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

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

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

Precision Down to the Millimeter

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

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

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

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

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

An Adaptive Ride

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

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

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

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

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

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

Traction and Agility

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

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

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

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

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

A Comprehensive Approach to NVH

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

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

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

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

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

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

Cargo Partitioning

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

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

Managing Powertrain Noise at the Source

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

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

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

A Masterclass in Balanced Refinement

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

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

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

BARCELONA, Spain, Oct. 18, 2026 — Genesis Magma Racing just missed out on points-scoring in the penultimate round of the FIA World Endurance Championship (WEC), finishing 11th with the #19 crew of Dani Juncadella, Paul-Loup Chatin and Mathieu Jaminet after a challenging 6 Hours of Barcelona. The weekend did however showcase the impressive pace of the GMR-001 Hypercar as demonstrated in qualifying with Mathys Jaubert storming to a historic first-ever pole position for the brand.

Historic Maiden Pole Goes Unrewarded in the Race

Aiming to continue the momentum gained from the previous round, the strong pace of the pair of GMR-001 Hypercars was confirmed from the start of the weekend with the #17 setting the second-fastest time in FP2 and the #19 doing likewise in FP3. Both cars comfortably progressed into Hyperpole, with Genesis Magma Racing Trajectory Program graduate Jaubert then setting two laps good enough for pole, with the #19 of Jaminet taking third.

Overnight rain meant all cars started the race on the wet tire, with André Lotterer briefly leading in the #17 before being passed by the fast-starting #19 of Juncadella under braking for turn one. Unfortunately, as the first driver to encounter the wet track at racing speeds, Juncadella was caught out at turn five and slid through the gravel trap, dropping to the rear of the Hypercar field.

The variable grip levels proved a challenge for both cars, with both Juncadella and Lotterer suffering off-track moments as well as intermittent systems related issues which cost them valuable time.

Approaching the halfway point, the pace of the G8MR 3.2l V8 powered cars remained competitive, particularly for the #19 which was able to fight with those around it inside the points-paying positions. The #17’s race was impacted further after receiving a drive through penalty, but with Jaubert and then Pipo Derani, it reached the finish without further issues in P16.

Having taken over from Juncadella, Chatin continued to move the #19 back towards the top 10 positions as strategy began to play a part in the closing hours. Jaminet then brought the car to within half a second of a points finish with a strong final stint, but ultimately came up just short at the end. Despite the disappointment, the Genesis Magma Racing team gained more valuable data and lessons ahead of the final round of its maiden campaign in FIA WEC at Monza next month.

Genesis Magma Racing Team Management Quotes

Gabriele Tarquini, Genesis Magma Racing Sporting Director said: “Although we missed out on scoring points today, we saw that the potential of the car was there throughout the race. The positive point for us is knowing that we have a good car, but it’s clear that we also need to improve in certain areas, particularly in race trim. This will be our focus for the last race of the season at Monza, where we hope to have a trouble-free race there. Saturday was an unforgettable day for the whole team, securing the first pole position for Genesis; today was more challenging, we encountered some issues in the race which cost us points for both cars.”

Justin Taylor, Genesis Magma Racing Chief Engineer said: “It was a character-building day for everyone, drivers, engineers and mechanics included. With the single lap pace that we showed yesterday, our expectations for the race were pretty high, but clearly, we still have a lot to learn. We had a few small technical issues that just took us too long to sort out and that cost us too much time in the end. It’s all part of the learning process and we need to look into these issues and make sure we come back better prepared at Monza.”

Driver Quote - #17 GMR-001 Hypercar

Pipo Derani said: “The race was quite difficult for us, but we have to take the positives away from the weekend, which was the first pole position for Genesis Magma Racing, and we can be very happy with that. We had some issues during the race, which we were able to solve on the go, but this is the first year of this project and there are a lot of lessons to take into the future. The car has shown a lot of performance and really happy about that.”

Mathys Jaubert said: “Overall, it was a difficult race for us this weekend, but we showed that the pace over one lap was very good. On the other hand, there are still plenty of things to learn in terms of the race pace, car setup and the systems issues that we had during the race. There is a short gap between now and the last race of the year, so we hope to turn it around and score some points to finish the season on a high at Monza.”

André Lotterer said: “Unfortunately, not a good race for us, but there are lots of positives to take from this weekend with the pole position and a good performance from the sister car as well. We had some technical issues with the car which started after the first virtual safety car; up until that point it was quite good. All in all, we couldn’t really perform to our maximum because of this. It’s part of the process of being new to the championship but we will go home, analyze and try to fix this, and hope to be stronger at Monza. We’ve been strong in qualifying, but we need to improve on Sunday.”

