 Wingback Concept shows that Magma’s identity goes deeper than its signature vibrant Magma Orange. “Magma is much more than a color,” said Donckerwolke. It’s about showing what is possible when Korean innovation meets global ambition. It represents a distinct Korean vision of care, respect and balance. “Magma does not shout; it invites,” Donckerwolke explained. “Where most chase aggression and extremes, we seek balance. Magma is designed to be rewarding, not challenging; to complement the driver, not to intimidate them.”

Inside the luxurious cabin, the concept’s Magma DNA is present in the subtle yet striking green-colored Magma stitching and details in the lush, quilted Chamude (a suede-like material) seats and door trim, as well as complimenting touches on the steering wheel, dash and console. The sporty seats also feature an embroidered Magma logo, a reminder of the car’s luxury high-performance identity and the hidden power waiting to be unleashed — just like magma bubbling beneath the earth’s surface. 

The G90 Wingback Concept highlights that Genesis intends to extend the Magma program to include a spectrum of typologies across its current and future lineup, ranging from sports cars to coupes and convertibles. All of them are, as Donckerwolke described, “the materialization of the iron fist in a velvet glove” — the duality of power and control wrapped in an elegant package. 

The G90 Wingback Concept is more than a showpiece. It is the embodiment of a decade’s worth of innovation, accelerating into the next chapter of Genesis’ journey. It expands the future vision of Magma, expressing emotionally resonant luxury through a bold new typology.

View more images of the G90 Wingback Concept in the gallery below:

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LE CASTELLET, France, Dec. 5, 2025 — Genesis Magma Racing Sporting Director Gabriele Tarquini has been heavily involved in the team’s decision-making surrounding drivers for the 2026 World Endurance Championship (WEC). Following the recent completion of the driving roster and confirmation of the lineups for the pair of GMR-001 Hypercars that will take to the grid, the former Touring Car star provides insight into his role within the team and the motivations behind recruiting drivers and dividing them between the two entries.

What are the main responsibilities of a Sporting Director during the testing and development of the car, and when we are racing in 2026?

“During testing, the Sporting Director, alongside the Chief Engineer and Team Manager, organizes all the on-track activity, including the run plans and driver rotations, to make sure we efficiently use the track time we have. I confirm each driver’s program and schedule, ensuring a clear relationship between the team and drivers. Working with Team Manager and engineers I am also responsible for helping to refine pitstop procedures, driver change routines and safety checks, acting as the link between management and our drivers.”

“Once Genesis Magma Racing starts to compete, I will oversee all sporting sessions of a race weekend, working on the race strategy with the rest of the team, but also coordinating the drivers’ schedules for the different commitments they will have at the track. The Sporting Director is also the team representative in the official briefings and in clarifying any regulations. For any incident I will be the one managing any investigations and penalties — maintaining communication with Race Control and the stewards and supporting with footage and data — and filing or responding to any protests when required.”

What skills and experience can you transfer from your driving and Team Manager role in Touring Cars into your role as GMR Sporting Director?

“So far, my experience has mainly been in sprint races, but the racing spirit doesn’t change — it just needs to be adapted to longer distances. A driver wants the same things whether he is racing for 30 minutes, or 6 hours. From my experience, I know what our drivers need during a race weekend — what information they need and when, and how I would manage a schedule to make sure I can do my job properly. My extensive experience will certainly help create harmony between the team and drivers’ needs, and a clear target when they are behind the wheel.”

We recently announced Mathieu Jaminet and Paul-Loup Chatin as our final two drivers for the 2026 season. What made them stand out from all the available drivers?

“Mathieu and Paul-Loup represent the middle point in our team — between the experience of Andre and Pipo, and the youth and motivation of Mathys and Dani. While assessing driver options we were following the WEC and IMSA championship seasons, where both Mathieu and Paul-Loup have scored great results, Mathieu winning the IMSA title and Paul-Loup scoring his first WEC win, while driving a car built around an ORECA spine, just like the GMR-001 Hypercar.”

When selecting drivers what have been the key factors you and the team have considered?

“The choice of drivers is crucial to the team's success. They need to be talented, fast of course, but you also need to choose drivers who work well together on and off-track. Every driver brings their own individual racing experience and whether it’s long or short, it is very important. I think with our seven drivers we have a perfect balance of experience, youth and performance — each of which has its own advantages and it's up to us to combine all their personalities and characters to try to bring out the best in each of them. Experienced drivers are fundamental in developing a new car like our GMR-001 Hypercar, because they could immediately sense the car’s potential and quickly lead the team in the right direction. Young drivers bring the enthusiasm and optimism that will be needed through the inevitable tough moments of a season. Each influences the other — the young drivers learn from their more experienced teammates, and the experienced drivers are pushed to perform at their peak by the new talent improving with each lap and weekend.”

How did you make the decision about the driver lineups for the two GMR-001 Hypercars for the 2026 season?

“Once we had all our drivers for the 2026 season confirmed, deciding the lineups for the two race cars became the most important decision for Cyril Justin and myself. We wanted the strongest balance of experience and youth in each lineup. So, for example, we have André and Pipo — our most experienced drivers — together with Mathys, who is our only driver who has never raced in the WEC before. In the other car we have a great mix of Hypercar and LMDh knowledge with Mathieu and Paul-Loup, and the endurance racing experience of Dani. We analyzed each driver’s performance in the tests but also listened to the feedback they gave — and how they gave it. We also evaluated which drivers communicated and worked best together outside of the car, which you get to see in the quieter moments during testing and visits to the workshop. Finally, we needed to find the best compromises in terms of drivers’ height and weight, which is important to speed up driver changes during a race and save vital seconds.”

How important has it been to get feedback from drivers with different experiences during the development of Genesis’ first race car?

“It was fundamental because, unlike other manufacturers, we couldn’t rely on existing teams and previous projects, since we were starting from scratch. However, it was important not to waste time, because the period between our first test and first race is so short. We had to choose the right people for the right positions and begin to grow straight away. After each driver’s first laps in the car, I listened to them carefully to grasp the smallest nuances of their relationship with the GMR-001 Hypercar. Each was focused on something slightly different; their emotions and words were varied, but all were aimed at improving performance and taking the next steps forward together.”

The best route to Andong is from the north along National Route 35 out of Bonghwa County in North Gyeongsang Province. Ride along with us in the Genesis GV80 as we make our way through scenic vistas drenched in autumn colors that have inspired scholars for centuries.

The GV80 comes with a standard 5-seater setup for everyday drives with a generous 735 liters of cargo space — perfect for traveling with family or a large group of friends. The lush interior provides luxury and comfort while touring the Korean countryside.

First Stop: Dosan Seowon
Location: 154 Dosanseowon-gil, Andong, North Gyeongsang Province

En route to Andong is the most recognized of Korea’s nine UNESCO World Heritage historical sites, Dosan Seowon.  “Seowon” is the Korean term for a Confucian academy. An image of Dosan Seowon can be found the 1,000 won bill alongside Yi Hwang, the philosopher who built it in 1576 during the Joseon dynasty. Yi Hwang was also known by his pen name “Toegye,” meaning “Retreating Creek,” and is commonly regarded as one of the most important philosophers in Korean history.

The GV80 delivers exceptional performance and handling, making it an ideal choice for navigating winding mountain roads. Equipped with the innovative Terrain Mode, the GV80 ensures stability and safety in challenging driving conditions. Its advanced Auto Mode intelligently detects road conditions and adjusts the driving force with precision to prevent wheel slippage.

A tranquil space, Dosan Seowon is surrounded by mountains, comprising 14 buildings built to harmonize seamlessly with nature.  The complex includes “Jeongyodang,” a square lotus pond, “Nongun Jeongsa,” a dormitory for students, and “Dosan Seodang,” the main lecture hall where Toegye himself taught. The lecture hall also contains a tablet with the name of the academy written on it, a gift from King Seonjo, who was a proponent of Confucianism.

Second Stop: Andong Hahoe Folk Village
Location: 1164-1 Hahoe Village, Pungcheon-myeon, Andong, North Gyeongsang Province

Andong Hahoe Folk Village is one of the most well-preserved historical clan villages on the Korean peninsula. Built in the 14^th and 15^th centuries, the location and layout of the village is said to be determined according to Confucian values to receive both physical and spiritual vigor from the surrounding landscape.

Across the river to the north is a large cliff, called Buyongdae Cliff, and to the east is a grove of trees called “Mansongjeong,” or “The Grove of Ten Thousand Pines,” specifically planted by government official Unyong Ryu during the Joseon Dynasty to serve as a windbreak for the village.

Third Stop: Byeongsan Seowon
Location: 386 Byeongsan-gil, Pungcheon-myeon, Andong, North Gyeongsang Province

Just a few kilometers upriver from Andong Hahoe Folk Village lies another renowned Confucian academy, Byeongsan Seowon. This location is famous for its intentional design as an empty space to inspire reflection and learning. It also houses about 3,000 books, including a collection written by Yu Songnyong, a noted scholar of the Joseon period.

The main feature of this seowon is Mandaeru pavilion. The pavilion was designed simply, with only few pillars and a roof, to maximize the view of the surrounding natural beauty. This minimalism was intentional, as the beauty of empty space is deeply rooted in Confucian thought. Genesis practices a similar philosophy when designing the interiors of its vehicles, the “Beauty of White Space,” which emphasizes simplicity and elegance.

Fourth Stop: Gunja Village
Location: 33-6 Gunjari-gil, Waryong-myeon, Andong, North Gyeongsang Province

Andong preserves not just Confucian academies, but historical (and delicious) cuisine. A few kilometers north of the city is Gunja Village. It is the current home of a famous cookbook older than the nearby academies, as it was written in 1540, the early Joseon era, by the scholar Yu Kim. The name of the book, “Suunjapbang,” translates to “ways of making food fit for a man of refined taste.” This historic treasure has weathered countless challenges over the centuries to find its way to Yu Kim’s descendant, Doeun Kim, the head of Seolwoldang Hall, where she still uses the recipes today.

On a neatly set table in Seolwoldang Hall, dishes described in the first chapter of Suunjapbang are beautifully presented: “Samhaeju,” a traditional liquor, accompanies the vibrantly colored Three-Color Fish Egg Soup, which is the only hotpot dish in Korea made with freshwater fish. It is a mixture of sweetfish, shrimp, mung bean jelly and small rice cake balls made by coating sweetfish meat in mung bean flour. When warmed by the hotpot, these ingredients pair perfectly with the strong liquor – a comforting meal for a chilly season, soothing both body and soul.

Andong is also well-known for its own type of soju, a popular Korean liquor. Andong-style soju is a 45 percent ABV spirit distilled from wheat that originated during the Silla period. It pairs well with “jjimdak,” the region’s most famous dish: chicken, vegetable and glass noodles braised in a pan with soy sauce, garlic and chili peppers.

Fifth Stop: Woryeonggyo Bridge
Location: 569 Sanga-dong, Andong, North Gyeongsang Province

Just northeast and upriver of Andong is Woryeonggyo Bridge — arguably one of the most beautiful sights in Korea. It is the longest wooden bridge on the peninsula, stretching 387 meters. There is a pavilion at the bridge’s halfway point. During late autumn, as the temperature variations grow, early morning mist often hovers over the water. At night, the bridge is festooned with lights that dance along the lake’s surface.

Sixth Stop: Andongho Lake
Location: 437-7 Wolcheon-gil, Andong, North Gyeongsang Province

Andongho Lake is a man-made reservoir created by the construction of Andong Dam in 1976. Located east and upriver of Andong, it offers breathtaking views with the tranquil scenery of trees and mountains along its shoreline and mists that converge over the lake in late autumn mornings.

Final Stop: Musil Village
Location: Sugok-ri, Imdong-myeon, Andong, North Gyeongsang Province

The final stop on the journey is Musil Village. Situated a few kilometers east of Andong, it offers a quiet and serene oasis of tranquility.

Travelers can spend the night in a traditional hanok stay in Musil Village. The selection of traditional and contemporary hanok allow visitors to appreciate the scenic natural beauty of the secluded Musil Village, bringing them close to the beauty of the past.

As the sun sets over Andong, the Genesis GV80 has proven itself a reliable companion and a showcase of refined luxury and comfort on the road. From winding mountain roads to tranquil lakeshores, the GV80 seamlessly blends advanced technology, cutting-edge performance and timeless design to enhance every aspect of the travel experience.

Andong’s rich history, stunning landscapes, and cultural treasures offer a profound connection to Korea’s heritage, while the GV80 ensures every mile is met with elegance and ease. This adventure is a testament to how travel, when paired with the right vehicle, becomes a journey not just through places but through time itself — effortless, memorable and deeply inspiring.

SEOUL, Nov. 19, 2025 — True luxury isn’t just about sophisticated design and cutting-edge technology; it’s about safety. More than a luxury vehicle, Genesis is a sanctuary where advanced safety features and exceptional craftsmanship come together to create an elevated driving experience.

Several of the marque’s models have been independently recognized for their safety features, passing the most strenuous safety testing with flying colors. Most recently, six Genesis models were recognized for their excellent safety performance by the Insurance Institute for Highway Safety (IIHS). 

Independently Recognized

The IIHS awarded the 2025 GV60, 2025-26 GV70 (built after April 2024), 2025-26 Electrified GV70, 2026 G80 (built after June 2025) and 2025 GV80 models the 2025 TOP SAFETY PICK+ (TSP+) rating. IIHS also awarded the 2025 Genesis G90 the 2025 TOP SAFETY PICK (TSP) rating. IIHS awards only apply to U.S. models.

But what is the IIHS and what do these ratings mean? The IIHS is an independent, nonprofit scientific and educational organization dedicated to reducing deaths, injuries and property damage from motor vehicle crashes through research and evaluation and through education of consumers, policymakers and safety professionals.

Based on a vehicle’s performance in crashworthiness tests (small overlap front, moderate overlap front: updated test, and side: updated test) as well as crash avoidance and mitigation tests (headlights and front crash prevention: pedestrian), the IIHS assigns a rating for each test.

To qualify for 2025 IIHS TOP SAFETY PICK, a vehicle must earn good ratings in the small overlap front and updated side tests and an acceptable rating in the updated moderate overlap front test. It also must earn an acceptable or good rating for pedestrian front crash prevention and come with standard acceptable- or good-rated headlights.

To qualify for 2025 IIHS TOP SAFETY PICK+, a vehicle must earn good ratings in the small overlap front, updated moderate overlap front and updated side tests. It also must earn an acceptable or good rating for pedestrian front crash prevention and come with standard acceptable- or good-rated headlights. 

Earning the 2025 IIHS TSP and TSP+ awards positively promotes Genesis’ reputation as a manufacturer of safe vehicles in the U.S. market. This is because American consumers trust the IIHS’s scientific and systematic safety evaluation methods. 

Raising Safety Standards

Earning these ratings is becoming increasingly challenging, as the IIHS’s evaluation standards have become more stringent over the past few years. In 2023, IIHS increased the weight and speed it uses in the side impact test. The same year, a nighttime vehicle-to-pedestrian front crash prevention evaluation was added. In 2025, IIHS updated the criteria to earn the 2025 IIHS TOP SAFETY PICK awards, including the requirement of better protection for second-row occupants.

Genesis welcomed the new, tougher criteria and stepped up to the plate. A total of six Genesis models earned the coveted 2025 IIHS TSP and TSP+ ratings under the more stringent IIHS regulations in 2025 — the 2025 GV60, 2025-26 GV70 (built after April 2024), 2025-26 Electrified GV70, 2026 G80 (built after June 2025), 2025 GV80, and 2025 Genesis G90. IIHS awards only apply to U.S. models.

However, over in Europe, Genesis has also won top honors from the European New Car Assessment Programme (NCAP). The Genesis G70, GV70, G80 and GV80 won “5-star” NCAP ratings in 2021, and the Genesis GV60 received a 5-star rating from NCAP in 2022.

Beyond Just Crash Testing

Genesis vehicles do well in independent safety evaluations because they are a part of a rigorous and comprehensive Group-level culture of safety technology development and testing. Before Hyundai Motor Group even releases a new model or submits it for outside testing, it tests it in-house at its R&D Center in Namyang, a 40,000-square-meter facility specifically designed and built in 2005 for thorough safety testing.

Within the Center, the Group spends about 4,000 hours and $7 million to run approximately 100 crash tests involving 27 different types of crash test dummies to make sure each new car model has the highest possible level of crash safety. The crash tests are only a small part of the safety testing process; most of the time is taken up in analyzing the crash results to extract meaningful insights. This data, combined with real-world accident reports from national highway and safety organizations worldwide, is used to develop and refine safety features, including innovations like the world’s first composite crash airbag developed by the automaker in 2019.

The result of all this testing is a comprehensive suite of preventative technologies that work together to reduce the likelihood of accidents. Here are some of the most notable safety technologies that can be found in Genesis vehicles:

Forward Collision-Avoidance Assist (FCA):  Uses a combination of radar and front-facing cameras to scan the road ahead for vehicles, pedestrians, cyclists and even oncoming traffic at intersections. If a potential collision is detected, the system issues visual and audible warnings to alert the driver. If the driver does not react to the warning sounds, FCA can apply partial or full braking to either mitigate or entirely avoid impact.

Blind-Spot Collision-Avoidance Assist (BCA): Uses radar sensors on the rear corners to monitor adjacent lanes for approaching traffic. If a vehicle is detected, a warning light appears in the side mirror and an alert sounds inside the cabin. If the driver ignores the warning and attempts a lane change anyway, the system can gently steer the vehicle back into its lane or, in some situations, apply selective braking to prevent a collision.

Advanced Airbags: Vehicles made by Genesis include 8-10 different airbags to protect passengers in a variety of potential collisions. Front airbags exist for both the driver and front passenger. Also included on the driver’s side is a driver’s knee airbag to prevent leg injuries in a head-on collision. Side airbags inflate between the driver and the door, and between the passenger and the door, to prevent injuries from side impact collisions. Between the driver and front passenger is also a center side airbag that pops in between the two seats, reducing the chance of first-row occupants hitting each other’s heads or other objects in the event of a side collision. Only 10 car models in the U.S. have this type of safety measure installed. There are also two rollover curtain airbags that deploy from both sides of the roof rails above the front and rear doors that further protect the heads of occupants in the car in the event of side impact collisions. They also deploy if a rollover is detected in models that have rollover sensors.

Note: Availability of models and configurations may vary by market.

Donald and his wife Katie were spectators at the 2025 Genesis Scottish Open in July, where they won an all-expenses-paid trip to the 2025 Genesis Championship in Korea. The Glasgow residents snagged this once-in-a-lifetime opportunity after correctly predicting that Colombian golfer Nico Echavarría would land a hole-in-one on the 6th hole.

“When I first heard that we had won, I literally couldn’t believe it,” said Donald. “I remembered that Nico Echavarría placed second in the Sony Open before the Genesis Scottish Open, which is why I chose him as the player likely to get a hole-in-one.”

The luxury hospitality package included business class flights, five-star accommodation, shopping and sightseeing activities in a chauffeur-driven Genesis G90, and, of course, VIP tickets to watch the 2025 Genesis Championship.

Luxury Hospitality the Genesis Way

The Genesis Championship, now in its ninth year, is a key event for title sponsor Genesis. Golf sponsorships represent the luxury marque’s commitment to the sport, which reflects its “Athletic Elegance” design philosophy through focus, precision and keen attention to detail.

The brand is also title sponsor for other world-class annual golfing events, including the Genesis Invitational and Genesis Scottish Open, in addition to being a founding partner of Tomorrow’s Golf League (TGL), which blends traditional golf with immersive virtual indoor golf. Genesis is also the official vehicle sponsor for the Abu Dhabi HSBC Championship and the Presidents Cup. These events serve as key platforms to showcase Genesis’ unique brand of hospitality.

