For the Genesis GV90, resolving that trade-off was the primary focus of Sungki Jung and his team at Genesis Vehicle Testing Group 1. Their approach centers on two clear development priorities: maintaining stable, controlled vehicle behavior in all driving conditions, and creating a cabin environment insulated from external noise and vibration.

“We believe moments of refinement are created through elegant, quiet movement,” Jung explains.

“Flagship-level driving performance requires both dynamic driving and comfort, which are qualities that are difficult to deliver simultaneously. Our development direction came down to two priorities: stable, composed behavior that remains firmly controlled in every driving situation, and quietness that makes the cabin feel calm and isolated from the world outside.”

Precision Down to the Millimeter

“Outstanding driving performance is determined in places you cannot see, and it begins with suspension geometry,” says Jung. “We refined this geometry down to the millimeter to find the ideal balance for a flagship vehicle.”

Suspension geometry refers to the exact angles, pickup points, and spatial arrangements that govern how the tires contact the road and how impact forces are transmitted through the vehicle’s body.

On the front suspension, the team achieved a generous 42 millimeters of caster trail. This setup strengthens the steering system’s natural self-centering characteristics, giving the steering wheel a more substantial, reassuring feel and reinforcing the driver’s connection to the road.

To counteract the “jacking” effect — a tendency for an SUV’s body to lift during cornering — the roll center was lowered by 20 millimeters compared to key competitor benchmarks. Combined with enhanced anti-lift characteristics that suppress front-end rise under hard acceleration, the front geometry helps keep all four wheels planted and the body level.

At the rear, the focus was placed squarely on stability and ride refinement. Genesis integrated hydro bushings into the rear crossmember, securing it tightly while absorbing road-induced vibrations. Engineers also stiffened the stabilizer bar, increasing roll stiffness by 17% and lateral stiffness by 13% over competitors. When the driver selects Sport mode, roll stiffness increases by an additional 15%, ensuring stability and unwavering confidence even during high-speed maneuvers.

An Adaptive Ride

Complementing the suspension geometry is the GV90’s multi-chamber air suspension which comes standard on all model variants. It actively monitors driving conditions and surface inputs to adjust spring rates on the fly.

By opening and closing two internal air chambers at each wheel, the system tailors its firmness to the immediate driving scenario:

Soft Setting: In everyday driving, both chambers remain open to yield a softer air spring that absorbs road imperfections and bumps.

Firm Setting: During high-speed cruising or dynamic cornering, one chamber closes, increasing spring stiffness to suppress body roll and keep the chassis composed.

The air suspension also manages vehicle ride height automatically. It raises the chassis by 35 millimeters on rough surfaces to prevent underbody damage and lowers it by 15 millimeters in Sport mode to enhance aerodynamic efficiency and stability. For everyday convenience, the system lowers the vehicle by 25 millimeters for easier entry and exit, while the rear can be lowered by up to 40 millimeters to simplify cargo loading.

Working alongside the air springs are monotube dual-valve electronically controlled shock absorbers (ECS). Traditional dampers must balance compression (absorbing road bumps) and rebound (controlling the return motion) through shared pathways. The GV90 separates these functions into independent valves, adjusting damping forces continuously rather than cycling between a few fixed presets. As road impacts occur, the shock absorbers manage them smoothly and quickly stabilize body motion, producing a fluid, level ride.

Traction and Agility

Electronic limited-slip differentials (e-LSDs) are typically reserved for dedicated sports cars, but Genesis chose to integrate e-LSDs into both the front and rear Power Electric (PE) systems — a first for Hyundai Motor Group.

“Limited-slip differentials, such as an e-LSD, are often seen as technologies reserved for sports cars or high-performance vehicles, but we saw it differently,” Jung emphasizes. “We believed that a Genesis flagship should deliver stable, effortless driving in any road condition and situation.”

Utilizing fast-acting Brushless Alternating Current (BLAC) motor actuators, the dual e-LSDs continuously distribute torque across all four wheels based on real-time driving inputs:

Cornering: Power is actively metered between the inside and outside wheels, improving traction, curbing understeer, and helping the vehicle remain agile through turns.

Low-Grip Surfaces: On snow, wet asphalt, or unpaved roads, torque is quickly diverted away from slipping wheels to those with available grip, maintaining steady traction and vehicle control.

A Comprehensive Approach to NVH

Electric vehicles introduce unique acoustic demands. Without the background hum of an internal combustion engine, ambient wind noise, road roar, and electric powertrain sounds become significantly amplified and are more noticeable to occupants.

“Beyond driving well, the GV90 refines every moment inside to be exceptionally quiet,” Jung states. “And it begins with the windows, the first barrier against outside noise.”

Genesis addressed this by insulating the cabin at every key noise path, starting with the glass. For the first time on a Genesis model, acoustic glass measuring 5.0 millimeters or thicker is applied to every window of the GV90 — some of the thickest among vehicles in its class.

The side windows and the expansive Smart Vision Roof feature even thicker 5.7-millimeter acoustic glass, which incorporates a dedicated sound-absorbing film sandwiched between two layers of glass to filter wind and road noise. Across the cabin, the same glazing reduces interior noise levels by three decibels compared to previous Genesis models.

Behind the exterior panels, dense insulation pads line every critical acoustic transmission pathway, including the dashboard partition separating the front motor compartment from the cabin, the floor pans, the wheel arches and the luggage area. Genesis also modified its assembly processes to fit sound-absorbing materials around underfloor wiring runs, preventing sound from traveling through these passages.

Additionally, engineers applied high-expansion acoustic foam inside the vehicle’s hollow body frame sections across six key locations. Injected during manufacturing, the foam expands up to 45 times its initial volume, sealing internal air channels and stiffening localized structural points to dampen vibrations. In standardized vehicle testing, this reduced mid- and high-frequency cabin noise by up to three decibels.

Cargo Partitioning

In conventional SUV layouts, the open cargo area can channel road and tire noise from the rear wheels forward into the passenger compartment.

To address this in the GV90 Neolun Executive Suite (4-seat configuration), Genesis introduced a dedicated Comfort Partition positioned directly behind the second-row seats. By physically separating the passenger space from the trunk, the partition blocks cargo-area resonance, providing second-row occupants with an acoustic environment comparable to a luxury sedan.

Managing Powertrain Noise at the Source

Electric drive motors generate torque through electrical current, and subtle fluctuations in current flow can produce distinct high-frequency noise and micro-vibrations.

Rather than relying purely on passive sound deadening, Genesis engineers tackled this at the control stage itself. The motor control unit introduces an opposing electrical waveform to neutralize current fluctuations directly, canceling out motor whine at the source.

For any residual sound, the coverage of sound-absorbing and insulating materials wrapped around the electric motors and control units increased to 80%, keeping the powertrain quiet even during heavy acceleration.

A Masterclass in Balanced Refinement

The Genesis GV90’s ride and handling, as well as noise, vibration and harshness (NVH) engineering reflect a balanced, disciplined approach to vehicle dynamics.

By pairing responsive, predictable handling with comprehensive cabin isolation, the GV90 delivers on that vision, providing a composed, quiet driving experience across every mile.

“Stable driving confidence and exceptional quietness — only when these two qualities coexist is every moment of travel elevated with refinement,” Jung concludes.

Coach doors have long represented a design aspiration for luxury vehicles — yet they rarely survive the transition from concept cars to production due to the significant engineering challenges. The GV90 stands as a notable exception, bringing this design known as the Neolun Arch Gate to its Neolun variant.

However, this achievement introduces an engineering paradox: To create the GV90 Neolun’s unprecedented sense of openness, Genesis had to rethink the conventional B-pillar — the vertical support structure that has anchored vehicle safety for over a century. How does a vehicle maintain structural integrity and safety without this critical load-bearing component?

Genesis set out to overcome these constraints with the GV90 Neolun, creating the world’s first coach-door SUV with front and rear doors that open and close independently — without a conventional B-pillar.

Safe Entry and Exit

The mechanism behind the Neolun Arch Gate’s opening sequence is a dual-motion hinge applied to the rear doors. Rather than relying on a conventional opening action, the rear doors first slide slightly outward before opening with a smooth, rotating motion. This allows them to open independently without impeding the front doors.

This single, compact assembly is engineered to support a rear door weighing nearly 70 kilograms without wobbling while executing both sliding and rotating movements simultaneously. High-strength cast iron was used for the center block, where the door’s load concentrates at a single point, to prevent shaking.

Aluminum was utilized for the largest housing component with its thickness precisely adjusted long the load-bearing path, achieving a weight reduction of approximately 20% without compromising target performance. As the door operates, more than 500 ball bearings roll along the rail, distributing the door's weight to ensure it opens and closes smoothly.

“Just as the Neolun Arch Gate offers a vast sense of openness, we really thought about safety,” said Daehee Lee, Head of Genesis Body Design Group. “We have designed a completely new structure, away from the conventional vehicle body.”

Rather than simply eliminating the pillar, Genesis integrated its protective functions directly into the vehicle's doors and body structure.

Hidden B-Pillar and Roll-Cage Architecture

The Neolun Arch Gate incorporates the world’s first hidden B-pillar structure. Inside each door, Genesis installed 1.8 GPa-rated ultra-high-strength steel dual beams in an intersecting vertical and horizontal configuration. To distribute and deflect forces during a side impact, four latches connect the body to the door, supported by an upper stopper and a lower impact hook.

At the same time, Genesis increased the proportion of aluminum in the GV90’s body to 72%, up from 35% in previous models. To maintain rigidity with lighter materials, engineers adapted structural principles from motorsport.

“Race cars encase the cabin in a robust framework to protect the driver during collisions and rollovers,” Daehee Lee explained. “The GV90 Neolun reinterprets this roll-cage principle and integrates it into the vehicle's body structure. Although invisible from the outside, an additional framework has been constructed within the body structure to envelop the passenger space.”

This framework consists of 1.5 GPa-rated ultra-high-strength steel tubes, high-rigidity structural foam, and an integrated ring structure combining horizontal and vertical members. At key mounting locations, including the joints for the heavy rear door hinges, large high-pressure aluminum die-cast reinforcements provide additional stability.

According to in-house testing, these measures ensure the GV90 Neolun achieves 12% higher body rigidity than the standard GV90 swing-door model, while matching its crash performance.

“It became lighter yet stronger. Despite adopting an entirely new structure without a conventional B-pillar, the structure is actually more robust,” Lee noted. “There has been absolutely no compromise on safety for the sake of achieving a sense of openness.”

Addressing Real-World Crash Scenarios

This focus on structural integrity builds upon Genesis's proven track record in automotive safety. Since 2021 — the luxury marque’s first year in the U.S. market — Genesis has earned the highest safety rating from the Insurance Institute for Highway Safety (IIHS) for every new model it has launched across its lineup of sedans, SUVs, and electric vehicles.

Yet, for the GV90, the engineering team aimed to go beyond standardized regulatory testing.

“Achieving the highest rating in global safety assessments is certainly a significant accomplishment,” stated Seungmok Lee, Vice President and Head of the Integrated Safety Development Group.

“No matter how robust the vehicle body is, passenger safety cannot be guaranteed once an occupant leaves the protective space of the cabin,” Seungmok Lee pointed out.

To mitigate this risk, Genesis developed and applied the world’s first roof airbag designed to cover the entire glass vision roof. The airbag deploys forward along side-mounted wires from the rear of the cabin when a rollover is detected. Tested under rigorous conditions — including lateral-tilt rollovers and 110-kilometer-per-hour ramp tests — the system helps prevent occupant ejection, shields passengers from glass fragments, and cushions impacts against the roof structure.

12-Airbag System and Structural Survival Margins

Complementing the roof airbag is an advanced 12-airbag system designed to protect passengers across a range of seating positions.

Dual-Depth Front Passenger Airbag: Deploys in two stages based on occupant posture, maintaining protection even when reclined in a relaxation position.

Seat Cushion Airbags: Prevent occupants from sliding beneath the seatbelt during a collision.

Extended Side and Curtain Airbags: First- and second-row side airbags feature expanded head coverage to protect passengers with reclined seatbacks, while curtain airbags extend to the third row.

This restraint system is supported by substantial structural margins. The GV90 achieves a roof strength of 13,924 kilogram-force to maintain cabin space during rollovers. Additionally, in side-impact evaluations, the vehicle offered at least 320 millimeters of occupant survival space, well above the 180-millimeter standard required for an “Excellent” rating.

Underbody and Battery Protection

Developed on the Genesis-dedicated eMP platform, the GV90 also features specialized structures to protect its 123.5-kilowatt-hour high-voltage battery pack and cabin during frontal impacts.

Frontal Deflector Structure: In small-overlap frontal collisions, front-mounted deflectors redirect impact forces sideways, helping guide the vehicle away from obstacles and preventing direct loads from penetrating the passenger cabin.

Slider and Protector System: During a high-speed frontal crash, a lower slider structure directs heavy subframe and motor components to slide underneath the battery pack. In front of the battery, a protective structural crossmember helps protect the battery pack from curbs and road obstacles, guiding the vehicle over them.

Cell Safety and Pre-Diagnostics: Within the battery pack, cell-to-cell thermal barriers prevent heat from spreading to adjacent cells, while a cloud-based Battery Management System (BMS) pre-diagnostic function monitors battery health and notifies drivers of potential issues in advance.

