CHEONAN, Korea, Oct. 22, 2026 — The Genesis Championship returns this week for its milestone 10th edition, taking place from Oct. 22-25 at Woo Jeong Hills Country Club in Cheonan, Korea. A total of 126 world-class golfers from the KPGA TOUR, DP World Tour and PGA TOUR will compete across four rounds of 72-hole stroke play.

First launched in 2017 to support the Korean men’s professional golf and place domestic talent onto the global stage, the tournament was elevated to a co-sanctioned event between the KPGA TOUR and the DP World Tour in 2024. Boasting a prize purse of $4 million — the largest on the KPGA TOUR — the 2026 champion will take home $680,000 along with a Genesis GV80 Hybrid model.

In addition to the winner's share, the champion will earn 1,300 KPGA TOUR Genesis Points, 835 DP World Tour Race to Dubai Ranking points, and two-year tournament exemptions across both tours.

The highest ranked KPGA TOUR players in the championship will also be awarded a spot in the 2027 Genesis Scottish Open, co-sanctioned by the PGA TOUR and DP World Tour.

"Celebrating its 10th anniversary since our inaugural tournament in 2017, the Genesis Championship has firmly established itself as a premier international stage for top global talent," said Sean Lee, Global Head of Genesis. "This year, we look forward to welcoming golf fans, children and families with a wide range of on-site experiences and activities for everyone to enjoy."

World-Class Player Field

The 2026 tournament features 126 elite golfers, headlined by defending champion Junghwan Lee and this year’s winner of The Open Championship, Ryan Fox, who is making his tournament debut in Korea. Joining them are PGA TOUR Korean standouts, Siwoo Kim and Sungjae Im, alongside top-ranked competitors from both the KPGA TOUR and DP World Tour vying for the title.

Dedicated Support for Players and Caddies

Reflecting Genesis' continued commitment to players and caddies’ comfort, the tournament provides official transportation with a dedicated fleet of 67 Genesis vehicles — including the GV80 Coupe, G90 flagship sedan, and Electrified GV70. In support of DP World Tour’s Green Drive sustainability initiative, three Universe hydrogen fuel-cell electric buses are deployed for player transfers, reinforcing Hyundai Motor Group’s commitment to sustainability and advanced hydrogen technology.

On the course, the first player to sink a hole-in-one at the 16th hole will take home a Genesis GV70, while their caddie will receive an all-electric Genesis GV60.

Throughout the week, the Players & Caddies Café offers a relaxing lounge serving complimentary beverages and refreshments, ensuring players and caddies can recharge and maintain peak condition throughout the competition.

Premium Hospitality and Brand Experiences

Rooted in Genesis’ core “Son-nim” philosophy to treat every visitor as an honored guest, the tournament expands its signature luxury hospitality offerings this year.

Exclusive Hospitality Lounges: Overlooking the 18th green, VIP guests can enjoy the Genesis Suite and the owners-only Genesis Son-nim Lounge. Near the clubhouse, the Genesis Championship Lounge welcomes guests from both spaces, delivering elevated hospitality.

10th Anniversary Fan Village & Brand Activations: Spectators can explore special 10th-anniversary commemorative merchandise and discover the Genesis Collection, featuring Genesis Championship logo accessories and lifestyle goods.

New golf accessories including ball markers, beanies, bucket hats, driver headcovers and lightweight golf stand bags scheduled for release early next year will be on display for the first time, with pre-orders available on site.

Nine vehicles are displayed across the venue, including the GV80 Hybrid, GV60 Magma and Genesis’ flagship luxury SUV, the GV90 Neolun.

A test-drive program for the GV80 Hybrid is also being offered to guests who pre-registered ahead of the tournament.

Genesis Magma Racing Zone: Motorsport fans can see the high-performance GMR-001 Hypercar up close, in addition to the exclusive Genesis Magma Racing Collection.

Youth Golf and Family Programs: New this year, a dedicated Kids Zone offers creative activities and golfing experiences for young spectators. This includes the ‘Kids Golf Zone’ where children can learn golf basics from professional coaches, as well as the ‘Kids Autograph Zone’ where players will be giving out their autographs.

Curated Dining: The spectator Food Zone brings together popular Seoul culinary brands alongside local specialties from the Cheonan region.

Celebrating a decade of excellence, the 2026 Genesis Championship underscores the marque’s enduring commitment to championing emerging golf talents and inspiring the sport's future through engaging programs for enthusiasts and spectators of all ages. Paired with authentic Korean Son-nim hospitality, Genesis remains committed to setting new standards for world-class sporting experiences.

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BARCELONA, Spain, Oct. 17, 2026 — Genesis Magma Racing has announced Dani Juncadella as its first driver for the 2027 FIA World Endurance Championship (WEC) at an event held during the 6 Hours of Barcelona weekend. The timing of the confirmation recognizes the Spaniard’s importance to the team as well as the significance of the event, reinforcing the strategic role of Spain within Genesis’ broader European ambitions.

Confirmation Adds to Important Spanish Weekend

The confirmation took place at an event in central Barcelona organized by Genesis Motor Europe. The event provided a fitting opportunity to confirm the Spanish driver during an already special weekend as he competes at home during the WEC’s first-ever visit to the country.

“I’m already massively motivated for next season,” said Juncadella. “My first season in Hypercar has been a valuable experience. As a rookie, even at 35, there were still a lot of things to learn, but I feel like I have got better and better through the season and so has the team.”

He added: “It’s great to receive this news at my home race because I have my family and friends around to enjoy the moment with me. It’s great that WEC is racing in Barcelona — it’s something I never really expected — and being part of the event while confirming my place in the team has left me really pumped up for the race.”

Working well with Paul-Loup Chatin and Mathieu Jaminet, his co-drivers in the #19 GMR-001 Hypercar, he has played an important part in the car’s development throughout the year, having also contributed to its initial development after being confirmed as part of the 2026 squad in September 2025.

“Dani’s performances this season have been consistently impressive, and his recent WEC experience has been very important to the team,” said Genesis Magma Racing Sporting Director Gabriele Tarquini. “I’m very happy that we can confirm him for 2027, and I hope we can achieve further milestones together in the final two rounds of this season.”

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SEOUL, Oct. 15, 2026 — As part of Genesis’ multi-year partnership with The Metropolitan Museum of Art, Genesis shares the Museum’s announcement today that artist Danh Vo has been selected for The Genesis Facade Commission in 2027. “The Genesis Facade Commission: Danh Vo” will be on view from Sept. 16, 2027 through June 13, 2028 in New York.

In Danh Vo’s practice, dialogues emerge through objects that carry meaning in relation to specific events or their currency as universal icons, with mortality being central to the work.

For the fourth exhibition of The Genesis Facade Commission, Vo will create four new works for the historic facade’s niches. By bringing together diverse objects and creating unexpected relationships that prompt new reflections, his works will become a compelling lens through which to engage with a site of classical architectural meaning.

“We are pleased to continue The Genesis Facade Commission with Danh Vo as its fourth artist,” said DooEun Choi, Art Director of Hyundai Motor. “By bringing objects and histories into new relations, Vo explores how meaning is shaped and transformed as it moves across time and contexts. We look forward to seeing this dialogue unfold at The Met.”

“Danh Vo treats history as something alive and unsettled, and is deeply attuned to the ways objects carry meaning across time,” said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. “Vo takes apart the objects through which history is told, from monuments to family heirlooms, and reassembles them in ways that reveal how constructed and fragile our shared narratives can be. With a collection spanning thousands of years of art, The Met is a natural partner for the artist. Visitors will meet Vo’s project on Fifth Avenue, so that this commission frames the very experience of arriving at the Museum.”

“With a light but transfiguring touch, Danh Vo creates artworks that unfix and vivify our relationship to the past. He is one of the most inventive and essential artists of our time,” said David Breslin, The Met’s Leonard A. Lauder Curator in Charge, Department of Modern and Contemporary Art. “Danh Vo has long explored how objects hold histories, personal and political, often in ways that are layered or unresolved. This gives him a singular way into a building whose very purpose is to hold and contextualize very layered and unresolved collections for our millions of engaged visitors. We’re thrilled that Danh has taken on this project that holds a mirror onto The Met, the artist, and the world.”

“A facade is the place where the museum meets the street and it is also an expression of its values over time,” said Danh Vo. “How to create a work that meets the intensity of this invitation? An approach that finds relevance for the institution, for me as an artist, for New York? I know that anything I place within that frame will have the opportunity to be in conversation with a world of objects, and with the many people who made and cared for them.”

Initiated in 2024, The Genesis Facade Commission is an annual exhibition that builds upon the Museum’s contemporary art commissions on the Fifth Avenue facade since 2019. Each year, one artist selected by The Met is invited to create new site-specific works of art, inspiring authentic engagement between the artist, The Met's audience and the broader global art world.

About Genesis and Genesis Art Initiatives

Genesis is a global automotive brand that aims to deliver the highest standards of performance, design, safety, and innovation while looking towards a more sustainable future. Reflecting a commitment to authenticity, Genesis seeks to foster dialogue on issues that transcend spatial and temporal boundaries, inspiring people to discover the profound through the arts. Genesis Art Initiatives supports institutions and visionaries with an understanding of contemporary challenges and timeless values. The initiatives include The Genesis Facade Commission at The Metropolitan Museum of Art, a multi-year partnership presenting newly commissioned artworks on the niches of The Met’s Fifth Avenue facade, The Genesis Talks at the Los Angeles County Museum of Art, a public talk program inviting visionaries across multiple disciplines, and The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern, a comprehensive exhibition of the prominent artist. Visit www.genesis.com/art.html or follow @genesis_worldwide #GenesisArtInitiatives to learn more about our partnerships and programs.

About The Metropolitan Museum of Art

The Metropolitan Museum of Art was founded in 1870 by a group of American citizens—businessmen and financiers as well as leading artists and thinkers of the day—who wanted to create a museum to bring art and art education to the American people. Today, The Met displays tens of thousands of objects covering 5,000 years of art from around the world for everyone to experience and enjoy. The Museum lives in two iconic sites in New York City—The Met Fifth Avenue and The Met Cloisters. Millions of people also take part in The Met experience online. Since its founding, The Met has always aspired to be more than a treasury of rare and beautiful objects. Every day, art comes alive in the Museum's galleries and through its exhibitions, events and educational programs, revealing both new ideas and unexpected connections across time and across cultures. The Met presents over 29,000 educational events and programs throughout the year to make art accessible to everyone, regardless of background, disability, age, or experience.

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Currently competing in his first full WEC Hypercar campaign, the #19 GMR-001 Hypercar driver has spent the inaugural season building his experience with the team's new prototype alongside his teammates. As the championship moves into its penultimate round, the Spanish driver spoke about racing in front of his home crowd, the learning curve of the GMR-001 Hypercar and the team's continuous development.

Racing at Home

The addition of Barcelona to the WEC schedule came as a welcome surprise for Juncadella, offering him the chance to compete locally in the top prototype class.

“It means a lot to race at home for me. It’s very special and very unexpected. Before the calendar came out, I never thought I was going to race in a Hypercar in Spain and also in my first year with Genesis Magma Racing,” says Juncadella.

“It’s really special to have family, friends and all the home fans together. I think there will be a lot of new fans to the sport that would love to see the race up close.”

Having family, friends, and local fans trackside naturally enhances the dynamic of a race weekend, and Juncadella welcomes the support.

“Whenever I race at home, having the attention of people and having family and friends close by, I feel like it’s added pressure. But it’s a very beautiful pressure. It’s nice to feel that there’s people there for you, and when you’re driving, you know they are watching you, and I always feel like it gives me an extra boost.”

He is also pleased that Spanish motorsport fans will be able to see the Hypercar category up close for the first time.

“Basically, this is an opportunity for me to be able to race in front of my friends, my family, and all the fans that are following me but not able to come to any of the other races. This time they will have the opportunity to be there and just see how cool the WEC is with such amazing machines like Hypercars. It’s the first time that this class is going to be racing in Spain and in Barcelona, so it’s a very special moment. That’s what I’m mostly looking forward to.”

Adjusting to Hypercar Machinery

While Juncadella has built an extensive background in GT and prototype racing, competing in the top Hypercar class requires managing a far more complex vehicle setup on the fly.

“The biggest adjustment in my first Hypercar season has been how to manage all the systems that are not part of GT racing. Hypercars are technically very complex, so understanding these systems and learning how to use the tools available to adjust the car’s balance and maximize its strengths has been a really interesting and rewarding experience,” Juncadella explains.

“It took me a couple of races to understand certain things. But I think I’m getting up to speed with it. Being able to take the first stints this year is also a new thing for me and something very cool, very nice to understand, because it can decide the outcome of a six-hour race,” he elaborates. There’s a lot you can lose in the first two hours — not a lot you can gain, but there’s a lot you can do. So just learning these things has probably been the biggest challenge,” he adds.

Juncadella points to the team’s engineers and the experience of his co-drivers as key factors in helping him get up to speed.

“The engineers have played a massive role in helping me to understand the systems and the tools I can use. I would say even more so with my teammates, because you spend a lot of time during the race weekend with them. There’s a lot of things you can discuss and talk through, and having two very well-accomplished, experienced Hypercar teammates has been a massive benefit for me and I really rely on their knowledge.”

Team Progress and Reliability

Through the initial six rounds of the season, Genesis Magma Racing has focused on establishing operational consistency and refining its baseline package.

“I think the most important lesson is to keep building on the foundation of what we created as a brand. We made a very competitive car, and we made a very strong package to start with. Then there’s just little things that we need to keep learning every race: strategy, different things that happen during the race, different outcomes.

“WEC is not easy in that sense. A lot of things can happen during the race, and as a team, we need to be able to execute at the highest level. Learning from every event and bringing everything we can take away into the next race is going to make us stronger. And the most important thing is, I think we have a competitive car. Because if the biggest issue were the car right now, then our future wouldn’t look as bright,” Juncadella muses with a grin.

The team’s most tangible progress has come in mechanical reliability, despite an early-season testing schedule disrupted by calendar changes.

“I think our reliability is the thing that has improved the most. It was one of our limitations early on. We didn’t have much time for testing with Qatar. One of our biggest worries was reliability going into Le Mans, because we didn’t really have the time to do enough races before that,” Juncadella reflects.

“But reliability has not really been an issue for the last three events after Le Mans. That’s really cool to see. Reliability isn’t something we’ve had to talk about lately, and that’s a really big thing as a team — especially in endurance racing where you need a robust and reliable car. I think that’s what has improved the most.”

Looking ahead, ongoing work remains centered on refining driver ergonomics and electronics management.

“The team is still looking forward to improving in many areas. On the systems side, we keep exploring what we can do better to help the driver be more comfortable in the car. I think that’s the area that needs the most tuning. But again, I think that’s a bit of a medium- to long-term development. When you speak to other drivers and understand the first year of development of their cars, you realize that there are a lot of things that take time, and it’s something that we probably cannot fully solve in time for Barcelona. But we can still make steps towards our goals.”

The Circuit de Barcelona-Catalunya Challenge

Although the team tested at the circuit last December and once again in August, Juncadella expects tire degradation and strategy to play a major role over a full race distance.

“Racing at a new track is going to be a challenge for everybody. Luckily, we tested there in December last year, so we have a bit of an idea of how to handle the car. But it’s not the same when you are racing as when you are testing.

“I think it will be a challenge for everybody. This track has a lot of things that can make the race exciting. It’s always a high-degradation race, so that’s going to call for different strategies. We are going to see lots of action, I’m pretty sure,” he says, chuckling.

Assessing the characteristics of the 4.657-kilometer layout, he expects the GMR-001 Hypercar to perform well through the circuit's faster sections.

“Barcelona is a track that will suit our car nicely, especially the high-speed corners. We’ve always been very strong aerodynamically, and we have a very strong car in those medium- and high-speed corners. What’s most tricky is probably the low speed ones, so Turn 5 and Turn 10 are probably our biggest challenges right now. But it’s only two corners, so I think all the other corners are going to be very strong.”

Rather than targeting a specific finishing position, Juncadella emphasizes the importance of executing a clean, disciplined race.

“I wouldn’t say that I would consider a good race to be just scoring points or a certain result. I don’t like to think too much about results, because results depend on many things that are sometimes out of your control,” he says, preferring to stay in the moment.

“If we can keep building on everything we’ve done in past races, analyze what has gone wrong in recent events, improve on that, avoid making the same mistakes, and just have a smooth race without penalties — while trying to maximize the package we have — I’m pretty sure we’re going to be fighting for a top result. We just need to focus on the little things, and the big things will come later on.”

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‘Flesh Impact,’ supported by Genesis to commemorate 100th anniversary of Marilyn Monroe’s birth to be screened at 2026 Busan International Film Festival

Directed by actress and filmmaker Maggie Gyllenhaal, 17-minute short film ‘Flesh Impact’ premiered at 2026 Venice International Film Festival and will play a second time at Busan International Film Festival

About Flesh Impact

「 2026 」 DIRECTED BY MAGGIE GYLLENHAAL, STARRING DAKOTA JOHNSON AND ELLEN BURSTYN.