Guided by Genesis’ “Son-nim” philosophy — where every visitor is treated as a cherished guest — the Genesis Championship weaves Korean hospitality and authentic cultural experiences into every aspect of the event.

The Genesis Suite, an exclusive hospitality space for VIPs, offered an unparalleled spectator experience with gourmet food and drink, curated artwork displays from the Genesis Cheongju exhibition and premium viewing areas overlooking the green. There, guests watched as 126 Korean and international players from the DP World Tour and the KPGA TOUR vied for the $4 million prize pool.

“It’s an amazing venue,” said Donald, “and the hospitality has been fantastic. The scenery, the trees, the autumn colors coming through; just absolutely stunning.”

Elevated Experiences for Spectators

The couple also spent time exploring the Fan Village, a welcoming environment for fans to connect with the Genesis brand and experience Korean culture while enjoying premium amenities and the immersive virtual reality golf simulator.

As a large-scale tournament with athletes and fans from around the world in attendance, Genesis carefully curated a diverse menu. Fans could not only enjoy the golf, but also a variety of international and local culinary options, giving them the opportunity to experience Korean culture through its food and snacks. The Gallery Plaza food court featured local specialties from Cheonan, including walnut cookies and “sundae,” or Korean blood sausage, as well as international options such as pork rice bowls, barbecue, “yakisoba,” or Japanese stir-fried noodles, “karaage,” or Japanese fried chicken, and handcrafted burgers.

“The food’s been outstanding,” said Donald.

Another highlight of the Fan Village was the TGL swing simulator, which allows fans to experience TGL's innovative golf simulator technology and practice their swing in a virtual golf environment similar to the TGL game format. This immersive experience showcased Genesis’ commitment to engaging new generations of golf fans and how TGL harnesses technology and innovation in sport.

Such virtual golfing simulations, called “screen golf,” are a common pastime in Korea. “I haven’t experienced Korean golf culture beyond watching matches yet, but I would like to try [screen golf] if I get the chance,” said Donald.

The Mcleods also stopped by the Genesis Collection booth. This pop-up store was filled with official Genesis merchandise like limited-edition hats, umbrellas, tumblers and folding spectator chairs, giving fans the chance to take home exclusive souvenirs. Visitors were also able to purchase a variety of Genesis-branded items, such as scale models of Genesis cars, teddy bear keychains and a variety of golf accessories.

Experience of a Lifetime

“The level that Genesis provided to us has just provided memories that we’ll keep forever. It’s been brilliant,” said Donald.

The Mcleods, who enjoy following the matches, were thrilled to see such a strong field of players. “My favorite golfer is Xander Schauffele, ever since he won the first year Genesis became the title sponsor of the Scottish Open in 2022,” Donald reflected. “We also know Sung-jae Im and Si-woo Kim.”

Donald expressed that Genesis tournaments have become more popular, “Especially since it has become the Genesis Scottish Open, more famous players have participated, which has also contributed to higher viewership. I believe that for a few years now the Genesis Championship has naturally helped raise awareness of the Genesis brand as well.”

The Mcleods were among 20,000 spectators at Woo Jeong Hills Country Club in Cheonan, Korea, who witnessed Junghwan Lee win with a score of 11-under 273, taking home $680,000 and a Genesis GV80. Lee also won a two-year seed for the KPGA TOUR and DP World Tour. This win marks the first victory by a KPGA TOUR player at an event co-sanctioned by the DP World and PGA Tours. Korea’s own Seungbin Choi finished 7th overall, securing himself a spot in the 2026 Genesis Scottish Open.

Follow the couple's VIP journey in the video below:

LE CASTELLET, France, Oct. 30, 2025 — Since being announced as part of Genesis Magma Racing at the 24 Hours of Le Mans, Genesis Magma Racing Team Manager Anouck Abadie has taken a central role in preparing the team for their FIA World Endurance Championship. During the packed development schedule for the GMR-001 Hypercar, she has simultaneously supported organizing the tests and helped to build the team and operational procedures, taking her experience from her work with the FIA and customer racing teams.

What is a Team Manager responsible for in a motorsport team?

“At the moment, the definition of a Team Manager really depends on how each team interprets the role. At Genesis Magma Racing, my job is to build and manage the team, oversee the budget and plan operations. I like to say that I’m here to support my people — to give them clear direction and objectives. On the racing side, you’re like the control tower, ensuring everyone follows the regulations and internal policies while keeping the group calm and focused. And as we like to say in this job, you’re often ‘playing the fireman’ — managing crises as they come.”

You arrived at Genesis Magma Racing with experience working with the FIA and customer GT teams. What can you bring from these roles to Genesis Magma Racing?

“Definitely politics — I’m still learning to be politically correct while staying true to myself. Working with the FIA gave me a broad understanding of long-term vision; they must think ahead because they’re responsible for most of the global motorsport ecosystem. From my GT customer experience, I learned how crucial it is to manage budgets carefully while meeting client expectations. They used to call me ‘T-Rex’ — not because of my temper, but because I had ‘short arms’ when it came to spending money!”

What skills does it take to be a good Team Manager in motorsport, and particular in the FIA World Endurance Championship?

“It’s hard to summarize — you can list all the theoretical skills, but there’s no perfect formula. It’s about finding a balance between being firm and being empathetic, but above all, being fair and respectful to your team. When you ask them to give more, you need to lead by example, which isn’t always easy because at the end of the day, you’re human too.”

Successful teamwork is critical to success in endurance racing. How can a Team Manager help build the spirit and processes to bring the team together?

“Communication — it’s the key to any successful team. You must face problems openly and find solutions together. You need to stay alert to what’s happening inside the team and push everyone to keep improving. The team must understand we’re all in the same boat, and it’s everyone’s responsibility to keep the group united. If someone struggles, we don’t give up on them, we support and bring them back on track. It’s like in the army — we need to move as one.”

Genesis Magma Racing is a team being built from scratch this year – what have been the main challenges you have faced while preparing the team for competition?

“Starting from scratch is incredible — exciting, challenging and exhausting — it’s an opportunity that doesn’t come around often. The biggest challenge is finding people who can truly work together and making the right staffing choices. In our case, we hired both highly experienced Hypercar and WEC professionals, and a younger generation with endurance experience. This mix ensures continuity — knowledge can be passed down just like in a football team; you don’t need only superstars, but strong, determined people who complement one another.”

What has been your role during the development of the GMR-001 Hypercar, and how will this change with the start of the team’s first season of racing?

“Fortunately, I wasn’t involved in the technical side — otherwise, the car might still be in the garage! At the start, our team was small, so I covered many operational roles: managing logistics with support from our WRC colleagues from Hyundai Motorsport, organizing mechanic schedules while waiting for our crew chief to arrive, and coordinating workshop implementation. Setting up these foundations was crucial to ensure that, once the entire group is in place, everything runs smoothly and each department can operate efficiently from day one.”

You are one of a still relatively small number of women at the top level of motorsport. How important is that position to you?

“If I’ve made it here, it means anyone who truly wants it can too. When I started in motorsport in 2014, there were far fewer women than today, so the growth we see now is really positive. For me, it’s essential to show that you don’t need to change who you are to succeed — you don’t have to act like a man. Just do your job and do it well.”

How can you promote women in motorsport from your role with Genesis Magma Racing?

“I love sharing my experience — if it can help others, I’m always happy to do so. At Genesis Magma Racing, we actively encourage female candidates to apply. Once the team structure is complete, we plan to collaborate with the Korean national federation and the FIA to develop initiatives supporting women in motorsport. Beyond the sport, I stay connected with my university and speak at student conferences each year to spread awareness more widely. Genesis Magma Racing is also launching a social project aimed at opening doors for people around the world.”

Meet three artisans who illuminated this exhibition and read about them discussing their craftsmanship in realizing art with different materials, their collaboration with Genesis through the 2025 Cheongju Craft Biennale, and the aesthetic inspiration they felt from Neolun.

Artist Soyun Jung: Landscape of “Emptiness” Stitched in Thread

An expansive landscape envelops the Genesis Cheongju exhibition hall, a work by Soyun Jung, focusing on nature and the human body through the medium of textiles. She finds inspiration by contemplating human existence and attitudes toward life amidst its challenges, aiming to convey a positive perspective on life as a part of nature in her artwork.

Your craftsmanship is evident in the artwork that depicts landscapes stitched with thread. I'm curious about what inspired you to create this piece using thread as your medium.

While majoring in textile art, I naturally learned how to work with thread. When I first began drawing with thread, the act itself felt incredibly fresh and intriguing. Over time, thread evolved from a simple material into an essential tool, much like a pencil. I believe my encounter with thread was a fateful moment that helped me discover the essence of creation.

I heard that your work was inspired by views of mountains seen through the window during a journey. What does the experience of movement mean to you?

During the production of the piece, I frequently traveled between Seoul and Yecheon. The endless mountain ranges unfolding outside my car window during those journeys became the core motif of my work. That time of movement became moments of contemplation and healing, allowing me to alleviate pain I held in my heart. The piece I exhibited this time also captures the “memories that the car provided.”

While exhibiting the Neolun concept alongside your work, did you make any specific efforts to harmonize the arrangement of the two pieces with your first impression of the vehicle?

First of all, I found the name “Neolun” to be incredibly poetic, almost like a work of art in itself. When I first saw Neolun, its simplicity and weighty presence struck me powerfully, and I could naturally sense the essence of craftsmanship embodied within it. Additionally, its colors create a subtle harmony between black and blue, so I adjusted the colors of the thread used in the mountain ranges at the forefront of my landscape to harmonize with Neolun’s color palette.

Not only the color but also the design philosophy of Genesis, which emphasizes the “Beauty of White Space,” is evident in your landscape. What does white space mean to you?

From an artistic perspective, white space is truly challenging. Every artist hopes to spend more time on their work hoping that the more time they invest, the more it will be refined. Therefore, I believe that negative space is a powerful tool for creating a profound atmosphere.

Genesis also embraces the philosophy of the Beauty of White Space, and I realized that this concept of emptiness is reflected in Neolun’s interior design through the implementation of “passenger comfort” and “simplicity of operation.” In fact, I haven't had many opportunities to be deeply exposed to the field of industrial design, so this collaboration with Genesis provided me with a valuable learning experience to gain a deeper understanding of the brand’s philosophy.

Artist Hojung Kim: The Sustainability of Ceramics Shaping “Heritage"

Hojung Kim reinterprets the essence and flow of tradition in a modern way through the material of clay. Her ceramics exhibited at Genesis Cheongju do not merely restore tradition; they showcase the temporality inherent in clay, reimagined in its own colors, showcasing an ever-expanding and evolving transformation. She discusses the perspective of sustainability in heritage and the Korean aesthetics shared with the Neolun Concept.

Your works that reinterpret Korean heritage in a modern context, such as comb-patterned pottery and moon jars, are impressive. What perspective do you prioritize most in the process of interpreting past heritage for a contemporary audience?

I place the highest importance on sustainability. Rather than simply following trends or being swayed by emotions, I constantly consider how my pieces can have a positive social impact and what values they can pass on to future generations.

Ceramics are not merely the legacy of the past; they are a cultural asset that has continuously evolved and developed. I study how the essence of clay has been connected to humanity. And just as the first ceramics significantly improved the quality of human life, I aim to go beyond simply reproducing ceramics. My goal is to add new value to the blueprints of the past, transforming them into a sustainable cultural heritage that future generations can inherit.

Ceramics, as a heritage that connects the past, present and future, seem to resonate with Genesis’ brand philosophy as well.

While exploring the Genesis website, I thought that the brand's vision “Genesis is committed to a sustainable future” is deeply connected to my work. Especially since I am exhibiting my moon jar series at Genesis Cheongju, I was very pleased to learn that the Neolun Concept was also inspired by the Latin word ‘luna,’ meaning moon.

I was impressed by how Neolun incorporates distinctly Korean cultural elements, such as the sliding doors of traditional “hanok” and “ondol,” into a timeless design. I felt that Genesis’ effort to maintain its unique value even with new technologies, rather than simply creating something new based on trends, resonates with the essence of my profession.

The Korean style and unique color tones captured in your work seem to connect with the aesthetics pursued by Genesis. What does color mean to you, and how do you perceive the Korean style and color tones presented by Genesis from the perspective of craft aesthetics and craftsmanship?

The colors used in my work are categorized as natural hues, which can be seen as similar to Genesis’ approach of applying color names based on regions. In particular, the “Red Series” of my “Flow Collection” captures the essential colors of clay in different regions by utilizing the subtle differences of in soil composition.

In examining the indigo color used in Neolun during this exhibition, I noticed that it is not limited to a simple blue but possesses a mysterious and profound depth. This color gives a strong impression that Neolun embodies an iconic aesthetic representing Korea, transcending the notion of just being a car.

I'm curious if participating in a project with a luxury car brand like Genesis has brought any changes to your creative process or artistic perspective.

I believe that Genesis’ efforts to introduce vehicles with distinctly Korean elements in major markets like the U.S. and Europe resonate deeply with my vision of the modern promotion of Korean aesthetics while working abroad.

I was particularly impressed by how the Neolun Concept reflects not only Genesis’ vehicle technology but also incorporates elements of Korean architecture, design and traditional culture in an innovative way. I look forward to seeing Genesis showcase these unique values on a broader global stage and establish itself as an icon representing Korean culture.

Artist Seonghoon Park: The “Essence” of Light and Space Captured in Glass

Seonghoon Park is a master of glassblowing techniques where he blows air into molten transparent glass at temperatures reaching 1,200 degrees Celsius, to create desired shapes. Exhibiting his signature works, the “VOID” and “SEED” series, alongside the Neolun Concept, he discusses the allure of glass art, which requires advanced technical skills, and the continuous pursuit of the essence of each work.

I understand that the processes of blowing and polishing are two halves of your technique of artistic expression. It seems that completing a piece involves endless repetition and training. How much time does it take to create a work?

To put it simply, blowing is the process of creating the canvas that serves as the foundation for the artwork, while polishing is the act of painting on that canvas. Polishing actually takes up a much larger portion of the process than blowing. After focusing on blowing for two weeks, I dedicate the remaining nine to 10 months solely to polishing. Assuming I work an average of 12 hours a day on the largest pieces, it takes about 12 days just for polishing. This lengthy process to make each piece is part of the journey toward finding its essence, contributing to the joy I feel upon completing a work.

I'm curious about the details of the work and the philosophy behind your production process.

The forms of my works always focus on the sphere. When beginners learn glass art they typically start with shapes that are easier to understand, like cups or plates. However, the origin of all these forms begins with the sphere. I believe that the sphere is the most fundamentally pure shape, containing all possibilities, and I adhere to this form to embody the foundational essence of glass itself.

I’m curious about the meanings behind your works, the “SEED” and “VOID” series, featured in this exhibition. Additionally, how do these two pieces connect with the Neolun concept?

The “VOID” series explores the pure form and aesthetics of glass, seeking essence through the process of eliminating unnecessary elements. In contrast, the “SEED” series symbolizes new beginnings and constantly evolving vitality by opening the entrance of the spherical form. Each piece embodies the philosophies of “seeking essence through reduction” and “future-oriented movement,” which I believe are connected to the Neolun Concept. In particular, they demonstrate a dynamic vitality focused on essential values while striving for innovation that moves toward the future. This resonates with my journey of exploring the essence of the sphere through glass art since 2006, where I have consistently concentrated on glassblowing and on the essence of my work.

As this is your first time collaborating with Genesis, what has been your most memorable moment so far? And is there a particular aspect of Genesis’ philosophy that resonates with you.

Before preparing for the exhibition, I participated in a docent tour at Genesis Cheongju, and I found it fascinating that there is a unique inspiration and story for each Genesis vehicle color. While glass art allows for nearly infinite color combinations, I had previously viewed colors merely as pigments that could be used freely. Based on what I’ve learned about Genesis’ color stories, I plan to explore the narratives of color in my own work.

Genesis continues to show its commitment to the community not only through the craft exhibition held at Genesis Cheongju but also through various other collaborations with local artists. At the same time, it is accelerating its efforts to spread artistic value globally through programs like Genesis Art Initiatives that drive extensive cultural support activities on international stages, such as Tate Modern, and the Metropolitan Museum of Art. Soyun Jung stated, “I believe that collaborating with the Biennale, which symbolizes Cheongju, is Genesis’ contribution to regional revitalization,” while Hojung Kim expressed support by saying, “Genesis’ contributions to art through its sponsorship of Tate Modern and the Metropolitan Museum of Art are very positive, providing opportunities that inspire hope for artists.”

The artists encourage visitors attending the exhibition “Night in Motion,” which runs until Nov. 2, to fully experience the harmonious aesthetics created by their works and the Neolun Concept. Soyun Jung expressed, “I hope many people come and feel the synergy created by Neolun and my artwork firsthand,” while Seonghoon Park stated, “I hope visitors enjoy the visual harmony between Neolun and my glass art, and appreciate the messages of my works in an engaging way.” Lastly, Hojung Kim added, “I hope this is an opportunity to understand Neolun’s story more deeply via the connection between the artworks and the vehicle.”

“For me, driving is freedom... allowing me to [go] wherever my heart desires,” says keyboardist Inho Jo. Vocalist Minho Jin echoes his bandmates’ sentiments. “Driving is a form of respite. While moving in my own space — the car — I take the time to reflect on musical thoughts or aspects of life.”

The three musicians, who together make up the indie band Bleur, were invited by Genesis to share their love of touring on a road trip with the redesigned GV60.

Korea is an ideal destination for touring enthusiasts, offering a seamless blend of breathtaking landscapes, cultural richness and modern conveniences. In addition, the country’s exceptional infrastructure, including expansive, well-maintained highways, abundant rest stops and roadside attractions, makes grand touring here both accessible and memorable.

In this first edition of Genesis’ Korea Travelogues, join Bleur as they explore the historical coastal city of Yeosu on the southern tip of the Korean peninsula. They show that there is no better way to do it than with the Genesis GV60.

The Adventure Begins: Departing Seoul

The GV60, with its sleek lines and modern design, stands out as the perfect companion for this journey. The deceptively small size of the crossover utility vehicle (CUV) conceals a spacious trunk large enough to carry the essentials and musical gear for the three bandmates on their two-day trip.

After about four and a half hours of cruising in the comfortable cabin of the GV60, the band arrives in Yeosu energized for their adventure.

First Stop: Hamel Lighthouse
Location: 458-7 Jonghwa-dong, Yeosu, South Jeolla Province 

The first destination within Yeosu is the historic Hamel Lighthouse, a bright red beacon standing tall against the backdrop of Yeosu's coastline.

Hendrick Hamel, for which the lighthouse is named, was a Dutchman who sailed for the East India Company 375 years ago. He was shipwrecked during a voyage to Japan and washed ashore in Joseon, which was what Korea was called at that time. Not allowed to leave the country, he and his fellow crew members lived here for 13 years before escaping from Yeosu on a small fishing boat. An account of his time on the Korean peninsula was published in 1668, the first written record of Korea in the West.

Standing at the edge of the breakwater, the lighthouse offers breathtaking views of the sea and the harbor, a hub for travel to the surrounding islands and a port of return for fishing boats in the area. It also serves as a reminder of the many comings and goings that have shaped this region, both a literal and metaphorical beacon for travelers. 

Second Stop: Turtle Ship Bridge 
Location: Jonghwa-dong, Yeosu, South Jeolla Province 

Within sight of the lighthouse is the 744-meter-long Turtle Ship Bridge, connecting Yeosu’s vibrant downtown to the tranquil island of Dolsando, full of preserved natural beauty. The GV60’s optional panoramic sunroof stretches across almost the entire top of the vehicle, allowing both front and back passengers to feel open and connected to the vistas around them. The trio snaps a photo with the bridge, lighthouse and breakwater providing a stunning backdrop for the GV60, its pylons towering over the deep blue waters below dotted with fishing boats and crossed by the occasional ferry.