Prioritizing Customer Safety

The GV90’s “invisible armor” is more than a structural idea. It represents Genesis’ conviction that the most meaningful luxury technologies should work quietly, intuitively and with purpose — supporting the customer without demanding attention.

As the marque enters a new era of electrified flagship mobility, the GV90 demonstrates how sophistication can be expressed through both what is seen and what remains unseen, in line with the vehicle’s reductive design approach. Its design creates a sense of welcome, while its engineering helps sustain the confidence behind that experience. Together, they define an evolved expression of Genesis hospitality.

“From a 12-airbag system designed to respond to various collision scenarios to a robust body structure that protects the cabin against various impact scenarios, all these technologies were perfected under a single philosophy: prioritizing customer safety above all else. Even as we rapidly approach the era of future mobility, Genesis will steadfastly uphold its promise to deliver the safest vehicles,” concluded Seungmok Lee.

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By blending innovative design and advanced technology with Genesis’ uniquely Korean hospitality values, the GV90 transforms the vehicle from a mere mode of transportation into an avant-garde sanctuary on wheels. From the moment you approach its commanding silhouette, it becomes clear that this is not an SUV you simply ride in; it is an architectural space you inhabit.

Neolun Arch Gate

The experience begins before you even step inside, with a grand entrance. The GV90 Neolun completely discards traditional B-pillars in favor of its dramatic Neolun Arch Gate coach doors. The front and rear doors swing open in opposite directions, revealing a spacious portal devoid of the conventional column.

The door system incorporates a hidden B-pillar integrated into the doorframe and a newly developed dual-motion hinge mechanism. The rear door first slides slightly outward, then rotates open smoothly. This maximizes entry and exit convenience for rear-seat passengers and prevents the rear doors from impeding the front doors during opening and closing. The opening sequence itself becomes part of the luxury experience — a choreographed gesture that announces arrival with refinement. The doors can be opened and closed from within by simply pressing a button.

Despite the absence of a B-pillar, internal testing shows that the GV90 Neolun achieves crash safety performance and side-impact protection equivalent to vehicles with standard pillars.

Eliminating the Start Button

Once inside, the traditional automotive starting ritual is entirely absent. As the driver pulls the handle to close the door, the vehicle powers on and the door closes automatically. Then, a series of intuitive visual signals unfolds: the Motion Column Shifter transitions from the 12 o'clock to the 2 o'clock position, the Crystal Sphere Controller rotates to reveal an integrated control interface, and tweeter covers on the dashboard part gracefully to the sides. The vehicle communicates readiness for departure through choreographed movement rather than mechanical buttons.

To initiate Drive mode, the driver simply presses the brake pedal. This streamlined approach eliminates unnecessary interaction steps, freeing dashboard space and reducing visual clutter while creating a seamless transition from entry to driving.

A Luxury Lounge in Motion

When the car is parked, the cabin transforms into a first-class lounge. The front seats are equipped with the unique ability to swivel 180 degrees, allowing them to turn around and face the rear-seat occupants to create an intimate, face-to-face lounge configuration — a seating arrangement designed for conversation, business meetings, or social engagement.

Each seat features a deep-recline function, power-deployable leg rests, and a therapeutic massage system packed with 15 individual air cells that deliver deep, pulse-vibration relief. This is paired with a real wood veneer floor in the second row that serves as both an aesthetic element and a functional comfort system. Inspired by traditional Korean “ondol” — an underfloor heating method used in traditional Korean houses — it also incorporates a radiant heating system to provide further warmth to the interior.

The heating is integrated not only into the floor but also into the first- and second-row console armrests, side panels, and door trims, creating an enveloping sense of warmth that feels distinctly different from traditional automotive climate control. This approach provides comfort without the dry, directed air streams associated with conventional HVAC systems.

The mobile hospitality concept extends to refreshments on the go. A built-in refrigerator maintains cold beverages at optimal serving temperatures, while heated cup holders ensure warm beverages remain at comfortable temperatures throughout journeys. These amenities are complemented by integrated foldaway tables positioned within the second row, as well as large illuminated vanity mirrors in the front passenger visor and flush-mounted directly into the back of the front-row headrests for rear passengers.

A Private Sanctuary

The GV90 Neolun Executive Suite includes a Comfort Partition that separates the second-row seating area from the trunk compartment. This barrier effectively insulates the cabin from noise originating in the luggage area, allowing occupants to conduct business discussions, social conversations, or to rest without external noise intrusion, maintaining the intimate atmosphere throughout extended journeys. Combined with the vehicle's integrated rear roll blinds, the partition creates a private room on wheels, preventing anyone looking through the rear windows from seeing the passengers.

The Smart Vision Roof utilizes Polymer Dispersed Liquid Crystal (PDLC) technology to provide independent transparency control across six distinct zones. This capability allows occupants to manage roof transparency according to preference — maximizing visual openness during pleasant weather or creating a more enclosed atmosphere when desired.

In-cabin Cinema Experience

At the center of the cabin sits the pop-up center OLED Cinematic Display — an innovative screen that adapts to driving and park states.

During normal driving, the 23.6-inch display seamlessly integrates the instrument cluster, navigation functions, and media controls. When the vehicle is parked, pressing the display extension button on the center fascia raises the screen, transforming it into a 24.6-inch display — approximately 1.7 times larger than the driving configuration. This expansion provides an immersive screen suitable for entertainment, information consumption, and multimedia content.

The system operates on Pleos Connect, an Android Automotive Operating System-based platform that integrates Gleo AI — a large language model-powered agent that understands natural language and learns occupant preferences over time. Climate preferences, entertainment selections, and personalized settings can be adjusted through dialogue. The system anticipates needs based on usage patterns, creating an adaptive environment that evolves with the driver.

Bang & Olufsen Premier 3D Sound System

Complementing the onboard cinema is a Bang & Olufsen Premier 3D sound system featuring 25 speakers positioned throughout the cabin. This system creates a 7.1.4-channel Dolby Atmos configuration that delivers spatial audio immersion rivaling concert hall performance.

Acoustic Lens Technology (ALT) tweeters positioned at both ends of the dashboard work in concert with four headliner speakers, mid-range speakers, and strategically positioned subwoofers to create a three-dimensional soundscape that envelops occupants.

The system incorporates Virtual Venue technology, which recreates the signature acoustics of iconic performance venues — Boston Symphony Hall, Wembley Stadium, and others. Beosonic enables passengers to personalize the sound atmosphere and tone, creating a listening environment custom calibrated to each occupant's preferences.

Every element of the GV90 — from its hidden B-pillar architecture to its adaptive personalization features — reflects a deliberate philosophy. Genesis' “Son-nim” hospitality, rooted in Korean culture, centers on customers as honored guests. Applied to the GV90, this means each feature is designed to anticipate occupants’ needs.

The GV90 demonstrates how this philosophy translates into practical luxury. Rather than pursuing excess, the vehicle focuses on refinement and connection — a well-curated space where the journey itself becomes more meaningful. It is a clear reimagining of what occupants expect from flagship mobility: a vehicle that respects their time, understands their comfort, and treats every trip as an opportunity to provide genuine, attentive, and luxurious care.

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The event ran from Sept. 24-27 in conjunction with the 6 Hours of Fuji, the sixth round of the 2026 FIA World Endurance Championship (WEC) season in which the luxury marque’s Genesis Magma Racing team made its debut this year. The Live Festival is an expansion of the brand's customer experience to make motorsports more accessible to the Korean public.

Genesis had previously introduced its Genesis Magma Racing team to its home market at the 2026 Busan Mobility Show in June and through a special exhibition at Genesis Studio Hanam in July. With the Live Festival, the brand created a multifaceted stage at Starfield Hanam where mallgoers came face-to-face with the actual hypercar that completed the 24 Hours of Le Mans, took on interactive challenges, and gathered to cheer on the GMR-001 Hypercars as they raced at the Fuji Speedway in neighboring Japan.

The Grime and Glory of Le Mans

Upon entering the South Atrium at Starfield Hanam, visitors immediately noticed the Magma Orange-liveried race car positioned at the center of the space.

The vehicle on display was the #19 GMR-001 Hypercar that competed in the 24 Hours of Le Mans last June. Covering 372 laps and approximately 5,069 kilometers over a grueling 24 hours, the car crossed the finish line in 13th place — marking a defining milestone by completing the legendary race on Genesis Magma Racing’s first Le Mans outing.

Up close, the GMR-001 Hypercar stood in stark contrast to pristine show cars typically seen at motor shows. Scratches and stains from hours on the track remained layered across the front, sides and wheel arches, clearly visible against the vivid Magma Orange livery.

The exhibition gave visitors a rare opportunity to closely examine a race car that would normally appear briefly on a screen. The lore of Le Mans, previously known only through final standings and records, took concrete form in the vehicle before them.

On the second floor of the mall in Genesis Studio Hanam, the Genesis Magma GT3 Concept was displayed in Korea for the first time. Initially unveiled at the 24 Hours of Le Mans in June, the Magma GT3 Concept points to Genesis’ potential to further explore its motorsports and high-performance programs. If the GMR-001 Hypercar represents where Genesis Magma Racing is today, the Magma GT3 Concept offers a glimpse of what comes next.

Racing Continues at Fuji in Second Half of WEC Season

As the Live Festival was held in conjunction with the sixth round of the WEC, the 6 Hours of Fuji, visitors got an early look at the race weekend which would begin just days later. Gallery walls at the first-floor event space and in Genesis Studio Hanam introduced viewers to the Fuji Speedway circuit, with a rundown of the race schedule, competing vehicles and driver lineup.

Fuji Speedway is a 4.563-kilometer circuit with 16 corners and a 1.475-kilometer main straight. Visitors explored the track layout and race information, and examined the #19 Hypercar that finished at Le Mans, allowing them to picture the #17 and #19 GMR-001 Hypercars competing on the global stage.

On the final day of the event, a live watch party for the 6 Hours of Fuji heightened the excitement with guests coming together to watch the race.

Immersive Motorsports Experience

The festival transitioned from visual spectacle to physical action as visitors stepped into the driver’s seat. Designed as a stamp tour, three hands-on missions — the Batak Challenge, Time Stop Challenge and GMR-001 Sim Racing — let attendees put their own instincts to the test.

The Batak Challenge challenged participants to strike randomly illuminating buttons against a ticking clock, testing their reflexes and alertness. Next, the Time Stop Challenge had visitors trying to stop a running clock within a targeted time. Together, the two intuitive missions highlighted skills essential to racing: split-second reactions and precision timing.

Additionally, sim racing put visitors behind the steering wheel of the GMR-001 Hypercar on a virtual circuit. Their lap times varied based on where they braked before entering a corner and when they accelerated again. After each run, the leaderboard immediately displayed their lap times and rankings, turning the experience into a challenge to go even faster.

Participants who received all three stamps also received a chance to enter a prize draw at Genesis Studio Hanam.

Motorsports for the Whole Family

For visitors looking to enjoy the festival more casually, dedicated activity zones offered postcard drawing and temporary tattoos, providing an approachable way for families and newcomers to the sport to soak up the atmosphere.

The flexible format allowed families to enjoy the event at their own pace — parents could inspect the GMR-001 Hypercar while their children took the wheel on the simulator before regrouping to make postcards or collect stamps.

“Because [the festival] was held at the Starfield Hanam which is a convenient location, we could easily visit with our kids,” one parent said. “I previously had little interest in motorsports, but Genesis’ announcement of its WEC participation sparked my curiosity. After following the team’s completion of the 6 Hours of Imola and its results at the 24 Hours of Le Mans, I now check the outcome of every race.”

“The kids love racing too, so getting stickers and drawing pictures made it a rewarding experience the whole family could enjoy,” the parent added.

Genesis Collection Brings Magma Orange from the Track to Lifestyle Goods

Beyond the experience programs, visitors were able to browse the Genesis Brand Collection — which extends Genesis design and brand sensibility into everyday lifestyle products — as well as the Genesis Magma Racing Collection, which was fitting for the motorsports event. A variety of items clad in Magma Orange, including keyrings, scale models and accessories, were available for purchase on site.

A signature item of the Genesis Collection, the teddy bear keyring, captures the brand’s most significant milestones and stories through different characters. The lineup includes the “Jacky Ickx Edition” teddy, inspired by legendary six-time 24 Hours of Le Mans winner and Genesis Brand Partner Jacky Ickx, the “Heritage Racer Edition,” dressed in classic racing overalls reminiscent of racecar drivers of the past, as well as the “Magma Crew Bear,” representing the identity of a team united by Genesis’ high-performance Magma DNA.

Genesis also lent its striking Magma Orange hue to postcards, poster books, leather cardholders, and tote bags.

The Genesis Magma Racing Collection was a particular favorite among fans. The lineup included 1:43 scale models of the #17 and #19 GMR-001 Hypercars, accompanied by team apparel and racing accessories such as snapback caps, team shirts and rain jackets, allowing fans to carry their support for Genesis Magma Racing into their daily lives.

6 Hours of Fuji Live Watch Party

On Sept. 27, fans in Hanam turned their attention to the screen at the watch party to cheer on the #17 and #19 Genesis Magma Racing GMR-001 Hypercars of Genesis Magma Racing competing at the 6 Hours of Fuji.