“Flesh Impact” is a short film from director Maggie Gyllenhaal, featuring Dakota Johnson, Ellen Burstyn, Peter Sarsgaard and Sepideh Moafi.

The title comes from a remark once made to Marilyn Monroe, saying that she had “flesh impact,” referring to her extraordinary magnetism — the combination of beauty, sensuality and star quality that made Monroe impossible to ignore.

Gyllenhaal’s film imagines an alternate future for Monroe where she lives to the age of 100. Played by Ellen Burstyn, she arrives at a modest New York casting session to audition for a role intended for a woman in her twenties. When her age is questioned, she asks, “Why not?” — then tells the story of her rise to stardom to make the case that talent, experience and the ability to inhabit a role should matter more than her age.

The casting panel slowly realizes who she is. Her account is intercut with scenes of Marilyn in her younger years, played by Dakota Johnson, revealing the distance between the enduring public fantasy of Marilyn and a woman who has lived long enough to understand its consequences.

As the older Marilyn recounts her early career, the attention her looks attracted and the men who surrounded her, the film examines what fame demanded of her. It also asks whether the conditions that shaped her experience have truly disappeared. In an industry still preoccupied with actresses’ bodies, desirability, choices and public images, Marilyn’s story feels less like a relic of Hollywood’s past than a challenge to its present.

The imagined audition gives Marilyn an opportunity history denied her: to speak for herself. Though age has transformed her physical appearance, it has not diminished her power as a performer. Her humor, presence and charisma make clear that her value cannot be contained by the image that made her famous. “Flesh Impact” ultimately invites audiences to see Marilyn Monroe not simply as an icon of beauty or desire, but as a perceptive, resilient and formidable artist.

Genesis & Marilyn Monroe

On the occasion of Marilyn Monroe’s centennial, Genesis honors her pioneering spirit, connecting it with the brand’s vision and presenting a new definition of luxury.

Genesis has built its brand value through a distinctive philosophy, much like Marilyn Monroe, who left a lasting mark through her singular perspective. The two share a parallel journey of forging distinctive identities that continue to resonate across generations.

Just as Monroe dreamed fiercely, shattered convention and forged a new path that remains etched in memory a century later, Genesis has spent the last decade relentlessly innovating and pushing forward in pursuit of its bold ambition to become a globally recognized luxury automotive brand from Korea. As a result, Genesis has emerged as a global brand setting a new standard for luxury.

Following the “Manifesting Marilyn” exhibition at Genesis House New York in June, Genesis continues to express its brand values through production support for the film “Flesh Impact,” which shines a light on the lesser-known facets of Monroe’s legacy.

People, Characters and Works Referenced

The following people, characters and works are referenced by Monroe in “Flesh Impact,” offering a glimpse into the artists, figures and cultural world that shaped her life and legacy.

• Clark Gable: William Clark Gable was an American actor often referred to as the “King of Hollywood”.

• Arthur Miller: Arthur Miller was an American playwright and essayist in the 20th-century American theater. He was married to Marilyn Monroe from 1956–1961.

• A Streetcar Named Desire: “A Streetcar Named Desire” (1947) is a play written by Tennessee Williams.

• Blanche DuBois: Blanche DuBois is a fictional character in Tennessee Williams’ 1947 Pulitzer Prize-winning play “A Streetcar Named Desire.”

• Vivien Leigh: Vivien Leigh was a British actress who starred as Blanche DuBois in the film adaptation of “A Streetcar Named Desire” (1951).

• Marlon Brando: Marlon Brando was an American actor, widely regarded as one of the greatest and most influential performers in the history of cinema.

• Jane Russell: Jane Russell was an American actress, model, and singer who was considered one of Hollywood’s leading icons in the 1940s and 1950s.

• Darryl F. Zanuck: Darryl F. Zanuck was an American film producer and studio executive.

• Lee Strasberg: Lee Strasberg was an American acting coach and actor.

• Norman Mailer: Norman Mailer was an American writer, journalist, and filmmaker.

• Orpheus Descending: “Orpheus Descending” (1957) is a three-act play by Tennessee Williams.

• Carol Cutrere: Carol Cutrere is a character in Tennessee Williams’ “Orpheus Descending.”

• Tennessee Williams: Tennessee Williams was an American playwright and screenwriter.

• Cypress Hills: Cypress Hills Cemetery is located in the boroughs of Brooklyn and Queens in New York City.

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If experience has become the new currency of luxury, the obvious question is what role the product still plays.

At Semafor's Business on Luxury, hosted at Genesis House in New York, several speakers pushed back on the idea that products have become secondary.

Lisa Sequino runs the global makeup brands at The Estée Lauder Companies. Jenna Lyons spent twenty-seven years at J.Crew and now serves as executive creative director at FundamentalCo.

Their argument was not that experiences are overrated. It was that experiences only work when something meaningful sits underneath them.

The Product Still Has to Matter

To that point, Sequino shared her views with a list of physical qualities.

"I think any luxury consumer wants certain things," she said. "You want products that feel amazing, whether it's product performance; they look amazing; the package you're proud to take out of your handbag or put on your vanity; something that you can connect to that goes beyond the physical product."

Her next point matters because it shifts the discussion away from price.

"You don't have to do that with a $100 lipstick," Sequino said. "You can do that with scent. You can do that with taste. You can do that through color expression on the package. But it is very much a five-sense way of designing."

Asked directly why anyone should care how a lipstick smells or tastes, she gave the most personal answer of the evening.

"Because maybe that swipe of lipstick was the best part of your day, after missing a cab or a subway, or a child falling, or having a bad day at work."

She attributed the principle to Leonard Lauder, with whom she worked for much of her career.

"He would always say, when the economy went down, lipstick always went up — because people still want to be happy and still have a piece of luxury that may not cost them $100, but that $25 is an investment that can keep them in a positive mindset."

She then described the standard she uses with her teams.

"I always say to the team, if you can't put a brand name on it, then it's not discernible enough."

It means a product should still be recognizable without the logo. That is harder than creating something that simply photographs well.

Sequino applies the same discipline to the challenge of distribution. Brands no longer decide who talks about them. The product has to survive being described by people who have no connection to the company.

"If someone off the street can describe the beauty of this product," she said, "you did your job."

What People See Through

Lyons approached the issue from the opposite direction. Rather than asking what makes a product good, she focused on what makes people stop believing.

"I think when I think about brands that have staying power in the luxury space, oftentimes it is about heritage," she said. "It is about craft; it is about something that you can believe in. It's something that you know will stand the test of time. It's something that has a core being that actually you can believe in; there's integrity there."

And then the warning.

"I do think, when it's manufactured, people see right through it."

Asked where quality comes from, Lyons rejected the idea that there is a single answer.

"It's a different answer depending on what you're buying, so it's not a one-size-fits-all," she said.

For something simple, such as a button-down shirt, the fabric is the story. For a tailored garment, it is not.

She applies the same thinking to hospitality.

Traveling for J.Crew, Lyons regularly stayed at some of the most luxurious properties in the world. What struck her was how often the experience felt disconnected from the place itself.

"If I go to Singapore for the first time, staying in the most luxurious places isn't necessarily giving me a sign of what that place is about," she said. "I'm not necessarily seeing the people who live there. I'm seeing people who are having the same experience I am."

What she values instead is the local, human element.

"I want to meet the chef on the corner whose whole family works there, and they've been making the same thing for years, and this is their special dish."

Knowing Your Limits

The clearest example of this principle came from a company that experimented, learned from the result, and adjusted accordingly.

Nespresso operates around 45 boutiques in the United States. They function as tasting environments, with trained coffee specialists guiding customers through origin and terroir. In some larger locations, including Beverly Hills, the brand expanded the concept and operated full cafés.

Jessica Padula, Vice President of Marketing and Head of Sustainability at Nespresso USA, explained why that changed.

"We are not restaurateurs," she said. "We're a coffee business first and foremost; we're not even operators in the sense of a coffee shop."

The lesson was simpler than the original ambition.

"We've learned that we're really good at the to-go element," Padula said. "But we're not a restaurant, and so let's stay away from that. Let's really scale and focus on what we're good at, and allow our coffee to be the basis of maybe an experience that somebody else wants to create in those environments."

The decision clarified the role Nespresso wanted to play.

One in four Nespresso customers, Padula noted, first encountered the brand in a hotel room. In those environments, Nespresso controls the coffee but not the setting.

Its focus is on the details.

"We're additive and complementary," she said.

The emphasis is on how the product appears and functions in the moment.

"Are they capsules? How are they displayed? Does it look like a jewelry box, to continue this feeling of luxury?"

Padula applies the same discipline to partnerships.

Discussing the brand's Espresso Martini scented candle collaboration with Hotel Lobby Candle, she spoke about the importance of knowing where extension should end.

"Thinking about what equity is yours and yours alone in the brand, and where you are going to borrow or extend your equity into partnerships," she said. "Otherwise you will stand for everything and stand for nothing."

The Common Thread

That brings the discussion back to Bauer.

In part one, he argued that abundance has changed what is rare. Here is the full version:

"The premium increasingly belongs to brands with the judgment to decide what should be allowed to exist," he said. "There's so much of everything; everyone can now have access to everything, and brands can make just about anything. I think the judgment layer that sits on top of that, around what should even be allowed to exist, is going to define it."

The examples had been there all evening.

Sequino deciding MAC Cosmetics would enter Sephora with lip rather than a full assortment, and getting it done in nine months, a timeline she called unheard of for a company that size. Padula deciding Nespresso would not operate cafés. Lyons deciding craft is the filter through which everything else is assessed.

Bauer argued that these choices are increasingly where brands compete.

Bauer's own framework is a three-part test he puts to chief executives and investors. He abbreviates it as SPA: species, purpose, advantages.

What kind of company are we, and what could we become? What is it that only we do? And do we have what we need to live up to those claims?

Bauer argues that aligning those answers serves an important purpose.

It helps prevent a series of small decisions from gradually weakening a brand. Everyone using the same words to describe the same ideas, he said, "stops you from making decisions that dilute the potency."

He pointed to Aesop as an example of that discipline in practice. A designer spends two years at the company before touching packaging. Even a bouquet of flowers in a store is approved by head office from a photograph.

His conclusion for investors applies equally to operators: this is "brand as principle, rather than brand as a template."

Where Genesis Stands

Experiences do not stand apart from products. They depend on them.

Development of the GV90 began with a question about the passenger experience: how people enter, exit, and use the cabin.

Answering that question meant rethinking a feature long treated as standard.

The B-pillar, the structural post between the front and rear doors, supports the roof and helps protect occupants in a crash. As Amy Marentic, Chief Marketing Officer of Genesis Motor America, put it, B-pillars "have been in vehicles since I was a young engineer 30 years ago."

"Many manufacturers have tried for years to remove the B-pillar, and it hasn't been possible," she said.

On the GV90, it is concealed within the doors and, according to Marentic, the vehicle is safer than a conventional equivalent.

At Genesis, hospitality is often discussed through the Korean concept of “son-nim,” or honored guest. The idea is straightforward: consider a guest's comfort at every step of the experience.

That principle shaped the thinking behind the GV90. The pillarless coach doors create a wider opening and a more welcoming entry point, especially when passengers get in and out.

Delivering that experience required overcoming a longstanding engineering challenge. The mindset behind that effort is closely aligned with “ha-myeon-dwen-da (하면 된다),” the philosophy associated with Hyundai Group founder Chung Ju-yung.

Marentic translated it simply as: "anything is possible."

For Genesis, experiences are not treated as something separate from the product. They are built into the product itself. Every design decision, engineering solution, and customer touchpoint is expected to contribute to the experience of being welcomed and cared for.

The product has to earn the promise.

The New Scarcity

Across four conversations, four executives identified a different form of scarcity.

Bauer pointed to the importance of making the right judgment. Marentic pointed to time. Sequino pointed to discernibility, the ability to recognize a product without its logo. Lyons pointed to craft and integrity.

The answers differed, but they pointed in a similar direction.

When products are easier to make, easier to distribute, and easier to compare, decisions begin to matter more.

In part one, that scarcity appeared as time and meaningful experiences. In part two, it appeared as craft, discernibility and judgment. Together, they point to the same challenge: knowing what is worth creating in the first place.

It's not about what can be made, but what should be made.

Reporting drawn from Semafor's Business on Luxury, hosted at Genesis House, New York. Market data from the Bain & Company–Altagamma Luxury Goods Worldwide Market Study, spring 2026 update.

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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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Amy Marentic was sitting in a conference room roughly fifteen years ago when someone told her what luxury would become.

"We were meeting with a woman — her job title was corporate futurist," the Chief Marketing Officer of Genesis Motor America recalled at Genesis House in New York earlier this month. "Now, what an incredible job that would be, right? I tell the future."

The futurist was mapping scenarios 10, 20 and 30 years into the future. One stood out.

"One of the things that she said was, luxury will be disconnection."

Marentic paused on the timing.

"Imagine saying that 10 to 15 years ago, when everybody was adding their second cell phone and they were connected 24/7."

At the time, the prediction seemed counterintuitive. It doesn't anymore. Over the course of an evening of conversations hosted at Genesis House, spanning beauty, coffee, fashion and automotive, four senior executives reached much the same conclusion. None of them were asked the same question. All of them arrived at a similar answer.

When Traditional Advantages Stopped Being Enough

Jonny Bauer, founder and executive chair of FundamentalCo, sees the shift in straightforward terms.

"Ten years ago, a brand could win through controlled distribution, a recognizable identity, and consistent communications," he said. "But that's no longer the case."

He believes the change is long-term rather than temporary. "Production and access now are abundant."

Lisa Sequino, President of Global Makeup Brands at The Estée Lauder Companies, described the same shift from inside the supply chain. In her view, the pandemic permanently changed where products could be made.

"What COVID did was it allowed packaging and manufacturing to have a much more global footprint," she said. "So when you travel the world, you can go to Brazil or China or India and see a lip product that's just as high quality as something that you would have seen manufactured in another European country 10 years ago."

The result is that competition has risen across the board.

"So the competition has really increased," Sequino said. "That's why I think a lot of brands need to make sure that they're adding other elements to their product — because anybody can enter the market. You and I can start a beauty company tomorrow. So the stakes are much higher."

Semafor Media Editor Max Tani summarized the situation from the moderator's chair.

"Just make an AI, go on TikTok, sell it without even having a product yet."

The data points in the same direction. In its spring 2026 update to the Luxury Goods Worldwide Market Study, produced with the Italian industry association Altagamma, Bain & Company found that roughly half of luxury consumers now use artificial intelligence somewhere in the purchase journey. About one in four use it to discover brands, while two in three use it to compare options before making a purchase. Around half also consult the secondhand market before buying something new.

Discovery, comparison and validation have become easier and faster than ever. Brands no longer control these stages the way they once did.

Sequino has watched the transition firsthand. Influence, she said, has moved away from models and beauty advisors and toward ordinary consumers sharing their own experiences.

She does not view that as a positive development.

"I think it makes our job harder," she said, "because you have to make a great product that people can easily speak about."

From Money and Access to Time and Experience

If those traditional signals are now commonplace, what does a luxury purchase communicate today?

Bauer described a progression. Luxury once signaled that someone had money. Later it signaled taste. Then it signaled access.

"And now I think it's also just a little bit more of, 'I have time,'" he said, "to really choose where and how I spend my time, and who and how I'm with, and what the composition of my existence becomes."

He stopped short of arguing for a single global definition.

"Those things have evolved at the same time in different markets, with different levels of development," he said. "There are some markets where it's still a luxury to signal, I have the money to be able to afford this, or I have access."

His view is that markets are moving in the same direction, though at different speeds.

"Some markets are catching up to other markets, but it's all heading in that way."

Marentic pointed to data showing the same pattern. Consumer sentiment toward experiences, she noted, is growing roughly 1.5 times faster than sentiment toward tangible goods.

Bookings for dining, leisure and entertainment rose 30 percent year on year, while travel beyond traditional destinations increased 20 percent. Consumers are placing more value on experiences than they did just a few years ago.

"So people are thinking more, especially high-net-worth, thinking more about luxury experiences, about travel, about culinary experiences," Marentic said. "So we absolutely are seeing it in the data."

The Appeal of Vitality

Bauer expanded on the idea through research he conducted with ultra-high-net-worth consumers. The research focused on a simple question: what types of brands and experiences genuinely resonate with this audience? The answer was remarkably consistent across markets.

"It was experiences that could deliver a real sense of vitality to them," Bauer said.

He broke vitality into two parts. "The first thing you can do is to make them feel important," he said. The importance comes from social standing rather than possessions.

"It's not just what are you experiencing, but what's the group that you're experiencing it with? And how can I really signal that I'm chosen to be part of this important group?"