Third Stop: Goso-dong 
Location: 64 Goso 3-gil, Yeosu, South Jeolla Province 

Next, the travelers head to Yeosu’s artistic and historic Goso-dong neighborhood, known for its unique bistros and workshops. The winding roads of the neighborhood also feature many vibrantly painted murals along a route that starts way up at the historical Jinnamgwan Hall and winds down all the way to Yeosu Marine Park. Jinnamgwan Hall is a pavilion famously used as a headquarters by Admiral Yi Sun-sin during the Imjin War. Yeosu Marine Park, right next to the bay, attracts an eclectic selection of cafes and restaurants with its beautiful views.

Fourth Stop: Musulmok Beach 
Location: 2876 Dolsan-ro, Dolsan-eup, Yeosu, South Jeolla Province 

After their neighborhood adventure, the travelers make their way to Musulmok Beach, a place steeped in both history and tranquility. The GV60’s excellent suspension smooths out the ride down the bumpy coastal track.

This beach is known as one of the battlefields of Admiral Yi Sun-sin. He is a national hero for his many naval victories against vastly superior numbers of Japanese maritime forces. He is well-known for using turtle ships, an early form of armored ship with cannons, in his fleet actions against invaders.

Final Stretch: Nangdo Trail 
Location: 499-24 Nangdo-ri, Hwajeong-myeon, Yeosu, South Jeolla Province 

Finally, the group ventures to Nangdo, an island accessible by a series of breathtaking bridges connecting the mainland to multiple islands. First is Hwayang Bridge connecting the mainland and Jobaldo Island. The road continues over Dunbyeong Bridge to Dunbyeongdo Island. From there, a third bridge, Nangdo Bridge, connects to the third island in the chain, Nangdo Island.

On Nangdo Island they find a place to park the GV60 and set off on Nangdo Trail, which winds leisurely through the island’s forested and coastal areas. With the sea to their left and land to their right, they walk west and soon enter a lush forest — the scent of acacia fills the air, and the sounds of nature surround them.

Hiking along the southern coast of the island, they eventually arrive at a small lighthouse. Cut off from the mainland at high tide, Nangdo Lighthouse is surrounded by the sea and beyond their reach.

Continuing their westerly hike, the trio eventually finds a collection of basalt columns, hexagonal structures left over from an ancient volcanic eruption, now worn down with the tide. Known as Cheonseondae, the cliffs are said to be a place where celestial beings descended from the heavens and lingered here, enchanted by the island’s beauty. Along the trail the fossilized footprints of dinosaurs can also be occasionally spotted, inspiring the imaginations of visitors.

The Essence of Travel                                                                              

Before they start the final leg of their journey, the bandmates decide to commemorate their trip the best way they know how — with a sunset jam session. They leave Nangdo Island and drive to the other side of Yeosu’s bay, to its easternmost Baekyado Island.  There they take advantage of a unique property of their electric GV60, its vehicle-to-load (V2L) system. Taking out their electric keyboard, guitar, microphone and speakers, they plug them right into their car and have an instant sound stage. The Genesis GV60’s V2L system can power a variety of external devices, from instruments to lights, camping gear and even electronics.

Planning a trip to Korea? Be sure to rent a Genesis to explore destinations beyond Seoul and experience all that the country has to offer. And stay tuned for the next travelogue.

For more on the group’s journey in Yeosu, watch the video below:

As Genesis prepares for the anticipated launch of its first Magma production model, the GV60 Magma, Donckerwolke shares a story that blends innovation, heritage and an evolving definition of a luxury automotive brand.

The Genesis of Magma

For Genesis, the road to Magma was years in the making.

According to Donckerwolke, Magma was born out of a desire to explore new emotionally resonant dimensions within Genesis’ lineup. It started as a test to determine if there was room for a more “emotional Genesis,” one with an “alter ego.”

That idea took shape through the GV80 Coupe Concept in New York in 2023, a project that pushed the boundaries of traditional luxury.

This exploration continued with limited-production projects such as the G80-based edition in Dubai, but the GV60 proved to be the perfect model to officially launch Magma.

“We start with a bundle of energy, which is the GV60. It’s also the youngest product we have in the brand,” Donckerwolke said. “So, it makes sense to start with this one, and then to mature the Magma lineup with different typologies of vehicles.”

This choice wasn’t about convenience. It was about establishing a deeper philosophy and process.

“Magma is always the best of the best of Genesis models,” he said. “It’s the superhero of Genesis; a bionic cocktail between the values of the original model, the donor vehicle and this extra facet.”

Defining Luxury High-Performance

Magma’s approach to high-performance luxury is distinctly nuanced. Unlike most performance models on the market that aim for aggressive, hardcore performance, Magma is defined by balance. Donckerwolke describes it as “rewarding, not challenging.” Instead of feeling like a car that requires its drivers to prove their skill, Magma is designed to complement and enhance its driver’s abilities, making the experience of performance driving feel seamless and empowering.

“It’s coming to a point where you feel you’re surprised by your abilities to drive fast or to drive sporty,” Donckerwolke said. “You have the adrenaline, but at the same time, it’s not challenging you by making you question your abilities,” he explained.

This philosophy is evident in Magma’s design DNA, which aligns with Genesis’ signature principle of “Athletic Elegance.” Here, form doesn’t just follow function.

“It’s a synchronization of form and function,” Donckerwolke said. “Its design should never be overpowering the appearance of the car. It should always be a balance.”

One of the standout features is Magma’s bold orange exterior, a visual statement that reinforces its dynamic character. The fiery hue serves as a symbol of Magma’s extroverted energy and identity, referencing Korea’s volcanic landscape and the unseen molten rock beneath.

A Decade in the Making

While Magma may feel like a natural progression for Genesis, Donckerwolke emphasizes that its introduction was carefully timed. Genesis, now approaching its 10th anniversary, has spent the better part of a short decade solidifying its place as a global luxury brand.

“We are basically doing a hundred years in ten,” he said.

Launching a high-performance model any earlier, Donckerwolke believes, would have been premature.

This patient approach has also allowed Genesis to differentiate itself from performance-based car brands, which embrace a more extroverted, aggressive identity, Genesis Magma offers a more refined and sophisticated take on performance luxury.

“It’s a natural evolution for Genesis,” Donckerwolke said. “Magma injects adrenaline into the brand while staying true to its luxury roots.”

Ultimate Proving Ground

The connection between Genesis Magma Racing and the development of future Genesis Magma production vehicles represents a strategic symbiosis that extends far beyond marketing appeal.

“The DNA of Genesis Magma Racing influences Magma,” said Donckerwolke. “It goes both ways. Magma is also allowing to curate and improve the DNA of Genesis. High performance has some constraints, which allow to make every single Genesis better.”

A racing environment provides unparalleled opportunities for technological advancement. Motorsports is the toughest testing environment you can find in the auto world. The high speeds, aerodynamics, cooling strategies and durability enough to last 24 hours together create a crucible that Genesis can use to further enhance its other models.

This was a core driver in Genesis’ ambitious and fast-paced foray into endurance racing through Genesis Magma Racing, which represents a calculated investment in the brand’s technological future.

“Hyperspeed is linked to the decision making,” Donckerwolke said. “We had this decision in September, and now we are exactly 12 months after that, and we have a car, and we have a team.”  Koreans describe their culture as a fast-paced type of living, or “bbali-bbali” life. “For me,” Donckerwolke said, “this is hyper-bbali-bbali.”

And already the technical innovations emerging from the GMR-001 Hypercar program are influencing the development of production Magma vehicles. The racing program has accelerated development of cutting-edge technologies specifically designed for Genesis models. These new technologies are anticipated to increase agility and performance throughout the Magma lineup in the future.

This approach exemplifies how Genesis leverages motorsport development to advance its production vehicle technologies. The racing program serves as an accelerated development platform where new propulsion systems and performance technologies can be tested under extreme conditions before being adapted for consumer applications. This continuous development cycle is essential for maintaining Genesis’ competitive edge.

A Distinctly Korean Identity

While Magma represents Genesis’ foray into a global high-performance market, its DNA remains rooted in Korean culture. For Donckerwolke, this cultural influence is one of the brand’s most defining characteristics.

“In Korea, customer care, customer satisfaction, is almost in the DNA of the culture,” he said.

This focus on customer experience is reflected in Magma’s philosophy, which prioritizes balance and sophistication over extremity.

“This is why Magma is not a hardcore sub-brand but is actually the best of the best of Genesis,” Donckerwolke said. “It modulates and increases some of the facets of the car without taking the car out of balance. It’s an iron fist in a velvet glove.”

Magma is a higher trim level within the Genesis lineup, proudly carrying the same Genesis badge as the marque’s other models. Unlike traditional sub-brands that are often track-focused and built to push the driver to their limits, the Magma trim is designed to elevate the driving experience by emphasizing comfort, precision, and ease — all while maintaining the versatility of an everyday sports car. Magma redefines luxury high-performance by combining dynamic capability with the refinement, sophistication, and emotional resonance that are hallmarks of the Genesis brand.

The Road Ahead

As Genesis continues to expand its portfolio, Magma is poised to play a pivotal role. Donckerwolke envisions Magma as a key piece of the larger Genesis puzzle, filling in gaps and gradually elevating the entire lineup.

“Magma is about us being able to fulfill customer wishes for individuality and emotionally resonant experiences, while increasing the overall quality of the Genesis brand,” he said. “It’s completing the whole Genesis picture.”

In just 10 years, Genesis has achieved what many brands take decades to accomplish. With Magma, it’s not only redefining luxury high-performance but also positioning itself as a global innovator.

Donckerwolke said, “And with Magma leading the charge, the future for Genesis is limitless.”

LE CASTELLET, France, Sept. 30, 2025 — The first endurance test for the GMR-001 Hypercar at the Autódromo Internacional do Algarve marked another key step in Genesis Magma Racing’s preparation for the 2026 FIA World Endurance Championship (WEC). Following the three days of testing, the team’s four confirmed drivers for the season – André Lotterer, Pipo Derani, Mathys Jaubert and Dani Juncadella – reflect on their experiences.   

What is the aim of completing an endurance test with the GMR-001 Hypercar?

Andre Lotterer: “When you are planning to race at Le Mans, it's a 24-hour race, so the car needs to be reliable. These tests are where the car is placed under stress over a longer period of time for the first time and we get to learn about all of the different components, because everything is new. It's actually much more for the team – engineers and for the people who are behind the whole concept of the car – than the drivers. Of course, it's also good for us to get a feeling of the car by driving longer distances, especially in terms of learning a bit more about the tire degradation and comfort for the drivers. Usually at an endurance test, you don't do that much setup work. Instead, you focus on having the car on the track as much as possible. It was good that we have managed to do that relatively early on our testing journey, which only started in the beginning of August.”

How has the development of the GMR-001 Hypercar moved forward compared to the first test with the car in August?

Pipo Derani: “Considering we've only done six days of testing, we're moving forward quickly. There’s obviously a lot, especially on the systems side, that we need to keep working on, but the Genesis Magma Racing team has been doing an amazing job so far. It's not an easy task to jump into a race series like the WEC, with so many other competitors who have been doing it for so long. To put a brand-new group of people together and make them understand each other is not easy, and so far, I think we're making good progress. There are a few areas where we could be better, but there are other areas where we are better than expected. That's part of the development and here we are, after only our sixth test day, already doing a 30-hour test. The GMR-001 Hypercar is going well so far. We had some issues to fix, but that’s expected – that’s why you do tests like these.”

What were you first impression of driving the GMR-001 Hypercar?

Mathys Jaubert: “Driving the GMR-001 Hypercar for the first time was something very special. It's very powerful, much more powerful than anything else I’ve driven, but it is easy to drive. It's easy to find the rhythm in it. The driving style you need is closer to a GT than a single seater or a Prototype, like the LMP2. I think it’s the weight, which is creating a lot of movement in the car and makes it really rewarding to drive fast. It felt like I was dreaming. Since I was very young, I’ve aimed to enter the highest class of the endurance racing, and I'm very happy to be there and to share the car with amazing drivers such as Dani, Pipo, and André.”

How would you describe your first stints in the GMR-001 Hypercar at Portimão?

Daniel Juncadella: “My first laps in the GMR-001 Hypercar were an incredible experience. I loved it. From the get-go, what an amazing car. You can tell what a great base we have, and it's only the sixth day out of seven days of development on track. Of course, it was tough because I was jumping straight into an endurance test for my first-ever laps in the car, but I think it was obviously a good opportunity to test my physical fitness, and I think I did very well. I’m so happy to see that my fitness level is already there in the very first days with the team, and I’m already looking forward to the next test. There is a bright future ahead.”

How does the GMR-001 Hypercar compare to the LMP2 and GT cars you have driven before?

Daniel Juncadella: “I think it's a pretty good combination of an LMP2 car and a GT car. I would say in terms of drivability, it may be closer to a GT car in many aspects. However, we have no ABS in the Hypercar, so that makes it tricky. The Hypercar has a lot of systems that you need to think of, a lot more technical things that you need to learn and understand compared to other cars. It has some downforce in the high-speed sections, very similar to what an LMP2 car delivers but the GMR-001 Hypercar is a lot more powerful, which makes it really enjoyable.”

Which skills have you learned with the Genesis Magma Racing Trajectory Program in LMP2 that you were able to use in your first Hypercar test?

Mathys Jaubert: “I think the biggest thing I’ve learned during my season with the Genesis Magma Racing Trajectory Program in LMP2 and the European Le Mans Series is what I need to do in terms of [giving] feedback – what information do I need to give to the engineer and to all the staff to improve the car. This is something very important in this kind of a test with the Hypercar, where we are at the start and we need to develop the car. As drivers, we need to give clear feedback and focus on a specific point. Having Mathieu Leroy as our engineer makes it easier. We’ve been working together all year in ELMS, so we know each other’s language, and he knows my strengths and what I want to have with the car.”

What extra information were you able to provide after driving the GMR-001 Hypercar in darkness for the first time?

Pipo Derani: “There are some things that are [usually] not the priority while driving, which we re-evaluated when we tried driving at night for the first time. For example, we weren't particularly focusing on dimming the steering wheel display, but then when we drove at night for the first time, I realized I couldn’t see anything. Later, we were able to [adjust those settings] ourselves in the car, but we haven’t reached a point where we can focus on such comfort-related aspects yet. Rather, it’s been more about the critical systems – the engine, the chassis, and so on. Once we have our heads wrapped around those things, we can make sure we have a look at the little things, ensuring we put all those boxes away for the car before it is completed and ready to compete.”

How would you sum up the results of the test?

Andre Lotterer: “It was a very interesting test with a lot of things to analyze and questions to answer. We still covered a lot of mileage and gained a lot of information for the engineers to work with before the next test. The data from the software will obviously be downloaded and analyzed, and that stuff takes some time to fine tune, but the hardware went through a rough test really well. It proved we have solved some issues from the earlier tests, but we still have some other things to deal with – nothing dramatic, but things that we still need to fix before we start racing.”

A Gateway to Luxury for Central Asia

The Almaty Showcase has been designed as a comprehensive “3S” hub for sales, service and spare parts, offering an integrated customer experience that spans vehicle sales, test drives and after-sales services. Built on a site measuring 965.6 square meters with a total floor area of 1,705 square meters, the architecture of the three-story facility integrates the Genesis philosophy of “Athletic Elegance,” with an atmosphere defined by refined minimalism, meticulous attention to detail and a sense of quiet luxury.

Rooted in Korean traditions of hospitality, the space eliminates visual distractions to highlight the vehicles as if they were contemporary art in a gallery. Guests are warmly addressed as "Son-nim," or honored guest, in the reception area called "Tuh," which refers to a place that connects people with the land. It serves as a setting to build trust and authentic connections inspired by "jeong," the Korean word for empathy and care, and "deom," a Korean term for unexpected bonuses or extras that is part of a common and friendly practice in Korean culture — often associated with showing generosity or goodwill to customers.

Key models showcased at the opening include the G90 and G90 Long Wheel Base models. The facility also boasts innovative customer services such as delivered test drives and a Home-to-Home maintenance service, reflecting Genesis’ commitment to delivering standout customer-centered experiences.

Nurlan Smagulov, founder of Astana Motors, emphasized the brand’s ambitions, saying, “The opening of the first official Genesis dealership in Kazakhstan is an important milestone in the brand’s global growth strategy, as well as a major step forward in the development of Kazakhstan’s luxury automotive market. The flagship showcase expands access to Genesis luxury vehicles for Kazakh customers, offering them first-class service.”

Smagulov added, “Production of part of the model range has been carried out since autumn 2024 at the Hyundai Trans Kazakhstan plant, a subsidiary of Astana Motors in Almaty. All of this demonstrates that the Genesis brand has entered the region with serious intentions and long-term plans.”

Strategic Importance of Kazakhstan

Kazakhstan, a major hub connecting Europe and Asia, holds strategic value for Genesis. It is the first Central Asian market into which the luxury marque announced its entry in November 2024 as Genesis Auto Kazakhstan, part of Astana Motors. The nation also represents the largest automotive market in the region, with luxury car demand reaching approximately 7,000 units annually. The market has grown more than threefold in the past seven years, expanding from 60,000 vehicles in 2018 to over 200,000 in 2024. Industry analysts project significant growth potential for the luxury segment.

Recognizing the region’s potential, Astana Motors, Kazakhstan’s largest automotive firm, has partnered with Genesis to solidify the brand’s presence there. Astana Motors operates the Hyundai Trans Kazakhstan (HTK) assembly plant in Almaty, which has an annual production capacity of 80,000 Hyundai and Genesis vehicles. Last year, the plant began local assembly of Genesis models using the Disassembly Knock Down (DKD) method, a strategic move that enhances the brand’s ability to respond flexibly to market demand.

Job Creation and Industrial Growth

With its localized production capabilities, Genesis aims to establish long-term leadership in Kazakhstan’s luxury car market. Beyond its competitive pricing and demand responsiveness, Genesis also seeks to contribute to the local economy through job creation and industrial growth.

Global Expansion Via Two-Track Strategy

Genesis’ efforts in Kazakhstan align with its broader Two-Track strategy, targeting both emerging and advanced markets. In August this year, Genesis opened a new standalone showroom in Egypt, marking its official entry into the African continent. In Europe, the brand plans to expand beyond its existing markets in the U.K., Germany and Switzerland to include France, Spain, Italy and the Netherlands by early 2026.

Luxury Redefined with G90 and Beyond

At the Almaty Showcase opening, Genesis presented its flagship sedan, the G90, along with its long-wheelbase variant. Equipped with a 3.5-liter twin-turbo V6 engine delivering up to 375 horsepower, the G90 represents the pinnacle of the brand’s commitment to luxury, safety and innovation. The Long Wheel Base model exclusively features a 48-volt electric supercharger and all-wheel drive, delivering unparalleled comfort and executive status.

Nurbek Karagayev, head of Genesis Auto Kazakhstan distribution, said, “The launch of Genesis G90 sales in Kazakhstan is a landmark event for our market. The brand’s flagship, which has received the prestigious IIHS Top Safety Pick+ award, combines the highest level of safety, innovation and luxury comfort. We are confident that the G90 will become a symbol of luxury and set new standards for the luxury sedan segment in Kazakhstan.”

Alongside the G90 flagship models, the Almaty dealership also showcases the G80 sedan and SUVs such as the GV70, GV80 and GV80 Coupe, all recognized for their innovative safety systems.