Megabox Hanam Starfield broadcasted the race live on a movie theatre screen with surround sound while visitors at the South Atrium and Genesis Studio Hanam followed the action on large LED displays.

During the race, the #19 Hypercar broke into the front pack early and spent most of its run inside the top five. The #17 car also kept up the pursuit, staying within the points-scoring positions until the late stages. Despite a late penalty dropping the #19 to 11th place and the #17 to 15th, the race showcased the competitiveness of the GMR-001 Hypercars amid changing track conditions.

“For a Korean brand to enter motorsports is a tremendous challenge in itself,” one motorsports fan said. “Gathering together to experience motorsports like this will likely spark even greater interest here in Korea.”

Another visitor, who encountered endurance racing for the first time this WEC season, shared that they had been following Genesis Magma Racing’s journey since the season opener in Imola, Italy.

“At first, I figured just finishing a race would be an achievement, but my expectations grew as the team started securing points during the season,” the visitor said. “Watching the race in a theater equipped with a massive screen and high-quality sound made it a really special experience.”

A spectator from a Genesis-owning family also mentioned that their view of the brand changed after witnessing its motorsports activities.

“It was already a brand I liked, but by taking on motorsports, it feels like the brand’s ambitions have grown even bigger and I have high expectations for its future vision,” they said.

A Bold Pursuit Backed by Fans

Early in the season, fans simply hoped the team would finish the race. But these expectations have shifted. Now, they are looking past points finishes and setting their sights on double points and podium finishes.

As Genesis Magma Racing builds experience and shows results race by race, the cautious cheers from the start of the year have transformed into genuine excitement for the next race.

The Genesis Magma Racing Live Festival proved that this momentum is taking hold in Korea as well. From long-time motorsports enthusiasts to those watching endurance racing for the first time because of Genesis Magma Racing, people who came from different starting points are now following the same team’s journey and waiting to see what comes next.

The checkered flag has dropped at Fuji, but the season is far from over. How much faster will the team go and how much higher can it climb at the next race? Korean fans will soon turn their gazes to the Circuit de Barcelona-Catalunya for the 6 Hours of Barcelona to cheer on their home team, Genesis Magma Racing.

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The 2026 Presidents Cup in Chicago marked more than a decade since Genesis first became an event sponsor.

The story began in 2015, when the Presidents Cup arrived in Korea for the first time.

Genesis had not yet launched as a standalone luxury brand. Hyundai Motor Company served as the tournament's Official Vehicle Sponsor, providing transportation for players, officials and guests throughout the week. The fleet included Genesis models, introducing many international visitors to a name that would soon become Hyundai Motor Group's dedicated luxury brand.

For Genesis, the event marked an early appearance on one of golf's biggest international stages.

Returning Under the Genesis Name

Four years later, Genesis returned to the Presidents Cup in a different role.

At the 2019 Presidents Cup in Melbourne, Australia, Genesis became the tournament's Official Automobile Sponsor as a standalone global luxury brand. It was the brand's first Presidents Cup under the Genesis name.

The Presidents Cup's international format took the competition to different host countries over the years. After Melbourne, Genesis continued its involvement as the tournament moved to Charlotte in 2022, Montreal in 2024 and Chicago in 2026.

The event brought together Team USA and the International Team and provided Genesis with an opportunity to engage players, guests and fans throughout tournament week.

Building a Broader Golf Portfolio

Genesis' golf activities expanded alongside its involvement with the Presidents Cup.

In 2016, the brand established the Genesis Point System in Korea. The following year, Genesis became title partner of the Genesis Invitational in the United States and the Genesis Championship in Korea.

The portfolio expanded again in 2022 with the addition of the Genesis Scottish Open.

In 2025, Genesis entered a global marketing partnership with the PGA TOUR, becoming the first Global Official Vehicle of the PGA TOUR and PGA TOUR Champions.

Together, these milestones marked Genesis' growing role across professional golf in Korea and abroad.

The Presidents Cup in Chicago

Genesis once again played a role in the Presidents Cup when the tournament was held in Chicago in 2026.

Throughout tournament week, Genesis vehicles were showcased across key locations on the course, including the VIP Entry Area, Gallery Entry Area and Fan Zone. Displays featured the GV90 Neolun First Edition, GV90 Neolun and GV80 Coupe Prestige Black, giving attendees an opportunity to experience some of the brand's latest models up close.

Beyond the vehicle displays, Genesis hosted a range of fan engagement activities, including live painting sessions by artist Jonas Never, a photo experience, postcard activation and scavenger hunt.

The brand also operated Genesis Hospitality Suites in two locations on-site, providing invited guests with tournament viewing opportunities alongside food and beverage service.

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What if your vehicle could become a private luxury theater? That idea sparked the development of the pop-up OLED Cinematic Display introduced on the Genesis GV90. More than a display, it was conceived as a technology that could transform the in-cabin experience.

The Genesis GV90 is the first Genesis model to feature Pleos Connect, Hyundai Motor Group's next-generation infotainment platform. Developed specifically for the GV90, it works in combination with the pop-up OLED Cinematic Display to create a more natural connection between the vehicle and its occupants, delivering a digital experience designed for both driving and relaxation.

Whether driving or parked, the Cinematic Display is designed to provide different experiences depending on the situation. While driving, its wide-format screen displays vehicle information, navigation and media content. A 25-inch head-up display (HUD) simultaneously projects key driving information, including speed, navigation guidance and ADAS status, within the driver's field of view. Users can also interact with the onboard AI agent, Gleo AI, to control vehicle functions, search for information and perform various tasks through natural voice commands.

One of the defining features of the GV90 is the combination of its Cinematic Display and Pleos Connect, introducing a new level of display flexibility not available in previous versions of the platform. To bring this experience to life, both the hardware and software were developed specifically for the GV90. While driving, the Cinematic Display functions as a wide 23.6-inch display. When the vehicle is parked, pressing the extension button on the center fascia raises the display by 90 millimeters, revealing the full 24.6-inch screen. Measuring 584.1 millimeters wide and 219 millimeters high, the expanded display increases the total viewing area by approximately 1.7 times and features a resolution of 3840 x 1440. An accompanying animation further enhances the sense of immersion as the display expands.

The larger display is designed to enhance content immersion and support a wider range of use cases. To better understand the thinking behind its development, we spoke with the engineers responsible for the GV90's infotainment system — Senior Research Engineer Inho Yoon from the Infotainment Platform Development Team, Senior Research Engineer Jongkyo Ahn of the Infotainment Device Engineering Team, and Senior Research Engineers Mina Lee and Sooyul Bae with the Infotainment UX Development Team who developed Pleos Connect — shared their perspective.

Bringing the Home Theater Experience Onboard

Senior Research Engineer Inho Yoon of the Infotainment Platform Development Team helped define the development concept and key specifications for the GV90's Pleos Connect system. Yoon explained that the project began with a recognition that today's vehicles are no longer just a means of transportation, but spaces for a broader range of experiences.

"Cars today serve a variety of purposes beyond transportation. Electric vehicles, in particular, can continue to power a range of features even while parked, creating opportunities for new experiences. With the Cinematic Display and Pleos Connect, our goal was to create a home theater-like experience inside the vehicle. When the display is extended, it switches to Media Home mode, allowing users to enjoy streaming services and live channels* much like they would on a smart TV at home."

^{"Our goal was to create a movie theater-like experience," says Senior Research Engineer Inho Yoon, describing the Cinematic Display.}

The Cinematic Display's pop-up function plays a key role in transforming the vehicle cabin into a living space. When the vehicle is parked and the extension button is pressed, the display rises and switches to Media Home mode, creating an experience similar to a smart TV. These physical and visual changes reinforce the feeling that the cabin has transitioned from a space for travel to one designed for relaxation and entertainment.

^{When extended, the display switches to Media Home screen, offering an intuitive user experience.}

Bringing new hardware and features into a vehicle is a complex process. To ensure customer safety and a high-quality user experience, engineers must consider every potential variable, including how new and existing components interact with one another. Senior Research Engineer Jongkyo Ahn of the Infotainment Device Engineering Team led the development of the Cinematic Display, refining its pop-up functionality through repeated design and testing. “We focused on ensuring the performance and quality of the pop-up mechanism from the early stages of development,” he said.

^{The Cinematic Display is central to transforming the space inside the GV90.}

“Adding a pop-up function to the display requires additional components, including a motor, gears and guide rails. The added weight raised concerns about vibration during driving if conventional mounting methods were used. That led us to explore a different mounting approach. We minimized vibration by mounting the display directly to the cowl crossbar, a structural component that helps prevent the chassis from flexing and twisting. We also worked closely with teams responsible for interior design and packaging to address potential component interference caused by the movement of the display and to finalize the design.”​‌

^{Senior Research Engineer Jongkyo Ahn employed a new mounting method to ensure the pop-up mechanism operates quietly and smoothly.}

The structural advantages of the Cinematic Display lie in its quiet operation and durability. Through the optimized use of a Brushless DC (BLDC) motor and linear motion guides, the system allows the display to glide silently while maintaining long-lasting durability. This is the result of careful refinement designed to ensure customer satisfaction — not only by offering a large display suited to a luxury model like the GV90, but through the elegance of its movement.

“From the beginning, we wanted the display to operate as quietly as possible,” said Ahn. “It delivers a high level of durability and quiet operation, even when compared with competing systems, and successfully completed more than 100,000 test cycles. Operating noise remained below 40 decibels across low-, ambient- and high-temperature conditions, making it as quiet as a library. I still remember climbing into a chamber cooled to -30°C to evaluate its performance in extreme cold.”

^{Senior Research Engineer Jongkyo Ahn says the Cinematic Display operates at noise levels comparable to a library.}

The GV90's Cinematic Display is designed to enhance content immersion when the vehicle is stationary. For occupant safety, the expanded display automatically retracts once the vehicle begins to move. Given the size of the expanded display, this function helps prevent interference with front passenger airbag deployment. While driving, the 23.6-inch display presents driving information, navigation and media content in a clear layout, allowing drivers to easily monitor key information.

Thoughtfully Designed User Experience

Technology comes together through the integration of hardware and software. Integrating the Cinematic Display's 90-millimeter pop-up functionality with a 25-inch head-up display (HUD) required an intuitive user experience (UI). The answer came in the form of Pleos Connect, a version of Hyundai Motor Group's next-generation infotainment platform developed specifically for the GV90. While the hardware defines the form of the display, Pleos Connect shapes how occupants interact with it and experience its capabilities.

Senior Research Engineer Mina Lee of the Infotainment UX Development Team was responsible for the user experience (UX) design of the GV90's Pleos Connect, including window policies, common UX specifications and the menu bar. One of her key focuses was creating a natural multitasking experience. “We put significant effort into defining how apps appear on the display, so using navigation alongside other apps would feel seamless.”

^{Senior Research Engineer Mina Lee shares that she focused on creating a seamless multitasking experience.}

Lee added, “Despite the challenges of [designing for] a completely new vehicle exterior and interior, we designed the core UX flow to feel similar to the smartphone user experience. This approach was guided by a commitment to ensuring that customers could use the system safely and naturally, regardless of how devices or environments may evolve in the future.”

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^{Senior Research Engineer Mina Lee explains how safety and intuitive usability shaped the development of the GV90's UX.}

In automotive UX design, the top priority is delivering information while maintaining driving safety. With Pleos Connect, navigation and other applications can be used simultaneously, while the overall experience remains navigation-focused. “We designed the screen layout to minimize driver distraction. We also incorporated graphics that clearly indicate the available adjustment range when resizing the navigation and app windows, making the experience more intuitive.”

Unlike previous versions of Pleos Connect, the GV90 features menu bars on both sides of the screen. With dedicated areas for the driver and front passenger, the layout takes advantage of the display's wide format while placing frequently used controls within easy reach. The driver-side menu bar includes climate controls, navigation and app shortcuts, while the passenger-side menu bar provides access to climate controls and heated-seat functions. This optimized layout allows drivers to complete key interactions and check important information with minimal eye movement.

The GV90's HUD was also carefully refined from a UX perspective. With a display approximately twice the size of previous systems, it can show additional information, such as estimated driving range and drive mode status, while maintaining excellent visibility through effective use of space. Notifications appear in a dedicated area so they do not obstruct key driving information. This layout helps minimize the need for drivers to shift their gaze to the center display while on the road.

Yoon added that the central display enhances safety by consolidating information, controls and function status together onto a single interface. “On the Cinematic Display, drivers can view information, operate controls and confirm the status of functions on one screen. This means that there is no need to look away, allowing them to them to remain more focused while driving.”

The Cinematic Display reflects the user-first approach in every detail. The engineers behind Pleos Connect continue to explore solutions to offer customers even more convenience. A prime example is the newly added “APPS” button above the GV90’s integrated Crystal Sphere Controller, which takes users directly to the app selection screen when pressed.

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^{Pressing the “APPS” button located above the GV90’s integrated Crystal Sphere Controller takes users directly to the app selection screen.}

Among the physical buttons on the center fascia, the vehicle settings button provides direct access to the Quick Control page. Located at the top of the vehicle settings menu, the page brings frequently used functions together on a single screen, allowing drivers to adjust settings without navigating through multiple menus. The team is also exploring additional convenience features, including access to settings and shortcuts from any screen, as well as more personalized menu options as Pleos Connect continues to evolve.