The second element is physical. "The second part of it was feeling physically well."

Bauer condensed the idea into a simple principle. "So: make me feel important, and make me feel well."

That principle leads to highly specific services. "Wellness doctors coming with you on travel, things to stop you getting jet-lagged, how to make the travel experience faster and cleaner."

Neither side works alone. "It's the combination of both of these two values being built into their experience that adds up to this broader concept of vitality."

Bauer then applied the idea to the room around him. "So how do you infuse that sense of visceral vitality into these beautiful cars around here, or the driving experiences connected — surrounding how you pick them up?" Bauer asked. "You go and pick up a Porsche, you get to drive it around Germany and then put it on a boat and come back."

His point was not that products no longer matter. Rather, value increasingly comes from everything that surrounds them: the people, the setting, the service and the memories created along the way.

Across the evening, executives from four very different industries arrived at a similar conclusion. Access is no longer scarce. Information is no longer scarce. In many categories, even quality is no longer as rare as it once was.

What people are searching for instead are experiences that feel meaningful, personal and worth their time.

But that raises a different question: If luxury increasingly lives in the experience, how much does the product itself still matter?

Reporting drawn from Semafor's Business on Luxury, hosted at Genesis House, New York. Market data from the Bain & Company–Altagamma Luxury Goods Worldwide Market Study, spring 2026 update.

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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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NEW YORK, Sept. 17, 2026 — Genesis today shared the opening of The Genesis Facade Commission: Liu Wei, Speculation at The Metropolitan Museum of Art. Marking the third commission under the multi-year partnership between Genesis and The Met, the exhibition will be on view at the Museum’s Fifth Avenue facade from Sept. 17, 2026 through June 8, 2027.

Established in 2024, The Genesis Facade Commission is an annual exhibition that invites artists to create new sculptural works for The Met’s Fifth Avenue facade, engaging with the Museum’s Beaux-Arts architecture and encyclopedic collection. Following presentations by acclaimed contemporary artists Lee Bul and Jeffrey Gibson, this year’s commission features four large-scale works by Beijing-based artist Liu Wei.

Liu has presented solo exhibitions in Beijing, Shanghai, Seoul, and Cleveland in recent decades. The Genesis Facade Commission marks his first major museum exhibition in the United States.

Liu has explored the realities of the contemporary era since the late 1990s through a range of media, including photography, painting, video, sculpture, and installation. As one of the pioneering artists from China who sought to define conceptual art on their own terms amid rapid societal transformation, Liu has continuously built his own artistic practice by challenging and reinterpreting the historic expressions of abstraction, figuration, and the readymade.

Known for his engagement with sites and scale, Liu reconfigures fragments of the urban environment, historical sources, and bodily forms into grandiose sculptural installations and monumental forms while capturing and criticizing recurring conflicts and contradictions to challenge conventional boundaries.

For The Genesis Facade Commission, Liu Wei presents four sculptures of varying scales, each titled after a fundamental constant in physics: Speculation / Λ; Speculation / G; Speculation / c and Speculation / h. Composed of architectural fragments and bodily forms in diverse materials — including fiberglass composite, steel, aluminum alloy, polyurethane paint, and bovine rawhide — the works take form within the facade’s niches as “a pile of still life objects brusquely sutured together.”

The human hand emerges as a recurring motif and defining form throughout the commission, underscoring its enduring artistic, cultural, and symbolic resonance across time and place. It serves as a bridge between the tangible and the speculative, embodying Liu’s broader exploration of transformation, perception, and imagination.

The exhibition, titled Speculation, explores fragmentation, transformation, and renewal, reflecting on cycles of rupture and suture that shape individuals, cities, and societies over time. Drawing on the artist’s experience of the sweeping transformations of a rapidly modernizing China, the works examine the tensions, uncertainties, and contradictions that accompany profound change. In conversation with The Met’s Beaux-Arts architecture, the artworks reimagine the Fifth Avenue facade as a site for dialogue, reflection, and discovery.

“Through his distinctive artistic language, Liu Wei reconfigures familiar forms to illuminate the challenges embedded in contemporary realities,” said DooEun Choi, Art Director of Hyundai Motor. “We hope this exhibition invites audiences to reflect on human experience in an era of profound transformation and to reconsider how we navigate the complexities of the present.”

“Liu Wei’s sculptures for The Genesis Facade Commission are sure to reflect the curiosity, innovation — and even humor — he is known for," said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. “This commission also reflects the spirit of The Met’s Tang Wing for Modern and Contemporary Art, opening in 2030, where global perspectives and boundary-pushing artistic practices like Liu Wei’s will be at the heart of how we present art of our time. We are honored to work with Liu Wei to expand the possibilities of the iconic Fifth Avenue facade with his first major project at an American institution.”

To celebrate the opening, an artist talk titled An Evening with Liu Wei, will be held on Sept. 22, offering a closer look at the artist’s creative journey and the conceptual development of the commission.

Through Genesis Art Initiatives, Genesis continues to deepen its partnerships with leading cultural institutions and visionary artists, fostering meaningful cultural dialogue globally. Current initiatives include The Genesis Facade Commission at The Met, The Genesis Talks in partnership with the Los Angeles County Museum of Art (LACMA), and the newly opened Do Ho Suh exhibition at the National Museum of Modern and Contemporary Art, Korea (MMCA), on view through Feb. 9, 2027.

About Genesis and Genesis Art Initiatives

Genesis is a global automotive brand that aims to deliver the highest standards of performance, design, safety, and innovation while looking towards a more sustainable future. Reflecting a commitment to authenticity, Genesis seeks to foster dialogue on issues that transcend spatial and temporal boundaries, inspiring people to discover the profound through the arts. Genesis Art Initiatives supports institutions and visionaries with an understanding of contemporary challenges and timeless values. The initiatives include The Genesis Facade Commission at The Metropolitan Museum of Art, a multi-year partnership presenting newly commissioned artworks on the niches of The Met’s Fifth Avenue facade, The Genesis Talks at the Los Angeles County Museum of Art, a public talk program inviting visionaries across multiple disciplines, and The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern, a comprehensive exhibition of the prominent artist. Visit www.genesis.com/art.html or follow @genesis_worldwide #GenesisArtInitiatives to learn more about our partnerships and programs.

About The Metropolitan Museum of Art

The Metropolitan Museum of Art was founded in 1870 by a group of American citizens—businessmen and financiers as well as leading artists and thinkers of the day—who wanted to create a museum to bring art and art education to the American people. Today, The Met displays tens of thousands of objects covering 5,000 years of art from around the world for everyone to experience and enjoy. The Museum lives in two iconic sites in New York City—The Met Fifth Avenue and The Met Cloisters. Millions of people also take part in The Met experience online. Since its founding, The Met has always aspired to be more than a treasury of rare and beautiful objects. Every day, art comes alive in the Museum's galleries and through its exhibitions, events and educational programs, revealing both new ideas and unexpected connections across time and across cultures. The Met presents over 29,000 educational events and programs throughout the year to make art accessible to everyone, regardless of background, disability, age, or experience.

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

Back on Familiar Ground

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

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

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

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

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

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

GMR-001 Hypercar Development Progress

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

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

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

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

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

Refining Performance

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

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

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

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

Mastering the Circuit of the Americas

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

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

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

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

The intense heat of Texas also alters tire strategy significantly.

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

Turning Issues into Opportunities

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

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

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

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

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

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

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

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

COTA Success and Beyond

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

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

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

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

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

SEOUL, Sept. 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

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

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


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

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

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

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

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


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


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

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

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

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

Box, Box!

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

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

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

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

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

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

Fuel In, Wheels Off

The moment the fuel hose disconnects, everything accelerates.

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

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

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

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

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

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

All that happens in just two minutes.

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

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

Deciding When to Pit

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

Undercut

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

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

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

Overcut

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

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

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

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

Exploiting Safety Periods

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

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

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

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

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

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

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

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

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

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

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

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

The Art of Performing Under Pressure

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

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

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

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

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

It Takes a Village

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

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

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

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

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

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

Unlocking Potential Through Tech

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What Major International Events Has Hyundai Motor Supported?

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

• APEC 2025 KOREA in Gyeongju, Korea

• 2025 G20 Leaders’ Summit in Johannesburg, South Africa

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Delivering a Customer-Centric Experience

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

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

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

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

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

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

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

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

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

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

About Netflix’s “The Hawk”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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


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

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

Box Buggy Concept on the Green

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


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

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


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

Genesis’ Continued Commitment to Golf

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


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


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

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

A Detour Through America

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

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

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

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

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

The Genesis of a New Era

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

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

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

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

Establishing the Groundwork

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

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

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

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

A Paulista’s Homecoming

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

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

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

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

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

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

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

Sean Lee, Global Head of Genesis, commented:

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

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

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

Elevated Guest Experiences

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

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

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

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

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

Immersive Fan Zone Highlights

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

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

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

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

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

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

Genesis’ Continued Commitment to Golf

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

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

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. 

NEW YORK, June 2, 2026 — Timed to Marilyn Monroe’s centennial, Genesis unveils “Manifesting Marilyn: The Making of an Icon,” an immersive exhibition at its flagship brand space, Genesis House, that reveals a side of one of the world’s most recognizable figures rarely discussed: her intelligence, ambition and intentional self-authorship.

The world knows Marilyn Monroe as an image, glamorous, timeless, mythic. This exhibition uncovers what the headlines often missed. Monroe dared to dream beyond circumstance, studied the world around her, built power within a restrictive system and made her future visible before anyone else could fully see it. She understood that her image was a tool, not her totality, and engineered her own transformation from Norma Jeane into an enduring icon.

“Manifesting Marilyn speaks to the courage required to imagine beyond expectation,” says Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Marilyn’s story reminds us that icons are shaped through vision, discipline, resilience and the willingness to begin again. At Genesis, and through this latest installation at Genesis House, that ethos of becoming informs how we think about design, culture and hospitality, and how we create experiences that look forward with intention.”

While visitors move through reimagined headlines, an intimate office, a dedicated library, a vanity that reframes glamour as craft, a cinematic experience and a reflective new beginnings space, they encounter not a myth, but a woman who dreamed with intention and built a future beyond expectation. From Norma Jeane to Marilyn and beyond, the Cellar Stage brings self-creation to life as an immersive experience of light, reflection and legacy.

As “Manifesting Marilyn: The Making of an Icon” invites visitors to reconsider Marilyn Monroe through the lens of intention, intellect and self-authorship, the exhibition’s opening night will be attended by Chloë Sevigny, whose career has been defined by a similarly thoughtful and unconventional approach to storytelling. Known for her discerning eye and enduring influence across film, fashion and culture, Sevigny brings a modern sensibility that aligns naturally with the exhibition’s reframing of Marilyn as someone who shaped her own narrative.

“Marilyn has always represented far more than the image people project onto her,” said Chloë Sevigny. “What I find so compelling about Manifesting Marilyn is how it honors her ambition and the agency she claimed in shaping her own story. It feels incredibly resonant today, and Genesis House creates a space that invites you to look closer and reflect on how icons and individuals are truly made.”

The Exhibition

The exhibition unfolds across six distinct spaces, each revealing a different dimension of Marilyn’s mind and method:

• “The Headline Room – The Rewrite:” This space challenges reductive narratives by reimagining headlines about Marilyn and restoring her as the author of her own story rather than a subject of public myth.
• “Marilyn’s Office – Mind of the Strategist:” Set within her working environment, this gallery presents Marilyn as a driven businesswoman through original documents, personal materials and artifacts that highlight her role as a strategic decision-maker.
• “The Library:” Featuring books from her personal collection, this space reveals Marilyn’s intellectual curiosity and engagement with literature, psychology and philosophy.
• “The Vanity:” This environment reframes glamour as an intentional practice, using personal objects and wardrobe to show how Marilyn constructed and controlled her public image.
• “The Screen Experience – The Transformation:” Through immersive visuals and her own voice, this cinematic installation traces her evolution from Norma Jeane to global icon, emphasizing the discipline and determination behind her transformation.
• “The New Beginnings Hall:” The final space invites visitors to reflect on their own next chapter and consider the legacy they will create. 
   

Developed in partnership with Authentic Brands Group (Authentic), owner and steward of the Marilyn Monroe estate, the exhibition reflects a shared commitment to preserving and celebrating the legacy of one of the most important figures in arts and culture on what would have been her 100th birthday.

“Seeing the world of Marilyn Monroe come to life through the vision of Genesis House provides a unique way for fans and new audiences alike to see her through a new and modern lens without being disruptive to her legacy,” said Dana Carpenter, executive vice president, Entertainment at Authentic. “This space reflects who she was beyond the image and allows each visitor to see her as a unique multifaceted individual who continues to make a generational impact.”

As Genesis House celebrates Marilyn Monroe’s 100th birthday through “Manifesting Marilyn: The Making of an Icon,” New York City will also honor her enduring legacy with a special lighting of the Empire State Building. To mark the occasion, Genesis House will livestream the iconic illumination on its showroom LED screen. Together, the exhibition and lighting underscore Marilyn’s lasting impact on culture, creativity and popular imagination, and reflect the continued resonance of her story.

Genesis takes inspiration from Marilyn’s ability to transcend expectations. Her story mirrors the brand’s conviction that icons are not defined by legacy alone. They are shaped through intention, design and the courage to make something new manifest. Her centennial becomes an invitation for every guest to move beyond the narratives written about them and step into the future they will write for themselves.

Visitor Information

“Manifesting Marilyn: The Making of an Icon” is now open to the public through Aug. 2, inviting visitors to experience an immersive exploration of Marilyn Monroe’s life, intellect and self-authorship. The experience continues upstairs with a curated replica of Marilyn’s personal library, offering a tribute to curiosity, learning and the quiet work of becoming. Guests can also enjoy specialty food and beverage offerings at the Genesis House Restaurant throughout the installation.

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

What Happens During a Race?

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

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

Tire Trade-Offs

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

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

Pit Stop Precision

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

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

Driver Swapping

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

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

Safety Procedures

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

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

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

Reading the Race: Flag Signals

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

Green Flag

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

Checkered Flag

Marks the end of the race.

Yellow Flag

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

Blue Flag

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

Red Flag

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

Yellow/Red Flag

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

Black Flag

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

Black and White Flag

Displayed with a car number, it signals unsportsmanlike conduct.

Black Flag with Orange Circle

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

Penalties

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

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

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

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

Other Useful Terms

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Stay tuned for part 3.

STAVELOT, Belgium, May 10, 2026 — Genesis Magma Racing scored its first points in the FIA World Endurance Championship (WEC), as Pipo Derani brought the #17 GMR-001 Hypercar home in eighth place at the 6 Hours of Spa-Francorchamps. The team took advantage of an aggressive strategy decision in the final hour of the race, with the Brazilian able to defend his position in the final part of the race.

Result Highlights Team’s Early Progress

The two starting drivers, André Lotterer and Dani Juncadella, held their positions at the start of the race. Good pace and a strategy decision to only partially fuel Jaubert for his second stint of the race allowed the #17 car to climb up to tenth before the Frenchman made way for Pipo Derani with just over 2:30 remaining in the race.

Facing an issue that left the car down on power, the team made another aggressive strategy decision at the final stop under a Virtual Safety Car that, though giving the team track position, left Derani at a disadvantage compared to those around him. Taking the restart with 34 minutes remaining in eighth place, he was able to move up as others suffered incidents ahead. After a brief exchange of positions on a final restart ten minutes later, where Derani briefly ran as high as sixth, he settled into eighth place. Defending superbly through the closing stages against drivers with newer tires, he held on to score Genesis Magma Racing’s first points in just the second start for the team.

A fix to an electrical issue lost the #19 entry seven laps after the opening hour of the contest. However, with the problem solved efficiently by the team, they were able to use the remainder of the race to gather crucial data about the balance of the GMR-001 Hypercar in different situations. With this goal in mind, Jaminet took two rear tires at his stop mid-way through his double-stint, reporting the effect on balance back to the garage.

In line with the team’s goals before the race, the focus in the final hours became bringing the car successfully to the end, maximizing the experience gained from the weekend and repeating their achievement from the season opener.

Genesis Magma Racing Team Management Quotes

Genesis Magma Racing Team Principal Cyril Abiteboul, said: “In only our second participation in an Endurance race, we could not have dreamt of a better place than Spa to score the very first points in the history of Genesis Magma Racing. We are still a very young team and this result is an extremely emotional moment for all its members, and I hope that will make the entire Hyundai Motor Group proud. As we had some issues with power and with energy consumption, we decided to make an aggressive strategic move towards the end of the race with a very short stop with the #17 GMR-001 Hypercar perfectly executed by the pit crew and Pipo, and it played out very nicely. We need to  continue to consolidate our foundation so that we can be here and beyond on a regular basis, but it's great that it's coming now because it also gives us  the momentum to tackle as many of the issues we have been facing before the next major milestone in our program in Le Mans.”