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Each course embodies the wisdom of traditional eating habits and “Jeolgi,” a traditional Korean agricultural calendar that divides the year into 24 seasons according to the movement of the sun. The autumn menu, available at lunch and dinner, reflects the unique culinary philosophy of Genesis Lounge and depth of Korean culinary culture.

To celebrate the autumn season, the Genesis Lounge has crafted a course that reimagines the abundance of autumn using seasonal ingredients sourced from Korea’s wilderness, mountains and seas. Drawing inspiration from ancestral wisdom and traditional cookbooks, this dining course embodies the philosophy of “yaksikdongwon,” that food and medicine share the same origin. It is brought to life through delicate culinary techniques that highlight the art of fermentation and the beauty of seasonal ingredients.

The next course is Ulleungdo longleaf seaweed noodles with sea urchin roe, only available for dinner, crafted with the signature ingredients of Ulleungdo Island, harmonizing the deep flavors of the sea with the clean, subtle flavors of the season. Next, diners are served a duo of abalone and croaker fish dumplings inspired by records from the Joseon Dynasty’s “Diaries of the Royal Secretariat” and reinterpreted for modern sensibilities, highlighting the timeless values of tradition with a contemporary touch.

The menu then moves on to mains, char-grilled tilefish with big fin reef squid delicately imbued with the subtle smokiness of a rice straw fire, evoking the essence of the countryside in the fall.

Following the fish course is wild mushroom hot pot rice and char-grilled Hanwoo thin skirt steak. The steak is a perennial favorite at the Genesis Lounge, tenderized using “nuruk,” a natural yeast starter traditionally used in brewing Korean rice wine, which imparts a delicate grain aroma and natural sweetness, resulting in an exceptionally tender texture and flavorful bite. Accompanying the steak is wild mushroom hot pot rice with 10 different varieties of mushroom, perfectly encapsulating the vitality of deep forests and the abundant richness of the autumn season.

To conclude the meal, desserts that capture the sweetness of autumn gently envelop the palate, offering a perfect ending to the dining experience. Pear sorbet and gamhongro, combining a refreshing pear sorbet with the ginger, citrus peel and cinnamon notes of the traditional Korean liquor gamhongro, provide a crisp and invigorating finish. Paired with the bold and rich flavors of persimmon leaf tea, dried persimmon and pine nut pie fill the senses with the deep and aromatic essence of autumn.

The Genesis Lounge welcomes its guests into a space that conveys the beauty of Korea in the most natural yet refined way, allowing visitors to experience the brand’s philosophy through all five senses. In particular, the Genesis Lounge’s culinary experience, infused with the essence of the upcoming autumn season, promises to provide guests with more than just a meal — it will gift them with unforgettable seasonal moments and a sensory journey like no other.

Cheongju is renowned for craftsmanship, as it is the birthplace of the Korean Iron Age and the home to “Jikji,” the oldest surviving book printed using the world’s first-known movable metal type. In recognition of this legacy, the Cheongju Craft Biennale celebrates nearly every facet of craftsmanship, including ceramics, woodcraft, textiles and metalwork.

Together with three emerging craft artists Genesis presents “Night in Motion,” a captivating exhibition inspired by the Neolun Concept, the brand’s groundbreaking first full-size electric SUV concept. The exhibition seamlessly blends the dynamic vitality of the Neolun Concept — a testament to Genesis’ spirit of challenge and creativity — with the artists’ evocative works, creating an emotional narrative that celebrates innovation, artistry and the sensory power of design.

Themed “Blue Night Towards Dawn,” the exhibition is thoughtfully curated to reflect the unique creative worlds of each participating artist. Within the depth of tranquil stillness, Genesis’ unceasing journey of responding to challenges and pioneering innovation as it boldly moves toward a new future is reinterpreted and expressed through the language of art.

Over the Blue Night

Visitors will bask in the ambiance of a blue night as they step into the exhibit, setting the mood for introspection and self-reflection — brought to life through the works of artist Soyoon Jung. With her unique perspective on human life as an inseparable part of nature, Jung translates the wonders and exuberance of the natural world into breathtaking landscapes — an artistic vision that resonates with Genesis’ philosophy of embracing simplicity and remaining true to core values and fundamentals.

By weaving dyed strands of transparent fibers to create landscapes reminiscent of traditional Korean paintings, Jung invites viewers to explore the profound connections between humans, nature and the essence of life. Her art strips away unnecessary details, embracing simplicity to highlight moments of introspection and the process of envisioning the future with a serene, distinct perspective that captivates every visitor.
 

Arising Times

The dawn, symbolizing the transition toward morning, represents a creative journey that connects core values of the present with the promise of innovation for the future. Hojung Kim’s ceramics reinterpret the flow of tradition and essence through a contemporary lens. Alongside them are Sunghoon Park’s glassworks, with which he delves into the material’s core to develop his own distinctive techniques. Together they beautifully reflect Genesis’ unwavering pursuit of innovation and bold challenges.

Kim’s ceramic series showcases an intricate interplay of clay fragments in varying colors and sizes, distinguished by surfaces that reveal the natural texture of clay particles. She reimagines the passage of time embedded within the earth itself and transforms it into her own signature palette of hues. Therefore, Kim’s ceramics feature dynamic surfaces created through a harmonious blend of colors and clay to reflect the ever-evolving nature of change while offering a glimpse into the promise of the future.

Park’s glassworks, born through a delicate blowing technique and refined with meticulous polishing, represent the artistic extension of creative craftsmanship. His masterpieces, which blend transparent hues with intricate hexagonal structures, originate from the artist’s breath and are shaped solely by the tactile sensitivity of his hands, emerging as a multilayered world imbued with boundless energy.

Beyond Timeless

The final segment of the exhibition highlights the origin and spirit of the Genesis Neolun Concept, along with its experiential journey toward the future. At its core lies the brand’s bold philosophy that encapsulates the essence of luxury through reductive design where clean, refined lines strip away any unnecessary details. This streamlined aesthetic is then combined with the expansion of mobility into a sensory-stimulating life experience, making the Neolun Concept the epitome of the brand’s vision for the future. Its refined proportions and impeccable attention to detail exude sophisticated elegance, while state-of-the-art technologies seamlessly elevate the everyday experience. By embracing minimalism as a path to unparalleled fulfillment, the Neolun Concept stands as a testament to timeless values that endure across generations.

By hosting this exhibition, Genesis aims to cultivate stronger emotional and cultural ties with emerging local artistic landscape and a wider audience inspired by the Korean concept of “Tuh.” While Tuh literally signifies a piece of land or a building site, it also carries a metaphorical meaning as a place of presence and significance. This concept shapes Genesis’ spatial philosophy, highlighting the brand’s dedication to cultural synergy and community building through its thoughtfully designed spaces.

Held every two years since 1999, the Biennale showcases the vibrant tapestry of Korean and international craft, offering audiences a deeper understanding of contemporary artistry while exploring new horizons for the craft world. Over the past 26 years, it has evolved into one of the largest craft biennales globally, featuring approximately 3,000 artists from 60 countries and attracting an audience of 400,000 to each event.

LE CASTELLET, France, Sept. 9, 2025 — The first tests of the GMR-001 Hypercar signaled the start of the next key phase in Genesis Magma Racing’s preparations to enter the FIA World Endurance Championship (WEC) in 2026. Following the five days of testing at Circuit Paul Ricard, François-Xavier Demaison (better-known as FX), Genesis Magma Racing Technical Director, and Justin Taylor, Genesis Magma Racing Chief Engineer speak about the test, providing details on the focus and results from the first tests, and plans for the next steps in the development process.

What was the difference between the shakedown and the first tests?

Justin Taylor: “In the shakedowns we were running the GMR-001 Hypercar on small circuits, simply validating that each system was working correctly and that all the pipes and wires went to the right places and that there were no clashes. At the first full tests we could start learning what is different from the bench tests we have done, and begin tuning the different systems to work together as one when the car is running on a proper race track.”

What has been the focus of the first tests?

Justin Taylor: “One of the biggest areas of focus can be summed up with the word ‘synchronization’. This specification of cars have several systems that must work in sync to have good performance and reliability. It takes some time and effort to get everything following the same beat. However, this is something that must be done before we can move on to the next stages of testing, so it was important that we took the time to focus on the software in the first tests to lay the foundations for the entire development process.”

How have Genesis Magma Racing engineers brought together the data from engine dyno testing and simulator work to support the first on-track tests with the GMR-001 Hypercar?

FX Demaison: “The months of work by the Powertrain Department on the dyno, and the sessions on the simulator provided the calibration values we started the test with, but then the data we gained from test gets fed back to inform the next bench tests and sim sessions. The feedback loop and relationship between on-track running we do on, and the work on the engine dynos and in the simulator is a never-ending process. Even once we have finished this first development phase and have started to compete in WEC races, the loop of on-track findings being fed into the off-track work will continue.”

Why was it chosen to complete the first tests at Circuit Paul Ricard?

Justin Taylor: “Circuit Paul Ricard is a relatively safe place to take a new car and push the limits, due to the size of the runoff areas. Plus, it is very close to Genesis Magma Racing’s new race base and the ORECA factory where the chassis was built, so it puts less pressure on the logistical side of a new project, when there is a lot of other work to do.”

How have Genesis Magma Racing and ORECA been working together during this first phase of testing? 

FX Demaison: “The decision to start the testing at Circuit Paul Ricard was a deliberate choice to be close to the ORECA workshop, as well as our own base, to make communication as easy as possible and make sure we could work easily between the two tests with as little wasted time as possible. For the first tests, ORECA provided specialist engineers and the car mechanics, but the control of the chassis and powertrain engineering, and the test plan were fully the responsibility of Genesis Magma Racing.”

What feedback have you received from the drivers about the car?

Justin Taylor: “One of the things that André and Pipo have raised a few times is how natural the car feels. Despite all of the electronics and intelligence onboard, the car is driving and responding like a normal racecar, not a spacecraft. We’ve also had some feedback on the handling balance of the car, which I wasn’t expecting so early in the development, so we’ve been able to make some small aerodynamic changes between runs to see how they affect the car.”

What are the major things the team have learned after the first tests?

FX Demaison: “We made the progress we needed to with the powertrain and chassis software, but finding the right maps for these will be an on-going process throughout testing. We have to balance a lot of aspects – firstly all the systems need to work well with one another – the ‘synchronization’ Justin mentioned before. Secondly, we need to make sure the car consistently operates within the window we need and thirdly we need to have something that all the drivers are comfortable with and can always get the maximum performance of the car for a full stint.”

What are the next stages for the development work on the car – both on track, and in the workshop?

FX Demaison: “We still have a lot of work to do. We need to continue optimizing the powertrain and chassis software and finalize our choice of brake materials. We have some endurance tests planned, where we can simulate a 24-hour race to build the reliability that we need, as well as work on the light set-up required for visibility during the night. We obviously need to keep working on the aerodynamic balance of the car, to find something that works for all the drivers we will have for the 2026 season.”

See the X Gran Coupe Concept reborn as a masterpiece on the road in the videos below: 

The exterior color of the car, based on the marque’s flagship G90, is given new context when seen in the Mediterranean countryside and its ancient olive trees. Here, in Italy’s eastern Marche, where the earth seems to breathe poetry in gently rolling hills adorned with the ribbons of vineyards, the X Gran Coupe Concept reflects its surroundings as a faceted gem, compressing the landscape’s splendor into a single, radiant form.

From a head-on perspective, the concept car exudes unmistakable athleticism, its sporty character radiating with confidence. But it’s when the car roars into motion that its true spirit comes alive. The widened fenders and sleekly lowered roofline create a commanding presence, evoking the raw power of a predator poised on the edge, muscles coiled and ready to leap. It is kinetic energy brought to life.

In profile, it is easy to see that the roof and cant rail of the concept have been naturally integrated, shaping a cabin that resembles the canopy of a sports car. The “Athletic Elegance” design philosophy, the signature of the brand, has been elevated into a more sculpted silhouette, reframing what luxury designs can encompass.

The extended fenders are specifically designed to create a three-dimensional look, establishing the car’s dynamic and commanding stance. The elongated Two-Line headlamps accentuate the car’s wide proportions, visually amplifying the car’s increased track with a confident, powerful presence.

The Two-Line headlamps, a signature of the Genesis brand, find new levels of refinement on the front of the X Gran Coupe Concept.  They frame the face of the vehicle with quiet authority, a luminous calling card that clearly announces identity even from afar.

The slightly sloped front windshield and lower roofline create a sleek, bold silhouette, setting the concept apart from sedans. Parked in the historic Piazza del Popolo in the Province of Ascoli Piceno, the X Gran Coupe Concept looks entirely at home, an elegant guest in a timeless square, mirroring stone, sky and shadow.

The wide lower air intake with sculpted grille mesh emphasizes the sporty character of the vehicle. Seen here in closeup, it’s an indrawn breath with purpose — cooling, focusing and readying the car for whatever comes next.

The striking combination of the minimalist five double-spoke design of the wheels and a layered treatment on the secondary spokes makes them a highlight. Altogether they catch the eye like fine jewelry from every angle; finishing notes that hum with intent.

Open the lengthened door and the first impression is scent: the subtle warmth of Genesis leather. Inside, greens and earth-browns, shades of olive leaf and Mediterranean soil, wrap the cabin. Tanned with tannins reclaimed from Italian olive oil production, the leathers create an atmosphere that is at once refined and reassuring, a testament to meticulous hands and patient craft.

Microperforated olive wood is used throughout the cabin, finished with a custom backlit graphic resembling olive leaves at dusk. The olive-wood line carries from front seat to back in one elegant sweep, visually elongating the cabin and reinforcing its sleek, athletic profile.

Genesis has created an exclusive lifestyle capsule collection to complement your journey with the X Gran Coupe Concept. This collection features accessories crafted from the same premium Pasubio leather as the concept’s interior. Each piece mirrors and extends the car’s quiet opulence from road to life.

Handmade by master Italian artisans, the trio — an iPad case, briefcase and garment bag — balances business and leisure with effortless poise. Together, they make the X Gran Coupe Concept an experience that travels with you wherever you go, even beyond the car.

The Genesis X Gran Coupe Concept established a new benchmark for luxury cars. It elevates the Athletic Elegance design philosophy already apparent in Genesis’ flagship G90 model into a more sculpted silhouette. Its design details, inspired by the Mediterranean countryside, both blend in and stand out even more in this picturesque Italian landscape. In every line, light and texture detail it fuses artistic beauty with exquisite craftsmanship, and in doing so, redraws the map of modern luxury.

Please see below for additional photos of the X Gran Coupe Concept:

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Seungbok Kang, the head chef at the Genesis Lounge, is a seasoned culinary master with 18 years of experience at one of Korea's most prestigious luxury hotels, the Shilla Seoul. Having honed his craft in the banquet division and at the French restaurant Continental, he later showcased a wide range of dishes at the acclaimed La Yeon, Korea’s first three-star Michelin restaurant serving Korean cuisine.

Kang brings his expertise to the Genesis Lounge by reimagining traditional Korean ingredients with a modern, innovative flair. Each dish is meticulously crafted to embody Genesis’ philosophy of exceptional hospitality, delivering a one-of-a-kind dining experience that is exclusive to the Genesis Lounge. Kang was able to share insights into his process and inspiration during a recent interview at the Genesis Lounge in Seoul.

How long have you been a part of the Genesis Lounge?

I’ve been working with the Genesis team since July 2022, even before the official opening of the Genesis Lounge. Compared to my previous experience working in other hotel restaurants, this role has been both a new challenge and a refreshing journey — one that I’ve found deeply rewarding and enjoyable.

How does overseeing the dining service at the Genesis Lounge differ from your experience in hotel restaurants?

The biggest difference lies in the scale and audience. Unlike hotel restaurants that often serve hundreds of guests at once, the Genesis Lounge is an intimate, exclusive space reserved for a select few. This allows us to focus on delivering highly personalized service, thoughtfully tailored to each guest’s unique preferences and needs. Even for developing menus, we can carefully consider the tastes and lifestyles of the Lounge visitors to create a dining experience that truly aligns with their expectations.

What is the process behind developing new seasonal menus?

At the Genesis Lounge, our course menus are uniquely designed to reflect the essence of each of the four seasons. Menu planning begins with research into seasonal ingredients and testing. First, we select ingredients that best capture the spirit of the season, then explore how they can be transformed into dishes suited to the Genesis Lounge’s atmosphere, operational philosophy, and the preferences of our guests. These ideas are then refined over the course of a month through samplings, allowing each concept to be brought fully to life. The first results are then reviewed through tastings with the Executive Chef of The Shilla Seoul, the Head of F&B, and the Head Sommelier, incorporating their feedback to enhance the dishes’ quality. Finally, after a tasting with Genesis executives and staff, the dishes are ready to be presented to our guests.

Where do you draw inspiration for menu development?

All culinary ingredients come from nature; seasonal changes and the foods best suited to each season are guided by nature’s order. I have always had the habit of observing and seeking to understand things deeply, but before developing new menus I dedicate even more time to exploring the essence of natural ingredients. It’s essential to preserve their inherent taste, aroma, shape and color, while also considering how they harmonize with other ingredients to create a balanced whole.

What do you prioritize the most when preparing a menu?

My team's feedback. No matter how much I personally like or feel confident about a dish, if my team’s feedback during tastings differs from mine, I’m willing to let the idea go. The menus we serve at the Genesis Lounge are not mine alone, but the results from our entire team. I believe that every team member should feel complete confidence in every dish we serve, as their dedication and sincerity will truly reach our guests. This is especially important for team members who directly serve the dishes, who can directly notice and sense the guests’ reactions in real time. Ensuring they feel proud and assured about what they serve is, above all, what matters most.

Among the menus you’ve created for the Genesis Lounge, is there one you feel particularly attached to or found especially challenging to create?

Since I’m designing menus for Genesis’ top-tier clientele, I focus heavily on expressing Genesis’ philosophy and values through food. Balancing the Korean elements Genesis aims to share with the world while also capturing the brand’s spirit of innovation, challenge and emotion is no small task. Yet this very process is what makes me deeply attached to each menu we create.

One memorable example is when we used burdock root, a quintessentially Korean ingredient often found in everyday dishes, to create unique culinary interpretations such as ice cream, japchae (stir-fried glass noodles), meat noodle soup and chips. This was a bold and creative reinterpretation of a traditional Korean ingredient designed to align with Genesis’ brand vision. The overwhelmingly positive reactions we received from guests made it one of my most memorable projects.

Is there something you hope guests will take away from their dining experience at the Genesis Lounge?

As a chef, food is my language for communicating with guests. What I truly hope is that guests approach the dishes with an open mind, allowing themselves to feel the emotions and messages we aim to convey through each bite.

When designing a menu, I immerse myself in it with the same passion as a young man in love — thinking about it endlessly and pouring my heart into every detail. If this level of care and passion resonates with our guests, it will bring me immense fulfillment and joy.

Looking ahead, what changes or developments can guests expect at the Genesis Lounge?

I believe the defining hallmark of the Genesis Lounge is its exclusivity, especially the unique combination of Genesis’ signature hospitality with a refined culinary experience that deepens our guests’ connection to the brand. Guided by this belief, we devote the utmost care to every menu we create. Going forward, we will continue to reflect upon the voices of our guests to deliver an exceptional dining service that embodies the values of Genesis with the highest standards of sophistication.

By prioritizing research in noise, vibration and harshness (NVH) technology, the Group ensures its vehicles deliver more than just a quiet ride — they create a space of unparalleled comfort and sophistication. Genesis is harnessing these learnings to pursue a more tranquil acoustic environment.

Genesis has built a strong reputation for delivering exceptional customer satisfaction, earning recognition from J.D. Power in multiple categories for eight consecutive years. At the heart of this achievement is the brand’s unwavering commitment to prioritizing its customers’ needs, offering intuitive technologies designed to enhance every aspect of the driving experience. This dedication stems from Genesis’ pursuit of crafting emotionally resonant and memorable journeys.