Design That Delivers the Genesis Experience

Developing the GV90's Cinematic Display also required ensuring that every interaction with Pleos Connect conveyed a distinctly Genesis experience. Senior Research Engineer Sooyul Bae of the Infotainment UX Development Team was responsible for establishing design standards for screen layouts and graphics. Consistency across design elements, including the placement and size of pop-up windows, the shape and spacing of buttons, and overall screen composition, plays an important role in creating a cohesive user experience. Bae worked closely with UX and graphical user interface (GUI) specialists to align these standards and standardize common elements, helping ensure a consistent user experience while improving development efficiency.

Bae said the key challenge was to “efficiently present comprehensive information while preserving Genesis' distinctive sense of luxury.” Restraint, rather than extravagance, guided the team's approach to expressing Genesis' identity through graphic design. A dedicated typeface developed in accordance with the brand direction helps create a consistent visual identity, while key graphic elements — including windows, panels and icons — feature rounded squares that convey a solid yet refined impression. Neutral tones are used throughout the interface, with accent colors reserved for important information and interactive elements, naturally establishing a clear visual hierarchy.

^{Senior Research Engineer Sooyul Bae said, “It was important to present information efficiently while preserving the premium sensibility that defines Genesis.”}

Bae summarized the approach behind these choices: “Ultimately, we focused more on what we could dial back rather than how much more we could show, seeking to create a relaxed and sophisticated user experience that is distinctly Genesis.”

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^{Pleos Connect onboard the GV90 delivers a premium user experience through its restrained design language.}

Attention to creating a distinctly Genesis user experience can also be seen in the details surrounding the Cinematic Display. While the UX and GUI offer a refined and composed interface, the physical controls contribute to a premium and modern atmosphere. Features such as the real-glass crystal buttons and the Center Knob Display provide control over a range of functions, including media volume, temperature and fan speed, reinforcing the premium sensibility associated with Genesis. The 25-speaker Bang & Olufsen Premier 3D sound system further enhances content immersion.

System stability was another key consideration in the development of Pleos Connect for the GV90. Given the large display and wide range of functions it supports, the system uses a control unit designed with stability as a priority. While driving, more resources are allocated to vehicle control and driving-related functions. When the vehicle is parked and the display is extended, resources are shifted toward entertainment features. This approach helps ensure the system delivers the performance required in each situation. Yoon explained: “Because the instrument cluster, HUD and center display are all operated by the same control unit, we optimized resource allocation to prevent delays caused by unnecessary or excessive resource usage. We also designed the system to ensure long-term reliability.”

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^{The GV90 features the 25-speaker Bang & Olufsen Premier 3D sound system.}

Engineering the Experience

The Cinematic Display is more than just a feature. It represents the careful deliberation of how occupants should experience the vehicle cabin. Bringing this vision to life required countless reviews and decisions. Yet, throughout this rigorous process, the engineers remained anchored to a single, unwavering standard: the experience awaiting customers in the GV90.

“Because we were establishing new standards in uncharted territory, there were many areas we had to define and decide firsthand. This meant developing the system through extensive consultation with a variety of stakeholders. We gave considerable thought to UX consistency, and we did our best to ensure that the qualities that define Genesis are conveyed through the customer experience,” Bae said.

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^{Senior Research Engineer Suyool Bae reflected on the development process, saying, “We did our best to ensure that the qualities that define Genesis are conveyed through the customer experience.”}

“As this was a completely new vehicle, the development process involved many changes, making it a challenging project. What stood out most was seeing so many teams come together to solve problems along the way. I would like to thank everyone who contributed their time and effort to refining the vehicle and improving the overall experience,” said Yoon.

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^{Senior Research Engineer Inho Yoon emphasized that the technology was the result of a collective effort across many teams and individuals.}

The newly introduced Cinematic Display and Pleos Connect are the result of extensive collaboration and problem solving across the development process. Although the project focused on hardware and technology, the word that surfaced most often in conversations with the four engineers was “customer.” Their attention was directed not only toward the display itself, but also toward the experience it would deliver.

Much like the credits at the end of a movie, their intense efforts remain hidden in the background. Yet, that unseen dedication seamlessly translates into a deeply satisfying experience for customers every single time they interact with the screen.

*Content services are subject to change in accordance with partner agreements, service operation policies, regional availability and other factors.

Photos by Hyuksoo Cho

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STRESA, Italy, Sept. 14, 2026 — Genesis introduced the Magma GT Concept and X Skorpio Concept to dynamic track conditions for the first time at the 2026 Tutto Bene Hillclimb. The two striking concept vehicles ascended the 9-kilometer Strada Borromea on Mottarone mountain, their debuts representing a bold statement of Genesis' ambitions in high-performance automotive design and engineering.

The Genesis Magma GT Concept, unveiled statically at the 24 Hours of Le Mans in June, finally revealed its true character in motion. The mid-engined grand tourer tackled the winding Italian hillclimb with precision — its purposeful proportions and uncompromising focus on performance embodying Genesis' exploration of luxury through the lens of high-performance engineering.

Making its European debut, the Genesis X Skorpio Concept is a dramatic departure that reimagines the brand's “Athletic Elegance” design language for off-road racing. The rugged vehicle showcased an entirely different approach to performance, featuring a tubular chassis and high-endurance components derived from competitive off-road racing development.

The X Skorpio Concept was piloted up the track by Genesis Magma Racing driver André Lotterer, who alongside his #17 GMR-001 Hypercar teammates Pipo Derani and Mathys Jaubert, recently secured the team’s best finish of the 2026 World Endurance Championship season at the Lone Star Le Mans at the Circuit of the Americas in Texas. The three drivers managed to recover from an early incident and penalty to bring the #17 GMR-001 Hypercar back into the top 10 to finish and score points in P7.

The contrast between the two concepts — one refined, mid-engined and road-focused; the other raw, purpose-built and terrain-conquering — demonstrated the breadth of Genesis' performance vision.

Created by Los Angeles-based Race Service and Milan-based BorromeodeSilva, Tutto Bene 2026 gathered 85 exceptional automobiles across one of Italy's most striking landscapes, overlooking Lake Maggiore. Far from being a competition, the hillclimb celebrated the shared passion for automotive design, engineering and driving culture.

Genesis also brought the Genesis Magma Racing GMR-001 Hypercar, fresh from competitive testing, and the Genesis Box Buggy Concept, a technical demonstrator which was built on technology from the Hyundai Motor Group’s Mobis division. Together, the vehicles illustrated the wealth of expertise within the Group, from high-performance motorsport to the exploration of future mobility technologies.

For Genesis, the event represented a natural meeting of automotive cultures and philosophies. In the Italian Alps, the marque embraced Tutto Bene’s “slow down to go fast” ethos which views journeys being just as important as the destination — a celebration of progressive design, engineering and the simple pleasure of being behind the wheel.

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

Genesis Magma GT Concept (Silver, Automotive & Transportation)

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

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

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

Genesis G90 Wingback Concept (Finalist, Automotive & Transportation)

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

Genesis Magma UI Design (Finalist, Digital Interaction)

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

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

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

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

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

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

Untethered: Redefining Luxury on Genesis’ Own Terms

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

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

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

Journey to Less: Reduction to Amplify the Essence

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

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

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

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

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

A New Phase: The Arrival of Genesis’ New Flagship

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

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

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

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

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

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

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

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

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

A Lifestyle Inspired by the GV90

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

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

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

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

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

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

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

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

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

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

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

GV60 Magma: The New Challenger

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

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

List of Awards

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Uncompromising Occupant Safety

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

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

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

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

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

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

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

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

Elegant and Serene Dynamics Befitting a Luxury Flagship

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

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

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

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

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

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

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

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

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

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

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

A Differentiated Vehicle Experience Through Interactive Technology

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

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

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

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

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

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

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

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

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

Sensory Features that Elevate the Cabin Experience

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

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

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

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

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

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

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

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

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

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

Exterior: Restrained Elegance and a Commanding Presence

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

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

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

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

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

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

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

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

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

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

An Elevated, Bespoke Living Space

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

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

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

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

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

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

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

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

GV90 First Edition: Exclusive Luxury for the Discerning Few

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

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

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

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

GV90 & Marilyn Monroe: Icons’ Arrival

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

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

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

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

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

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

GV90 Specifications

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What Major International Events Has Hyundai Motor Supported?

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

• APEC 2025 KOREA in Gyeongju, Korea

• 2025 G20 Leaders’ Summit in Johannesburg, South Africa

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

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

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

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

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

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

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

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

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

About Netflix’s “The Hawk”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Who Judged the Competition?

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

How Did the Group Create Premium Brand Engagement?

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

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

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

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

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

How Is Genesis Expanding in Europe?

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

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

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

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

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

Strategy Showed Potential; Cut Short by Penalties

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

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

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

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

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

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

Genesis Magma Racing Team Management Quotes

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

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

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

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

Driver Quotes - #17 GMR-001 Hypercar

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

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

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

Driver Quotes - #19 GMR-001 Hypercar

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

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

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

FOUNTAIN VALLEY, Calif., July 1, 2026 — Genesis has achieved a No. 2 overall finish in the JD Power 2026 U.S. Initial Quality Study℠, climbing seven positions from ninth place in 2025. This significant improvement reflects continued progress across the Genesis lineup and a strong showing in key vehicle segments.

Genesis delivered exceptional results across multiple categories, including top three finishes for the G70 compact premium car, G80 upper midsize premium car and GV80 upper midsize premium SUV. These recognitions underscore the brand’s ongoing focus on craftsmanship, engineering and owner satisfaction in the first 90 days of ownership.

“Genesis continues to push forward with a strong commitment to excellence in every aspect of the vehicle ownership experience,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “As we continue to expand our product offering, we are pleased to see SUVs and sedans across our lineup receiving top accolades in industry tests. This JD Power rankings further highlights our relentless pursuit for excellence in quality and reinforces the trust our customers place in the Genesis brand.”

Driving the brand’s rise were substantial improvements from the G80 sedan. The model saw meaningful reductions in reported customer issues, with gains concentrated in infotainment systems, features and controls, and overall usability.

Finishing second in its segment, GV80 posted strong, broad-based gains across multiple quality attributes including infotainment, features/controls and exterior and ranked among the top performers in the Upper Midsize Premium SUV segment, continuing to demonstrate the model’s strength.

“Earning the No. 2 overall ranking in the JD Power Initial Quality Study is a meaningful milestone for Genesis and reflects the entire organization’s dedication to delivering vehicles of the highest standards,” said Barry Ratzlaff, chief customer officer, Genesis Motor North America. “The continued momentum on GV70, GV80 and our sedan lineup highlight our ability to listen to customers, act quickly and continuously refine the experience. These rankings are a testament to the collaboration across our organization and our commitment to setting new standards for quality.”

Study Highlights:

• Overall industry initial quality improved significantly year over year, with fewer problems reported across nine of 10 categories evaluated. 

• Initial quality is measured by problems per 100 vehicles (PP100) during the first 90 days of ownership; a lower score indicates higher quality. 

• JD Power’s 2026 study is based on responses from 78,514 purchasers and lessees of new 2026 model-year vehicles. 

• Infotainment is the only category showing increased challenges, driven primarily by smartphone connectivity issues such as Android Auto and Apple CarPlay integration. 
   

LE MANS, France, June 12, 2026 — While Genesis Magma Racing’s debut in the 24 Hours of Le Mans is an undoubted milestone for the team in its first-ever year of competition, the squad and Genesis as a manufacturer offered invited media a first glimpse at one potential future project, unveiling the Genesis Magma GT3 Concept at a press conference at the Circuit de la Sarthe.

New Concept Shows One Potential Future

Speaking at a press conference hosted at Genesis’ corporate hospitality unit overlooking the final corners of the circuit, Genesis Magma Racing Team Principal Cyril Abiteboul introduced the Genesis Magma GT3 Concept alongside Genesis Chief Creative Officer Luc Donckerwolke.

“The Genesis Magma GT3 Concept is one potential future direction for Genesis Magma Racing, alongside our FIA WEC Hypercar entry, as we grow to support the entire Genesis brand,” said Abiteboul. “Since the very start, we have stated that Genesis Magma Racing is a long-term project, and here we have one possible direction we can take. Like Hypercar, GT3 is another of the recent success stories in motorsport.”

He added: “Having Genesis and Genesis Magma Racing represented there would closely link the road-going and racing sides of the brand and add further to our profile in world motorsport.”

The Genesis Magma GT3 Concept has been developed in alignment with GT3 technical regulations, reflecting a performance-led approach shaped by motorsport requirements. Conceived as an independent study, it explores how race-driven architecture, aerodynamics and engineering principles could inform future Genesis performance vehicles, rather than being derived from an existing road-going model.

During the same press conference, the Magma GT Concept — first revealed in November alongside the GV60 Magma — was presented with an all-new interior, illustrating a parallel exploration of how race-inspired thinking could translate into a refined road-going grand tourer. Together, the two concepts highlight one potential pathway for connecting Genesis’ motorsport ambitions with its evolving performance portfolio, without confirming specific production or racing plans.