Gabriele Tarquini, Genesis Magma Racing Sporting Director, said: “This is an amazing result for all of Genesis Magma Racing and the #17 GMR-001 Hypercar team. We were under a lot of pressure at the end. Pipo did a fantastic job because we had some issues. He deserved his position because he protected his position superbly at the end. He did a fantastic job, as did André Lotterer and Mathys Jaubert, who drove before him. Despite improvements since Imola, the #19 car unfortunately had some problems again. Step by step we need to climb the hill.”

Justin Taylor, Genesis Magma Racing Chief Engineer, said: “My heart is still racing from the last two hours. It wasn't easy. We faced some technical difficulties, and we worked through them as a team. This is just going to be a super motivational factor for us moving into the big race next. I am absolutely thrilled with the way that we worked together, the way all the drivers performed. We were really a two-car team with an army of people behind, and we all worked together. We learned a lot of things as well on the operational and technical sides. We learned that we still have some weaknesses. We were able to limp through, but we need to be stronger for the next one.”

Anouck Abadie, Genesis Magma Racing Team manager, said: “Finishing the 6 Hours of Spa-Francorchamps was a challenge. We will have a full season full of challenges, but this one was certainly a tough one. I think we are showing that we are capable of working together to face whatever comes at us. We had some scary moments but in the end the guys did an amazing job and we crossed the finish line with both cars, and the #17 GMR-001 Hypercar in a very good position. So now it's very positive. We still need to work on some procedures to see how we can optimize some issues that we have faced, but we need to learn from that and then get the best out of it.”

Driver Quotes - #17 GMR-001 Hypercar

Pipo Derani said: “We were battling some issues from the moment I got in the car. From that moment, I was trying to survive, understand what we could do to improve, and get the #17 GMR-001 Hypercar to the checkered flag. I kept pushing Mathieu Leroy for a strategy to get track position in order to try and maybe hold the cars behind, because it was the only way we would get to the points. I was fighting to manage the energy, asking the engineers the numbers, but at the end we did just that, and I was able to hold quite a few cars behind. I just kept my head down. I'm very proud of the team, and to be able to bring the first points home to Genesis Magma Racing. It's been a long time coming, but yet so early days for us.”

Mathys Jaubert said: “The race was amazing. As we did in ELMS last year, Mathieu Leroy [#17  race engineer] did a mega job on the strategy. We might have been a bit lucky with the last full course yellow, but we had to be in the right place to be lucky. What a race. We did a pretty good job. For me, the #17 GMR-001 Hypercar was great, no issues at all. We were able, like in Imola, to keep the other cars behind when we were fighting for top ten positions. So, the first points is a good step. Now the next race is Le Mans. It's going to be a new one for the team and the longest one. It's a bit harder and we need to keep working to improve. We will take many lessons from this one, because now the focus is to take the experience we have and prepare for our 24 Hours race.”

André Lotterer said: “It‘s very emotional for the whole team to have this result. The strategy came towards us, we were a bit aggressive, but we take it. It's a very big day for Genesis Magma Racing and the whole brand to be able to score our first points so early in this journey. Pipo did some amazing defending. It was really a tough job for him, to be longer on the tires and also we had issues with the car that he had to manage, but he kept his cool and really, really did a good job. What we did in Imola was a great achievement for the team. We had similar aims to be at the finish line and establish ourselves in this championship. But secretly, I had hopes for our first points and they came.”

Driver Quotes - #19 GMR-001 Hypercar

Dani Juncadella said: “It was a difficult race for the #19 GMR-001 Hypercar, of course, because we had the electrical issue. But after that, a bit like in Imola, we drove to the end and we completed a lot of mileage, and we had encouraging pace. It’s amazing for the #17, they get this result. That's a win for everybody in the team. So early in the development phase and the first time racing in Spa with the car, and we score points, that's just incredible. It’s really good for all the team. We drove both cars to the finish line, got a lot of mileage and we were fighting other cars already on a difficult track. I feel every race we're making steps forward.”

Mathieu Jaminet said: “It was a bit of a tough day for us with the issue at the start and another small issue again with me. After that, we ran actually pretty smoothly. We drove to the end, so that was good and we had some good pace at stages. We can take some really good learning from the weekend, which is a good thing. We tried some different tire strategies with me.  I’m happy that we leave Spa with a lot more knowledge than before we arrived. So I take that as a really good positive and on a good note, the sister car scores some points which is very good for the spirit of the team. It's a pretty amazing achievement. Hats off to that, and this should only give us a big push to work even harder for the future.”

Paul-Loup Chatin said: “My stint at the end was good. The car behaved well. We were unfortunately a few laps done with a small issue we had at the beginning, but one more time, I think we confirmed that we have a strong and nice car in the GMR-001 Hypercar with good potential and the best is ahead of us, but shows us what we still need to work on to not lose time with the small issue. It's part of motorsport, but we need to be capable of solving it. But it's a learning curve. I'm super happy for our sister car to score the first point for Genesis Magma Racing. They built this story and they made history today. I think it was really important to get those points before Le Mans. I'm super proud of the entire team and I can't wait to be back at Le Mans in a few weeks.”

2026 6 Hours of Spa-Francorchamps Results – Hypercar class

2026 FIA World Endurance Championship standings – Manufacturer Hypercar class

LE CASTELLET, France, May 7, 2026 — Genesis Magma Racing has entered the realm of esports and sim racing for the first time with the launch of GMR Esports. The expansion into esports is a key part of Genesis’ goal to increase awareness of the brand and Genesis Magma Racing among a diverse audience, including further raising the profile of the team in South Korea. 

Esports Squad Supports Main Goals of Team 

The team will compete in official esports events organized on the official game of the series, Le Mans Ultimate, developed by Motorsport Games, including Online Championships, World Endurance Championship Special Events and future official esports competitions. 

In joining these events, GMR Esports will support the work of Genesis Magma Racing. The Esports team will compete in virtual models of the same GMR-001 Hypercar from the WEC, carrying a similar distinctive livery as their on-track counterparts. The team’s presence in the events will help further expand the awareness of the Genesis brand outside of the traditional motorsport audience, just as Genesis Magma Racing aims to expand the following of the manufacturer with its more performance-orientated image and approach. 

Genesis Magma Racing Team Principal Cyril Abiteboul said: “Genesis Magma Racing is a large project and we want to be successful everywhere we compete, including with GMR Esports. The creation of GMR Esports makes the team, GMR-001 Hypercar and the Genesis brand more accessible to a wider audience and the success of our drivers in online competition will complement the work of the race team on track.” 

He continued: “Esports is increasingly becoming an entry point to motorsport, so it is very important to have Genesis and Genesis Magma Racing represented there. Esports provides a gateway for would-be drivers to develop their talents, prove themselves to teams in official events, and build a professional racing career. If GMR Esports and our work with Le Mans Ultimate can provide a route for new drivers and fans, then we can certainly take that as a positive, on top of any event results.” 

The launch of GMR Esports builds on Genesis Magma Racing’s existing partnership with Motorsport Games, with Le Mans Ultimate branding featured on the GMR-001 Hypercar. This close collaboration has already enabled the GMR-001 Hypercar to be brought to Le Mans Ultimate ahead of its first competitive outing, giving fans an early opportunity to experience the car in action and underlining a shared commitment to authenticity. 

Virtual and Real-world Racing Experience Combined 

GMR Esports is made of a stable of seven drivers — six main drivers and one reserve, similar to the makeup of the Genesis Magma Racing FIA World Endurance Championship team. The esports drivers are a mix of European and Korean talent and blend proven professional virtual racing and real-world experience, including competing in some of the biggest races in the world. 

The team is led by Dutchman Collin Spork. A former Formula Sim Racing World Champion and a Virtual Endurance World Championship winner in the Hypercar category, Spork combines elite-level sim racing with ongoing work supporting professional race teams as a Simulation and Development Driver. He brings a strong focus on detail and collaboration, helping translate simulator learning into actionable performance gains. 

As well as a driving role, Spork will also take on the technical and development lead within the team. Spork said: “This program is about more than just results — it’s about building a team that can push the limits of the GMR-001 Hypercar in the virtual world and feed that learning back into everything Genesis Magma Racing stands for. Le Mans Ultimate gives us a platform that rewards detail, discipline and teamwork, and that’s exactly the environment we want to develop in. My focus is to make sure we arrive prepared, keep improving every session and represent the Genesis brand with the same professionalism and ambition you see on track.” 

Further leadership is provided by Nissan GT Academy alumni Jesper Pedersen and Slovenian Jernej Simončič, two of endurance sim racing’s most established competitors. Pedersen is an Endurance eRacing World Champion and a Virtual Endurance Championship Division 1 GT3 champion and also a Le Mans Virtual Bahrain 8 Hours overall winner. Alongside his esports record, the Dane brings real-world experience including Formula Ford and national endurance racing. 

Simončič has built a reputation as one of the standout drivers in global esports, with multiple Formula Sim Racing World Championship titles and a record of winning at the highest level across formats, including major LAN finals. He also brings proven endurance credentials highlighted by podium finishes in virtual editions of the 24 Hours of Le Mans and front-running results in the Virtual Endurance Championship. 

Korean Talent Expands Aims of Program 

Genesis Magma Racing’s expansion into esports also provides a new avenue for the team to connect with its growing Korean audience. “GMR Esports and Genesis Magma Racing will work together to achieve our shared goals,” said Genesis Magma Racing Team Principal Cyril Abiteboul. “There is no WEC round in the country, but esports are very popular in South Korea. GMR Esports gives us a new, key way to engage with our Korean audience, making Genesis Magma Racing, Genesis and motorsport far more accessible to the new fans we aim to create.” 

Taking advantage of a strong talent pool in the country, four South Korean drivers have been selected to be part of the GMR Esports lineup: Hyukjin Kwon, Gyumin Kim and Youngchan Kim. All three have virtual racing experience, including representing South Korea in the esports disciplines of the FIA Motorsport Games, where Gyumin Kim claimed the Bronze Medal in the F4 class. All three drivers are also regulars in the Hyundai N Festival race series. 

Hyukjin was a four-time race winner in the N2 class of the Hyundai N Festival last year. Gyumin is a former N1 class champion, the highest category in the series, having claimed the title in 2024 before Youngchan went on to secure the championship last season. The success of Gyumin and Youngchan has also led them onto the international stage: in 2025, Gyumin made his debut in the U.S.-based TC America series, while both drivers have become regulars at the Nürburgring 24 Hours where they will make their third and second starts respectively next week. 

The team is completed by Reserve Driver Rokyeong Kang, a 17-year-old rising talent. With experience in virtual competition such as the Hyundai N Virtual Cup, Kang also gained real-world race experience in the Hyundai N Festival, including competition in the N1 class where he secured a victory in the N1 Club category last season. He is viewed as a high-potential prospect for the future of the program. 

LE CASTELLET, France, May 3, 2026 — Genesis Magma Racing Trajectory Program drivers Jamie Chadwick, Laurents Hörr and Valerio Rinicella scored a second consecutive fourth place finish in the European Le Mans Series at the 4 Hours of Le Castellet. The team rose through the order, running in podium contention for much of the race at the home event of the IDEC Sport team.

Team in Podium Contention from Rear of Class

Jamie Chadwick was forced to start the #18 IDEC Sport Oreca 07 from the back of the LMP2 class field following a penalty in qualifying which led to the team being stripped of their result from the session. Despite the setback, she immediately made good progress — taking two positions on the opening lap and a further two before the first Virtual Safety Car period of the race less than 30 minutes into the contest.

She continued her progress up the order, combining overtakes on circuit and a strategy decision to extend her stint beyond several rivals to rise to third before pitting to hand driving over to Rinicella. The Italian, who had qualified the car, kept the team in position through the calmer middle part of the race, remaining in contact with the podium places as gaps on track ebbed with traffic and strategy decisions.

Hörr took over the car during another Virtual Safety Car intervention with a little over an hour remaining, taking the restart in fourth. The German showed the best pace of the car, setting the team’s fastest lap in pursuit of a podium. The racing of the final stint was frantic, with several leading teams making mistakes allowing Hörr to first take third and then inherit second when the two leaders clashed. However, Hörr had himself picked up damage on the front of the car. A slower final pitstop resulted from the team examining the damage but deciding not to replace the nose of the car. The extra time dropped the #18 from the podium places, now completed by the sister IDEC Sport entry. Instead, as the damage worsened through the final run — Hörr was unable to remount a challenge for third place, instead turning to concentrate on a successful defense to protect his own position.

Post Race Quotes - #18 IDEC Sport Oreca 07

Jamie Chadwick said: “It was good fun. Obviously starting at the back, we had some ground to make up, but I was able to make the most of the traffic and make up a few positions. It was a bit of max attack to get as far forward as possible, which made my stint a bit more fun in a way. Given the penalty and where we started, we can be pretty positive, but we always want more, especially because we were fighting for the podium for so long and it was small things at the very end. Equally, I’m happy for the #28 – they did a great job all weekend -and for us, I think it’s just going to make us hungrier. Two fourth places are good points, but you always want to stand on the podium.”

Valerio Rinicella said: “I think for where we started, fourth place is a mega result. We struggled a little bit with the set-up during Free Practice, but Qualifying was really strong from my side, but we had an issue with the weight, so we had to start last, which messed up a bit of our strategy. With Jamie, we recovered a lot, and my stint was very strong. Some laps in my stint I was lucky with traffic, some lap unlucky, but that’s endurance racing. Laurents also did a mega job fighting for podiums. I’m really happy we managed to make a good recovery, so we just need to be proud. P4 is good points for the championship, and we have to keep working for the next one, so let’s see for Imola.”

Laurents Hörr said: “Generally, we had a strong package this week. We could have made the podium. It was a pity about the last pitstop where we lost a lot of time. The last two strong were just full push, with a lot of track action. One car in front of me had a technical issue and slowed down quite abruptly. The two cars between us saw him in time, but for me it was too late. I touched him slightly. We still had great pace, and I fought for the podium, but with the damage we pushed the tires too hard and I really had to fight in the end to keep P4 which is a solid result for us. It was a really tough race, including some damage at the end, due to some contact. We managed everything well. The team did an incredible job. We had a great car, and a day like today is good for us as a team.”

Genesis Magma Racing Sporting Director Gabriele Tarquini said: “Jamie, Valerio and Laurents can be incredibly proud of their performance at the 4 Hours of Le Castellet. The penalty after qualifying was unfortunate, but they and the team responded very well. Jamie had one of her best stints in the car to attack from the back of the class and get the team in contention for the podium, and Valerio and Laurents were able to keep the car in position. The last part of the race was really intense with mistakes and problems for other teams and Laurents moving up to second. Unfortunately, the damage at the end forced him to defend for the final laps. He kept the position well despite the pressure for another strong result.”

FRANCORCHAMPS, Belgium, May 1, 2026 — Genesis Magma Racing aims to build on an encouraging debut weekend in the FIA World Endurance Championship (WEC) when the series resumes at the 6 Hours of Spa-Francorchamps. 

Team Aim to Maintain Momentum After Fast Turn Around 

Coming just three weeks after the team made its competitive debut at the 6 Hours of Imola, the race in Belgium gives Genesis Magma Racing a near-immediate opportunity to build on the learnings and momentum gained for the team’s first competitive outing. The pair of GMR-001 Hypercars showed good reliability and pace against the more experienced manufacturers on the grid after a combined Prologue and race weekend. 

However, though obviously wanting to capitalize on a positive first event, the team are wary of over-confidence and remain focused on its own performance – continuing the work they began in Imola. In the short time between the two events the team has been able to analyze its own performance, finding ways to improve its operational processes throughout the team, while keeping the on-track focus on confirming the reliability of the GMR-001 Hypercar. 

The 6 Hours of Spa-Francorchamps is a formidable challenge for any team, especially one still taking its first steps. The Ardennes circuit is one of the most challenging in the world. The seven-kilometer track features long flat-out sections and famous high-speed corners such as Raidillon and Blanchimont, but also a tighter, more technical, second sector that necessitates a constant compromise on setup. The track is also infamous for unpredictable weather, capable of generating a mix of conditions over the course of single day, let alone a race weekend, giving the team’s engineers another variable to consider in every decision. 

The 6 Hours of Spa-Francorchamps is scheduled to start at 14:00 local time (GMT+2) on Saturday, May 9. As in the first race of the season both GMR-001 Hypercar will be shared by the full three-driver lineup – Pipo Derani, Mathys Jaubert and André Lotterer in the #17 entry and Paul-Loup Chatin, Mathieu Jaminet and Dani Juncadella in the sister #19 car. 