And for EV customers, a key factor that plays into creating a memorable ride is based on how quiet and comfortable the journey is. To meet this demand, the Namyang R&D Center conducts rigorous testing with a focus on achieving superior quality and refinement. Facilities such as the Road Noise Testing Lab and the Immersive Sound Studio reflect this effort, enabling the researchers to study, control and optimize noise and vibration.

Road Noise Testing Lab: Where Tire Noise and Vibration are Reduced

In the Road Noise Testing Lab, NVH performance — essential to the development of every new Genesis vehicle — is meticulously assessed to ensure superior quality and refinement. By simulating road-induced vibrations caused by surface irregularities, the lab allows researchers to evaluate and minimize the resulting interior noise under controlled conditions. Spanning 10 by 14 meters, the lab is lined with advanced sound-absorbing materials to eliminate echoes and ensure precise testing. At its core is a chassis dynamometer installed beneath the floor, enabling vehicles to be operated in a stationary test environment. The dynamometer’s rollers, which are in direct contact with the tires, are coated with surface patches that replicate real-world road textures. This setup allows Genesis to simulate a variety of driving conditions with remarkable accuracy.

Road noise is an unavoidable aspect of driving, stemming primarily from the friction and vibrations generated between the tires and the road surface. The nature and intensity of this noise can vary significantly depending on the road conditions. Even with identical tires, differences in road surface friction and load characteristics can dramatically affect the vibrational forces produced by the tires. These vibrations are transmitted through the suspension system and into the vehicle’s body, where they can potentially amplify into audible noise within the cabin. Understanding and controlling these dynamics is a critical focus area for Genesis.

Replicating Real-World Road Conditions

Accurately measuring and analyzing road noise, which changes based on varying road surface conditions, requires testing across diverse environments. While real-world road testing is often limited by uncontrollable factors like location and weather, the Road Noise Testing Lab provides a controlled indoor setting where consistent conditions can be maintained. This controlled environment not only ensures precise analysis but also enables researchers to replicate specific scenarios repeatedly, significantly accelerating the vehicle development process. By removing external variables, the lab allows Genesis to refine and optimize NVH performance in its vehicles.

The surface patches used in road noise testing are modeled to replicate a variety of real-world road textures, including rough, bumpy and smooth surfaces. Significant effort is invested to ensure these patches produce results that closely mirror actual driving conditions. For example, a 3D camera is employed to scan the rough surfaces of key roads, capturing every detail needed to create realistic road surface patches. Additionally, factors such as the rebound coefficient of materials like asphalt and concrete are carefully considered to reproduce the physical properties of real road surfaces as accurately as possible. This attention to detail ensures that Genesis can effectively evaluate and refine its vehicles for optimal driving comfort and a serene sound experience.

Road noise can be classified into booming, resonance, rumbling and high-frequency sounds, with tonal variations influenced by the tire’s grip and friction characteristics on different road surfaces. To fully understand these dynamics, tests are conducted across a range of driving scenarios, including acceleration, deceleration and steady-speed conditions. Standard noise measurements are taken from the driver’s seat, providing key data on cabin acoustics. In some models, additional microphones are also strategically positioned at the ear level of rear-seat passengers. This comprehensive approach ensures that noise levels and tonal qualities are evaluated across the vehicle, delivering a refined and consistent acoustic experience for all occupants.

Managing Vibrations to Minimize Road Noise

While reducing road noise may typically be considered the responsibility of tire manufacturers, it also highlights the expertise of automakers in creating a holistic driving experience. Tires play the most significant role in generating road noise, but the suspension system and vehicle body are equally crucial in managing it. If these systems fail to absorb the vibrations transmitted through the tires, those forces can amplify, resulting in heightened road noise within the cabin.

For example, when vibrations from the tires are transferred to the suspension system, and the vibration-damping performance of components like bushings is insufficient, these vibrations can travel through the suspension and into the vehicle body. Low-frequency vibrations below 500 Hertz, which are challenging to absorb or dampen with interior materials such as trim, can create an unpleasant experience for both the driver and passengers. Beyond their impact on NVH, these tire-induced vibrations also affect fuel efficiency, handling and overall driving comfort.

To deliver a comfortable and enjoyable driving experience, the R&D Center utilizes advanced mechanical design techniques to optimize the performance of underbody components and bushings. Researchers analyze isolation performance and phase relationships to ensure that vibrations from the wheel hub assembly — where the wheels and tires are mounted — are not directly transmitted to the vehicle body. By measuring and analyzing the vibrational sensations experienced by the driver, every detail is refined to enhance the enjoyment of the driving experience.

One of the defining advantages of an EV is its quiet and serene driving experience. Without the masking effect of engine noise present in internal combustion engine vehicles, external sounds become more noticeable, demanding a more sophisticated NVH design. Road noise, an inevitable byproduct of driving, is no exception. To address this, the Noise and Vibration Technology Team performs rigorous road noise testing while evaluating sound-absorbing materials and various components. This approach allows the team to continually refine NVH performance, delivering an even quieter and more comfortable driving experience.

Precision Sound Testing in a Virtual Environment

The Immersive Sound Studio is a facility that harnesses virtual reality (VR) technology to analyze and optimize automotive sound with precision. Equipped with VR devices and a spatial sound system, the studio validates a wide range of acoustic characteristics throughout the entire vehicle development process, enhancing both accuracy and efficiency. A standout feature is the Virtual Environment Evaluation Lab, which recreates a variety of sounds — such as engine noise, wind noise and road noise — within a 3D virtual space designed to replicate real-world testing conditions. This innovative approach allows Genesis to refine the quality of sound for elevated auditory comfort.

Sound Analysis Through Virtual Reality

The Virtual Environment Evaluation Lab is a VR-powered simulation space that replicates a wide range of environments, including outdoor test tracks, model roads, anechoic chambers, tunnels, intersections and even indoor parking lots. Built using Unreal Engine — a leading tool in 3D game development — the lab seamlessly integrates advanced VR technology into the vehicle development process. This virtual setup not only enhances the precision of environmental simulations but also enables global collaboration. For instance, research teams and facilities from around the world can participate in joint evaluations remotely, streamlining the development process while maintaining accuracy and efficiency.

The purpose of adopting VR environments in vehicle development is to reduce sensory bias. Humans perceive information through a combination of the five senses, but when only one sense is isolated it can heighten and distort the perception of an experience. For example, the sound of driving at 100 kilometers per hour, played at the same volume while stationary, may be perceived as louder. By incorporating VR to provide visual cues — such as the perspective from a moving vehicle — sound can be evaluated within the context of real driving conditions.

The Virtual Environment Evaluation Lab takes sound analysis to the next level by enabling both visualization and in-depth evaluation of acoustic properties. Rather than simply playing pre-recorded audio, the lab uses virtual sound that replicates the acoustic transmission characteristics of a vehicle. These sound properties are displayed visually alongside the actual sound, creating a comprehensive analysis platform. For instance, when testing the Acoustic Vehicle Alerting System (AVAS) for EVs, the lab can evaluate how the sound experienced by pedestrians changes based on the placement of the speakers. By combining auditory information with visual context, the lab allows for more accurate and precise evaluations of the soundscape as experienced by both customers and external audiences.

Building a virtual sound environment requires the collection and integration of extensive acoustic data. Real vehicle sounds are recorded using state-of-the-art technologies to ensure precise and accurate acoustic replication. For example, when capturing spatial sound, a spherical microphone array with 64 tightly packed sound sensors is employed to collect three-dimensional audio, providing a fully immersive sound profile. Additionally, to record sound from the driver’s perspective, a proprietary helmet microphone system is used to measure road and interior noise exactly as it would be experienced by the driver.

A Space Where the Sounds of Future Mobility are Designed

The Immersive Sound Studio is a facility where measurement and analysis results of vehicle NVH and driving sounds are brought to life through spatial audio. What sets it apart is the world’s first implementation of a “variable spatial sound speaker system.” This innovative system allows seamless switching between fourth-order Ambisonics (25 channels) and Dolby Atmos (7.1.4 channels) using a sophisticated three-dimensional speaker array paired with a real-time control system.

The speaker configuration within the Immersive Sound Studio adapts based on whether Ambisonics or Dolby Atmos is being utilized, each serving distinct purposes in sound analysis and experience. Ambisonics is a technology that captures and reproduces the sound field characteristics of a space using mathematical analysis and combination processes to measure sound from a single point in the environment. In contrast, Dolby Atmos is designed for creating and experiencing content like music or films, enabling each sound element to emanate from specific directions as intended by its creator. Reflecting these differences, Ambisonics is primarily employed for NVH research in vehicles, ensuring accurate replication of the soundscape, while Dolby Atmos is used for entertainment-focused studies, refining the in-cabin audio experience for enjoyment and engagement.

The Immersive Sound Studio produces spatial audio that delivers an immersive sense of realism, closely mirroring actual driving conditions. This technology enables the precise reproduction of the spatial perception and realism of sounds as experienced by customers during real-world driving. These highly accurate sound simulations are integrated into all sound-related development and testing processes, ensuring that the auditory experience aligns with what customers actually hear. This customer-centric approach enhances decision-making and streamlines the development process. Additionally, the studio supports accelerated progress through collaborative evaluations with overseas research centers and external partners, fostering innovation and efficiency on a global scale.

Meanwhile, the Virtual Sound Group, responsible for vehicle sound development, is accelerating the advancement of virtual acoustic environment technologies in preparation for future mobility. In the era of autonomous vehicles, the orientation and arrangement of interior seats may frequently change based on need, necessitating the development of innovative sound control technologies to address these challenges. Additionally, to deliver consistent, high-quality sound experiences to customers, testing under diverse conditions is essential. The Virtual Sound Group is preparing to actively adapt to the evolving mobility landscape by conducting these tests within virtual acoustic environments.

Genesis EVs are known for more than just their impressive performance. This is rooted in their ability to deliver truly satisfying and immersive driving experiences. Each Genesis EV reflects the unwavering dedication and meticulous effort of researchers committed to crafting vehicles of exceptional quality. At the Namyang R&D Center, these efforts continue tirelessly, with a focus on overcoming the challenges of weather, time and space. Through advanced research and innovation, Genesis remains steadfast in its mission to develop even more refined, customer-focused EVs that set new standards in luxury and excellence.

Genesis Magma Racing has kicked off an all-out push with its sights set on entering the FIA World Endurance Championship (WEC) next year. The program began with the unveiling of the Genesis GMR-001 Hypercar and its V-8 engine, followed by a full team structure and talent acquisition. Now, with hard-earned race mileage already under its belt, Genesis is preparing to prove itself against the world’s strongest endurance competitors.

Genesis Magma Racing (GMR) has been moving full throttle toward its 2026 WEC debut. The team has revealed the Le Mans Daytona h (LMDh)-spec GMR-001 Hypercar and its brand-new V-8 engine, while driver and crew training is progressing under the Genesis Trajectory Program. Partnering with French outfit IDEC Sport, Genesis has entered the European Le Mans Series (ELMS), giving its drivers and engineers an intense baptism of fire. The campaign has already delivered a class win in Le Mans Prototype 2 (LMP2) at the season opener, overall victory in Round 2 at Barcelona, and valuable lessons at the legendary 24 Hours of Le Mans.

The GMR-001 Hypercar: Development at Full Speed

Genesis made WEC ambitions official last year, and by April 2024 a full-scale GMR-001 was on display at the New York International Auto Show. More recently, a video of the V-8 engine firing up in its chassis grabbed headlines worldwide.

Development of the dedicated V-8 began in June 2023 and hit its first milestone in February 2024, when the engine roared to life in Alzenau, Germany. On July 9, it was installed into the ORECA-built chassis at Le Castellet, France, marking the first complete GMR-001 prototype.

Hypercar engines typically come in V-6 or V-8 turbocharged layouts. Genesis based its new V-8 twin-turbo on Hyundai Motorsport’s proven 1.6-liter inline-four turbo engine from World Rally Championship (WRC), sharing around 60 percent of the components. Per LMDh regulations, the GMR-001 combines an ORECA chassis, an Xtrac gearbox, a Bosch MGU and a Williams Advanced Engineering battery pack.

Genesis Magma Racing Technical Director François-Xavier Demaison explained: "With the time we had available to develop the engine, we immediately knew we did not have enough time to completely design a new engine from scratch. For the main part of an engine, you need a long time to design, validate and, of course, to produce. Every part needs to be tested over many kilometers, and the inline-four engine from our World Rally Championship car has already been well proven. It became the logical step to carry over as many parts as possible from the four-cylinder engine."

Development has since accelerated. The first completed GMR-001 chassis was moved to GMR’s new Race Base facility at Le Castellet where it underwent its initial shakedown in bare carbon trim. Lead drivers André Lotterer and Luís “Pipo” Derani have already completed simulator sessions and baseline setup work ahead of full-scale testing.

With its chassis, V-8, hybrid system and gearbox now united, the GMR-001 will embark on a grueling test program across Europe, targeting its competitive debut in the 2026 WEC season. Engineers and mechanics will pore over data while drivers verify setups in the simulator, steadily sharpening the car into a race-ready weapon.

"We are at a time where we seem to be passing milestones every day, but this is exactly what we must be doing,” said GMR Team Principal Cyril Abiteboul. “After planning for and talking about these moments for the last eight months, to be able to see a finished car running exactly as we planned is incredibly exciting.”

The GMR-001 Hypercar has now moved beyond design and build, entering the critical phase of proving durability and performance in real-world conditions. Genesis is turning every step into a chance to accelerate development, laying the groundwork for its first attack on the world stage of endurance racing.

Entering the Arena of LMDh

The LMDh formula — short for Le Mans Daytona hybrid — was born from International Motor Sports Association (IMSA)’s WeatherTech SportsCar Championship, with technical regulations aligned with the WEC to allow crossover competition. While Le Mans Hypercar (LMH) manufacturers must design every element independently, LMDh was created for cost efficiency. Entrants select one of four chassis suppliers (ORECA, Dallara, Multimatic or Ligier) and pair it with a spec hybrid system: a Williams battery, a Bosch MGU and an Xtrac gearbox. Unlike LMH cars, which can temporarily run all-wheel drive, LMDh machines channel both engine and hybrid power solely to the rear axle.

Although LMH cars may hold a slight performance edge, LMDh offers clear advantages: lower costs and faster development timelines.

Importantly, LMDh also offers a major marketing advantage in the U.S., a crucial market for premium brands. Cadillac, Porsche, BMW, Lamborghini and Acura are already in. Even Alpine — without a U.S. sales presence — has committed, while Ford and McLaren are preparing LMDh entries for 2027.

Building the Team: The Genesis Trajectory Program

Developing the car is only half the battle; building the team is equally critical. Genesis organized GMR in Le Castellet, specifically at a test track adjacent to the Circuit Paul Ricard, rather than Hyundai Motorsport’s rally base in Alzenau, Germany.

To accelerate experience, Genesis partnered with endurance veteran IDEC Sport, launching the Genesis Trajectory Program.

Collaborations between automakers and racing teams are nothing unusual in motorsport. Specialist outfits born and bred on the circuit bring deep racing expertise, offering wide-ranging and detailed support from car development to team operations. For manufacturers, running a permanent in-house racing team can be a heavy burden, so they often partner with these experts to gain access to skilled personnel, facilities and hard-earned know-how.

The same applies to teams currently competing in the WEC. Endurance racing legends like Porsche are partnered with America’s powerhouse Penske, Aston Martin is aligned with Heart of Racing, BMW M relies on Belgium’s Team WRT, and Ferrari leans on AF Corse for its campaigns.

Founded in 2015 by Patrice Lafargue, IDEC Sport claimed the 2019 ELMS title and competes in LMP2, LMP3 and Michelin Le Mans Cup. Former Peugeot factory driver Nicolas Minassian serves as Sporting Director.

For this season, IDEC’s #18 LMP2 car has been repainted in GMR’s signature magma-orange livery, serving as a rolling testbed for Genesis drivers, engineers and mechanics.

The driver lineup is taking shape. Three-time Le Mans winner André Lotterer and Brazilian ace Pipo Derani anchor the squad. Supporting them are Jamie Chadwick, Mathys Jaubert and Daniel Juncadella. Endurance racing requires at least three drivers per car, so six or more drivers are needed across two cars. Rotation is common as drivers juggle commitments in multiple series.

Jamie Chadwick is a British driver who became the youngest-ever champion of the GT4 class in the British GT Championship at just 16 in 2015. She went on to win the inaugural W Series title in 2019 and has since notched a victory and two podiums in Indy NXT.

Mathys Jaubert, just 20 years old, is the youngest driver on the team. He finished runner-up in the 2024 Porsche Carrera Cup France and first sampled LMP2 machinery during the ELMS rookie test at Portimão in 2023, marking him as a promising newcomer to endurance racing.

Daniel Juncadella is a seasoned 34-year-old Spaniard with experience across multiple categories. Starting in Master Junior Formula, he progressed through Formula BMW, GP3, European F3, and even tested as a young driver in F1 before serving as a reserve for Force India. Most recently, he claimed LMGT3 class victory in the 1,812 km WEC season-opener at Qatar with TF Sport.

Genesis has also adopted an advanced driving simulator from U.K.-based Dynisma. The high-end simulator is sophisticated enough to be used in Formula 1, delivering a near-real driving experience. It will be invaluable not only for collecting development data on the new hypercar but also for driver training. With real-world track testing limited, the simulator becomes an essential piece of equipment.

Real-World Training in ELMS and Le Mans

The partnership between Genesis and IDEC Sport got off to a strong start at the ELMS season opener, the 4 Hours of Barcelona, marking a successful launch of the Trajectory Program. The ELMS is organized by the ACO as the entry tier of endurance racing — if WEC is Formula 1, ELMS is Formula 2. The ACO’s endurance ladder runs from the Le Mans Cup and Ligier European Series at the base, through ELMS and Asian Le Mans Series, with the WEC sitting at the top.

In early April, 31 teams and 131 drivers lined up at the Circuit de Barcelona-Catalunya for the season’s first ELMS round. IDEC Sport’s #18 LMP2, wearing GMR’s orange livery, was driven by Jamie Chadwick, Mathys Jaubert and Daniel Juncadella. The sister #28 car was piloted by Paul Lafargue, Paul-Loup Chatin and Job van Uitert.

The #18 started outside the top ten but clawed its way into the lead battle by mid race. Jaubert, driving the final stint, even surged into first place. A late call for used tires, however, opened the door for the chasing #83 AF Corse car on fresh rubber. Overall victory slipped away, but taking the LMP2 class win was still a milestone first step for Genesis Magma Racing. It was also the first-ever ELMS LMP2 class victory by a female driver, Jamie Chadwick.

Round 2, the 4 Hours of Le Castellet, was held at Circuit Paul Ricard in southern France, IDEC Sport’s home turf. On the team’s 10th anniversary season, the race was particularly meaningful. Pre-race rain created chaos at the start, and Chadwick’s bold call to start on slicks saw her spin at Turn 2 and drop to the back. A switch to wets dropped her to 18th, but she calmly fought her way back up the order. As the track dried, pit-stop timing became a high-stakes gamble. In the final hour, Jaubert seized the lead as rivals pitted and held off Nielsen Racing’s late charge to take the checkered flag.

The victory marked the first overall win in the partnership with Genesis, and also IDEC Sport’s first at its home track — a fitting moment in the team’s 10th anniversary year. For Chadwick, it was another milestone: the first overall ELMS win by a female driver. Thanks to that triumph, both the driver and team standings vaulted into the championship lead.