“The Magma GT Concept and Magma GT3 Concept represent two distinct yet connected expressions of Genesis performance,” explained Donckerwolke. “The Magma GT Concept embodies our vision of luxury and athleticism on the road, while the Magma GT3 Concept translates that philosophy into the race environment, where every element is driven by performance, efficiency and purpose. Together, they demonstrate how Genesis is exploring the full spectrum of high performance — from refined grand touring to uncompromising motorsport.”

Continued Expansion at Le Mans and Across Europe

Alongside its motorsport ambitions, Genesis continues to accelerate its European growth strategy. After announcing last year its expansion into new markets in Italy, France, the Netherlands and Spain, the manufacturer is now preparing for further entry into Poland, Austria, Portugal and Denmark as part of its long-term global vision.

Genesis’ presence at the 24 Hours of Le Mans has also expanded, one year on from the first European showing of the GMR-001 Hypercar design — then only a show car. Now a fully-fledged Hypercar team, a Le Mans debut makes them the first Korean manufacturer to participate in the famous race, as well as providing the toughest examination of the team operations and the reliability of the GMR-001 Hypercar while still at a very early point in the life of the team and car.

Further underscoring its presence at Le Mans, Genesis will showcase two evolved X Gran Convertible Concept models — originally introduced at the 2025 Seoul Mobility Show — during the Drivers’ Parade in Le Mans city center later today. Building on the earlier concept, these latest iterations represent a refined and more visually striking evolution, further aligning the model with Genesis’ expanding Magma portfolio. As an architectural study rooted in the G90, the updated concepts embody a more pronounced expression of Magma design, reinforcing Genesis’ commitment to continuous enhancement and progressive luxury.

Both vehicles feature distinctive color and material selections while exploring a more open, emotional and human interpretation of Genesis luxury. One model, finished in Liquid Titanium, expresses the dynamic qualities of the racing environment through its GMR-inspired colorway, while the other — in Midnight Teal — embodies a calmer, more sophisticated palette, complemented by tartan-inspired textiles for a relaxed yet elegant atmosphere.

The X Gran Convertible Concepts will be driven by Genesis brand ambassador and race advisor Jacky Ickx, alongside reserve driver and Genesis Magma Racing trajectory driver Jamie Chadwick.

These enhanced concept models further explore an emotional and approachable form of Genesis luxury, where racing energy, hospitality, elegance and quiet refinement coexist through materials, colors and atmosphere. Their appearance highlights the brand’s evolving design identity and its growing connection with global motorsport audiences beyond the circuit.

LE MANS, France, June 12, 2026 — Building on its previous Le Mans participation, Genesis steps up to the Hypercar class at the prestigious 24 Hours of Le Mans, marking a defining new chapter in its global motorsports journey.

At a press conference held within the Genesis Hospitality inside the famed Circuit de la Sarthe, the brand unveiled the Magma GT3 Concept, outlined a potential future vision for Genesis and Genesis Magma Racing, and shared plans to expand its presence into new European markets as part of its broader global growth strategy.

Through their entry with the Genesis GMR-001 Hypercar in the Hypercar class at the race, held June 13-14 (local time) in Le Mans, France, Genesis Magma Racing aim to mark a new milestone in Korean motorsports history while demonstrating their brand competitiveness in the global market.

José Muñoz, President and CEO of Hyundai Motor Company, said, “Genesis has grown faster than any other luxury automotive brand, and we’re thrilled to be competing in the world’s toughest endurance race where we’ll be able to validate our performance under pressure. We’re humble, but we’re hungry, and we know there is hard work ahead. We’re bringing lessons from the track to our Magma performance vehicles and in how we run the business. In a 24-hour race where anything can happen, the team needs to be seamless in how we support each other and find creative solutions to win. It’s a perfect analogy for how we’re managing uncertainty and focused on delivering exceptional vehicles, technology and service for our customers.”

Early Momentum in WEC Debut Season Sets the Stage for Le Mans

Genesis Magma Racing have already demonstrated competitiveness in their debut season in the FIA World Endurance Championship (WEC).

Notably, the team secured points in Round 2 at the 6 Hours of Spa-Francorchamps, proving its stable driving performance and operational capability despite being in its inaugural season.

Building on this experience, Genesis will prioritize completing the 24-hour race at Le Mans, while also striving to deliver competitive results.

Magma GT and Magma GT3 Concepts Signal Next Evolution in Performance Vision

At Le Mans, Genesis unveiled the Magma GT Concept and Magma GT3 Concept, outlining a clear vision for the brand’s future across luxury performance and motorsport.

While an earlier version of the Magma GT Concept was revealed in November 2025, the model has since been reintroduced at Le Mans with an all-new interior, reflecting the evolution of the Magma program. Conceived as a two-passenger luxury grand tourer, the Magma GT Concept blends athleticism and elegance in a manner distinctive to the brand. Its design is defined by a low-slung front end, wide fenders and dynamic mid-engine proportions, while sculptural surfaces and aerodynamic detailing highlight the brand’s Athletic Elegance philosophy.

Inside, the concept combines a twin-cockpit layout with a driver-centric architecture, centered around an analog instrument cluster inspired by motor racing timekeeping instruments and complemented by tactile controls that emphasize precision and engagement. The result is a refined yet immersive cabin that reinterprets the modern luxury GT experience — balancing performance, comfort and craftsmanship.

Making its global debut at Le Mans, the Genesis Magma GT3 Concept outlines a potential future direction for Genesis Magma Racing as it expands beyond its FIA WEC Hypercar program. Conceived as part of a long-term motorsport strategy, the concept reflects the growing relevance of GT3 competition and its potential to strengthen the connection between Genesis’ road cars and racing activities, positioning both the Genesis and Genesis Magma Racing brands within this category to more closely link road-going and racing portfolios while further elevating their profile in global motorsport.

The Genesis Magma GT3 Concept has been developed in alignment with GT3 technical regulations, reflecting a performance-led approach shaped by motorsport requirements. As an independent study, it explores how race-driven architecture, aerodynamics and engineering principles could inform future Genesis performance vehicles, rather than being derived from an existing road-going model.

Optimized for performance, the GT3 Concept features widened tracks, a prominent front splitter, enlarged ducts and a door-mounted fin to enhance aerodynamic efficiency and cooling. Advanced thermal management strategies, along with a race-focused rear structure incorporating a fixed wing and diffuser, support durability under endurance racing conditions.

Developed in collaboration with Hyundai Motorsport, the GT3 Concept remains under exploration, with architecture, components and potential development pathways yet to be defined. As one of several possible scenarios, it demonstrates how Genesis is exploring opportunities beyond LMDh.

Together, the Magma GT and GT3 Concepts illustrate a cohesive approach, where motorsport serves as both inspiration and testing ground for future Genesis performance and design.

Luc Donckerwolke, Chief Creative Officer of Genesis, said, “The Magma GT Concept and Magma GT3 Concept represent two distinct yet connected expressions of Genesis performance. The Magma GT Concept embodies our vision of luxury and athleticism on the road, while the Magma GT3 Concept translates that philosophy into the race environment, where every element is driven by performance, efficiency and purpose. Together, they demonstrate how Genesis is exploring the full spectrum of high performance — from refined grand touring to uncompromising motorsport.”

Motorsport as a Catalyst for Global Expansion

Alongside its motorsport ambitions, Genesis continues to accelerate its European growth strategy, expanding into new markets including Italy, France, the Netherlands and Spain, while preparing for further entry into Poland, Austria, Portugal and Denmark as part of its long-term global vision.

The brand’s presence on the world stage — through both endurance racing and market expansion — reflects a unified strategy to elevate Genesis as a modern, performance-driven luxury brand.

A Presence Beyond the Track

Further underscoring its presence at Le Mans, Genesis will showcase two evolved X Gran Convertible Concept models — originally introduced at the 2025 Seoul Mobility Show — during the Drivers’ Parade in Le Mans city center later today. Building on the earlier concept, these latest iterations represent a refined and more visually striking evolution, further aligning the model with Genesis’ expanding Magma portfolio. As an architectural study rooted in the G90, the updated concepts embody a more pronounced expression of Magma design, reinforcing Genesis’ commitment to continuous enhancement and progressive luxury.

Both vehicles feature distinctive color and material selections while exploring a more open, emotional and human interpretation of Genesis luxury. One model, finished in Liquid Titanium, expresses the dynamic qualities of the racing environment through its GMR-inspired colorway, while the other — in Midnight Teal — embodies a calmer, more sophisticated palette, complemented by tartan-inspired textiles for a relaxed yet elegant atmosphere.

The X Gran Convertible Concepts will be driven by Genesis brand ambassador and race advisor Jacky Ickx, alongside reserve driver and Genesis Magma Racing trajectory driver Jamie Chadwick.

These enhanced concept models further explore an emotional and approachable form of Genesis luxury, where racing energy, hospitality, elegance and quiet refinement coexist through materials, colors and atmosphere. Their appearance highlights the brand’s evolving design identity and its growing connection with global motorsport audiences beyond the circuit.

LE MANS, France, June 12, 2026 — Genesis Motor Europe today announced its expansion plans into four additional European markets: Austria, Denmark, Portugal and Poland — marking a significant step forward in the brand’s long-term European growth strategy. 

Following the brand’s initial launch in Germany, Switzerland and the United Kingdom in 2021, Genesis has expanded into France, Italy and the Netherlands so far in 2026, with Spain set to follow in Q4. As the brand continues to grow and evolve in Europe, Genesis confirmed its plans to expand into five key European markets by 2027, strengthening its footprint in Northern, Eastern and Southern Europe and building its presence in Western Europe and the Iberian Peninsula. 

The announcement made at the Circuit de la Sarthe during the 24 Hours of Le Mans race weekend increases Genesis’ European presence to 11 markets and comes after significant growth on the continent in the first half of 2026. So far this year, the brand has opened two dedicated European dealerships in the Netherlands and Italy, with new locations to follow in Q3. By 2027 the brand also plans to have more than 50 sales locations operational across Europe. 

Peter Kronschnabl, Managing Director of Genesis Motor Europe, said, “Genesis’ expansion into Austria, Denmark, Poland and Portugal confirms our commitment to Europe and our ambition to redefine the premium automotive segment. We are excited to bring the Genesis line-up to more customers across Europe, supported by strong and committed retail partners. Each new market represents a unique opportunity to connect with customers who value our distinctive Korean vibrancy, ‘Son-Nim’ hospitality ethos and distinctive design.” 

Another Step Forward for the Genesis Brand 

The legendary 24 Hours of Le Mans race provided the backdrop for Genesis’ expansion announcement. The brand also used the opportunity to unveil its new Magma GT3 Concept, reflecting a performance-led approach shaped by motorsport requirements. 

The weekend also marks the official debut of Genesis Magma Racing at the iconic track. As the first Korean team to compete in the World Endurance Championship, the team has already achieved a two-car finish at the 6 Hours of Imola and scored points at the 6 Hours of Spa-Francorchamps this season. 

SEOUL, May 20, 2026 — The Genesis GV60 Magma has received distinction for Product Design at the 2026 Red Dot Award in the “Cars and Motorcycles” category. The coveted accolade recognizes the model’s exceptional and innovative design.

“Magma is always the superhero of Genesis; a bionic cocktail between the values of the original model, the donor vehicle and this extra facet,” said Luc Donckerwolke, Chief Creative Officer of Genesis.

The GV60 Magma is the first production model to emerge from Genesis’ luxury high performance Magma program, officially marking the brand’s entry into the high-performance market. The program — named after the unseen energy of molten rock beneath the earth’s surface — aims to create a high-performance version of each vehicle in the Genesis lineup. Embodying the brand’s “Athletic Elegance” philosophy, the GV60 Magma is engineered to provide a sophisticated yet thrilling combination of luxury and high performance and create a deeper emotional connection between the driver and the car.

High-Performance Exterior Design

The exterior design of the GV60 Magma emphasizes the presence of “subtle, untapped power” steering away from overtly ostentatious or aggressive styling. The vehicle features a wider and lower body, which drops the center of gravity to create a planted, confident stance and improve driving stability. Its design incorporates several features to manage airflow and increase downforce for high-speed stability, including a bold front bumper with a widened air intake for improved cooling, canards to reduce lift and a distinctive winglet-type rear spoiler. The GV60 Magma is also equipped with 21-inch forged wheels, designed to be lightweight and help cool the brakes, that are fitted with 275/35R21 tires.

Driver-Focused Interior

The interior blends luxurious and sporty elements, creating an environment that is both comfortable and focused on the driving experience. The racing-inspired cabin features exclusive 10-way power bucket seats upholstered in a premium suede-like material, providing both comfort and firm support during spirited driving. The interior is finished with double-diamond accent stitching — available in Magma Orange or Ash White — along with a steering wheel featuring a dedicated “Magma” button and metal pedals, reinforcing its sporty character.

Switches, bezels and door handles are all finished in black to add a cohesive sophistication, while a 27-inch integrated OLED display serves as both the instrument cluster and navigation screen. When “Magma Mode” is activated, the cluster changes to a three-circle layout to display the most essential driving data.

The GV60 Magma accelerates 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.

The Red Dot Design Award has been a globally recognized authority on design quality for over six decades. As one of the most prestigious competitions in the world, it honors the best work each year in three categories: Product Design, Brands & Communication Design and Design Concept.