Genesis Magma Racing Team Management Quotes 

Cyril Abiteboul, Genesis Magma Racing Team Principal, said: “What we achieved in Imola was obviously encouraging, but we need to keep building on the foundations we have built. There have only been a few weeks since our first race, but that has given us time to reflect on our debut weekend and take some lessons which we can apply right away at the 6 Hours of Spa-Francorchamps. We saw we have the performance and reliability in the GMR-001 Hypercar, and the ability in the team to compete in the Hypercar class; now we have to make sure we can do that for a full race. For Spa we stay focused on delivering on the things that we can control – confirming what we saw at Imola, while beginning to push a little for performance. If we can repeat all the things that we did well in Imola, while taking the extra forward steps that we are aiming for, then we will be able to take our challenge further up the order and keep making the forward steps we need to reach our goals for our first year of racing.” 

Gabriele Tarquini, Genesis Magma Racing Sporting Director, said: “Imola gave us some positive signs and showed the work we have done is moving in the right direction. However, it was only the first race, so we need to stay realistic and keep focused on improving step by step. Spa is a very demanding circuit, both for the car and drivers. The combination of high-speed corners, long straights and changing weather conditions makes it one of the biggest challenges of the season. Not having tested our car at Spa beforehand is an extra challenge for us, but the experience that some of our drivers have at the circuit could help us compensate for that. We are still very early in our program, so every event gives us another valuable opportunity to understand more about the car, improve our package and continue building confidence as a team. Our target for the weekend is clear: to confirm the progress we made in Imola, keep learning and take another step forward in performance and consistency.” 

Justin Taylor, Genesis Magma Racing Chief Engineer, said: “Our focus in our first race was on learning and executing the basics of an FIA WEC weekend. We were successful in gathering a tremendous amount of data, something which was never possible in testing, and we can now use this information and our extra experience to adjust our approach for the 6 Hours of Spa-Francorchamps. Spa will bring new challenges with the big compression at Eau Rouge and the speed through Pouhon. It’s a very different challenge to what we faced in Imola, due to the lower downforce nature of the track, so we’ll be able to get some important information about how the handling balance and, undoubtedly, we will gain more information about the 2026 tire. Our focus in Spa will again be on execution and maximizing mileage with the GMR-001 Hypercar to give us as much data as possible to take into the start of the 24 Hours of Le Mans.” 

Driver Quotes - #17 GMR-001 Hypercar 

Pipo Derani said: “With our first race and finish completed, we are now preparing for Spa-Francorchamps with the goal of making further progress and advancing the development of the GMR-001 Hypercar. Completing the race in Imola with both cars without significant problems has eased some pressure and allows us to concentrate more on performance and execution moving forward, which is particularly important as we move further into the season. There is still much to improve, but we are satisfied with the outcome of the weekend in Imola and aim to maintain a steady pace of progress for Spa. It is quite a different circuit from Imola, so adapting quickly to the track will be important for our learning. I am interested to see how our car performs on this type of track and am ready to get back on track.” 

Mathys Jaubert said: “From Imola I think the biggest takeaway is how strong we were operationally as a team. We executed a clean, controlled race with no major issues, and that’s the kind of foundation we want to carry forward. Personally, I really enjoy racing at Spa. It’s one of the most iconic circuits with a great flow and some very challenging sections. You need commitment and precision, especially in high-speed corners, and the changing weather can make things even more complex. For the car it’s a real test in terms of balance and efficiency over a long lap, so getting everything right is key. The goal is to repeat what we did well in Imola: a clean, well-managed weekend, maximizing every session and putting ourselves in a strong position for the race. If we do that, the result will follow.” 

André Lotterer said: “Very excited to race in Spa as always, as I grew up in Belgium since I was 1 year old. I was playing there a lot as a kid in my father’s race team, and then later on my go-kart tuner was based at the track. I have great memories there, winning WEC races and my only F1 race there, so it’s always a highlight of the year for me. I can’t wait to see all the fans, because there are always a lot there. What we can take from Imola is that we did well on operations and we were effective in everything with almost no problems, so now we can focus more on performance after the debut was ticked off. Spa a demanding circuit, with one of the most exciting corners of the season in Eau Rouge. It’s a high-energy track for the tires, so it’s really interesting for the car setup. We would like to aim for the points. We are still learning how we compare to our rivals, but we saw in Imola that we could compete a little bit, so it would be great if we can push for a bit more.” 

Driver Quotes - #19 GMR-001 Hypercar 

Paul-Loup Chatin said: “Spa is an iconic circuit that we all look forward to visiting every year, so I’m really looking forward to driving there for the first time with the GMR-001 Hypercar. It’s a circuit that requires the best compromise between aerodynamic performance and top speed. From a driving perspective, confidence is key, as well as tire management, which remains a real unknown with the new 2026 tire. First, we need to confirm the positives from Imola and continue progressing in terms of execution and operations. It’s also important to freeze certain processes to build strong routines as a new team. Once these are in place it means we can arrive at any track with a real sense of confidence and calmness and be better placed to react to unexpected things. Our overall package should allow us to fight with the others in the race, and crossing the finish line around tenth position would be a great reward and motivation for the whole team.” 

Mathieu Jaminet said: “I’m looking forward to the 6 Hours of Spa-Francorchamps. It’s a very short turn-around after Imola but I think we had a pretty strong first weekend, so I hope we can keep the momentum and the spirit we had in Italy for the second round. It’s important to see where we are in Spa. It’s a very different track – it’s very fast compared to Imola, so it will be a good place to learn more about the characteristics of the GMR-001 Hypercar. I know Spa really, really well, but I’ve never had the chance to race a Prototype there before – I’ve always raced in GT. I have some really good memories from those races, so I’m looking forward to my first Hypercar race there, and to see how we go as a team. It will be a very important weekend to learn, so every session and lap is going to be important, and I hope we can bring the two cars to the finish again.” 

Dani Juncadella said: “Spa is a really good place. It’s one of my favorite tracks and one of the highlights of the WEC season. I really enjoy racing there. I’ve won the 24 Hours of Spa in GT3, so it’s a place I have fond memories of. Last year in ELMS we crossed the line second after a very strong race – but unfortunately got a penalty. Spa is a track that has a lot of different characteristics, such as a long straight and a good combination of high- and low-speed corners. That makes it very challenging as a driver, and it’s not easy for the engineers to set up the car. You need to think about where you want to maximize the performance. We can take a lot of positives from Imola. We were not expecting to be so competitive so early in the development of the GMR-001 Hypercar. However, we need to keep on learning the class, learning the car so we’ll take the weekend in Spa session-by-session and try to maximize what we have.” 

What is Endurance Racing?

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

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

Why is Genesis Getting into Endurance Racing?

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

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

Forging a New Legacy

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

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

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

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

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

About FIA WEC

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

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

The races, dates and car classes allowed in WEC

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

A comparison of the different endurance racing car classes.

Hypercar

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

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

LMGT3

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

LMP2

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

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

Race Weekends Explained

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

Day 1: Free Practice

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

Day 2: Qualifying

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

Day 3: Race Day

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

The Path to Victory

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

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

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

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

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

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

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

Genesis Debuts in Italy

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

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

Genesis x Larusmiani

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

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

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

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

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

A Translation of Design

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

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

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

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

Celebrating Heritage and Innovation

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

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

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

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

The Unexpected is Most Interesting

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

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

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

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

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

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

IMOLA, Italy, April 19, 2026 — Genesis Magma Racing achieved many of its goals on its debut weekend in the FIA World Endurance Championship (WEC), with both cars finishing the 6 Hours of Imola. The GMR-001 Hypercar proved its reliability and racing credentials over the combined Prologue test and race week, its record spoiled only by an issue in the opening hour of the race for the #19 car.

Both GMR-001 Hypercars showed strong pace throughout the series’ official Prologue test and practice sessions. The team’s preparations for the race culminated in qualifying, when Mathieu Jaminet set a best lap just 1.2 seconds from the fastest time in the first qualifying session – a promising benchmark for the brand-new team and car. The result was evidence of the hard work put in during the 499 days between the initial announcement of the team’s WEC entry and the first competitive track sessions for the 2026 season.

The honor of starting Genesis Magma Racing’s first race was given to André Lotterer and Dani Juncadella, in the #17 and #19, respectively. From the start the team kept to their pre-event aims – focusing on the aspects of the race within their control, the reliability of the GMR-001 Hypercar, and avoiding risks and penalties. The performance of the car was strong enough that this humble approach began to pay off.

Jaubert – the youngest driver in the 2026 Hypercar class – ran as high as the top ten, the Frenchman benefitting from the team successfully avoiding issues, while taking advantage of those who did not. As the drivers on track began to accomplish their aims, so did the team, executing each pitstop efficiently and navigating the Virtual Safety Car and Safety Car periods that punctuated the first half of the race. Mathys Jaubert pitted from twelfth at the end of his double stint. However, the choice not to change tires – waiting for rain that was never heavy enough to affect track conditions – left Pipo Derani unable to match the pace of those around him.

Rather than take risks in defense, the Brazilian focused on Genesis Magma Racing’s own targets to bring the car to the finish. He crossed the line two laps down, though the second lap was only given up on the final tour, congratulating the team over radio on making fine first steps with the car as he did so.

Though both GMR-001 Hypercars had run without any serious issues throughout the pair of Prologue test sessions and the race weekend, the importance of reliability in WEC competition was reinforced within the first 15 minutes of the race. A sensor issue in the #19 car, started by Dani Juncadella, necessitated a 30-minute stop in garage for the team to solve the problem before returning to the race, running without any further problem until the checkered flag to gain vital experience for team and drivers – Jaminet and Paul-Loup Chatin – ahead of the coming WEC events.

Genesis Magma Racing Team Management Quotes

Cyril Abiteboul, Genesis Magma Racing Team Principal, said: “All the way since we arrived for the Prologue, the team had a very encouraging start. As new entrants, we would never be set on outright performance; therefore we had assigned ourselves targets of reliability and execution. We started the week by focusing on accumulating mileage, something we achieved without issue or mistake during the Prologue and the free practices. Qualifying went to plan, but we could feel for the first time the pressure from a real competitive session. It was no different today, and the race did not start well, with an electronic issue on the #19 car that we elected to fix in the pits. On their side, André and Mathys in the #17 car could enjoy some very exciting racing against a number of other cars, but unfortunately the rain expected did not come when we pitted P9 for driver change. From that point, Pipo had to manage both tires and energy until the end. The main conclusion of this week is the strength of our foundations, and the potential of our racing team. I am very grateful to everyone who have entrusted both Luc Donckerwolke and myself to establish this program, our Executive Chair, our Vice Chair, our CEO. I really hope that we made them and the entire Hyundai Motor Group proud of Genesis’ debut in such a highly skilled World Championship. I am very pleased with the work achieved by the team and after this week we have lots to analyze back at base. But for today we are exactly where we worked to be at the start of our program.”

Gabriele Tarquini, Genesis Magma Racing Sporting Director, said: “We did it! Our plan was to finish with both cars. The #17 was great – very good pace, and our approach was really conservative on the tire choice, but the pace was there. The first four stints were very good. And at the end, Pipo was very, very good and had a lot to deal with but he also showed the speed. The #19 car unfortunately had the small problem with a sensor in the beginning and lost 22 laps. That was a shame but after this problem they showed very good pace as well. Both cars were classified and watching the team we did not lose a single second on the pit stops. We have mechanics here who have never approached the WEC before. This really is our first time, and the team didn’t lose a second on any pit stop, and we should be very proud of the job from the team.”

Justin Taylor, Genesis Magma Racing Chief Engineer, said: “I don’t want to say that I can’t believe it, because what we have achieved was our target – but I can’t believe it! We did not just bring both cars to the finish, but we were actually discussing strategy calls and racing hard against other cars that have been here for some years. That makes me incredibly proud of the team and the drivers and the engineers and mechanics – everyone. It’s really cool to put this particular foundation down as a base to work from. Of course we want to win every race, but success looks like this for us today. All we wanted to do was learn, not repeat any mistakes that we made and we did that. It’s going to take a while to download all the data; we’ve only run as far as we have this weekend once in testing before now. But really, I think that we can be proud of every aspect of what we have achieved not only on the track but also behind the scenes in the way that the Genesis brand has been represented, with the look and feel that has been created, and in the level of support we have enjoyed from headquarters to reach this point. Now the hard work begins!”

Anouck Abadie, Genesis Magma Racing Team manager, said: “It’s a first step but a very good one. We are extremely happy. It was our objective to finish the race, no matter the position, and really we achieved that. I have no other words but thank you to the entire Genesis Magma Racing team and to the drivers, they did a mega job. Perfect. Thanks to Genesis for their support and belief in us. I think that this performance reflects that belief. I think the most important thing that I take away from this first experience is the way that the team came together to perform in a way that you couldn’t have imagined for what was their first race. I think we have surprised a lot of people in the paddock, and now we can look ahead with the confidence of having shown that we know what to do.”

Driver Quotes - #17 GMR-001 Hypercar

André Lotterer said: “It’s a very emotional moment, I think, for all Genesis Magma Racing to reach the end of the race and achieve the target we wanted. I see a lot of smiley emotional faces because it was not an easy task, you know, in 500 days to build a team and be operational – and we really were operational. We were in the mix at some points with the #17 GMR-001 Hypercar, P10. I had fun in the car in the first two stints, and I was able to stay with the pack. Mathys was in the mix for his stints. Then we had a strategic choice, we expected the rain to come right after the pit stop handing over from Mathys to Pipo so we took the decision not to change the tires because we expected we would soon change to wets. And the rain didn’t come! So Pipo did a really good job to keep our race alive on those old tires, it was not so fun for him but it’s just the beginning. I think we can be really proud of everyone. Thank you to Genesis for having me, for putting together this group and so much heart into it. We didn’t look stupid and we have built a good base to work with, and now the machine has started. From now on there is a lot of hard work, there is no rest, there is always the hunt for performance, and you demand more and more. So we have started now and there’s no getting out of it!”

Mathys Jaubert said: “I was quite excited to start this first race with Genesis. Watching André and Dani at the start was a good feeling, with lots of excitement, and then it was my turn. I have to say I am really happy with what I did on track. We had a lot of fights with other manufacturers. This was no issue for us, we took no penalty, nothing, so we have to be happy with this. The team can be proud of how it has started its WEC story I think.”

Pipo Derani said: “We just tried something different with the tires on my stint because we knew there was a lot of potential for a lot of rain so decided to keep the worn tires on the car, try to gain a few seconds, anticipating that we would anyway have to come in for rain tires. But the rain never came! Nevertheless, I am so proud of our achievements today, we have come such a long way to be here, we arrived with the intent of finishing the race and here we are with two cars at the checkered flag. We’ve learned so much during the week and I can only be proud of the massive job we have done. This is Day Zero and we should be proud of how we have started. I want to say a big thank you to the whole team, particularly to Cyril for putting so much trust in me so early on and for the whole Genesis group to have taken this leap into the unknown and here we are finishing our first race with a very competitive car and great things to look forward to.”

Driver Quotes - #19 GMR-001 Hypercar

Dani Juncadella said: “A lot of positives to take from the week. We’ve been seriously competitive considering it’s been our first weekend. We started with a faultless Prologue test and ended with our sister car in the top 10 with two hours to go. Both cars made it to the finish. It is all really encouraging because we are here to compete, we’re here to race, so we can take a lot of encouragement from our performance and the fact that there really were no issues at all until the sensor on my car cost us time. But although it was an interruption it doesn’t take anything away from this positive first week for the team, or how we look ahead to the rest of the season from here. Now we go to Spa, one of my favorite tracks, so we will see how much we can learn from today and carry that with us.”

Mathieu Jaminet said: “Getting two cars to the finish is the biggest goal for this week achieved. I feel bad for the guys who have prepared the #19 car because they have been faultless, they have done a mega job, and the issue that we had with the sensor does not represent them or how we have been running all week. We have been running without any issues all week, so it’s a bit disappointing, but it shouldn’t bring anyone down. We have seen our sister car prove that it can run in the top 10, I think our pace in the race improved again, the setup changes and things we have tried are all working. We are definitely in the mix, we have a very strong base and a lot of data to analyze and I’m really looking forward to the next races because I’m sure you’re going to see Genesis more and more to the front. I think Imola is more of an old school track. Spa will probably give us some more answers before we go to the big one in France but then later in the year, I think we will have learned a lot from here this week.”

Paul-Loup Chatin said: “We have to be proud tonight. We brought the car back in one piece and we learned a lot. We have done such a lot of mileage and without a doubt the pace is there in the car. I am incredibly impressed by the team, with all of the work they have done. Now we need to work super hard, we need to focus on process, because the Hypercar class is incredibly competitive and the gaps between the cars are so close. We know now that the base is there, that the car is good, that the team is good and step-by-step we will work towards our goals.”

2026 6 Hours of Imola Results – Hypercar class

2026 FIA World Endurance Championship standings – Hypercar class

MILAN, April 17, 2026 — Genesis has announced a special collaboration with Italian luxury fashion and lifestyle brand Larusmiani, founded in Milan in 1922.