From mid-May into June, the ELMS calendar paused, but the team had no time to rest—because the biggest race in endurance racing, the 24 Hours of Le Mans, awaited. Every June, the world’s top teams and drivers converge on France’s Sarthe region, and for Genesis Magma Racing. Preparing for WEC meant targeting Le Mans as the ultimate goal.

Genesis lined up its IDEC Sport LMP2 contender with André Lotterer, Jamie Chadwick and Paul-Loup Chatin Jaubert on the entry list. Originally, it was supposed to be Dani Juncadella taking the seat, but with his prior commitment to another team in the LMGT3 class, it was Lotterer who ultimately took the wheel.

Early setup issues kept the team out of Hyperpole, leaving them to start 14th in class. But once the race got underway they wasted no time carving through the field. By the time opening driver André Lotterer handed the car over to Jamie Chadwick, they were already up to 8th, and at around 4 a.m. — the halfway point — the IDEC Sport duo was running 4th and 5th. Just two hours later, however, disaster struck: the right rear wheel came off, forcing Lotterer to retire the car on the long Mulsanne Straight.

Le Mans may have ended in a heartbreaking retirement, but Genesis stayed firmly on course with its long-term road map by announcing fresh additions to the team right before the race. Newly appointed team manager Anouck Abadie brought pedigree from the renowned GT outfit Kessel Racing, while chief engineer Justin Taylor arrived with experience across both WEC Hypercar and IMSA LMDh programs — an invaluable hire as Genesis eyes an IMSA entry in 2027. And there was also a familiar face: Italian veteran Gabriele Tarquini, the driver who once delivered Hyundai a WTCR championship, returned to the fold as sporting director.

Three weeks after Le Mans, the ELMS circus moved to Italy’s Imola circuit for Round 3. The Genesis Magma Racing entry showed strong pace in practice, but a sudden downpour just before qualifying meant they had to start from ninth on the grid. Jamie Chadwick navigated the early chaos brilliantly, using a fuel-saving strategy to climb as high as second. Daniel Juncadella gambled on slicks in the rain but slid off, damaging the car and limping back to the pits. A string of subsequent incidents kept the team from capitalizing on their pace, and they eventually finished 11th, missing out on points. The setback handed the championship lead to VDS Panis Racing — but only by a single point, leaving everything still wide open.

The first half of the ELMS season wrapped up with Round 4 at Belgium’s legendary Spa-Francorchamps on Aug. 24. From there, the series moves on to Silverstone in the U.K. before closing out in October at Portugal’s Algarve circuit. The championship fight remains critical, but for Genesis the bigger prize lies just ahead — an official debut in the FIA WEC. It’s the brand’s first-ever purpose-built race car taking on the sport’s top class, a battleground stacked with manufacturers who’ve spent decades in endurance racing and have cabinets full of Le Mans silverware. For Genesis, it’s still only the opening steps, but just as Hyundai proved in touring cars and the WRC, the charge of Hyundai Motorsport and Genesis Magma Racing isn’t slowing down anytime soon.

A shining example of this homage is the vibrant array of colors showcased across its concept and production vehicles, each deeply inspired by Korea’s rich cultural heritage and breathtaking landscapes. From the rugged majesty of Mount Halla on Jeju Island to the intricate artistry of “dancheong” — the colorful patterns of Korean roof architecture — these 10 iconic shades reflect Genesis cultural pride. Together, they tell a story of traditional beauty seamlessly blended with contemporary elegance, embodying the harmonious marriage of past and future in the world of luxury automobiles.

Hallasan Green

This striking exterior color, available on production models* like the G90, the G80 and the G70 Shooting Brake, is a direct tribute to Mount Halla, the majestic shield volcano on Jeju Island and Korea’s tallest mountain. This special color was developed as a deep, grayish green. During development, the focus was on achieving a hue that sits between blue and green, evoking the unique atmosphere of Jeju Island, where the blue sea, lush greenery and black basalt coexist in harmony. The color is a testament to the brand’s commitment to showcasing the beauty of its homeland in a tangible way.

Crane White

Inspired by the crane, a revered symbol in Korea representing nobility, sanctity and longevity, the pearlescent white that clads the exterior of the X Convertible Concept exudes purity and elegance. It’s a sophisticated choice for a luxury convertible, hinting at grace and timeless appeal.

Giwa Navy

This deep navy hue, used in the interior of the X Convertible Concept, takes its name from “giwa,” the distinctive dark roof tiles found on traditional Korean houses known as “hanok.” The color embodies the classic and serene aesthetic of Korean architecture, bringing a sense of calm and rootedness to the interior space.

Dancheong Orange

A vibrant orange used as an interior accent in the X Convertible Concept, Dancheong Orange draws its inspiration from dancheong, which are the elaborate and beautifully colorful patterns that adorn traditional Korean temples and palaces. This energetic shade signifies intricate beauty and cultural artistry, adding a dynamic touch to the luxurious cabin.

Inje Green

This metallic emerald green shade, used for the exterior of the X Speedium Coupe Concept, is named after Inje County in Gangwon Province. This region is renowned for its mountains and is home to a prominent circuit, Inje Speedium, where Genesis designers can really let loose on the racetrack. The belief that the pleasure of driving should be eternally pursued even in the era of electrification is reflected in the concept’s design. The choice of exterior color and its name were chosen with the same philosophy.

Signature Orange Color of Genesis Magma Program

This signature color for Genesis’ upcoming Magma model references Korea’s volcanic landscape, symbolizing the emotion, passion and vibrancy of the nation’s culture. Genesis Chief Creative Officer Luc Donckerwolke said of it, “The color symbolizes the self-confident and passionate attitude of Korea. There is a quiet, efficient, disciplined and humble first impression soon contrasted by a high-performing and extroverted attitude.” 

The orange shade was first used on the GV80 Coupe Concept. After that, it was used for all performance concepts like the X Gran Berlinetta, the G70 Track Taxi Nordschleife, the G80 Magma Special and others. Over time it has become a powerful statement of intent for the brand’s foray into high-performance vehicles. This idea is embodied in the Genesis Magma model, the first of which, the GV60 Magma, will soon be released. The same color is also used for the livery of Genesis Magma Racing, Genesis’ endurance racing team. The team will make its debut at the 2026 World Endurance Championship (WEC) and 2027 International Motor Sports Association (IMSA) SportsCar Championship in the Hypercar class with its GMR-001 Hypercar.

Midnight Black and Majestic Blue

Part of the two-tone exterior on the Neolun Concept, the two colors of Midnight Black and Majestic Blue are inspired by Korea’s serene nights. Together they evoke a sense of calm sophistication and bold presence, much like the quiet beauty of the Korean night sky. The deep hue of Majestic Blue completes the Neolun Concept’s dual-tone exterior. It adds a layer of depth and understated luxury, emphasizing the concept’s refined character.

Royal Indigo Cashmere and Purple Silk Leather

Royal Indigo cashmere and Purple Silk leather come together in the interior of the Neolun Concept to elevate the comforting ambiance of the cabin. The combination of soft, warm cashmere and matte leather dyed with Korean natural pigments, accented with translucent materials and real aluminum garnishes, create an unsuspecting harmony. This subtle detail is a nod to traditional Korean craftsmanship techniques and a unique touch that elevates the interior experience and reinforces the brand’s distinct identity.

As Genesis embarks on its next decade, these colors serve as more than just aesthetic choices. They are a testament to the brand's unwavering commitment to its Korean heritage, weaving the nation's landscapes, traditions and artistic expressions into the very fabric of its luxury vehicles. This thoughtful approach to design ensures that every Genesis, whether a production model or a visionary concept, carries a piece of Korea's soul, offering a truly unique and culturally rich automotive experience.

Disclaimer: Color availability for production models may vary by region.

Mount Halla by Jeju Special Self-Governing Province
Red-crowned cranes by Klub Books on Pexels
Giwa by Gray_Rhee on Pixabay
Dancheong motifs by William Warby on Pexels
Inje Speedium by Inje Speedium
Magma by Björn Austmar Þórsson on Pexels

The coming of the production GV60 Magma is a statement of intent. It’s a declaration that Genesis is ready to take its place among the automotive elite. Let’s continue diving into the most iconic Genesis concept cars of the last 10 years that have brought the brand where it is today.

6. Genesis GV60 Magma Concept

The GV60 Magma Concept, revealed at the Genesis House New York in March 2024, is a high-performance variant of the GV60. The Magma program added a new dimension to Genesis, marking the brand’s expansion into the realm of high-performance vehicles. This debut signaled the company’s ambitions to develop a high-performance Magma model for each production vehicle in its existing lineup. This concept was also unique in that Genesis promised it would be headed for production.

The GV60 Magma Concept and its promise to deliver exhilarating driving experiences within its EV portfolio was proven at the Goodwood Festival of Speed in July 2024. There, Genesis triumphed in the Sunday Shootout 4-seater production car category with the GV60 Magma Concept with race and rally driver Gethin Jones at the wheel. Not only did it secure its class win, but it also achieved an impressive 16^th place overall. The concept car finished the 1.86-kilometer course in just 52.72 seconds.

The exterior design in the distinctive orange color of this concept harmonizes aesthetics with considerations for chassis, aerodynamics and thermodynamics. A wider and lower main air intake in the bumper effectively cools the batteries, motor and brakes, while air curtains enhance the car’s aerodynamic efficiency. The titanium-colored flow-formed 21-inch wheels also help cool the brakes with integrated aero discs. On the roof, fins have been strategically placed to control aerodynamic flow and channel it into the rear wing, generating rear downforce and ensuring fluidity.

The luxurious and sporty interior mirrors the distinctive exterior design of the concept. It features bucket seats with body-colored seatbacks upholstered in Nappa and suede leather with double-diamond stitching patterns in Magma’s iconic orange and titanium grey.

7. Genesis Neolun Concept

Unveiled along with the GV60 Magma Concept, the Neolun Concept was a bold exploration of ultimate luxury, minimalist design and innovative interior space. The name “Neolun” combines the Greek prefix “neo,” meaning new, and the Latin word “luna,” meaning moon, and symbolizes the brand’s commitment to pushing boundaries. The concept offered a glimpse into Genesis’ vision for future flagship vehicles, emphasizing comfort, advanced technology and a profoundly luxurious passenger experience.

This large, opulent SUV concept focuses on creating a serene, lounge-like experience for its occupants. Its exterior is characterized by smooth, clean surfaces and is dominated by a strikingly beautiful B-pillarless coach door design. Compared to conventional vehicle structures, this layout provides a much more open interior space and maximizes convenient passenger access. Development of the B-pillarless coach doors has reached a level where their application to production vehicles is now feasible.

The doors open to reveal another highlight, as the Neolun Concept’s interior cabin represents a modern reinterpretation of Korea’s distinct hospitality culture. It features swiveling front seats that can face the rear passengers, a flexible heating system inspired by traditional Korean underfloor “ondol” heating integrated into the real-wood floor and dashboard, and a large, retractable roof display. The seats are embellished in Royal Indigo cashmere and Purple Silk leather, naturally dyed with organic pigments, setting a deeply relaxing mood.

8. Genesis GV60 Mountain Intervention Vehicle (MIV) Concept

The GV60 MIV Concept was revealed at the World Economic Forum 2025 in Davos, Switzerland, in January 2025. MIV is an acronym for Mountain Intervention Vehicle, underlining the multipurpose design considerations given to the design of this GV60 electric crossover concept. It showcases the brand’s capabilities in designing for any vehicle type, even one that is capable of both reconnaissance and rescue support in the most challenging of terrains.

The GV60 MIV Concept comes with snow tracks instead of conventional wheels with rubber tires and includes features such as sports seats, medical supplies, and emergency communications and warning systems that support mountain rescue operations in extreme conditions. Large carbon fiber fender flares ensure the safety of bystanders and occupants while also protecting the vehicle from damage. To maximize storage, a custom heavy-duty roof rack has been installed, while the rear hatch rack features modular attachment points for various equipment. Additionally, it has a vehicle-to-load system that allows it to supply power to auxiliary devices.

9. Genesis X Gran Coupe Concept and Genesis X Gran Convertible Concept

The X Gran Coupe Concept and X Gran Convertible Concept, which debuted at the Seoul Mobility Show in April 2025, both built upon the brand’s flagship G90. Both concepts demonstrate the brand’s future position as an emotionally evocative luxury brand through distinct typologies.

These concepts share several features that exemplify the further evolution of the “Athletic Elegance” design philosophy, including the characteristic Two-Line headlamps, which extend toward each model’s iconic Genesis Crest Grille. The 3D grille meshes are inspired by woven metal strings arranged in diamond-shaped Two Lines patterns. The wide lower air intakes with sculpted grille meshes emphasize the sporty character of the vehicles, while the elongated hoods create a dynamic silhouette. The widened Two-Line headlamps extend to the fenders, visually enhancing the increased track width.

Both concepts feature more steeply raked windscreens and lower roof heights for the cabins, resulting in audacious silhouettes. The doors on both models have also been lengthened to facilitate entrance and exit. The frameless windows slide down completely, revealing an uninterrupted window graphic. The fenders also have been widened to maximize the powerful presence of the two concepts. Aerodynamic wing sections finish the lower bodies, visually planting them firmly on the road.

X Gran Coupe Concept

The most iconic concept of the Genesis brand, it showcases Genesis’ philosophy of elegance and athleticism both with what is traditionally the most exclusive and unique body architecture in the luxury segment. For instance, the roof and cant rail of this concept have been visually integrated, shaping a cabin that resembles the canopy of a sports car. This also extends to the wheels, as the striking combination of a five double-spoke design and a layered treatment on the secondary spokes makes them a highlight from every angle.

The interior of this concept is inspired by the Mediterranean landscape, with the olive trees and earth tones providing the inspiration for the car’s colors and materials. Microperforated olive wood was used in the doors, and crystals in the steering wheel, center console and ventilation systems. Upon entering the vehicle, the scent of Genesis leather — crafted from naturally tanned material using wastewater from Italian olive oil production that is 100-percent chrome-free — delights the senses and enhances environmental sustainability. A fully quilted leather roof enriches the luxury ambiance, while the overhead console accommodates new functional enhancements.

X Gran Convertible Concept

Another interpretation of the flagship G90, this car showcases a typology that offers freedom of expression and a heightened open roof experience, which allows drivers a direct connection with the surrounding environment. The beltline has been extended further back, dividing the body from the soft-top roof. Also, its dynamic five-star wheels feature sculptural cross-sections that contrast with the Two Lines spokes. Finally, the burgundy red exterior color of the X Gran Convertible is reminiscent of pressed grapes.

The interior color takes similar inspiration, as it echoes the deep, rich hues of Cabernet Sauvignon grapes from the Livorno region of Italy. More crystals were used to elevate the sense of luxury while bringing warmth and depth to the cabin experience of the X Gran Convertible Concept. Paired with the soft materials of the seats and carpets, the crystals create a monochrome effect that highlights the grape blue tones of the interior.

10. Genesis GMR-001 Hypercar

The GMR-001 Hypercar was first announced in Dubai on Dec. 4, 2024, alongside the announcement of the creation of Genesis Magma Racing, the company’s new motorsport racing team. The car was portrayed as the centerpiece of Genesis’ motorsport ambitions and the embodiment of Genesis’ commitment to its Athletic Elegance design philosophy in a high-performance, endurance-ready package.

The Hypercar’s body is characterized by meticulous surface design, with each panel crafted to evoke movement even when the vehicle is at rest. The exterior combines subtle sculptural details that underscore the car’s athleticism and high-speed agility. Smoothly contoured surfaces guide airflow across the body, optimizing aerodynamic efficiency while emphasizing the car’s assertive character and confident stance. Genesis’ signature Two Lines lighting features prominently, boldly wrapping horizontally around the front and rear while seamlessly integrating into the car’s flowing bodywork to emphasize both width and aerodynamic intent. Also present is a sweeping Parabolic Line along its side profile, a Genesis hallmark that transitions fluidly from front to rear. The Line enhances airflow toward the rear diffuser, improving downforce and handling on the track. A concave rear section, framed by an active spoiler, adjusts to driving conditions, balancing drag reduction with stability for high-speed racing. This bodywork was crafted at Genesis Design Europe under the guidance of Genesis Chief Creative Officer Luc Donckerwolke.

Genesis Magma Racing unveiled its full-scale GMR-001 Hypercar and team identity, including livery and race suits, ahead of the 2025 New York International Auto Show. The livery of the GMR-001 Hypercar marries intensity with subtlety, dominated by the signature orange color, a hue symbolizing Korea’s vibrant energy. A gradient that flows from the vibrant orange at the front to deep red at the rear evokes a sense of speed and rising intensity, mirroring both the temperature of a high-performance engine and the acoustic shift of the Doppler effect. Integrated into the design are the Korean characters for Magma, “마그마.” The design incorporates the shape of the Korean consonants “ㅁ,” “ㄱ” and “ㅁ” as its foundational elements, creating geometric patterns that serve as a dynamic visual representation of Genesis’ heritage.

The GMR-001 Hypercar serves as the groundwork for Genesis Magma Racing’s debut at the 2026 World Endurance Championship (WEC) and 2027 International Motor Sports Association (IMSA) SportsCar Championship in the Hypercar class. Endurance racing represents one of the most prestigious and challenging disciplines in motorsport, demanding speed, reliability and strategy over extended periods. Genesis Magma Racing is currently undergoing a “year of learning,” working in partnership with IDEC Sport to compete in the European Le Mans Series (ELMS), providing its drivers and team members the opportunity to learn their roles and experience the demands and stresses of endurance racing ahead of the 2026 WEC.

Development of the GMR-001 Hypercar recently reached a major milestone with the first fire-up of the car taking place at Le Castellet, France.

Read Part 1 of this series exploring Genesis’ decade of visionary design through its most iconic concept cars.

The X Gran Equator Concept’s design tells a story of transformation. Its exterior, with clean lines, dark wheel arch cladding and 24-inch beadlock wheels, signals a readiness to tackle the wild. Geometric auxiliary lamps and a split-opening tailgate merge innovation with practicality, anchored by Genesis’ signature Two-Line headlamps. It’s a concept built to move seamlessly between sophistication and adventure.

But this concept is more than a standalone statement. It builds on over a decade of groundbreaking concept cars, each a bold step in Genesis’ evolution. These vehicles are more than creative exercises — they are foundational to the brand, expressing their distinctly Korean roots, technological ambitions and daring redefinition of luxury.

In this two-part series, join us as we dive into the most iconic Genesis concept cars of the past decade — 10 remarkable designs that have challenged conventions, captured imaginations and offered glimpses into the brand’s exciting trajectory.

1. Genesis Essentia Concept

The Essentia Concept is a grand tourer (GT) concept that boldly expanded the boundaries of Genesis’ design philosophy. Revealed at the New York International Auto Show in March 2018, it marked Genesis’ debut into the electric vehicle (EV)-based high-performance GT segment as the brand’s first battery EV. This concept car embodied the vision of a cutting-edge, all-electric luxury coupé. More than just a design study, the Essentia was a statement of intent, demonstrating Genesis’ ambition to create thrilling, beautiful EVs that blend advanced technology with passionate and progressive design.

The Essentia Concept’s exterior masterfully reinterpreted Genesis’ “Athletic Elegance” design philosophy, featuring a carbon-fiber monocoque with a sleek, aerodynamic silhouette and a low roofline, long hood and swept-back cabin. These elements are connected by the iconic Parabolic Line that gracefully runs along the shoulder of the car through to the muscular rear wheel arches. Dramatic butterfly doors enable effortless and elegant access to the vehicle. The rear of the car features an aerodynamic cut-off surface that houses the flush rear quad lamps and emphasizes the muscles of the rear haunch.