Driver Quote - #19 GMR-001 Hypercar

Paul-Loup Chatin said: “I am happy with the performance that we have shown all weekend to be honest. We were quite strong in free practice, qualifying and even in the race; we just had some issues during the race but in the end, we were only half a second away from scoring our first points for the #19 car so this proves that the pace was strong. It is frustrating but we have to learn together as a team, and I am sure our time will come.”

Mathieu Jaminet said: “We need to keep the positives. Once again, we highlighted that the one-lap speed of the car is outstanding. For our first year, to start first and third was incredible, even if Saturday was not entirely smooth on our side. Unfortunately, the race didn’t go our way for a number of reasons, but we will take these learnings into the next three weeks, get our heads down and prepare as best we can for the final round of the season at Monza. We clearly have the speed, there is no question about this, and we are able to fight with the others, we just need to execute at every level and make that step to score points with both cars.”

Dani Juncadella said: “It’s a frustrating result for sure, there are a lot of areas we need to analyze but personally, just a bad day. I made a good start and was looking good for four corners and I just misjudged the grip and the braking point and went from first to last which was very annoying. We were really strong in the wet and I made my way back to P8 which was very nice, but when it dried out, we weren’t as competitive as we would have liked. There were some little setbacks during the race which made us drop back. Despite losing a lap, we nearly made the points, but it was not to be unfortunately.”

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

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

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

Safe Entry and Exit

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

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

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

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

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

Hidden B-Pillar and Roll-Cage Architecture

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

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

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

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

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

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

Addressing Real-World Crash Scenarios

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

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

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

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

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

12-Airbag System and Structural Survival Margins

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

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

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

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

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

Underbody and Battery Protection

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

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

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

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

Prioritizing Customer Safety

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

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

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

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BARCELONA, Spain, Oct. 9, 2026 — Genesis Magma Racing will be back on familiar ground at the 6 Hours of Barcelona as the FIA World Endurance Championship (WEC) returns to Europe for the final leg of the 2026 season. The team’s experience at the venue gives them a strong platform to build on as they aim to continue the positive momentum after recent strong performances.

Home Advantage and Testing Experience to Give Team Boost

For Dani Juncadella, part of the driver lineup for the #19 GMR-001 Hypercar, the trip to Barcelona is a home race. Dani, who delivered one of his strongest stints of the season to start the race at the 6 Hours of Fuji, was born in and still lives in the city. The circuit was also where Dani’s journey with Genesis Magma Racing began. Alongside Jamie Chadwick and Mathys Jaubert, now a driver for the #17 GMR-001 Hypercar, he was part of the Genesis Magma Racing Trajectory team that took on the European Le Mans Series (ELMS) in 2025, giving the team its first on-track action in preparation for a WEC debut.

Barcelona hosted the opening round of the ELMS season, where the three Trajectory drivers shocked the paddock by winning the LMP2 class in their first race together with little to no previous Prototype experience.

Less than 12 months ago, the Circuit de Barcelona-Catalunya was also the site of a crucial test for the GMR-001 Hypercar. The site of some of the last running before the car was homologated for its debut racing season, the test saw the team pass a crucial reliability milestone with 8,000 kilometers on a single G8MR 3.2l V8 engine. The accomplishment set the team up well for the racing season and laid the foundation for the excellent reliability that has been the foundation of Genesis Magma Racing’s strong performances this year.

For the 6 Hours of Barcelona, the team’s main goal will be to add operational strength to that reliability, and the pace of the GMR-001 Hypercar shown throughout this season. In recent races, the team has felt that small mistakes — both in pitlane and on track — have prevented the drivers from collecting the results that the pace of the car and the overall performance of the team deserves.

Genesis Magma Racing enjoyed their best starting positions at the 6 Hours of Fuji and one of the strongest performances so far in a race, with the #19 GMR-001 Hypercar holding a spot in the top five for much of the race before dropping from the points in the final hour. Recognizing the work to do to score a result that matches the team’s potential and ambition, the weeks since the 6 Hours of Fuji have been spent analyzing data from the race in Japan, identifying areas where the small, but crucial, improvements can be made to lift the GMR-001 Hypercar further up the order.

Genesis Magma Racing Team Management Quotes

Gabriele Tarquini, Genesis Magma Racing Sporting Director said: “We need to bring together all the positives we have seen during the season. Watching the performance of the GMR-001 Hypercar, we are close to the pace. In Fuji, we again showed good pace. We now need to make small improvements, because it's clear that we haven’t executed the recent races as well as the performance of the car deserves, so we need to improve. But it's not something big that needs to change; we just need to better manage the different key moments during the race. They are easy mistakes, because when you are trying to go as fast as possible, you can make a small mistake. I know as a driver. It's a question of putting oil on the different gears already turning in the team. That's the way to go.