With more than a century of Italian sartorial heritage, Larusmiani is renowned for its exceptional menswear, luxury fabrics and passion for cars, drawing inspiration from the world of automotive design and performance.

Taking place during Milan Design Week and Genesis’ debut in motorsport, the Genesis GMR-001 Hypercar will be on display at Larusmiani’s iconic boutique on Via Montenapoleone, The Automotive Gallery, from April 17-30. Renowned for showcasing the pinnacle of premium cars, the window display captures the intersection between design and performance that defines the Genesis brand. The GMR-001 Hypercar translates Genesis’ design philosophy into raw racing potential, combining aerodynamic precision with sculptural fluidity, balancing elegance and confidence. On display during Milan Design Week, a capsule Genesis x Larusmiani collection of apparel and lifestyle accessories will also debut at the boutique and online.

Luc Donckerwolke, President and Chief Creative Officer of Genesis, comments, “This collaboration is an opportunity for Genesis to showcase how our ‘Athletic Elegance’ design philosophy can transcend into the fashion and lifestyle domain. Genesis and Larusmiani both share an appreciation for refined aesthetics, attention to detail and, above all, a dedication to exceptional design and craftsmanship.”

Guglielmo Miani, Larusmiani's CEO, adds: "Genesis speaks a design language that Larusmiani immediately recognized — one where form and performance are inseparable, and where attention to detail is not a finishing touch but a founding principle. Bringing the GMR-001 Hypercar to Montenapoleone and translating its lines into a capsule collection made with our Milanese artisans felt like a natural extension of what The Automotive Gallery has always stood for: the conviction that a truly exceptional automobile deserves the same gaze we reserve for great design.”

From Milan to Imola, the Genesis GMR-001 Hypercar makes its official global track debut at the 6 Hours of Imola, as Genesis Magma Racing competes in the first race of the 2026 World Endurance Championship. The new all-electric GV60 Magma high-performance model will be on display during an exclusive gala dinner at Museo Bagatti Valsecchi later this week, where guests will enjoy the signature Genesis “Son-nim” hospitality experience.

This collaboration follows Genesis’ official market entry into Italy in January and the announcement of its first two retail locations in the country, in Rome and Padua.

LE CASTELLET, France, April 13, 2026 — Genesis Magma Racing will work with leading “luxury performance” footwear brand APL for the 2026 FIA World Endurance Championship season, the company becoming the team’s Official Luxury Footwear Partner for their debut WEC season.

Award-Winning Designs Support Team’s Work 

APL, or Athletic Propulsion Labs, will supply the footwear worn by Genesis Magma Racing team members throughout the 2026 FIA WEC season, giving the company an active presence in the paddock. In turn, the team will be able to rely on the high-performance designs produced by APL during the long days of work required to compete in the highest echelons of world motorsport.

“In a series as closely contested as the FIA WEC, anywhere you can gain an advantage is key,” said Genesis Magma Racing Team Manager Anouck Abadie. “Partnering with APL brings multiple benefits. Obviously, it brings Genesis Magma Racing together with a strong lifestyle brand, but it also gives us the benefit of using high-quality products in the everyday activities of the team to make sure the team can work to the highest possible level.”

Los Angeles-based APL is renowned for its consistent ability to produce award-winning designs in multiple categories. The company’s ranges of training, running and basketball shoes have gathered multiple accolades, including prizes from leading lifestyle publications and brands praising APL’s men’s and women’s designs.

Brand-new designs featuring the Genesis Magma Racing colors will join APL’s range as part of the partnership, combining the manufacturer’s premium image with APL’s unrivalled position spanning fashion and sport.

Two Partners at the Intersection

The partnership brings together two brands who represent the intersection of luxury and performance in their respective markets and brings together Genesis’ “Athletic Elegance” philosophy with APL’s Athletic Propulsion ethos.

For Genesis, the introduction of the GV60 Magma, the first Magma model in the manufacturer’s road car range, marks an important step. Having established itself among the leading premium car brands, the addition of Magma models – and the foundation of Genesis Magma Racing – adds a muscular, high-performance edge to the brand’s image.

“APL is a challenger brand that has always pushed the limits of what’s possible,” said APL Co-Founders Adam and Ryan Goldston. “Footwear is the foundation of every step towards victory, and with Genesis Magma entering the World Endurance Championship and their focus on disrupting a competitive field, we felt this was the perfect opportunity for our two brands to partner and build something special. The demands of endurance racing will serve as a testing ground for advanced materials and technologies that push our products even further. APL is the footwear of choice for many world champions and those competing for one.”

APL is a pioneer of the luxury performance segment of athletic footwear in its collections for men and women. Combining the company’s world-class patented technologies with unique, innovative designs has allowed APL to count itself among the world leaders in athletic footwear. Its unique position at the crossover point is proven perfectly by the induction of APL’s founders, identical twins Adam and Ryan Goldston, into the CFDA (Council of Fashion Designers of America) – a first for an athletic brand.

BARCELONA, Spain, April 12, 2026 — The Genesis Magma Racing Trajectory Program lineup of Jamie Chadwick, Laurents Hörr and Valerio Rinicella started their 2026 European Le Mans Series season with a strong fourth place at the 4 Hours of Barcelona.

Driving Trio Avoid Issues on Debut Together

Reprising her role from the 2025 event, Chadwick drove the first stint of the four-hour race, starting the IDEC Sport-run #18 ORECA 07 from the fourth place secured by Hörr during Saturday’s Qualifying session, when he delivered two strong laps in his second run under pressure after having his first flying lap deleted due to track limits.

Though she lost some spots on the initial start, she had made all the ground back through a combination of strategy, on-track overtakes and avoiding the issues that afflicted several other teams in the opening stint, putting her year’s worth of LMP2 experience to excellent use. Hörr took over the car, continuing to push for a podium, climbing as high as third place as he had to negotiate multiple Virtual Safety Car or Full Course Yellow interruptions. In contrast, during Rinicella’s stint – taking the car for the final hour to the checkered flag – the pace amongst the leaders was relentless.

Despite taking on new tires to begin his stint and left-side tires at his final stop with 22 minutes remaining, he was unable to follow his rivals through the congestion of slower traffic to maintain the push for the podium. However, he was able to avoid contact and problems, an accomplishment that showed its value on the final lap when he took fourth position from another driver limping to the line with a damaged car.

The weekend also brought together all five drivers included in the Genesis Magma Racing Trajectory Program for the first time. The trio of LMP2 drivers were joined by Koreans Michael Shin and Kyuho Lee, who compete in the FIA Formula 3 Championship and GB3 Championship, respectively. The two single-seater drivers were able to experience qualifying and the race inside the IDEC Sport garage, immersing themselves in the event.

Post-Race Quotes - #18 IDEC Sport ORECA 07

Jamie Chadwick said: “The start of the race was a little bit tricky, but then I managed to claw back a couple of positions. I think the stint was OK; we double stinted the tires, which seemed to work quite well when the Virtual Safety Car came out. It was a little bit tricky, but we were in the fight, which was the main thing. We had positive progression throughout the weekend. I think we would have taken P4 at the beginning of the week, to be honest. With how we were running in that race, you always want more, but still, we can be really positive. The team did a great job. No mistakes, no errors and same for my teammates and I think it’s a really good foundation for the rest of the year. We need to keep working and targeting the top five. Le Castellet is a home race for the team. I think we can go well there, so aim for another top five there and hopefully we can go one higher to get onto the podium – let’s see.”

Laurents Hörr said: “It was a long stint. It was not easy because we all had fresh tires and everybody was really pushing the whole time. I was really happy with the first stint, and in the second stint everybody was pushing a little bit more and I just didn’t have the grip of the first set of tires anymore. It’s certainly a bit different in the main LMP2 class after coming from Pro-Am lineups for many years. In the pro ranks, you can just push a lot harder together with your teammates, and you can push with the car setup more, which was very pleasant for me. Overall, we have a great team ambience inside the Trajectory Program, but also with the IDEC Sport team, and its great fun, and finishing fourth is a great start to the season, with much more to come.”

Valerio Rinicella said: “It was a hard stint for me, with only two tires on the left, which were a bit hard to warm up. I think I lost a little bit of time to other guys [because of this]. The pace was OK, but not enough for P1, so I just tried to do my best. We fought for the podium until the end, but it’s endurance racing, so it was hard for me to manage everything as this is the first race for me. I think with the traffic, sometimes you get lucky, sometimes you get unlucky. It’s just about position, and maybe half a second can cost you two positions, or maybe you can gain two positions in just five tenths. It’s a lot about managing risk, being lucky and being in a good position. I have five races to go so I have time to work on it. In single seaters, you don’t have this issue, you just push and you try to overtake the car in front. Here there are a lot of things to do, managing and following a target lap time, fuel and traffic as well.”

Genesis Magma Racing Sporting Director Gabriele Tarquini said: “For the new season, the Genesis Magma Racing Trajectory Program has a tighter focus on driver development, but in the European Le Mans Series our goals remain the same. We are not targeting race wins but want to give the drivers the opportunity to gain experience, with the potential for them to join the Genesis Magma Racing lineup. For Jamie, Laurents and Valerio to begin 2026 with a top-five finish is very encouraging. It was their first race together with the IDEC Sport team, Laurents first in the Pro class and Valerio’s first in the championship, with so many new challenges to face. Each driver gave a good individual performance, with the consistency that is essential in endurance racing, and can take away important lessons for their next race in the championship.”

FRANKFURT, Germany, April 10, 2026 — Genesis Motor Europe yesterday announced the opening of its first dedicated dealership in Europe, marking a key milestone in the implementation of its dealer network and the brand’s regional expansion. The new retail space, operated in partnership with leading Dutch dealer group Broekhuis, represents a major step forward in bringing the Genesis experience closer to European customers.

The opening further strengthens Genesis’ commitment to building an experienced and reputable sales and service network across Europe. The new dealership complements the existing network of Genesis Studios and carefully curated brand spaces that are located in the most prominent cities across Europe and have been designed to offer to customers a first-hand, immersive experience of the brand. 

Located in The Netherlands, near Amsterdam, the new Genesis dealer offers a high-end and curated brand experience within an established automotive setting. The facility spans over 170 square meters and showcases the full Genesis lineup, allowing customers and visitors to engage first-hand with the brand. 

The space has been thoughtfully designed to prioritize customer comfort and personalization and features a dedicated customer lounge area that reflects Genesis’ commitment to hospitality, “Son-nim.” 

Genesis has partnered with Dutch company Broekhuis, a highly respected automotive dealer group in the Netherlands. The company has been recognized among the top 50 largest automotive dealer groups in Europe and brings extensive experience with premium automotive brands. Its track record has been proven through multiple domestic and European awards recognitions and combines a strong existing partnership with Hyundai, making Broekhuis a natural choice for Genesis’ first dealership in Europe. 

Peter Kronschnabl, Genesis Motor Europe Managing Director, said: “Following the recent launch of Genesis in the Netherlands last month, we are proud to open tonight our first dealership. This milestone marks a concrete step in the rollout of our European dealer business model and the foundation of a robust network in the region, with a customer-centric mindset at its core.” 

Reinier Imminkhuizen, Divisional Director, and Marc Reijsbergen, Branch Director of Broekhuis, said, “Since our founding in 1932, our family-owned business has remained consistently committed to being customer-focused, with everything centered on personal attention and creating long-term relationships with employees, customers and our societal partners. This is our reason for being, for 94 years. The Broekhuis team, therefore, embraces the Korean ‘Son-nim’ philosophy of ultimate hospitality, which closely aligns with the customer promises upheld by the Broekhuis Group.” 

By combining a premium retail environment with trusted local expertise, Genesis continues to redefine the premium automotive experience in Europe.

IMOLA, Italy, April 10, 2026 — Genesis Magma Racing will make its debut in the FIA World Endurance Championship (WEC) at the 6 Hours of Imola less than 500 days after publicly announcing their intent to enter the series. Though the team is satisfied with the progress made during testing, the event at the Autodromo Internazionale Enzo e Dino Ferrari represents a new step, joining the established teams and manufacturers of the grid on track for the first time.

Race Debut Builds on Foundations Laid During Testing

The team’s main focus is on building on the foundations laid during the 25,000 kilometers of track testing completed by the team with the car since August 2025. Recognizing the scale of the challenge of joining the highly competitive championship, Genesis Magma Racing places a two-car finish high on its list of goals for the race while focusing on managing aspects of race weekend operation that lie fully within its control.

The change to the WEC calendar gave Genesis Magma Racing an extra three weeks to prepare for its first event at the highest level of endurance racing. The team’s engineers took full advantage of the opportunity as they have done throughout the testing and development of the GMR-001 Hypercar.

Final preparations for the race debut included a day of testing at the Imola circuit – something that was planned prior to the calendar alterations. As well as giving the team an opportunity to simulate race runs on a WEC race track, the running with two cars provided the drivers with a chance to establish a base setup for the car, which they can work from during the Prologue test and Free Practice sessions.

This is especially important for the technical demands of the Imola circuit, including a need to ride bumps and curbs well to make the most of the power from the GMR-001 Hypercar’s G8MR 3.2l Turbo V8 engine.

Both of the team’s entries will be shared by three drivers – Pipo Derani, Mathys Jaubert and André Lotterer sharing the “liquid metal” liveried #17; and Paul-Loup Chatin, Mathieu Jaminet and Dani Juncadella in the predominantly black #19 GMR-001 Hypercar.

Genesis Magma Racing Team Management Quotes

Cyril Abiteboul, Genesis Magma Racing Team Principal said: “The FIA World Endurance Championship weekend at Imola is a huge moment for Genesis Magma Racing and Genesis as a manufacturer. I am very proud of the work we have done as a team to reach this occasion, and I am personally very proud of the faith placed in us by our Chair, Vice Chair and Chief Creative Officer Luc Donckerwolke to take Genesis racing. As a new entrant, we know that we are not in a position to pursue performance at the start of the season. Instead, our focus will be on things we can control in our reliability and operations, making sure we can do the small things right first, before we can expect performance and race results. A successful weekend in Imola will be if we get both our GMR-001 Hypercars to the finish with minimal technical problems or penalties and the entire team working well together. Once the race starts, I’ll be nervously waiting for the checkered flag — certainly not for the last time with Genesis Magma Racing.”

Gabriele Tarquini, Genesis Magma Racing Sporting Director said: “Imola is not just a race weekend for Genesis Magma Racing, but our first ever race. It’s a very important moment in our history. The entire team is excited to start, and once we begin, I’m sure we will find even more motivation for the season. Even after a long time for testing – even if any time spent testing is never enough – we really miss the stress and adrenaline of real competition. Our goal for the first race is to put both GMR-001 Hypercar on the grid with no mistakes, and to finish the race with both cars. This is the first step for us to climb, and I want to see how our drivers, who worked together very well during testing, will perform in a race situation. We know that our competitors are very strong and very experienced, but I am sure we have everything we need to start fighting with them very soon.” 

Justin Taylor, Genesis Magma Racing Chief Engineer said: “Imola is a unique circuit, not only because of its history but also some of its characteristics, namely the curbs and bumps. To be fast in Imola means using the curbs and absorbing the bumps, which means a compromise on the aerodynamics. We gained invaluable experience at the track during a test in February and will be building on that foundation during the official Prologue, focusing on adapting the GMR-001 Hypercar to the challenges of a full WEC event with other Hypercar and LMGT3 traffic, something impossible to test otherwise. There’s a mix of feelings about finally going racing after an intense development. Obviously, anxiety coming from the uncertainty of how the car will perform when compared to the rest of the field. At the same time, we have great excitement to cross a significant milestone to where lap times and results matter.”

Driver Quotes - #17 GMR-001 Hypercar

Pipo Derani said: “The additional month before the start of the season was definitely helpful for us. On the other hand, we would have preferred to race in Qatar as it would have provided an extra 10-hour race before Le Mans. Imola is one of the most challenging circuits on the calendar, making it a significant test for us as a team for our first race. If we perform well at Imola, it should boost confidence for the next rounds. I believe our first target is to finish without any major issues. I'm not setting any expectations. I want us to focus on doing well with the things we can control. If we succeed in that, we might end up with a positive outcome. From a personal perspective, my goal is to accomplish small wins each day and review the weekend with the sense that we worked effectively as a team. There will be moments we might consider as underperformance but recognizing those areas will be important for our development.”

Mathys Jaubert said: “The test we completed at Imola gives us a strong foundation heading into the race weekend. It allowed us to define key elements such as the gearbox ratios, work on setup, and for us drivers to get comfortable with the track, but without traffic. The Prologue will be especially valuable, particularly for me as a rookie, to adapt to traffic management with the GT3 cars. It will also give us our first real benchmark against the other teams and help us understand our strengths and areas to improve, giving our first true indicator of where we stand. The priority will be to stay consistent, avoid mistakes, and not pick up any penalties. It will also be important to identify any weaknesses in the car so we can improve for the upcoming races and build a strong foundation for the season. On my side, the focus will be on delivering a clean and consistent race, avoiding errors, and staying in the right rhythm throughout my stints. Being on the pace is key, and I’m confident we will be there.”