Inside, the cabin’s underlying design theory maximizes the connection between the car and driver. A mixed-material approach influenced by high fashion and classic color combinations includes cognac leather seats with chevron quilting. The driver and front seat passenger are divided by a slim center console covered in Oxford Blue leather that bisects the cabin. In front of the driver is an 8-inch widescreen display with piano black surround that displays only the information that is necessary for driving.

2. Genesis Mint Concept

The Mint Concept, unveiled at the 2019 New York International Auto Show in April, reimagined the concept of a luxury urban EV. The compact two-door, two-seater concept – a new typology – was designed for contemporary urban metropolises and demonstrated that luxury is not linked to size. The Mint Concept emphasized lightweight design and an intelligent, efficient electric powertrain, showcasing Genesis’ ability to think beyond traditional luxury segments and address future urban mobility needs.

With its clean, elegant surfaces, the organic exterior design is characterized by restraint and refinement. Features like the quad lamps that transport the brand’s Two Lines signature, G-Matrix graphics and Parabolic Line were carried over into production vehicles later. It is painted in Hunter Green matte, a nod towards traditional luxury cars, but more modern and fashionable. The most distinctive aspect is its innovative scissor-style openings that give side access to a generous parcel shelf in lieu of a traditional trunk. This design was created to facilitate loading the car in a more logical fashion, from the sidewalk, without blocking the walkway or needing to go around the back of the vehicle.

The interior was one of the first instances where the company showcased its “Beauty of White Space” interior design philosophy. Derived from a Korean aesthetic in which design is pared back and minimalistic, it brings a sense of calmness and expansiveness to the cabin. This is accomplished by structuring the interior to feel like a living space through craftsmanship, using lightweight textiles, cognac leather and mullion-free windows. Additionally, the center console can be folded, making the floating front bench into a settee. A small gauge cluster sits within the steering wheel further amplifying the feeling of space, while six small, copper-lined touchscreen readouts allow instinctive commands without losing sight of the road or contact with the steering wheel.

3. Genesis X Trilogy

The X Trilogy, revealed one at a time in succession, comprises the X Concept, the X Speedium Coupe Concept and the X Convertible Concept. This captivating trio celebrated Genesis’ Athletic Elegance design language in diverse forms, emphasizing the brand’s design capabilities and future direction for electric GTs. The “X” stands for “hidden hero” and the exploration of various potential designs for the brand.

X Concept

Revealed in March 2021, the X Concept is a high-performance GT concept that maximizes the use of the brand’s signature Two Lines design elements. The front of the X Concept features a low yet broad silhouette thanks to the combination of the shield-shaped Crest Grille and the Two-Line headlamps, which cut through the wheel arch. The car’s unique color, Lençóis Blue, was inspired by the lagoons of the Lençóis Maranhenses National Park in Brazil, which form into a lake during the rainy season, and was developed to express the level of sustainable luxury that Genesis pursues.

Inspired by the Beauty of White Space, the concept’s interior features a driver-oriented design, with a cockpit that surrounds the driver with all operating systems and displays. The space is further differentiated by coloring the driver’s seat scotch brown and the passenger seat an ocean wave green blue, which helps emphasize the concept car’s unique design. The entire interior is also made with upcycled materials that add unique character and highlight the concept’s eco-friendliness. The Two Lines design theme appears in the slim and indirect air vents that surround passengers, as well as the side window molding, and provides a sense of unity with the exterior design.

X Speedium Coupe Concept

The X Speedium Coupe Concept, revealed at Genesis House New York in April 2022, emphasized Genesis’ continued exploration of high-performance EVs with a unique and emotionally resonant design. The concept was born out of a freestyle design exercise that previewed what prospective owners of Genesis could expect from the marque’s next wave of EVs. The name Speedium was inspired by the passion for motorsports that was felt by Genesis designers at the Korean racetrack of the same name. It also encapsulates Genesis’ belief that passion for driving will remain strong in the era of electrification.

The X Speedium Coupe Concept inherited the timeless Athletic Elegance design philosophy of Genesis in an even more progressive way. While still a GT, its design hinted at future performance aspirations, as the Parabolic Line extending from the front to the rear of the car maintains a certain tension in the design. The deliberate “anti-wedge” design culminates in a streamlined look that exudes understated elegance.

On the front of the vehicle, Genesis’ signature Two Lines lamps have evolved into a full-width element that encompasses the shape of the crest resembling the Genesis Crest Grille. It was designed to carry the brand signature for the electrification era by integrating the daytime running lamps with the low beam and high beam together.

The concept’s metallic emerald green exterior shade is officially called “Inje Green” and references the mountainous landscape where its namesake Korean racetrack is located.

The interior remains conceptual, focusing on the connection between driver and vehicle. Its two-tone interior clearly distinguishes the passenger space from the driver’s cockpit, set in “Pinegrove Green,” which perfectly complements the car’s exterior color.

X Convertible Concept

The X Convertible Concept was unveiled in November 2022. The crowning third concept in the trilogy, the X Convertible Concept materialized the brand’s Athletic Elegance design language in its purest form yet. Sharing its architecture and electric powertrain with the X Concept and X Speedium Coupe Concept, the car’s ideal proportions are complemented by design purity and exemplify the continued refinement in orchestrating design elements that make up the company’s design language. The X Convertible Concept reinforced Genesis’ commitment to emotionally evocative design and its ability to translate its luxury aesthetic into various body styles, including a captivating convertible.

Sharing the athletic proportions, Parabolic Line and Two-Line headlamps of its coupe counterparts, its exterior also has muscular blisters around the wheels that form an athletic Coke bottle plan view and integrate into an elegant silhouette when viewed from the side. Its long bonnet, generous dash-to-axle, short front overhang and long wheelbase are drawn rearwards towards the long deck, accentuating its stately yet relaxed poise. The Genesis X Convertible Concept's exterior is painted in Crane White. White cranes represent nobility and sanctity in Korea and Genesis wanted to weave these cultural elements into its colorways. The result is an exterior surface coated in white with pearl particles, achieving a luxurious sheen that dynamically frames the contrasting interior.

The interior features Giwa Navy and Dancheong Orange colors, which lend the cabin a modern look and feel, befitting the car’s vibrant character. These colors are inspired by Korean traditional roof architecture, a nod to both the brand’s origins as well as the most important aspect of convertibles. Giwa Navy takes its shade from the distinctive “giwa” dark roof tiles used on many traditional Korean buildings, while the inspiration for Dancheong Orange is one of the complementing shades of the decorative colorings, or “dancheong,” also found on traditional Korean wooden buildings. The latter serves as a bold accent color, encircling the cabin in a two-line motif and featuring on the stitching of the seats and fabric.

4. Genesis GV80 Coupe Concept

The GV80 Coupe Concept, unveiled at Genesis House New York in April 2023, combines the practicality of a lifestyle-oriented SUV with the dynamism of a sports car. It was a statement of intent for more emotionally resonant, performance-oriented models and a preview of Genesis’ future direction. The GV80 Coupe Concept promised a dynamic and stylish alternative for Genesis enthusiasts, combining practicality with a strong dose of performance-oriented design.

This concept expertly blends the robust and commanding stance of an SUV with the sleek, sloping roofline characteristic of a coupe. It was the first Genesis concept to appear with a solid orange exterior color, which symbolizes the confident and passionate attitude of Korea. It also features a more aggressive front fascia sporting a double G-Matrix-patterned Crest Grille surrounded by quad lamps, which pair well with the unique five-spoke forged aluminum wheels and carbon fiber roof. All these design elements contribute to the concept’s dynamic driving qualities by lowering the center of gravity, emphasizing the vehicle’s sporty character.

The interior is a contrast between Genesis’ elegant Beauty of White Space philosophy and athletic attributes. It includes a three-spoke steering wheel, which emphasizes the sportiness of the GV80 Coupe Concept and contrasts with the black Nappa and suede leather with plaid double stitching, orange piping and carbon fiber weaves on the functional surfaces. The four bucket seats provide increased body support during cornering, contributing to passenger safety and comfort.

5. Genesis X Gran Berlinetta Concept and Genesis X Gran Racer Vision Gran Turismo (VGT) Concept

The X Gran Berlinetta Concept and the X Gran Racer VGT Concept delved deeper into Genesis’ performance aspirations and commitment to motorsports-inspired design, particularly within the digital realm. The Orange color of both concepts embodies Genesis’ high-performance spirit of Magma.

X Gran Berlinetta Concept

This stunning virtual race car was first designed specifically for the Gran Turismo video game series. Unveiled at the Gran Turismo World Series Finals in Barcelona in December 2023, it pushed the boundaries of automotive design with its extreme proportions, active aerodynamic features and a clear focus on track performance.

The X Gran Berlinetta Concept’s exterior embodies the most emotionally resonant expression of the Genesis brand’s characteristic Athletic Elegance design philosophy. Its design is pure and muscular with volumes centered around the wheels, emphasizing the cab-backwards proportions with Genesis’ typical anti-wedge attitude that is structured around a virtual parabolical tensioned theory common to the company’s lineup. Its dramatic lines and functional aerodynamics were originally conceived to dominate virtual racetracks.

X Gran Racer VGT Concept

A derivative of the earlier revealed Genesis X Gran Berlinetta Concept, this was the brand’s fourth vehicle developed for the Gran Turismo digital racing game series.

It has distinctive active aerodynamic flaps that are electronically controlled for precise adjustments to enhance the car’s aerodynamic qualities and road-holding capabilities, while the flat underbody design further reduces drag and improves vehicle stability. Additional aerodynamic enhancements include a front splitter, rear diffuser, strategically placed canards on the front fascia and a more aggressive rocker panel. The design also features the marque’s signature Parabolic Line that extends from the front to rear, which results in a timeless proportion that epitomizes Genesis’ aesthetic. Its iconic silhouette is filled out by voluminous fenders and a real carbon rear wing, giving it a look that exudes an aura of dynamism and raw power.

Check out Part 2 where we continue to explore a decade of visionary design through Genesis’ most iconic concept cars.

The Genesis Scottish Open once again brought together a strong field, arguably the most formidable PGA TOUR lineup outside of The Players Championship, contributing to record-high ticket sales and fan engagement, reflecting the tournament’s rising prestige. The 6th hole, with its stadium-like design and a competition to win a brand-new car by guessing who would score a hole-in-one, did not see any winners until the final round, when Colombian golfer Nico Echavarría finally sunk an ace with a perfect 121-yard shot and earned a Genesis GV60 SUV. The anticipation building up to this eleventh-hour accomplishment kept the tournament’s already electric atmosphere charged throughout the four-day event.

With a solidified PGA TOUR partnership now extending through 2030, Genesis is powering the Scottish Open into a decade of growth and excellence, cementing its brand as synonymous with sophistication, precision and high performance both on and off the course.

Elevating the Fan Experience

Building on the momentum of 2024, Genesis expanded its footprint at the Renaissance Club in 2025, offering visitors an immersive fan experience seamlessly intertwined with golf. The 6th Hole Genesis Public Lounge was upgraded with a display of Genesis’ latest vehicles, including the X Gran Berlinetta Concept representing the pinnacle of automotive design and innovation. Fans were impressed by the TGL swing simulator, which blended cutting-edge technology and interactive fun, letting fans test their swing skills in a virtual golf environment. To complete the cultural experience, guests enjoyed authentic Korean snacks, a nod to Genesis’ distinctly Korean hospitality approach.

Other locations at the event included an exclusive VIP hospitality space, the Genesis Lounge, which provided an elegant setting for guests to relax, network and enjoy curated culinary experiences while viewing the game. Genesis also introduced a Kids Viewing Zone dedicated to families to make golf more accessible and enjoyable for young fans. Additionally, fans had the chance to predict who would be the first player to hit a hole in one as part of the 6th Hole Stadium Experience. The fan who accurately predicted Echavarría’s ace won a Genesis Championship hospitality package including round-trip flights and accommodation for two to attend the DP World Tour and KPGA TOUR co-sanctioned tournament in Korea in October.

Genesis’ unique Korean “Son-nim” philosophy of hospitality, where every visitor is treated as an honored guest, also extends to the Pro-Am tournament as well. This year’s Pro-Am was particularly special with Genesis Magma Racing Trajectory Program driver Jamie Chadwick participating.

A rising talent in the endurance racing scene, Chadwick is currently competing in her first full season in the European Le Mans Series (ELMS) Le Mans Prototype 2 (LMP2) class. She is also an avid amateur golfer. Chadwick briefly switched gears to participate in the 2025 Genesis Scottish Open Pro-Am tournament where she played her first nine holes alongside Tommy Fleetwood, before changing at the turn to continue playing with Scottish favorite, Calum Hill.

Jamie Chadwick Links Performance on the Course to the Track

Speaking to the Genesis Newsroom, Chadwick shared that her experience on the green gave her the opportunity to reflect on the parallels between performing in golf and in racing.

Was there anything about golf that reminded you of racing?

Are there any differences in terms of how you prepare for racing and golf?

 Genesis champions both golfers and racing drivers. What does that kind of backing and support mean to you?

 Do you think you’ll play at the Pro-Am next year if you get a chance?

While at the tournament, Chadwick combined her racing and golf skills to take on the Ultimate Speed Challenge where she competed against herself to complete a par-3 hole on the course of the Genesis Scottish Open within the same time as one of her laps at Le Mans. See how Chadwick performed in the video below.

Looking Ahead

The 2025 Genesis Scottish Open drew its largest crowd to date with its strong field and enhanced fan experience, and as the golfing world looks forward, anticipation builds for the upcoming Genesis Championship from Oct. 23 to 26, where sportsmanship and hospitality will once again converge to deliver unforgettable moments for players and fans.

Cho is a metalwork artist recognized for his works that feature unique and complex patterns on metal. He primarily engages in creating art by embossing metal with the surfaces of surrounding structures or historical sites to visually depict the memories and emotions tied to specific places. Cho’s worldview of discovering and expressing unique sculptural beauty in objects that might otherwise pass unnoticed is closely aligned with Genesis’ meticulous approach to design, paying attention to not only visible elegance but also hidden details.

This is said to be your first collaborative exhibition with a commercial brand. What motivated or inspired your decision to work with Genesis?

The initial proposal came from the Cheongju Cultural Industry Promotion Foundation saying that Genesis will open a new showroom in Cheongju and aim to foster it into a complex cultural space where various cultural and social interactions happen. I was impressed and moved by the detailed, concrete proposal from a commercial brand. The main reason why Genesis reached out to me was probably because of my previous work that mainly involves metal, which is a commonality with automobiles. From my standpoint, I could feel that Genesis is sincerely determined to build a special space for local arts and culture. I am also proud and happy that I could show my students, who are contemplating careers in the arts, that there are many possibilities and opportunities they can take as artists.

The exhibited works, such as “Traces of Time” and “Layers of Time,” both center on the theme of time. What does time signify in your work?

Time flows continuously, whether we are aware of it or not. And within that passage of time lies a multitude of narratives. We record and utilize time by writing diaries, painting or creating movies. I chose to encapsulate time using metal. I especially felt that while recording time is important, there also needs to be a medium that allows us to reflect on the story within that time. Through such processes, even the moments we take for granted or thoughtlessly pass by can be meaningfully revisited. This is why I began collecting impressions of various objects and traces in my surroundings and recording them in metal objects.

What led you to use metal as your main material, and what do you find attractive about it?

In my early days, I made contemporary jewelry by combining and adding various materials to metal. Later, I began creating works that focus on the inherent physical properties of metal. Among metals, I prefer to use silver. While silver is luxurious, it is more prone to tarnishing compared to gold, requiring care and attention to maintain its natural sheen. It’s a labor-intensive material, but I love it because it’s also a charming material that shows its true beauty the more delicately you work with it. This is somewhat parallel to why car enthusiasts prefer to handwash their cars — the appreciation and delicate care they willingly pour into their precious cars.

What else do you value in your work besides the material?

I enjoy not just appreciating the superficial appearance of a work or object but uncovering something new behind the intentions of the artist or engineer. For example, if it’s a piece that shows the cross-section of a product, I believe the true value lies in going beyond what is visible to discover detailed aspects like, “Ah, this is how the finish is done,” or “The groove is carved to this depth,” and observing every intricate detail. These details are also present in the Genesis-themed pieces. Each piece is inscribed with details of when and where the embossed impressions were taken and which part of the Genesis model was used to create the piece, allowing viewers to envision the story behind the external appearance. For example, there is a piece that combines an impression collected in Gyeongju — a city with rich historical legacy dating back to the Shilla Dynasty — with the story of Genesis. Different times and spaces coexist within a single piece, offering the joy of imagining a new narrative. It’s a work I feel particularly attached to.

The engine hood displayed alongside the artwork is impressive. Is there a specific reason for including it in the exhibit?

This is one of the things that really impressed me about the Genesis brand. The clamshell hood, which I became aware of while collaborating with Genesis, is, in my view, a symbolic component that showcases the brand’s recognition and realization of the value of craftsmanship. It’s not just about production efficiency but also embodies the brand’s pursuit of innovation and unique design, making it feel like a piece of art in itself. The moment I saw it, I suggested displaying it alongside the other works. Many visitors to the exhibit take photos in front of it, carefully observing details such as what the underside of the hood looks like or how it appears from the side. I think this fits very well with the worldview of my work.

Did you experience any difficulties while working on your Genesis-inspired art pieces?

Working during the dead of winter was quite challenging, because the wax step of the embossing process, which forms the foundation of my work, is highly temperature sensitive. I had to use heaters to keep going. Moreover, the sleek design of Genesis vehicles made it difficult for me to find the right curves, rough surfaces or unique textures suitable for embossing. Despite these constraints, Genesis was kind enough to allow me to visit their archives, which enabled me to utilize a rich range of materials from past models like the Equus and various concept cars. Thanks to their support, I was able to create pieces that captured the journey of Genesis with an abundance of compelling elements.

What were your reflections while preparing and conducting the exhibition?

First, the exhibition changed my perception of Genesis from just a luxury car manufacturer. I was impressed by the fact that they have a clear philosophy based on craftsmanship and a spirit of constant challenge that goes beyond just making and selling products. I was also proud and inspired as an artist who emphasizes experiences, as we strive to provide an experience that takes into account the five senses of the customer, including smell, touch and taste.

I also spend considerable amounts of time contemplating the five senses when conceptualizing my works. In today’s world, where we live surrounded by abundant visual content, it’s easy to become overly immersed in visual elements. However, upon reflection, all our memories and experiences are composed not just of visual elements but also of sound, scent, taste, temperature and more. Depending on how we understand and empathize with these sensory elements, certain memories become clearer and certain experiences more precious.
 

For instance, the Genesis works I exhibited may be interpreted differently by those who have experienced driving a Genesis car versus those who haven’t. Details like how the seat felt, the legroom, the steering wheel’s tactile feedback, or the sound from the speakers all blend together to form memories. Visitors then view the works through the lens of their own experiences. For this reason, I believe my works from this exhibition will be uniquely reinterpreted by each visitor’s memories, leaving behind new and vibrant impressions beyond what I originally intended.

How has this collaboration influenced your artistic practices?

Collaborating with the brand was a great experience that broadened my scope of work, as I was able to create works with a clear purpose and target audience. I also learned a lot from the process of adjusting to the brand’s wishes without deviating from the existing direction of the work. Fortunately, Genesis was very receptive to many of my proposals and gave positive feedback on the outcomes. This allowed me to relax and approach the collaboration comfortably and enjoyably throughout the process. I also think this collaboration will be a good motivator for my students. I hope that this exhibition has shown them the diversity of career paths that they can pursue after graduation — whether as artists or designers — and that it will inspire them to pursue activities that combine art and industry.

Could you summarize your overall thoughts about collaborating with Genesis?