Genesis’ repeated success in these awards is a testament to its profound commitment to design excellence. Each honor reinforces the marque’s status as a luxury automotive brand that not only pioneers unique innovations but is also devoted to creating a truly comprehensive and satisfying customer experience.

FOUNTAIN VALLEY, Calif., May 6, 2026 — CarGurus has honored the Genesis G70 its Best Smart Luxury Awards as part of its inaugural Confidence Awards, recognizing the sport sedan for delivering a combination of advanced technology, safety features and performance for everyday drivers.

“At Genesis, we’re committed to providing vehicles with intuitive features that enhance usability and elevate the driving experience,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “G70 continues to resonate with enthusiasts and everyday drivers alike, delivering a refined yet engaging experience.” 

G70 is equipped with advanced technology and convenience features focused on everyday usability. Standard features include standard premium navigation with a 10.25-inch HD screen, USB‑C charging ports, touch‑type climate controls, and a frameless rearview mirror. Available Genesis Digital Key 2 with Near Field Communication (NFC) compatibility allows drivers to unlock, start and share access to the vehicle using Apple Wallet or Samsung Pass, while automatically loading saved driver preferences. 

G70 comes standard with a 2.5-liter turbocharged engine producing 300 horsepower paired with Brembo brakes. It also comes in a 3.3-liter twin turbocharged V6 gasoline engine. This powertrain also propels the G70 Prestige Graphite, balancing performance and advanced technology. Five selectable drive modes adjust steering, throttle response, suspension behavior and fuel efficiency. 

Exterior design elements reflect Genesis “Athletic Elegance” design philosophy, including the new Genesis emblem engraved with a Guilloche pattern, new exterior color options — Vatna Gray and Kawah Blue — and Two-Line headlamps featuring micro lens array (MLA) technology. 

“This award is all about thoughtful luxury that appeals to your head as much as your heart,” said David Undercoffler, head of consumer insights at CarGurus. “And there’s nothing on the road today that’s better at proving luxury can be both rational and indulgent than the Genesis G70. Regardless of which engine, drivetrain, and price point you pick, this sport sedan comes standard with endless satisfaction.” 

The inaugural CarGurus Confidence Awards were relaunched to give shoppers greater clarity and confidence during the car-buying process. Vehicles are evaluated using a rigorous, transparent methodology that leverages CarGurus’ inventory and pricing data, and emphasizes objective vehicle scoring across areas such as performance, efficiency, safety, technology and cost of ownership, with final selections informed by expert insight from the CarGurus editorial and content teams to reflect real-world ownership needs.

FOUNTAIN VALLEY, Calif., May 4, 2026 — WardsAuto has named the Genesis GV70 3.5T Sport Prestige a 2026 Wards 10 Best Interiors & UX Award winner, recognizing the SUV for its interior design, technology and user experience. This marks the second Wards 10 Best Interiors & UX award for Genesis following the all-electric GV60 SUV’s inclusion in 2023.

“GV70 has become our most popular model in the U.S. as customers resonate strongly with the elevated craftsmanship of its cabin and intuitive technologies,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “This recognition from WardsAuto highlights our focus on designing interiors that enhance the driving experience through a balance of elegance, comfort and usability.”

The interior of the 2026 GV70 3.5T Sport Prestige reflects Genesis’ “Beauty of White Space” philosophy with clean architecture and elevated materials. Design elements include Nappa leather seating surfaces, carbon fiber accents and a microfiber suede headliner.

Convenience features include an Ergo Motion driver’s seat with power lumbar and cushion extension, three zone climate control, enhanced voice recognition controls, and manual rear door shades. The user experience centers on a new 27 inch OLED integrated instrument cluster and display. Also new for 2026 is Terrain Mode which optimizes vehicle performance based on road conditions – snow, mud or sand.

Genesis’ suite of driver assistance technologies includes integrated camera and sensor based systems, including Highway Driving Assist 2, Forward Collision Avoidance Assist, and Rear Cross Traffic Collision Avoidance Assist. Additional technology features include Bang & Olufsen® premium audio, Genesis Connected Services, and Genesis Digital Key 2.

GV70 is a sport-oriented expression of the Genesis SUV lineup, shaped by the brand’s “Athletic Elegance” design philosophy. Its confident proportions and fluid exterior lines set the stage for a cabin that prioritizes refinement and comfort. In the 3.5T Sport Prestige form, the ride and suspension technologies work together to deliver a smooth driving experience. Exterior details reinforce the GV70 3.5T Sport Prestige’s confident presence, including 21 inch sport alloy wheels, exclusive air intake, dark chrome rear diffuser, dual single muffler tips, multi-lens array (MLA) headlamps and a redesigned G-Matrix Crest Grille.

"This GV70 oozes style and luxury, with its sweeping dash, touch of chrome finish on doors, console and steering wheel and carbon-fiber material on doors and console,” said Dave Zoia, judge, WardsAuto. “The quilted seats and splash of color from its orange seatbelts and accent stitching supply the finishing touches. The large, curving screen provides the perfect interface to Genesis’ top-notch infotainment tech. The bottom line: The GV70 strikes all the right chords."

The annual Wards 10 Best Interiors & UX Awards honor vehicles that set new benchmarks in cabin design and usability. Winners are selected through comprehensive daily driving evaluations conducted by WardsAuto judges, who assess interior aesthetics, material quality and fit and finish, connectivity and infotainment, comfort and usability of controls, driver assistance technologies and overall value. For 2026, the awards highlight a broader industry movement toward serene cabin environments paired with advanced, thoughtfully integrated user experience technologies.

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.

FOUNTAIN VALLEY, Calif., April 24, 2026 — The Texas Auto Writers Association (TAWA) named the Genesis G70 Prestige Graphite its 2026 Car of Texas. G70 Prestige Graphite was recognized for its compelling blend of turbocharged performance, effortless all-wheel drive capability and refined sport-sedan handling. The award builds on a growing list of accolades from TAWA, further highlighting the brand’s commitment to delivering an elevated driving experience.

“The Genesis G70 Prestige Graphite embodies Athletic Elegance, elevated craftsmanship and everyday versatility, making it the ideal sport sedan,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “G70 Prestige Graphite delivers an exceptional balance of performance and comfort, which is why it continues to resonate with enthusiasts and everyday drivers alike.”

G70 Prestige Graphite delivers a distinctive expression of sport sedan refinement, powered by a 3.3L twin turbocharged V6 engine available in RWD or AWD and paired with a sport electronic controlled suspension (ECS) for poised, engaging road feel. Exclusively finished in Ceres Blue or Vatna Gray, the model stands apart with dark chrome Crest Grille accents and dark finish 19-inch wheels, sharpening Genesis’ Athletic Elegance design into a more purposeful, performance-inspired presence.

Inside, the driver-focused cabin makes an immediate statement with Ultramarine Blue Nappa leather and orange contrast stitching, complemented by a microfiber suede headliner and 12.3-inch 3D digital instrument cluster. A full suite of advanced driver assistance technologies enhances comfort, confidence and everyday usability, reinforcing the G70 Prestige Graphite’s balance of luxury craftsmanship and engaging capability.

During the Texas Auto Roundup, TAWA journalists and content creators tested and scored vehicles across a sliding scale of key attributes including interior and exterior design, performance, value and overall personal appeal. Vehicles were evaluated in real-world driving conditions, allowing the panel to assess everything from daily usability to overall capability.

G70 Prestige Graphite stood out amongst a diverse lineup of competitors with its refined craftsmanship and bold on-road capabilities. 

“With 300 horsepower, razor-sharp handling, and a bold, sophisticated design, the Genesis G70 redefines what a modern sedan can be,” said Marc Newman, president of TAWA. “Genesis continues its momentum, securing the top award at the TAWA Auto Roundup for the fourth straight year.”

FOUNTAIN VALLEY, Calif., April 23, 2026 — U.S. News & World Report named the 2026 Genesis GV60 Best Compact Electric SUV in its 2026 Best Hybrid and Electric Car Awards, marking the brand’s first win in this category. GV60 represents a dynamic and athletic electric vehicle (EV) in the Genesis lineup.

“GV60 seamlessly integrates distinctive design, intuitive technology and fun to drive characteristics,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “This recognition from U.S. News & World Report underscores Genesis’ focus on delivering electric vehicles that balance efficiency, thoughtful innovation and timeless design.”

The 2026 GV60, which is built on Genesis’ Electric Global Modular Platform (E-GMP), features an upgraded 84.0 kWh long-range battery paired with an advanced 800 volt architecture, delivering an EPA estimated range of up to 306 miles. It’s equipped with a native North American Charging Standard (NACS) port, expanding access to ultra-fast charging infrastructure and adding everyday convenience. GV60 can charge from 10% to 80% in approximately 18 minutes using a 350 kW DC fast charger.

Exterior features of GV60 include a newly refined three-dimensional front grille and bumper and available updated alloy wheel designs in 20-inch and 21-inch sizes. Signature Genesis design elements, including the Two Line Multi Lens Array (MLA) LED headlamps and exclusive Tromso Green exterior paint, reinforce GV60’s athletic presence.

Available Electronically Controlled Suspension with Road Preview adds everyday comfort with automatic suspension adjustments to minimize pothole and speed bump impact. Five distinct driving modes also allow the GV60 to adapt performance to different driving styles.

Inside, the 2026 GV60 delivers an immersive, technology forward experience highlighted by a newly upgraded 27 inch OLED instrument cluster and navigation display with customizable split screen views. Available Active Noise Control produces inverted sound waves to counter road noise. Exclusive to GV60, the Crystal Sphere adds both visual elegance and functional feedback, rotating to reveal the shift dial while communicating vehicle status through ambient light and haptics.

“The GV60 is efficient, charges quickly and provides plenty of performance in whisper-quiet silence,” said Alex Kwanten, Managing Editor of Autos at U.S. News. “But it’s the blending of those excellent EV traits with daring design and an opulent interior that makes it a winner. Luxury vehicles should feel special and sophisticated, and the GV60 really does.”

The annual U.S. News Best Hybrid and Electric Car Awards evaluate vehicles across multiple electrified segments using an objective methodology that combines each vehicle’s overall score in the U.S. News Best Car Rankings with EPA data for range and energy consumption, pricing information, and the consensus opinion of the automotive press, including hands-on testing by U.S. News editors. For 2026, the awards expanded into additional size and price classes, further differentiating vehicles within competitive categories.

The U.S. News 2026 Best Hybrid and Electric Car Awards recognize vehicles that offer the strongest overall combination of quality, efficiency, technology and value in their respective segments, based on measurable data and expert evaluation.

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.

NEW YORK, April 1, 2026 — Genesis today announced the expansion of its Prestige Graphite lineup, adding the trim to its popular GV70 SUV. Following its debut on the G70 sport sedan, the Prestige Graphite trim brings a further sport-oriented option to the award-winning GV70 SUV, reaffirming the brand’s commitment to bold designs and refined performance. 

“GV70 continues to set the benchmark by seamlessly blending athletic capability, bold designs and everyday versatility,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “The Prestige Graphite trim amplifies GV70’s already confident character, making it an ideal choice for those who like to make a bold impression.” 

The exterior of the 2027 GV70 Prestige Graphite features a darker, performance-driven character that sets it apart from the rest of the lineup. The vehicle has 21” dark metallic glossy alloy wheels that enhance its athletic stance. Complementing the wheels are new, exclusive red brake calipers that emphasize the model’s performance orientation and give the exterior a bold touch. Gloss black mirror caps add a sleek, athletic feel, while dark chrome accents applied throughout the exterior further refine GV70’s already distinctive styling. 

Inside, GV70 Prestige Graphite features Nappa leather seating surfaces with suede inserts and headrest logo embossing, creating a refined yet athletic interior environment. New carbon fiber trim adds a high-performance edge to the cabin’s aesthetic and provides a striking visual contrast to the soft touch materials. The unique startup animation further enhances the digital experience from the moment the driver enters the vehicle. 

Customers can choose from two new exterior paint colors, Ceres Blue Matte and Bering Blue, both of which deepen the vehicle’s visual impact. GV70 Prestige Graphite is also available in Makalu Gray and Uyuni White.

GV70 Prestige Graphite features include: 

• Red brake calipers 

• Gloss black mirror caps 

• Dark chrome and gloss black exterior accents 

• New exterior colors: 
  o Ceres Blue Matte 
  o Bering Blue 

• Interior Ultramarine Nappa leather seating surfaces with suede inserts and Genesis logo headrest embossing 

• Unique interior startup animation 

• New carbon fiber interior trim 

The 2027 GV70 Prestige Graphite will be on display at the New York International Auto Show from April 3-12. More details, including availability and pricing, will be shared soon. 

FOUNTAIN VALLEY, Calif., March 27, 2026 — The Texas Auto Writers Association (TAWA) has named the 2026 Genesis G70 Prestige Graphite its Luxury Vehicle of Texas. Genesis has been awarded Luxury Vehicle of Texas for four consecutive years, reinforcing the brand’s continued momentum in the Lone Star State and underscoring its commitment to delivering bold design and refined performance.

“This recognition of G70 Prestige Graphite from the Texas Auto Writers Association reflects our commitment to craftsmanship and performance,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “G70 continues to resonate with enthusiasts and everyday drivers alike, delivering a refined yet dynamic experience.”