André Lotterer said: “Imola is one of the tightest tracks on the FIA World Endurance Championship calendar. It is very demanding in terms of traffic management and quite busy for the drivers. The baseline setup we have for the GMR-001 Hypercar is quite good, but you need a very particular setup for Imola. It is one of the bumpiest tracks we visit and requires a car that is nimble and able to go on the curbs and absorb the bumps. As a driver, you always try to maximize what you have, but in this case we don’t know what we have compared to the competition, so it will be a revelation to see where we are. We don’t have crazy expectations. We want to finish the race and gain as much experience as possible. We’ll focus on ourselves and our solutions and learn as much as we can so we can continue to build the team and leave Imola stronger. We’ll see our weaknesses, but the more we see them, the clearer our solutions will be, so we can address them quickly.”

Driver Quotes - #19 GMR-001 Hypercar

Paul-Loup Chatin said: “I’m very pleased to see the 2026 season finally getting underway. It represents the start of a new personal challenge for me, but also a significant milestone for everyone at Genesis Magma Racing. Since the team was announced in December 2024, the entire team has worked relentlessly and made the most of every second. I’m extremely proud of what they have achieved in such a short space of time. Imola marks the first step of this new chapter. The circuit increases the level of difficulty due to its characteristics, particularly the bumps and aggressive curbs, which require specific qualities from the car. It’s a real challenge that will teach us a lot for the rest of the program. Our primary goal will be to focus on ourselves and execute a clean race from start to finish. We are not facing a single mountain, but an entire mountain range. It will be essential to remain humble and united throughout this journey if we want to reach our objectives.”

Mathieu Jaminet said: “I’m super excited to finally go racing. It’s been a while since I had the chance to race against someone, and I think it’s the same for my teammates. I’m looking forward to starting the season, the competition and seeing where we are. Starting Imola after Qatar was postponed could be seen as a good and bad thing for us. It would have been interesting to see where we were compared to the competition already in Qatar, but it gave us more time to prepare, which we took full advantage of. For me, Imola is one of the highlights of the calendar. It’s a very old-school track. It’s fast, really demanding for the car, so I’m looking forward to driving there and seeing how close – or far – we are from the top runners. The main target is to finish the race with no technical issues, no penalties and we can build from there. Get some mileage, learn more about the car, and get the team working together.” 

Dani Juncadella said: “Starting the season in Imola is quite a challenge as a driver, and for the whole Genesis Magma Racing team. It’s a very challenging track, very technical as a driver and very narrow, so it’s going to be fascinating managing the GT traffic, which will be a first for me. We got the chance to test at the circuit and make a few laps, which gave us a bit of a head start to know what’s coming. To be fair the aim for the weekend is go step by step, day by day with the Prologue test, practice, qualifying and race. For me, it’s my debut in Hypercar, so I’m massively excited, but I’m not expecting much in terms of results, but it’s not our main focus. There’s a lot of things we need to work on before focusing on pure results. I’m very excited to start the journey with my two teammates in the #19 GMR-001 Hypercar. Imola is a great place to kick-start the season. It’s going to be hectic, and let’s see if the weather also plays a role. There’s going to be a lot happening.”

LE CASTELLET, France, April 2, 2026 — As Genesis Magma Racing and the GMR-001 Hypercar prepare to join the FIA World Endurance Championship (WEC) grid at the 6 Hours of Imola later this month, the virtual version of the team’s first car has already been added to the lineup on Le Mans Ultimate.

Team’s Engineers Work Closely with Game Developers

The addition of the GMR-001 Hypercar, which is available now for free to all players, comes after a close cooperation between Genesis Magma Racing and Motorsport Games, the developers of Le Mans Ultimate, the Official Game of the FIA World Endurance Championship and 24 Hours of Le Mans.

The two groups worked hand-in-hand to model the car directly from Genesis’ own renderings of the design. Engineers have also provided data and feedback on the suspension settings, aerodynamic balance and gearing of the GMR-001 Hypercar to create a realistic handling model for the car’s launch – which comes before the car’s competitive debut, an impressive first for Le Mans Ultimate and a major accomplishment in any racing simulation.

In game, the GMR-001 Hypercar carries the #17 and “liquid-metal” based livery first revealed on March 31. The livery carries the same traditional Korean hangeul lettering for “Magma” – “마그마” – that will be seen on the real cars. The sound of the car’s G8MR 3.2l Turbo V8 engine completes the package, created with recordings of the motor from some of Genesis Magma Racing’s latest development tests.

The GMR-001 Hypercar is the headline of Motorsport Games’ V1.3 Update for the game, which also features the addition of ELMS content, including the Circuit de Barcelona-Catalunya as part of DLC, as well as a number of smaller additions and fixes. The Update also introduces a Korean translation of the game, supporting Genesis Magma Racing’s position as the first South Korean manufacturer to enter the FIA World Endurance Championship.

Chance to Win Workshop Visit in GMR Sim to Sim Contest

To mark the arrival of the GMR-001 Hypercar in game, and the collaboration between Genesis Magma Racing and Motorsport Games, the car will be the focus in the “GMR Sim to Sim” competition – Silver Daily Races taking place in Le Mans Ultimate online March 31-April 7.

In the races, Le Mans Ultimate players will take the GMR-001 Hypercar to the fearsome Circuit de Spa-Francorchamps. Faced with the kind of changing track conditions the Ardennes venue is notorious for, as well as specially created challenging fuel usage and tire wear parameters, players will compete not only for victory in their 45-minute race, but for the fastest lap of all drivers worldwide competing across all splits over the full week.

The fastest five (age 18+) will win an all-expenses-paid visit to Genesis Magma Racing’s workshop at Le Castellet, France, to see where the team prepares the cars for the WEC season and will also experience a session in the team’s F1-bred Dynisma simulator.

Genesis Magma Racing GMR-001 Hypercar driver Dani Juncadella said: “I’ve been part of Team Red Line and Verstappen Sim Racing for the last five years, and I know some of our Pros are involved in Le Mans Ultimate, so it’s clearly a great platform that is only going to keep growing. It’s already been extremely popular with sim racers and teams, and to have the GMR-001 Hypercar included in the game before our first race is very exciting, and I’m very happy to be part of the event to celebrate the introduction of the car to the game. Our engineers have worked closely with the developers to create the in-game model, and I’m looking forward to trying it out.”

Juncadella will provide coaching to the winning drivers during their time in Genesis Magma Racing’s simulator. “With a session in our simulator, the top drivers will get a chance to see what it is like to work with a real-world, professional Hypercar team,” he said. “The top sim racers are so talented and dedicated, driving every day and putting so much effort into their own rigs. So, the fact that they will get to experience our sim will be a great moment for them, and a great opportunity because, I believe, something like that can open chances for the future.”

For full terms and details of the GMR Sim to Sim contest, please see here: https://lemansultimate.com/competition-time-gmr-sim-to-sim-challenge/

NEW YORK, April 1, 2026 — At the New York International Auto Show today, Genesis President and CEO José Muñoz announced a bold, multi‑year product and manufacturing strategy that underscores the brand’s long‑term commitment to North America. From 2026 through 2030, Genesis plans to introduce 22 all-new or significantly enhanced models, including SUVs and passenger cars. These new vehicles include core models, new powertrains and expanded trims. 

"Genesis reached one million cumulative sales faster than any other luxury brand in history, and we are just getting started,” said Muñoz. “Today we are committing to 22 new or significantly enhanced vehicles in North America by 2030, spanning new powertrains, new segments and experiences designed around the Korean tradition of treating every customer as our ‘Son-nim,’ our honored guest. Whatever a customer's preference, whatever powertrain fits their life, there will be a Genesis for them." 

These new models, advanced powertrains, and expanded production initiatives build on Hyundai Motor Group’s previously announced $26 billion investment in the United States, a comprehensive effort that includes a new, state-of-the-art steel mill in Louisiana and a robotics innovation hub, strengthening Hyundai Motor Group’s manufacturing and technology footprint in the region. 

This multifaceted, expanded North American product strategy aligns with Hyundai Motor Group’s broader localization and manufacturing goals in the United States. 

Together, Genesis’ expanded North American product lineup, growing U.S. production footprint and increased parts localization position the brand for sustained growth, greater flexibility and stronger alignment with customer priorities across the U.S. and Canada. 

[1] Targeted information based on current plans and projections. Actual results, timing, and specifications may vary.

LE CASTELLET, France, March 31, 2026 — Genesis Magma Racing has unveiled the GMR-001 Hypercar that will represent the manufacturer in its first season of motorsport, competing in the FIA World Endurance Championship. The car is the product of a tightly packed schedule of design, building and development.

Design Shows Close Connection Between Road and Race Cars

The GMR-001 Hypercar is proudly “Designed by Genesis” – a statement carried on the front bodywork of the car. The design – the result of cooperation between Genesis’ own design center and chassis partner ORECA – takes Genesis’ commitment to Athletic Elegance in its designs to the extremes permitted by designing a high-performance race car for the highest tiers of motorsport. The aerodynamic requirements provoke long, simple flowing lines interrupted only where necessary, emphasizing the Genesis brand’s luxury credentials.

Most noticeably, the GMR-001 Hypercar features Two-Line headlamps similar to those found on Genesis road cars. These were specially designed for the race car – a risk given the importance of good lighting in WEC competition. Happily, the design of the lights, and their performance, were quickly validated during the first endurance test of the car, which took drivers through the night at the Circuit Internacional do Algarve in Portugal in September.

The connection between road and race cars is underlined as the GMR-001 Hypercar carries the Genesis wing logo prominently on the center of the nose – truly representing the manufacturer on track.

Team Hit Development Schedule on Tight Deadlines

Despite the tight time frame dictated by a 2026 debut, Genesis Magma Racing has reached every milestone on schedule. The first Genesis G8MR 3.2l Turbo V8, based on Hyundai Motorsport’s in-line 4-cylinder engine from the FIA World Rally Championship (WRC), was fired up in February 2025, exactly as planned.

While testing of the first power plants was underway, adding further powertrain components as the work progressed, the first GMR-001 Hypercar chassis were built to the LMDh technical regulations by chassis partners ORECA, close to Genesis Magma Racing’s own base at Le Castellet. Chassis and powertrain were united for the first time in August 2025, and testing began later that month.

“From the start we wanted to be working with the best partners and resources we could,” said Genesis Magma Racing Team Principal Cyril Abiteboul. “Working with ORECA and the experience they have was a natural choice, while using the base Hyundai Motorsport’s WRC engine gave us strong, proven high-performance engine. These choices were very important in the early development to help us meet the deadlines we had set ourselves.”

Early Reliability Targets Passed During Testing

The first running specifically took place at Circuit Paul Ricard to allow ORECA technicians and Genesis Magma Racing’s own engineers to quickly find solutions to any issues that arose during the first runs. Over the course of track testing the GMR-001 Hypercar completed nearly 25,000 kilometers on circuits representative of those on the WEC calendar, with one engine completing nearly 9,000 kilometers – a vital target.

“We set some high mileage targets for various components and we achieved most of them, but more importantly, the mileage has been productive,” said Genesis Magma Racing Chief Engineer Justin Taylor. “As well as endurance, we also focused on making sure we could run consistently to our full potential within the WEC technical regulations.”

Good progress on those targets during early testing allowed the team to increasingly hone the performance of the car, including simulating the demands of WEC events and runs in different conditions, including on a wet Magny-Cours circuit in October.  

“Our first target this season is to finish races,” Taylor looks ahead to the start of the 2026 season. “No problems. No penalties. Then we can start to look to move forward in the Hypercar class, step-by-step, Hyperpole appearances, achieving finishes on the lead lap, challenging for top fives on pace.”

Livery Brings Korean Identity to the Track

The two GMR-001 Hypercars that will take to the track for the start of the FIA World Endurance Championship season will proudly carry the Korean flag, announcing Genesis as the first Korean manufacturer to enter the series. As well as the national flag, the car livery also features the traditional Korean hangeul lettering for “Magma” – “마그마.” The characters are central to Genesis Magma Racing’s identity, with its consonants “ㅁ,” “ㄱ,” and “ㅁ” inspiring the geometric Genesis Magma Racing logo that will be carried in the team’s signature Magma color on the engine cover of both GMR-001 Hypercars.

Hyundai Motor Group President and Chief Creative Officer Luc Donckerwolke said: “The design work started during the very first test at Paul Ricard circuit in August where we had a full naked carbon fiber car as canvas. While applying our design philosophy principle Athletic Elegance to the livery, we focused on respecting the shapes of the GMR-001 Hypercar and its details such as the Two-Line headlamps and the parabolic line in the body. As a Korean manufacturer, we also wanted to honor our roots and heritage by utilizing the word ‘Magma’ written in hangeul, the Korean alphabet. Throughout the design evolution, this element became a strong graphic identifier that we decided to use not only for the GMR-001 Hypercar but also for our garage, structures and team uniforms.”

LE CASTELLET, France, March 30, 2026 — For the team’s debut season in the FIA World Endurance Championship (WEC), Genesis Magma Racing have assembled a driver lineup that combines championship winning experience, development expertise and the ambition of youth. However, all involved recognize the scale of the challenge ahead of the team.

Driver Lineups Balance Experience and Ambition

Though satisfied with the outcomes of the on-track testing and development, the team is aware that the proof of the progress made will only come with the first competitive sessions of the 2026 season. The efforts of Genesis as a manufacturer and work the team has completed have secured a place on the grid of the 6 Hours of Imola. However, on track, Genesis Magma Racing have to earn the right to truly compete with the more experienced teams and manufacturers it wishes to count among its rivals.

“We have focused on the things we can control,” said Genesis Magma Racing Sporting Director Gabriele Tarquini. “In engineering, that’s the reliability and performance of the car, in team management, it’s the processes and for me, it’s the driver lineups.”

He explained: “Each of our drivers brings something different, and that’s exactly what makes a strong endurance lineup. We have drivers whose extensive Hypercar experience has been extremely valuable in developing the car, and others who, with the enthusiasm of rookies, will help us overcome the difficulties we will certainly face during our first season. But beyond individual strengths, what really matters is how they work together. Endurance racing is about trust, communication and shared responsibility for the result.”

The relationship between the drivers has been critical in assembling the three-driver lineups for each of the team’s GMR-001 Hypercars. Most notably, when named as the team’s first two drivers in December 2024, André Lotterer and Pipo Derani were expected to drive different cars in competition. However, as the team saw how well they worked together during the earliest stages of testing, it became clear that the strongest option for the team was to pair the two in the #17 GMR-001 Hypercars, where their combined experience is complimented by Hypercar debutant and Genesis Magma Racing Trajectory Program graduate Mathys Jaubert.

The #19 sister car will be shared by Daniel Juncadella, who drove alongside Jaubert in the European Le Mans Series last year, Mathieu Jaminet and Paul-Loup Chatin. All three start new challenges in their careers with Genesis Magma Racing, aiming to add to successes including IMSA titles — Jaminet —  GT racing success —  Juncadella —  and a FIA WEC race win in a car built around the same ORECA spine as the GMR-001 Hypercar —  Chatin at the 2025 6 Hours of Fuji.

Driver Quotes and Profiles - #17 GMR-001 Hypercar

Luis Felipe ‘Pipo’ Derani

Place of Birth: São Paulo, Brazil
Date of Birth: Oct. 12, 1993
FIA Driver Grading: Platinum

Career Highlights:

Pipo Derani said: “Our first goal for the season has to be for us to become a proper team. There are so many great people in the team. What we’ve already done is a massive achievement, like climbing Mount Everest, only higher, and now we get to live what one-and-a-half-years ago was a dream. Now we have to polish everything – have the pitstops done right, people knowing exactly what they need to do. The reality is we need to create small targets for ourselves. For the first race we can hopefully make as few mistakes as possible and finish the race, the second race finish a little better, results-wise, and slowly push the targets further and further towards the front. The mentality I’m taking into the season is to tick those boxes bit by bit. I think if we do that, we will eventually be surprised with where we can get.”

Mathys Jaubert

Place of Birth: Salon-de-Provence, France
Date of Birth: March 3, 2005
FIA Driver Grading: Silver

Career Highlights:

Mathys Jaubert said: “For me, honestly, my first target is to make a good year, as I did in 2025 in the European Le Mans Series. If I can go without mistakes, with good performance in all my stints, then I will be proud of what I have done at the end of the year. This is my main target, and the most important thing for the team. I think a good aim for us is finishing in the top five in one race; this – for the first year of the team, that would be very strong. For me, personally, my ambition is to be the best rookie in the WEC. That’s always the first aim to be best of the group like you. But, for that you need to have good teammates, a good car and a good team around you.”