As an artist, I welcome the direction that Genesis is taking to develop Genesis Cheongju into a multicultural space where people can experience art beyond the car showroom and collaborate with artists. Many people feel a sense of psychological distance or burden when it comes to art, thinking of it as something difficult to approach. However, art is not just for the highly educated or sophisticated people with deep expertise. It is something that can be experienced closely and comfortably in everyday life, and it is a realm where people can actively participate. That said, I think this collaboration was a very meaningful and appreciative journey, and I hope that Genesis can widely propose this perspective to the public. Furthermore, because residents in areas with limited access to culture and arts, as compared to those living in metropolitan areas, I would be more than happy to see this space become a place where more diverse and vibrant cultural activities flourish.

Exquisite Exterior Details

The exterior of the redesigned Electrified GV70 showcases Genesis' signature “Athletic Elegance” design philosophy with more sophisticated details.

The most noticeable change is none other than the newly designed Crest Grille. Its diamond-shaped G-Matrix pattern gradually diminishes in size toward the bottom, creating a three-dimensional effect that emphasizes the vehicle's futuristic, electric character.

The bolder bumper design further enhances this look, with a wider intake area that adds to the SUV’s powerful stance.

The iconic headlamps, a hallmark of Genesis’ Two Lines design language, now come with Micro Lens Array (MLA) technology, improving light output while accentuating the elegance of the front fascia.   

From the side, the redesigned Electrified GV70 boasts new 20-inch wheels finished in matte dark gray. The new wheels showcase a sporty five-spoke design optimized for aerodynamics and include resonators applied to the rim area where the wheels and tires connect, effectively reducing road noise.

The 19-inch wheels also come in matte dark gray, completing the rugged yet sophisticated look.

The rear design has been refined with a focus on clarity and visibility. The turn signals, which used to be on the bumper, have been integrated into the rear combination lamps, improving their visibility to following vehicles. The high-mounted stop lamp on the rear spoiler has been streamlined, overall resulting in a cleaner appearance.

Interior Oasis of Calm and Technology

Slipping inside the redesigned Electrified GV70, passengers are greeted by an interior that embodies the brand’s minimalist "Beauty of White Space" principle. The cabin is designed to be both technologically advanced and luxuriously comfortable, creating a serene and inviting atmosphere.

The most striking feature is the new 27-inch integrated wide display, which seamlessly combines the instrument cluster and the infotainment system into a single, panoramic screen. The steering wheel has been redesigned with a new emblem and refined stitching details, adding a touch of elegance to the driver's experience.

The central air vents have been lowered to the former climate control interface, while the climate controls have been integrated with the center console and transitioned to a touch control method, resulting in a more modern design.

Elevating the interior ambiance is the new “Milky Way Pattern Mood Lighting.” Inspired by the Milky Way, this unique feature creates a mesmerizing effect with delicate pinpricks of light reminiscent of stars. Complementing the mood light is the mood lamp, which extends from the upper door trim to the center fascia, enveloping the cabin in a soothing and sophisticated glow.

The lighting elements beautifully enhance the new interior color option, “Icy Blue/Glacier White Two-Tone,” which, along with the Nappa leather and PET suede materials, accentuates the luxurious feel of the distinctive driving experience.

Performance Upgrade

On the road, the redesigned Electrified GV70 delivers impressive performance. A key upgrade is the new 84 kilowatt-hour fourth-generation battery technology with increased capacity, achieved not by increasing the number of battery cells but by improving the energy density per cell from 618 watt-hours per liter to 670. This higher energy density allows for an extended driving range compared to the previous model.

With a powerful performance of up to 360 kilowatts (approximately 490 metric horsepower) in Boost Mode, the driving range on a single charge reaches 423 kilometers with 19-inch wheels, an improvement from the predecessor’s 400 kilometers with the same-sized wheels.

Equipped with dual motors at the front and rear, the redesigned model pulls off a maximum output of 320 kilowatts (about 435 metric horsepower) and a peak torque of 600 newton-meters (approximately 61.2 kilogram-force meters). With Boost Mode, these figures rise to a maximum output of 360 kilowatts (about 490 metric horsepower) and a peak torque of 700 newton-meters (about 71.4 kilogram-force meters).

The latest EV model also boasts excellent fast-charging performance. Using a 350-kilowatt ultra-fast charger, the battery can go up from 10 percent to 80 percent in just 19 minutes.

What’s more, the improved Battery Conditioning Mode maintains the battery at an optimal temperature for fast charging, backing performance in hot weather.

Next-Level Comfort

A key improvement in the comfortable ride of the latest Electrified GV70 lies in the rear suspension bushings. The hydro bushings at the front of the rear crossmember, along with the optimized rear power electric (PE) mount bushings, effectively reduce vibrations, while the optimized steering gear ratio enhances handling agility.

The Preview Electronically Controlled Suspension, which contributed significantly to the previous model’s comfortable ride, has been further refined with the addition of Highway Body motion Control (HBC) technology, activated when the Highway Driving Assist feature is engaged. Together, these systems minimize body roll during sudden acceleration and braking.

Fun and Convenient

Maximizing the joy of driving, a feature called Virtual Gear Shift (VGS) has been introduced to replicate the shifting sensation of internal combustion engine (ICE) vehicles through drive motor control. The Active Sound Design has also been newly tuned, and a dedicated animation appears in the cluster when Boost Mode is activated, strengthening driver immersion.

A new EV power control technology allows passengers to conveniently access utility mode by pressing the start button once without pressing the brake pedal. While driving is not possible in this mode, users can still use features like vehicle-to-load.

The charging port, which used to require manual operation, is now electronic and can be controlled from inside the vehicle. Lighting and heating elements have been incorporated as well, making it easy to charge at nights or in cold weather.

Whether in need of a stylish and comfortable daily driver or a capable and versatile weekend vehicle, the Electrified GV70 is sure to impress.

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.

The Genesis Magma Racing Trajectory Program supports drivers’ development, working toward promoting them into the Genesis Magma Racing Hypercar lineup for the 2026 FIA WEC.

Fresh off the heels of an exhilarating start to the season where she scored an Le Mans Prototype 2 (LMP2) class victory with her teammates at Circuit de Barcelona-Catalunya in April and also won the European Le Mans Series (ELMS) at the Circuit Paul Ricard in May, Jamie Chadwick is poised to leave an indelible mark on the track and beyond while inspiring a new generation of race drivers across the globe.

Chadwick recently took some time out of her busy schedule to speak to the Genesis Newsroom about her journey with Genesis Magma Racing, highlighting the innovative spirit, advanced technology and collaborative team dynamics that have further fueled her passion and ambition for motorsports.

What were your initial impressions of the Genesis Magma Racing team, and what aspects of the team and technology drew you to join the Trajectory Program?

My initial impressions were that it’s an incredible Program, and obviously one that I would love to be a part of. Obviously, hypercar now is becoming one of the most competitive forms of motor sport out there. So, for the Genesis brand to be aligning with it, and coming into it, and starting for us with the Trajectory Program has been incredibly exciting. The team members that they’ve brought in, particularly coming from the World Rally Championship, bring a huge amount of experience, and that’s really exciting. And then, from a technology point of view, I think what we’re seeing with the hypercar technology, the hybrid engines, and then obviously being tested at some of the hardest races in the world, including the 24 Hours of Le Mans, is incredibly exciting.

You’ve had a front-row seat since the beginning. What excites you most about being a part of this journey?

I think for me the most exciting part is the potential Trajectory, to use the term of the Program that I’m a part of, yeah, obviously, the hypercar is very much the end goal of my career. It’s the highest category of endurance racing, and a level I’d love to reach that is hugely competitive at the moment as well. So, I think what excites me is seeing that pathway and then being part of a team that I think can have a huge amount of success within the FIA World Endurance Championship [WEC]. It’s great to be a part of, and it’s cool to see it from the very beginning, its inception.

You were in Dubai for the launch of Genesis Magma Racing in December last year. What was that moment like for you, standing beside the car that’s redefining both your career and the brand?

It’s incredibly exciting. I think for me, seeing any road car manufacturer come into our sport and into endurance racing, is always very cool to see. But also, when you look at the people that are surrounding the GMR-001 Hypercar project — the likes of Andre Lotterer, Cyril, Pipo, Jacky Ickx — being a part of the brand is incredibly exciting.  I think it shows that they are going to be a force when they come into the WEC.

How do you and the team leverage telemetry and other data and analytics to redefine or to refine both your driving techniques and race strategies during a competitive race weekend?

Using data and the technology we have available to us is hugely important. It’s instant. We can use it immediately to change things, to improve, to see what’s better, what’s worse. It’s a big part of our sport, and it’s part of the reason I love the sport so much — getting that immediate feedback, especially when you’re working with so many experienced people within our team. It really helps us, I think, particularly on the strategy side. Being able to make quick decisions with the information that you and the engineers have available has definitely helped us with the results that we’ve had. And then, from a driving point of view, you can see exactly where you need to improve. With the experienced teammates that I have as well, that really helps us make quick improvements.

This year for learning has already brought strong results for the team. How would you describe the collective effort behind those performances, and what has been the key to that success?

This year so far, we’ve had a lot more success than I think we were anticipating early on. We came into the season just wanting to learn as much as possible. We loosely gave ourselves a top five target, but winning the LMP2 in the opening two races of the European Le Mans Series championship has definitely exceeded our expectations. I really think the reason for it has been the big team element. I think we’ve worked really well, particularly from a strategy point of view. We haven’t made big mistakes, and we’ve managed to kind of pick up and make the most of others, in that sense, in two tricky races that haven’t been easy to manage. So, yeah, I think teamwork has been a huge part of it. We’ve had a really reliable and good car for the last few races as well. So, fingers crossed, we can keep that momentum going forwards.

What are you most eager to achieve in the long run?

I think in the long run my ultimate goal is to go to hypercar and compete at the highest level of endurance racing. In the short term, I obviously want to try and win more races in the ELMS championship, and with Le Mans coming up soon as well, of course, the goal is to go there and get the best result possible in our first 24 Hours of Le Mans.

Transitioning from other racing series to the Genesis Magma Racing Program presents unique challenges. Can you discuss how you’ve adapted, and what lessons you’ve learned so far?

The biggest lesson I’ve learned is, I think, trying to adapt as much as possible. The car, every time you get in, is slightly different. You’ve got to constantly adapt to what you have, the different conditions, the different circumstances that you have in a race. So, the biggest lesson has to be adapting. And then, obviously, in an endurance race, it’s a long race, so it’s not all made or won in your stint. Often just trying to do the best job you can in that moment, make the most of the strategy you’ve got, and then giving the car to make the finishes is the biggest thing. And the main way that I feel like I’ve been able to adapt is by having a really good team with a lot of experience, which has helped me learn quickly. The IDEC Sport team has a huge amount of experience in this category, and I think being able to lean on them and have their support has helped a lot too.

What is the hardest lesson you’ve learned in motorsport?

I think that it doesn't matter what level you get to, you still have to work hard, and you’re always still learning. I think, in motorsport, it is never going to be plain sailing. The good days are always the good days, but to have those moments come together isn’t always easy. There are so many variables in our sport that it takes a lot for everything to come together. So yeah, you have a lot more bad days than good days, but stay motivated and hungry for it, even in those days, and work hard for when it goes right again.

After your recent impressive victories at Barcelona-Catalunya and Paul Ricard, how has that success influenced your confidence and mindset for the rest of the season?

I think it’s changed the goalposts that we’ve set for ourselves. I think coming into the season we definitely wanted to learn as much as possible, but we gave ourselves no target on results, and now I think the recent wins have given us a little bit more of a higher focus for the rest of the season, particularly with regards to the championship. And I think confidence-wise, we know we’ve got two races under our belt. We know what we’ve been capable of achieving as a team and as a group. So, carrying that now into the rest of the year, knowing what we’re capable of, I think, is a really positive thing and has definitely given us a slightly higher target for the rest of the season.

How do you usually prepare for the race, both on and off track? Do you have any personal routines or rituals that help you stay grounded?

I try not to set too many rituals or routines, but a lot of the preparation for me away from the track is physical preparation. Yeah, obviously, being new to endurance racing, long stints in the car, the physicality is something that I work hard on. And then preparation with the team at IDEC Sport, simulator preparation, trying to understand the race weekend as best as possible before going into it, particularly for something like Le Mans, is going to be a big part of it.

You’ve stepped into Formula One commentary. Has that experience changed your view of racing or influenced your approach as a driver?

I feel like I now have a different view on things, having seen it from the other side of the microphone or the camera. I also think F1 is at such a high level now, we can all learn so much from there. Being able to see it up close and analyze a lot of different situations, whether that be from a technical or driving point of view, I feel like I’m learning every day being able to do that. So, it’s given me a new perspective. It’s something I enjoy. I love being part of the Formula One Grand Prix. So yeah, it’s definitely helped influence my approach as a driver.

As a successful woman in a traditionally male-dominated sport, what unique strengths do you bring to the track, and what message would you share to aspiring female drivers?

I would say, I don't think too much about being a woman at the track when I’m competing in my own right. I just want to do the best job possible. But at the same time, I think I’m proud to try and do as much as I can for the next generation of female drivers. I think the sport is drastically changing, and particularly in endurance racing, we’re seeing a huge shift of female talent. There are so many great opportunities for women now in our sport. I think we’ve now seen five women on the top step in the ELMS alone, which is incredible to see. So, I think my message to young, aspiring female drivers would be to not let anything put you off — keep pushing.

Can you share your favorite memory with Genesis Magma Racing so far?

I’d say my favorite memory would definitely be that first win at Barcelona, mainly because we weren’t expecting it. But it was such a special weekend for all of us on the team — the first race, officially, for Genesis Magma Racing, and first win. And to have a lot of the team members that have been a part of it since the beginning all there sharing that moment was very special.

At Genesis, there just never seems to be an end to them.

“I’m an auto engineer, and I’m quite a passionate one,” says Harrer, Head of the Vehicle Development Tech Unit at Hyundai Motor Group (the Group). “With my roots in vehicle dynamics and performance, my latest mission to marry Genesis’ premium luxury approach with a performance approach is incredibly exciting.”

The Genesis Newsroom recently sat down with Harrer near his office at the Namyang R&D Center in Hwaseong, Korea, to learn more about the brand’s high-performance Genesis Magma initiative and plans to introduce hybrid electric vehicles (HEVs) and extended-range EVs (EREVs).

How is progress coming along for Genesis Magma?

The first Magma model to go into production will be the GV60 Magma, and our planning for this, to bring this to the market, is really very, very aggressive.

From a technical standpoint, what do you think Magma signifies for the Genesis brand?

The Genesis brand right now stands for premium luxury refinement. It’s optimized. It's a very comfortable experience, perfect for premium luxury. Magma is the performance bridge leading to more powerful engines, a bolder stance, a wider body and a lower ride height. Magma is aimed at the customer who wants more horsepower, higher top speed, and bold and sporty optics in each segment.  

How about Genesis’ entry into the realm of motorsports? What impact do you think it will have on the brand’s overall tech advancements?

Motorsports is the toughest testing environment you can find in the auto world. We’re talking about high speeds, aerodynamics, cooling strategies and durability enough to last 24 hours. The things we learn coming out of these races can create a great opportunity for all of us to further enhance our products.

What innovative technologies are currently being developed for future Genesis models?

We’re working day and night to build Genesis-dedicated technologies. Digital experience is super important for us, and so are next-generation propulsion systems, which will allow us to gain even more power and more fuel efficiency.

Is there anything a bit more specific you can share about the future lineup, for instance, the flagship G90?

We are currently enhancing the G90 with numerous ideas for new technologies, including digital experience and improvement to ride quality. We’re also looking forward to more powertrain variations, which go in tandem with our broader efforts to optimize our whole propulsion lineup encompassing electrified and hybridized solutions. 

So the G90, now based on an internal combustion engine (ICE), could have more variations in terms of powertrain?

Definitely. More variations are coming.

Let’s talk about EVs. How do global trends like the EV chasm influence your R&D strategies?

The EV chasm, with this gap between early adopters and the market, is really about the fact that completely transforming or transferring to EVs is taking longer than expected. It's a hard lesson for the whole automotive industry right now and we must react and innovate. We cannot push so hard and bring only EVs to the market. It was a bold goal from us years ago, but we must adjust and face the reality of differences in our customers — that not every customer is ready to go there.

What we’re doing in the meantime is developing hybrid and other hybrid-similar technologies for our customers before we can really go 100-percent EV, 100-percent zero emissions. We will soon offer a larger variety of new EV cars and updated or new Genesis models, with modern propulsion lineups, like the hybrid I mentioned already, or even alternative technologies like the EREV.

Speaking of hybrids and EREVs, when will the first Genesis production model of each hit sales?

Believe it or not, a couple of days ago we had a test drive of our future lineup with hybrid propulsion. This is going full steam, but now is not the right moment to reveal the exact date when we can really bring it to the market. But I promise you, we are working intensively to bring it sooner rather than later. And this is really advanced technology. It fits perfectly with the brand’s premium luxury approach and is the next step for our electrified propulsion.

How will EREVs improve the overall driving experience?

The beauty of EREVs lies in combining EV driving characteristics — instant high torque and serene cabin space — with a longer range. It’s kind of a modern hybrid: You can use it as an EV on a daily basis, but if you have to take a long trip, say, from San Francisco to Las Vegas, and you don’t want to carefully plan your route around EV charging stations, it provides seamless driving with the ICE generating electricity for you. This freedom is generating a lot of excitement around the world.

But there’s more to EREVs than range. There’s also the ample power for towing capacity — the energy to tow something like a horse trailer — which remains an unsolved issue with EVs.

How is Genesis collaborating with other companies in the area of EV batteries?

We’re a Korean brand, and the advantage I see here is that we have a strong network of Korean partners that thrive globally. They have battery know-how and technology, and we speak the same language and share the same culture, which allows seamless collaboration and innovation. It’s truly an outstanding environment for an OEM [original equipment manufacturer] like Hyundai to have these partners to work together on not only traditional cells but also on performance cells you will see in the future.

A couple of years ago, the Group announced it would develop a next-generation EV platform aimed at providing significant improvement in driving range on a single charge compared to the Group’s current E-GMP platform. Will this platform also be adaptable to HEVs and EREVs?

We are indeed developing an EV-focused platform dedicated to Genesis that’s aimed at improving driving range on a single charge. Furthermore, to overcome the EV chasm and respond to market conditions, we have begun upgrading this platform to make it adaptable to future tech like EREVs.

What strategies are being employed to maximize driving performance in this new EV/EREV platform?

We can’t do much about the weight of the underfloor batteries in EVs. What we can do, however, is modify weight distribution within the vehicles by optimizing the placement of various components and adjusting the balance of systems. For example, different types of tires could be used at the front and rear to enhance the grip level. Another way would be balancing the drivelines. In the future, you will see more drive-oriented, more powerful e-motors with a rear-wheel bias. This would bring balance by pushing the vehicle from the rear.

What’s really important is that we are now working on a new kind of torque vectoring system for future Genesis models, especially Magma, really cutting-edge, which will bring back agility at every speed. The combination of that with smart tire selection will bring dynamic and performance to the car, despite the mass.

It’s been a year since you’ve joined the Group. Compared to your previous roles working at other car companies in Europe, what particular strengths have you noticed so far in the way of working at Genesis?

What fascinates me most about the Group as a whole, not just Genesis, is the vertical integration. We have about 40 partners and affiliates with whom we work closely together in an intricate automotive value chain. It’s quite unique to see a deep understanding of practically everything — from customer requirements to the manufacturing of small components — and I think this is what makes a huge difference and gives us a lot of innovation power.

What excites you most about the future of Genesis?

I’d have to say combining Genesis’ premium luxury approach with a performance approach. We have really great products in the pipeline that will allow us to create a new foundation and open a new chapter. And most importantly, we have passionate colleagues who will help us get there.