TAWA’s panel of automotive journalists and content creators evaluated vehicles based on a sliding scale across key criteria including interior, exterior, performance and overall personal appeal. They tested vehicles on the road during the Texas Auto Roundup, an annual event designed to evaluate and recognize standout vehicles across performance, refinement and innovation categories.

G70 Prestige Graphite distinguished itself amongst a diverse lineup of competitors with its athletic driving character, enhanced craftsmanship and distinctive design.

“The Genesis G70 redefines the modern sports sedan, achieving a rare harmony between elevated luxury, razor-sharp handling, and confident, linear power delivery,” said Marc Newman, president, TAWA. “Its exceptional level of refinement and dynamic precision sets a benchmark that even the most established European competitors find challenging to match.”

G70 Prestige Graphite blends confident performance with refinement, powered by a 3.3L twin turbocharged V6 engine available in RWD or AWD and enhanced by a sport electronic controlled suspension (ECS) for composed and engaging handling. G70 Prestige Graphite comes exclusively in Ceres Blue or Vatna Gray paint and features dark chrome accents on the Crest Grille and dark-finish 19-inch wheels.

Inside, the driver-focused cabin features Ultramarine Blue Nappa leather with orange contrast stitching, a microfiber suede headliner and a 12.3-inch 3D digital instrument cluster. Advanced driver assistance technologies further elevate comfort, confidence and everyday usability.

SEOUL, March 26, 2026 — Genesis today announced that it has been recognized with two prestigious iF Design Awards for 2026, honoring the marque’s dedication to creating refined, meaningful connections with its customers through both digital and physical experiences. The Genesis Magma User Interface (UI) and the Genesis Tea Experience were awarded in the User Interface (UI) and User Experience (UX) disciplines, respectively. 

Genesis Magma UI 

Genesis Magma UI, honored in the Product Interfaces category, is the graphical user interface for the high-performance GV60 Magma. Its design concept, inspired by the intricate beauty of a mechanical watch face, expresses the unique identity and refined luxury of the Magma high-performance program. 

It capitalizes on the true black capabilities of its OLED display, contrasting it with Magma Orange to create a minimalist design. The interface changes based on the driving mode to display crucial performance data such as a G-force meter and the remaining boost time of the car’s Boost Mode. It provides a dynamic and intuitive experience, seamlessly blending sophisticated aesthetics with rewarding, driver-focused functionality. 

Genesis Tea Experience 

The Genesis Tea Experience, a winner in the Retail/Banking UX category, is a quiet and immersive moment of mindfulness designed to build lasting relationships that go beyond the transactional. Rooted in Korean tea culture, where warmth and thoughtful hospitality are paramount, the experience engages the senses with intention. 

Every detail — from the aroma and flavor of the signature tea blends to the bespoke teaware inspired by traditional Korean motifs such as Hanbok ribbon ties, the fortune pouch (Bokjumeoni), folding screens (Byungpung) and the Bojagi fabric wrap — is intentionally crafted. Through subtle storytelling, each element guides guests into a state of calm. Instead of relying on spectacle, this refined, sensory approach transforms brand spaces and proves that stillness can leave the deepest impression. Its presence elevates hospitality and sets a new emotional standard in luxury automotive communication, inviting guests to reconnect and feel truly seen. 

Genesis has been recognized by the prestigious iF Design Awards for two distinct, yet equally important, aspects of its brand experience guided by its “Son-nim” value of hospitality, where every customer is treated as an honored guest. The dynamic Magma UI and the serene Genesis Tea Experience fully embody the design philosophy of “Athletic Elegance,” showcasing an audacious and progressive approach. This demonstrates that the Genesis journey transcends mere driving experience. 

The iF Design Award, hosted by iF International Forum Design GmbH, is one of the world’s most celebrated and valued design competitions. For 2026, the awards attracted over 10,000 submissions from 68 countries, which were evaluated by a panel of 129 expert jurors. 

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.

FRANKFURT, Germany, March 23, 2026 — Genesis announced its official launch in the Netherlands, marking another important milestone in the European expansion of the brand. The occasion was celebrated during a dedicated launch event held at the Bernardus Golf Club, where Genesis presented the brand and introduced the model range to the Dutch market.

Peter Kronschnabl, Managing Director of Genesis Europe, said: “2026 marks a pivotal year for Genesis as we continue to accelerate our growth across Europe. With the brand launching in four major markets, Italy, France, Spain and the Netherlands, we are expanding our presence and bringing the Genesis experience to a wider audience.”

“The launch in the Netherlands represents another important milestone for the brand in Europe. We are confident that by working together with strong dealer partners such as Zeeuw & Zeeuw and Broekhuis, we will build a solid business and drive a continued success of Genesis in the Dutch market.”

An Electrifying Lineup

Genesis enters the Dutch market with an all-electric lineup consisting of three models: the Genesis GV60, starting from 49,900 euros; the Electrified GV70, starting from 65,400 euros; and the flagship Electrified G80, starting from 74,200 euros.

The Genesis range combines this attractive pricing with a high level of standard equipment and customer features, high-performance EV charging and extensive personalization options. Together, these elements underline the brand’s distinctive approach to a modern luxury mobility as a refined and performance-oriented brand defined by its distinctive design philosophy, “Athletic Elegance,” advanced technologies and a seamless ownership experience.

A Strong Foundation with Leading Dealer Partners

Genesis has appointed two leading automotive groups as its first official dealer partners in the Netherlands: Zeeuw & Zeeuw and Broekhuis.

This collaboration establishes a strong foundation for the brand’s presence in the Dutch market, supporting the distinctive Genesis ownership experience with a focus on expertise, quality and nationwide coverage.

Peter Lammers, Head of Genesis Netherlands, said: “We are proud to introduce Genesis to the Netherlands, bringing with us our distinctive Korean perspective and design-driven philosophy. Dutch customers share our appreciation for refinement, innovation and thoughtful craftsmanship. As we establish a long-term presence in this market, we look forward to setting a new benchmark in meaningful hospitality and customer experience.”

The Netherlands launch represents another step in Genesis’ continued growth following its 2015 global debut and is the brand’s sixth European market, joining the U.K., Germany, Switzerland, France and Italy. Today, more than 1.5 million Genesis cars are on the road worldwide.

“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.

FRANKFURT, Germany, March 3, 2026 — Genesis has today announced the European debut of the X Gran Equator Concept as part of the Car Design Event at Motorworld Munich – an annual event that invites international manufacturers and designers to present exciting vehicle concepts and design studies to media from across the globe. The X Gran Equator Concept exemplifies Genesis’ efforts to redefine luxury high performance by combining on-road sophistication with off-road resilience. 

The concept car was recently awarded the prestigious Red Dot Design Award – an international seal of quality for design excellence – receiving a distinction in the Design Concept category alongside the X Gran Coupe and X Gran Convertible concepts. 

"The X Gran Equator Concept is an exercise in harmonizing contrasts – it combines elegance and ruggedness and the spirit of exploration with refined comfort," said Luc Donckerwolke, Chief Creative Officer of Genesis. “It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the discovery of the world’s most breathtaking landscapes.” 

As the brand's first adventure concept, X Gran Equator reimagines Genesis' Athletic Elegance design philosophy while embracing the rugged spirit of overlanding. Inspired by reductive design principles, the exterior is characterized by clean lines and calm, expertly curated surfaces. 

The long bonnet, slim cabin and strikingly designed C-pillar give the vehicle a powerful, distinctive silhouette that goes beyond classic SUV styling. Pronounced wheel arches and 24-inch wheels emphasize its off-road capabilities and underline its confident stance on or off the road. 

Inside, the X Gran Equator Concept balances contrasts between analogue architecture and digital technologies, crafting a space that feels both functional and evocative. At the center of the cabin is a four-circle display cluster on the center stack, inspired by the dials of vintage cameras. The interior design features contrasting colors and shapes, with a preference for geometric over organic elements. The dashboard's linear, minimalist architecture focuses the driver's attention on the journey ahead, while swiveling front seats and modular storage solutions enhance practicality. 

With the European debut of the X Gran Equator Concept in Munich, Genesis reaffirms its commitment to the region as the brand embarks on its next stage of expansion with the launch of four new markets in 2026: Italy, France, the Netherlands and Spain. 

FOUNTAIN VALLEY, Calif., Feb. 26, 2026 — Parents magazine has named the Genesis GV80 the best luxury five-passenger SUV in its 2026 Best Family Car Awards, highlighting the SUV for its combination of purposeful design, advanced safety offerings and intuitive features that support everyday family life. 

“GV80 reflects our commitment to delivering vehicles that exceed the expectations of our customers and their families,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “This recognition from Parents magazine reinforces the importance of thoughtful engineering and meaningful technology in creating an elevated driving experience for parents and passengers alike.” 

The Genesis GV80 delivers a refined in-car experience shaped by convenience, comfort and safety. Updated for the 2026 model year, the interior features a 27-inch-wide OLED integrated instrument cluster and navigation screen, redesigned console space with larger cupholders, and a wireless charging tray. Available advanced safety features include Rear Cross-Traffic Collision Avoidance Assist, Blind-Spot View Monitor, Highway Driving Assist 2 and Forward Collision-Avoidance Assist to support confidence on every trip. Families also benefit from the available Bang & Olufsen® premium audio system and Genesis Digital Key 2 that elevate the driving experience. 

The Parents list of Best Family Cars showcases vehicles that excel in safety and help enhance the everyday experiences of families. For many of us, cars serve as our second homes. They're the spaces where we connect through music, explore new places and transport our most precious cargo: our kids. Award winners are selected through a combination of expert evaluation, real-world testing and industry data review. Earning a 2026 Parents Best Family Cars Award highlights the GV80 as a trusted choice for families. 

2026 Genesis models are available now at Genesis retailers nationwide. For more information, customers should visit www.genesis.com or contact their local retailer. 

FRANKFURT, Germany, Feb. 12, 2026 — Today, Genesis, the premium automotive brand from South Korea, announces its entry into the French market. Since launching in Europe in 2021, Genesis now operates in Germany, the U.K., Switzerland and, most recently, Italy. Inspired by the Korean hospitality philosophy of “Son-nim,” meaning honored guest, Genesis is committed to delivering an exceptional customer experience and will continue its European growth with launches into the Netherlands and Spain later this year. 

Available from launch, Genesis will offer a lineup of three all-electric models: the GV60, the multi-award-winning luxury compact SUV and the brand’s first dedicated all-electric model; the Electrified GV70, its flagship SUV that balances elegance with dynamic performance; and the Electrified G80, a luxury saloon that embodies refinement and sophistication, the most comprehensively equipped Genesis model in Europe. 

Peter Kronschnabl, Managing Director of Genesis Motor Europe, commented: “Genesis is an exciting brand built on strong foundations, and we have made a long-term commitment to growing our presence in Europe. We are delighted to introduce Genesis to France, a market that represents refinement, innovation and elegance. Our award-winning all-electric lineup reflects our distinctly Korean mindset and design-led values and has been carefully tailored to the needs of European customers. We are proud of the relationships we have built with our customers and look forward to introducing our models to the French market.” 

Charles Fuster, Director of Genesis France and Italy, added: “The arrival of Genesis in France is the perfect opportunity to introduce customers to a new concept of premium experience. From the product itself, showcasing the pinnacle of Korean quality, to the service and care we provide throughout the ownership experience, Genesis offers something truly unique. For the French, who value design and style, Genesis provides endless topics of conversation — a product range distinguished by character, a blend of luxury and everyday usability, meticulous attention to detail and innovations that truly enhance the user experience.” 

In France, the first two retail locations will open this spring, one in Paris and one in Lille. Further expansion is planned this year, with a comprehensive service network spanning the country by the end of 2028. 

France will play a key role in Genesis Magma Racing’s debut season in the 2026 FIA World Endurance Championship (WEC) with the GMR-001 Hypercar competing in the full season, including the iconic 24 Hours of Le Mans. Based in Le Castellet, the Genesis Magma Racing team will showcase Genesis’ performance capabilities in the LMDh category, reflecting the brand’s dedication to innovation, precision and reliability. Many of the technological breakthroughs developed for the GMR-001 Hypercar will also form the foundation for the wider Genesis lineup.

FOUNTAIN VALLEY, Calif., Feb. 4, 2026 — Car and Driver recognized four Genesis models in its 2026 Editors’ Choice Awards. The Genesis G80, G90, GV70 and GV80 were named as winners in their respective categories after editors carefully tested, evaluated and inspected nearly 450 vehicles on the market today. To win, a vehicle must have earned a rating of at least 9 out of 10 stars from Car and Driver’s expert vehicle reviewers. 

“In just a decade, Genesis has surpassed one and a half million vehicles sold globally – an important milestone that reflects the strong momentum behind our brand,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “As we continue to grow, this recognition from the editors of Car and Driver underscores our commitment to delivering vehicles with timeless design, advanced technology and an exceptional driving experience.” 

Genesis’ award-winning lineup offers a comprehensive suite of advanced safety and convenience features, including available Forward Collision-Avoidance Assist, Blind-Spot Monitor, Surround View Monitor, Rear Cross-Traffic Avoidance Assist, Parking Distance Warning, Highway Drive Assist and more. 