André Lotterer

Place of Birth: Duisburg, Germany
Date of Birth: Nov. 19, 1981
FIA Driver Grading: Platinum

Career Highlights:

André Lotterer said: “For most of us who have been in the sport a long time, the ultimate goal is to win and until then you’re not too happy. The dynamic is obviously different when you join as a new manufacturer against teams that have been racing for years. So, you have a humble approach. It would be amazing to finish our first race without problems and issues and accumulate maximum experience, would be a very great achievement. But as we know, and as all ambitious people in motorsport, we are very competitive. So, for sure, we will do our best to be as competitive as possible. The car has run without problems in testing and life has been pretty good. But in the racing scenario, it can be different. We will definitely face things that we try to simulate, try to expect, but they will come. And let's see how we can manage them and tackle them. And that is how we will be challenged.”

Paul-Loup Chatin

Place of Birth: Dourdan, France
Date of Birth: Oct. 19, 1991
FIA Driver Grading: Gold

Career Highlights:

Paul-Loup Chatin said: “I’m really looking forward to being part of the Genesis brand, building the reputation of the brand in Europe. That’s part of the goal for Genesis Magma Racing, and if we are good on track then that will be good for the brand. It will be super cool to see the benefit of what we do on track in the wider market. As a race team, we want to progress during the season. What I don’t want to see is a decent first race and a decent last race. I’d actually prefer to have a difficult race in Imola and then a good Bahrain weekend at the end of the year. I don't know where we’ll start compared to the other teams. We'll know soon, but at the moment I still don’t know where we are exactly in terms of performance. We dream about it, but it would not be realistic to say we’ll arrive, and we’ll be straight away fast and reliable.”

Mathieu Jaminet

Place of Birth: Hayange, France
Date of Birth: Oct. 24, 1994
FIA Driver Grading: Platinum

Career Highlights:

Mathieu Jaminet said: “The GMR-001 Hypercar is very different from the Porsche I’ve driven before. It’s quite surprising, knowing how tight the LMDh regulations are, that two cars can feel so different, but at the end of the day they all make more or less the same lap time, even if it’s in different ways. There are definitely some strengths in the GMR-001 Hypercar, even though we are still very early in the Genesis Magma Racing project. On the other hand, there are some weaker points, and this is where I try to bring my experience to the engineers, having developed a previous car before and raced it for a couple of years, to work to create a winning racecar. I think a realistic target is progression - that the car gets more reliable over the year, that we start to gain performance and slowly catch up to the front and really see progression from race one to race number eight.”

Dani Juncadella

Place of Birth: Barcelona, Spain
Date of Birth: May 7, 1991
FIA Driver Grading: Platinum

Career Highlights:

Dani Juncadella said: “There’s many different things playing into a result that we, or at least me as a driver, cannot control. We need to focus on what we control and that’s why we’ve worked during testing on being better every day on the aspects that can just gain you performance, whether it is reliability, drivability or lap time. It could be, at the end of the season, we look back and, even if we haven’t scored a good result, we could probably say, ‘OK, here we had a chance and something happened.’ But if you give yourself opportunities to score big results, that’s already something you can be proud of. If we’re in a position to fight for a strong result already in our first year, I think that’s something we can be satisfied with.”

LE CASTELLET, France, March 27, 2026 — When Genesis Magma Racing was announced in Dubai in December 2024, it marked the first public steps in a huge task. With only 499 days between the announcement and the first race of the 2026 FIA World Endurance Championship (WEC), it was not just a car and an engine that needed to be built, but a whole team.

“No Alternative” to Entering WEC as a Full Manufacturer Team

The scale of the challenge was made even greater by the decision that Genesis would enter the WEC paddock as an in-house manufacturer team, rather than partner with an existing outfit. “Given the long-term objectives, there was absolutely no alternative,” explained Genesis Magma Racing Team Principal Cyril Abiteboul. “It was mandatory for us to do everything ourselves, instead of giving responsibility to a partner team, which would have been the easier thing to do.”

He continued: “This is the start of a long-term project for Genesis Magma Racing, and we wanted to start with our own soul, skill and people. Genesis also wants to understand motorsport as a manufacturer and bring that high-performance culture to the company. The only way to do this is to remove the firewall between the race team and the brand and take full control ourselves.”

What has been built is a team of 75 people representing 16 different nationalities. They are split between Genesis Magma Racing’s race base at Le Castellet in France, Hyundai Motorsport’s Headquarters in Offenbach, Germany, and the company’s nearby Technical Centre in Fechenheim, where the Genesis G8MR 3.2l Turbo V8 at the heart of the GMR-001 Hypercar is built. For the eight rounds of the 2026 FIA World Endurance Championship, starting with next month’s 6 Hours of Imola, they will join together in the paddock for Genesis Magma Racing’s debut season.

Team Assembled from Scratch Without Compromise

Within the team are specialists with a range of backgrounds representing not only endurance racing but across the motorsport spectrum, including 15 team members from Hyundai Motorsport, who moved to Genesis Magma Racing as part of the Trajectory Program. The assembled team brings a range of experience and approaches to an organization started from a blank sheet of paper.

Genesis Magma Racing Team Manager Anouck Abadie said: “Starting from a white page does have advantages. We could do what we thought was best for the team’s structure, without having to follow anything that had gone before. We were only focused on what we thought would work best. For the people too, we had everyone starting new, so we could put the right people in the right roles without any compromises or politics.”

The team structure was tested alongside the GMR-001 Hypercar through the second half of 2025. This culminated in the December test at Barcelona where 80% of the on-event team was present, validating Genesis Magma Racing’s operational plans for the 2026 season.

Setting up an entirely new facility, Genesis Magma Racing was also able to avoid compromise on the location for the race base. Specifically choosing a location close to both chassis partner ORECA and Circuit Paul Ricard, where the GMR-001 Hypercar completed its first tests, the team is run from a 2,900-square-meter workshop where the race cars will be prepared between races.

Genesis Magma Racing Operations Director Sebastien Metz said: “At the Genesis Magma Racing race base we have all the key departments and requirements of the team in one place. We have a dedicated area for the mechanics’ pitstop practice, and a space for remote engineering operations during each race weekend. It was important for us to have as much capability as we could within the team and workshop, and we have a perfect opportunity to do that.”

Team Clothing Design Features “Distinctly Korean” Hallmarks

Genesis Magma Racing team members will be instantly recognizable in the paddock, sporting team clothing featuring the signature combination of black and Magma Orange. Supplied by the team’s Official Team Apparel Partner, Kappa, the kit features the now-familiar geometric Genesis Magma Racing logo, with the traditional Korean hangeul writing that inspires it included as a subtle tone-on-tone repeating design as the team remains true to its “distinctly Korean” philosophy.

The combination of colors holds strong meaning – the black representing the humble attitude and the brighter shade symbolic of the self-confidence and passion of Korean culture – as the team prepares to be the first manufacturer in the championship from the country.

LE CASTELLET, France, March 27, 2026 — Genesis Magma Racing has partnered with iconic brand Kappa® for the 2026 FIA World Endurance Championship (WEC) season as the team’s Official Apparel Partner to provide the squad’s official clothing. 

Clothing Design Shows Korean Identity 

Genesis Magma Racing’s team members will be instantly recognizable in the paddock, starting with the season-opening 6 Hours of Imola. The official clothing features a signature combination of black and Magma orange and includes the now-familiar geometric team logo, with the traditional Korean hangeul writing that inspires it incorporated as a subtle, tone-on-tone repeating design that remains true to Genesis Magma Racing’s “distinctly Korean” philosophy. 

The combination of colors holds strong meaning – black representing the humble attitude and the brighter shade symbolizing the self-confidence and passion of Korean culture – as the team prepares to be the first manufacturer in the championship from the country. 

“The Korean roots of Genesis Magma Racing are very important to us as a team,” said Hyundai Motor Group President & Chief Creative Officer Luc Donckerwolke. “Genesis is the first Korean manufacturer to compete in the WEC, and we want to be seen as ambassadors for motorsport in Korea. To accomplish this, we have to properly represent the country and the culture wherever we can. By including hangeul as a key part of our identity – on our clothing, on the GMR-001 Hypercar and in our spaces, we reinforce Korea as a key part of the team’s identity on the world stage.” 

Kappa® will provide a full range of teamwear, including options suiting the diverse roles within the team, from mechanics and technical staff to key management and behind-the-scenes support staff. The choice of clothing also accounts for the many different conditions the team can expect to face through the season, ensuring that each member of the team remains comfortable, able to complete their jobs to their full potential no matter the environment. 

New Partners Combine Performance, Style and Unity 

The unique design of the team’s clothing is supported by the quality guaranteed by working with Kappa®. The brand, founded in 1978, combines performance and style, innovation and bold design, a philosophy it shares with Genesis. 

Through its history, Kappa® have expanded from sportswear into streetwear and urban fashion. From this foundation, it has made its mark in a range of arenas, from high fashion through partnership with design houses to sports, with collaborations with leading teams, and lifestyle, where the brand can be found at music festivals. 

Julien Ropus, Country Manager for Kappa®, said: “We are particularly pleased, at Kappa®, to partner with Genesis Magma Racing for their first season in the FIA World Endurance Championship. This partnership fully embodies our vision: supporting teams competing at the highest level by providing solutions that combine performance, technical expertise and a strong identity. Kappa® has long maintained a close connection with motorsport, a history that notably dates back to our presence in Formula 1 and which continues actively today in MotoGP alongside leading teams such as VR46, Pramac and Trackhouse.” 

He added: “We are also present at the most prestigious endurance events, notably as the official outfitter of the 24 Hours of Le Mans, as well as alongside a French team competing in the WEC, illustrating our ability to support paddock stakeholders in highly demanding environments. Through Genesis Magma Racing, we continue this momentum by leveraging our expertise in service of an ambitious organization, with a constant commitment to supporting teams in their day-to-day demands and performance objectives.” 

As well as its commitment to performance and design, Kappa® also stands for equality and unity, symbolized by its distinctive logo depicting a man and a woman sitting back-to-back. This image of mutual support takes on a special meaning in endurance racing, where co-operation and communication are vital to success, and for Genesis Magma Racing, with several women taking on key sporting and technical roles within the team, including Team Manager Anouck Abadie and Jamie Chadwick, who serves as the team’s Official Reserve Driver for the 2026 WEC season. 

“I believe that our partnering with Kappa® as our Official Apparel Partner for our debut season is the start of a long and successful relationship,” said Genesis Magma Racing Team Principal Cyril Abiteboul. “Kappa® is a highly respected brand with experience working with some of the biggest teams in motorsport and beyond. The opportunities for collaboration, extending awareness of Genesis Magma Racing beyond a core of motorsport fans, are very exciting starting with the range of branded merchandise available to our fans this year.” 

Genesis Magma Racing’s fans will be able to take advantage of this same pursuit of quality, with the range of team-branded clothing available from the Genesis Magma Racing eShop to show their support of the team, wherever they are. The team’s official eShop also hosts a full range including scale models, accessories, and Genesis Magma Racing-branded items from the squad’s other Official Partners and licensees. 

The Genesis Magma Racing eShop can be found at: shop.genesis-magma-racing.com 

LE CASTELLET, France, March 26, 2026 — Genesis Magma Racing has named luxury audio brand Bang & Olufsen as the team’s Official Sound Partner ahead of the team’s debut in the FIA World Endurance Championship (WEC). 

New Partners Closely Aligned with Design-Led Philosophy 

Bang & Olufsen, the renowned Danish audio brand, has long redefined the art of sound. Merging meticulous craftsmanship with pioneering acoustic technology, it continues to set the standard for immersive listening experiences. 

A century after its founding, Bang & Olufsen brings its design philosophy to life in every detail. By blending sculptural aesthetics with precise engineering, each product conveys presence and emotion, allowing music and voices to resonate with clarity and nuance, as they were meant to be heard. 

This dual philosophy of design and quality closely matches Genesis’ own “Athletic Elegance” approach it applies to all designs. The concept blends dynamic sports car details with sophisticated, clean design to create a distinctly Korean look. 

Though the demands of endurance racing are very different to those encountered by road cars, this was taken to the extremes naturally possible when designing the GMR-001 Hypercar for the FIA WEC season. The aerodynamic requirements provoke long, simple flowing lines interrupted only where necessary, emphasizing the Genesis brand’s luxury credentials. 

“The relationship between Genesis Magma Racing and Bang & Olufsen is much more than a basic sponsorship,” said Genesis Magma Racing Team Principal Cyril Abiteboul. “We are two brands that are aligned in our identities, combining design and innovation into premium products. Having Bang & Olufsen join us as we enter the FIA World Endurance Championship is the perfect opportunity to showcase these similarities in a most demanding arena.” 

Partnership Delivers Visibility and Audibility in WEC Paddock 

Bang & Olufsen branding will appear prominently on the sides on the pair of GMR-001 Hypercars that will be on track and the overalls and clothing for the drivers and staff of Genesis Magma Racing at each round of the WEC season. 

The partnership will also bring Bang & Olufsen’s celebrated craftsmanship into the WEC paddock and pitlane. In Genesis Magma Racing’s workshop and pit garages, Bang & Olufsen will provide the soundtrack to the team’s preparation for each WEC event. The team will also showcase their partner’s products in the hospitality spaces for both team and VIP guests, helping to bring the unmistakable sounds of the FIA World Endurance Championship and GMR-001 Hypercar to life. 

“Sound is a huge part of motorsport,” said Abiteboul. “The engine notes of the different cars, of course, but also the sound of tires over curbs, the sounds of a pit stop and the vital communications between team and driver. Having Bang & Olufsen technology in our team and hospitality spaces we can bring our fans and guests one step closer to the action on track.” 

"We are proud to be the sound partner for Genesis Magma Racing as they make their debut in the World Endurance Championship", said Duncan McCue, Bang & Olufsen VP Business Development & Strategic Partnerships. "We look forward to bringing our beautiful sound to the team, as well as to the fans who join us in supporting Genesis Magma Racing throughout the season. Through this partnership, we will share the story of our brands, where innovation and quality meet performance and design - on and off the track.” 

LE CASTELLET, France, March 25, 2025 — Genesis Magma Racing has named Shell as its Official Performance and Innovation Partner for the 2026 FIA World Endurance Championship (WEC), providing the lubricants and coolants required by the GMR-001 Hypercar for its debut season of competition.

New Partnership Builds on Strong Foundations

The agreement continues a decade-long partnership with Hyundai Motorsport centered on the FIA World Rally Championship, with Shell Brands International AG also extending its collaboration to also support Genesis Magma Racing’s entry into the FIA WEC.

“WEC unlocks a thrilling new arena for Shell and Hyundai to keep pushing boundaries and co-engineer lubricants like Shell Helix Ultra,” said Aysun Akik, Vice President of New Business Development and Global Key Accounts, Shell Lubricants. “When races last for six, eight or more hours, scientists and drivers can test innovative new technologies using endurance as the ultimate testbed. Together, we’ll continue to deliver quality solutions to our customers.”

The relationship is reinforced by Shell’s “First Fill” campaign, which focuses on both the on-track partnership and the long-running relationship between Shell and Hyundai Motor Company. Shell’s strategic partnership with Genesis Magma Racing strengthens its platform in the FIA WEC paddock. As well as branding on the GMR-001 Hypercar at each FIA WEC race, Shell and Genesis Magma Racing will work together to create high-profile activations around the season’s races.

Close Partnership Creates Specialized Solutions

The Genesis G8MR 3.2l Turbo V8 that lies at the heart of the GMR-001 was developed from the I4 powerplant that both Hyundai Motorsport’s powertrain department and Shell were familiar with from the WRC. The two parties worked together to develop oils specifically for the V8 engine. Their work took into account the very different demands rallying and endurance racing require of the oils throughout the powertrain, with different lengths and rhythms to the running during each competition and different fuels powering the engine.

Shell’s experts were present at every step of the journey, conducting a detailed analysis of oil samples after each dyno test of the engine and even travelling with the team once testing began to conduct real-time evaluations at the circuit. “The development of the Genesis G8MR 3.2l Turbo V8 engine has been a long process,” said Hyundai Motorsport Technical Director FX Demaison. “Shell has been part of the process since the very beginning. Having them by our side at the dyno and the circuit meant we could efficiently develop the specialized oils we need alongside the engine and powertrain.”

The close cooperation between the Hyundai Motorsport powertrain department and Shell led to the dedicated formulation of 0W-40 engine oil for the GMR-001 Hypercar. The product combines Shell’s PurePlus technology with bespoke components to deliver protection, durability and performance in the high-stress environment of long-distance racing.

Genesis Magma Racing Team Principal Cyril Abiteboul said: “Shell and Hyundai Motorsport partners have enjoyed a successful partnership for more than ten years, so to be able to expand that to Genesis Magma Racing is great news. There is so much that is new for us as a team and manufacturer in the FIA World Endurance Championship, but working with Shell provides important continuity and hopefully will bring the same success we have enjoyed elsewhere.”