Intuitive technology elevates the experience further with an available 27-inch OLED display that seamlessly integrates the gauge cluster and infotainment system, available Bang & Olufsen® premium audio, Genesis Digital Key and Smart Key. Carefully crafted design elements, such as the signature two-line headlamps with micro lens array (MLA) technology and G-Matrix Crest Grille, bring Genesis’ commitment to timeless design to life. 

The Editors’ Choice awards were conceived to serve Car and Driver’s growing audience of new-vehicle shoppers by providing them with a comprehensive list of recommended models. Editors’ Choice honorees range from compact sedans and hatchbacks to full-size SUVs and pickup trucks, all of which are the best at fulfilling their mission while maximizing value. Each one also aligns with Car and Driver’s assertion that the best vehicles are the ones that deliver an engaging on-road experience. 

The full list of Genesis vehicles recognized by Car and Driver 2026 Editor’s Choice Awards: 

• Genesis G80 – Luxury Mid-size Cars 

• Genesis G90 – Full-size Luxury Cars 

• Genesis GV70 – Compact Luxury SUVs 

• Genesis GV80 – Mid-size Two-Row Luxury SUVs 

LIWA OASIS, United Arab Emirates, Jan. 27, 2026 — Genesis today unveiled its new X Skorpio Concept, an off-road concept vehicle designed to perform across demanding terrain including deserts, in the Rub’ al Khali “Empty Quarter” desert in the United Arab Emirates. The X Skorpio Concept, inspired by a black scorpion, is Genesis’ first extreme off-road vehicle, purpose-built to conquer harsh terrain with cutting-edge performance and luxurious design, driven by a spirit of fearless exploration.

Genesis also announced its new concept car strategy at the world premiere and showcased the X Skorpio Concept’s groundbreaking performance in real-world conditions alongside other concept models optimized for rugged environments, including the GV60 Outdoors Concept, GV70 Outdoors Concept and GV80 Desert Edition.

A Bold Symbol of Genesis' Limitless Potential

The X Skorpio Concept is an extreme off-road recreational vehicle that celebrates the depth and emotional range of the Genesis brand. Its name, Skorpio, draws powerful inspiration from a black scorpion, known for its resilience and ability to thrive in harsh environments. This ambitious creation represents Genesis’ vision to blend daring innovation with luxury, marking the next chapter for Genesis as it connects with the active lifestyle of off-road enthusiasts.

Developing the X Skorpio Concept was a complex and meticulous process, requiring a team of skilled experts with a deep understanding of off-road vehicle design. Every element — from engineering to craftsmanship — was thoughtfully considered to deliver unparalleled capabilities while maintaining the hallmark elegance Genesis is known for.

“The X Skorpio concept is an extreme off-road vehicle designed to be driven across the toughest and harshest terrain,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “With a tubular frame, a full roll cage and many components sourced directly from off-road endurance racing specialists, the X Skorpio Concept explores yet another facet of the Genesis brand and highlights our intent to inject emotion and adrenaline into different segments.”

Inspired by a Black Scorpion

The uncompromising exterior design of the X Skorpio Concept is built to overcome all potential obstacles in its path. The iconic arching tail of a scorpion inspired the vehicle’s tension-filled curves, which flow seamlessly across its sculpted body. The segmented armor-like panels not only evoke the protective nature of a scorpion’s exoskeleton but also enhance practicality, allowing for quick and efficient repairs in extreme environments. The sleek and functional roof air intake completes the sense of power and resilience. The design embodies readiness, with its poised and balanced stance — a visual metaphor for a scorpion’s defensive posture, its tail raised in tension. Genesis’ signature Two-Line design is expertly integrated into the front and rear lamps, offering fully functional lighting, emphasizing harmony and symmetry while creating a striking focal point that symbolizes strength and confidence.

Luxury Meets Off-Road Functionality

Stepping inside the X Skorpio Concept reveals an interior that redefines luxury in the off-road segment, far surpassing the stripped-down utilitarianism of traditional Trophy Trucks. Genesis designed the cabin with a singular focus: ensuring driver performance and passenger comfort during the physically demanding challenges of off-road adventures.

Driver comfort and safety was central in its design. Off-roading is an intense sport requiring constant alertness and physical endurance. To meet this demand, Genesis incorporated ergonomic seating, intuitive controls and climate control systems to enhance performance and reduce driver fatigue.

The instrument cluster is incorporated into the steering wheel so drivers can conveniently view it without losing sight of the landscape ahead. The interior is also equipped with a sliding display, which reconfigures between solo-rider and co-piloted modes — a centered position for the driver or sliding to the passenger for copilot navigation. Safety grab handles are prominent touchpoints, ensuring stability during rough movements, while unlimited display adjustability keeps drivers and co-pilots focused on navigating the terrain. Advanced communication systems complete the setup, ensuring seamless coordination even in the most remote environments.

Embodying a Scorpion’s Bold Character

The color palette and materials of the X Skorpio Concept were carefully chosen to capture the bold and daring essence of a black scorpion. The exterior features a deep black base infused with a vibrant blue tint, creating a striking visual effect that comes alive under sunlight, mimicking a scorpion’s natural hues while ensuring an unforgettable presence in any setting.

The interior materials reflect a scorpion’s serious and aggressive nature. Luxurious suede with intricate gradient patterns — crafted using state-of-the-art laser cutting techniques — is paired with leather that features unique stitching inspired by the segmented legs of a scorpion. To further enhance depth and movement, Genesis combined matte and glossy finishes and painted interior trim pieces to match the exterior, creating a harmonious interplay of texture and color that embodies a scorpion’s duality of strength and agility.

Built for Extreme Conditions

Equipped with a high-performance V8 engine delivering 1,115 PS (1,100 horsepower) and 117.6 kilogram-force meters (850 pound-feet of torque), the X Skorpio Concept sets new benchmarks for off-road driving. The vehicle is equipped with 18-inch beadlock wheels paired with custom 40-inch off-road tires, providing superior grip and durability for rugged terrain. It is also outfitted with Brembo Motorsport Brakes, providing enhanced stopping power and optimal responsiveness, ensuring the driver retains full control.

With generous approach and departure angles, a short wheelbase and a high break-over angle, the X Skorpio Concept sits on a finely tuned suspension with extreme ground clearance, allowing it to traverse the roughest terrains without compromising the vehicle’s integrity. High-clearance fenders, durable skid plates and precision-engineered components work together to prevent the vehicle from getting stuck or damaged.

The X Skorpio concept is tailored to the automotive culture and lifestyle of the Middle East, where off-road racing and recreational driving — often at high speeds while navigating airborne jumps — are a favorite pastime. In these vast desert environments, the vehicle reveals its full capability, riding up the dunes and surfing on sand with remarkable confidence and control. The X Skorpio Concept’s aerodynamically optimized design minimizes drag while maximizing stability, keeping the vehicle steady both on the ground and during moments of elevation. This innovative approach balances performance and control, ensuring safe landings and reliable handling.

Safety is a cornerstone of the X Skorpio Concept’s design. Genesis incorporated critical safety features such as an integrated roll cage, a four-point harness system and reinforced structural components to ensure maximum protection for drivers and passengers.

Additionally, the vehicle is constructed using an innovative combination of fiberglass, carbon fiber and Kevlar, achieving a perfect balance of durability and reduced weight.

A Glimpse into Genesis’ Next Decade

In addition to unveiling the X Skorpio Concept, Genesis announced a comprehensive concept car strategy, highlighting its commitment to innovation and customer engagement. The current concept car lineup includes iconic models like the X Gran Coupe, X Gran Convertible G90 Wingback and the adventurous X Gran Equator Concept.

Since the launch of the marque’s first concept vehicle in 2016, the New York Concept, Genesis has introduced several concept vehicles, using them as platforms for experimentation and inspiration. These models reflect Genesis’ integration of its design philosophy, “Athletic Elegance,” through three emotional facets:

• Luxury: Rewarding experiences exemplified by Korean refinement through intricate craftsmanship, understated beauty and meticulous attention to detail.

• Sport: Represents quiet confidence equipped with ample power for those who enjoy challenges while balancing speed and composure.

• Cool: Embodying adventurous and lifestyle-driven designs driven by individual taste and self-expression.

Genesis Chief Creative Officer Luc Donckerwolke said, “We create concept cars to inspire and ignite authentic passion for our vision. They are designed to deepen the emotional connection with our customers by showcasing the ultimate desirability they’ve always dreamt of. At Genesis, we craft cars that drive emotional expansion, showcasing not only our design philosophy but also the future technologies that personalize and elevate lifestyles.”

“By aligning our designs with these qualities, Genesis aims to foster emotional connections with customers, generate valuable feedback and solidify our position as an industry leader in luxury automotive innovation. Each concept is a signal of what’s possible, a glimpse into the DNA of Genesis’ future."

Genesis’ innovative concept car launches, including the X Skorpio Concept, reflect the brand's deep understanding of evolving customer lifestyles. By crafting bold designs enriched with cultural and emotional underpinnings, Genesis is paving the way for a future of limitless possibilities in the luxury automotive space.

The strategic debut of the X Skorpio Concept in the UAE, the crossroads of Europe, Asia and Africa, enables Genesis to not only reach a diverse audience of enthusiast-driven customers, but also taps into the UAE’s rapidly growing market for luxury cars. The demand for the latest models and technological advancements in the Middle East continues to grow, making it a vital market for Genesis to establish a strong brand presence and connect with its expanding customer base.

The X Skorpio Concept cements Genesis’ position at the forefront of extreme off-road luxury vehicles, offering an unparalleled combination of performance, innovation and elegant design.

FRANKFURT, Germany, Jan. 26, 2026 — Genesis Motor Europe has announced its debut in the Italian market. Since launching in Europe in 2021 in Germany, the U.K. and Switzerland, the brand has now arrived in Italy, with further expansions into France, Spain and the Netherlands to follow soon.

The brand’s lineup of three all-electric models will be available from launch: Genesis GV60, the multi-award-winning luxury compact SUV and the brand’s first dedicated all-electric model; Electrified GV70, its flagship SUV which blends dynamic performance with effortless convenience and luxury; and Electrified G80, a luxury saloon with class-leading refinement and extended wheelbase and the most comprehensively equipped Genesis model in Europe.

Peter Kronschnabl, Managing Director of Genesis Motor Europe, commented: “Genesis is an exciting brand with strong foundations, and we have a long-term commitment to growing our presence in Europe. We are delighted to be launching the brand in Italy today, a market that represents tradition, design excellence and high customer expectations from premium brands.

“Representing our distinct Korean spirit and design-driven performance values, our award-winning all-electric models are tailored in terms of driving dynamics and specifications specifically for European customers. We also pride ourselves on developing strong customer relationships, and we look forward to introducing our models to Italian customers very soon.”

Genesis is focused on a strategically curated retail business model, prioritizing brand presence in key locations to maximize customer reach while delivering a premium customer experience. The first two retail locations in Italy will open this spring, one in Rome and one in Padua. Further expansion is planned this year, as well as a comprehensive service network.

Italy will be part of Genesis Magma Racing's debut season in the 2026 FIA World Endurance Championship (WEC) with the GMR-001 hypercar. Taking place in Imola on April 17-19, the brand's racing team will usher in a new era of high performance for Genesis, competing in the LMDh category. The technological innovations developed for this debut will generate valuable expertise, benefiting the entire Genesis lineup.

LONDON, Jan. 23, 2026 — Following the What Car? Car of the Year Awards 2026, Genesis is pleased to announce that GV60 has been awarded Best Interior in the Premium Electric EV category.

The win marks the third award bestowed to GV60 by What Car? after taking home Best Electric SUV in the What Car? Car of the Year Awards 2023, swiftly followed by another win for Best Electric SUV at the Electric Car of the Year awards in the same year.

Steve Huntingford, Editor at What Car?, commented: “Pretty much every surface in the Genesis GV60 is covered in pleasing, soft-touch materials. Meanwhile, if you specify the optional Nappa Leather with Quilting, it feels even more luxurious. But it’s not just the quality that impresses; the rotary infotainment controller and proper metal switches not only feel great but also keep distraction to a minimum while driving.”

Towards the end of 2025, GV60 received a suite of sophisticated mid-cycle design enhancements throughout, further elevating the already well-acclaimed model. The redesigned, high-tech cockpit gained a new 27-inch connected car Integrated Cockpit (ccIC), which merged the infotainment and driver information systems across a large panoramic screen, creating a seamless, intuitive display. A new three-spoke heated steering wheel features across all specifications, with Hands-On Detection for an additional level of safety while on the road. In addition, a suite of new entertainment services was made available including Disney+, Netflix and Bloomberg Media.

“It is brilliant to see GV60 take home another title at the What Car? Awards. The recognition of Best Interior is a testament to the thoughtful design updates that underpin the latest model enhancement. It improves upon an already luxurious and logical interior that reflects the Genesis ‘Son-nim’ brand identity aligned with the needs of the customers, who are our honored guests. Genesis’ design philosophy is to create an environment that perfectly balances personal space and state-of-the-art technology, which is what sets the brand apart when it comes to our interior build quality,” said Ben Sargeant, Director of Genesis and Customer Strategy.

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.

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.