Justin Taylor, Genesis Magma Racing Chief Engineer said: “We've had two opportunities to test at Barcelona: in December 2025 and most recently August of this year. While the conditions between those sessions were quite different from what we will have for the race, both gave us information we can draw on. That said, testing and racing are different things and we're cautious about reading too much into findings from testing. Tire wear will be a defining factor across the weekend. Barcelona is very demanding on the left sides due to the high-speed right handers. Managing tire saving versus pace to get the best average times over a full stint is a challenge we're still working to understand. We've made genuine progress, which we want to build on in Barcelona, but we remain realistic that there's still a lot of work to do, and this circuit, along with our competition, will tell us clearly where we stand.”

Driver Quote - #17 GMR-001 Hypercar

Mathys Jaubert said: “Barcelona is a circuit I know quite well. I’ve done a lot of laps there, especially last year, when we took our first LMP2 victory. The tests we did there, both last December and this summer, will also help us a lot, with the setup direction we can start from. Racing is very different, and we will have differing conditions for the weekend, but the running will help with our understanding of the specific characteristics of the circuit, and the tire degradation that we expect to be big part of strategy. Combining the experience we’ve gained throughout the season with those tests, I think we arrive in Barcelona better prepared than at the other rounds. I’m really looking forward to getting back on track and seeing what the car is really capable of there.”

Driver Quote - #19 GMR-001 Hypercar

Dani Juncadella said: “It means a lot for me to be racing the GMR-001 Hypercar at home in Barcelona. It’s very special and quite unexpected because of the calendar changes. It’s always special to have family and friends at the track. It does add some pressure, but it’s a very beautiful pressure – it gives me an extra boost. It’s the first time that WEC will be racing in Spain and Barcelona, so I’m sure there will be some new fans to the series who will get to see the racing up close, and I’m looking forward to being a big part of that. It’s going to be a challenge for everybody on a new track. We have some experience, but it’s not the same when you are racing. The track has a few things that can make the racing exciting – it’s always a high degradation circuit, which will create some different strategies and give us some opportunities to show we’ve learnt from the previous rounds.”

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

Neolun Arch Gate

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

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

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

Eliminating the Start Button

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

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

A Luxury Lounge in Motion

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

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

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

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

A Private Sanctuary

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

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

In-cabin Cinema Experience

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

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

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

Bang & Olufsen Premier 3D Sound System

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

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

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

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

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

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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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FUJI, Japan, Sept. 27, 2026 — Genesis Magma Racing missed out on adding to its FIA World Endurance Championship (WEC) points tally at the 6 Hours of Fuji, despite showing strong pace throughout a weekend of mixed conditions after late race penalties for both GMR-001 Hypercar took them out of the top 10 at Fuji Speedway.

Strong Pace in All Conditions Clouded by Mistakes

Dani Juncadella and André Lotterer started the race third and fifth respectively in the #19 and #17 GMR-001 Hypercars, thanks to their positions decided by the fastest Free Practice laps after Qualifying was cancelled due to wet conditions. The team’s best starting position was the result of not only the performance of the car, but also the foresight to plan ahead during the first sessions of the weekend.

Juncadella was able to hold third for the first hour of the race, while Lotterer — one of only a few drivers on four medium tires compared to the soft compound — struggled in his opening double stint, leaving teammates Mathys Jaubert and Pipo Derani to lead the recovery.

With Juncadella, then Paul-Loup Chatin and Mathieu Jaminet, the #19 entry held a top five position for much of the race. The trio showed the potential of the GMR-001 Hypercar despite the changing conditions, reaching the start of the final hour holding fifth place.

When most of the Hypercar field pitted together under Safety Car with less than 45 minutes remaining, the #19 crew lost time with a slow stop, dropping out of the top five but remaining in the points positions. Jaminet was able to win back one position after the restart. However, the chances of the first points for the lineup were dealt a major blow by a drive through penalty — assessed two hours after the infringement — which left the team with no time to recover the lost time, leaving the #19 car 11th at the end of the race, narrowly missing out on the points the performance deserved.

The sister car had recovered well to break into the points with Derani driving the final stint. However, the team’s failure to adapt quickly enough to dropping temperatures and light rain led to the car falling out of the prescribed tire pressure range, resulting in a drive through penalty that dropped the car to finish 15th.

Genesis Magma Racing Team Management Quotes

Gabriele Tarquini, Genesis Magma Racing Sporting Director said: “We have to take a lot of positive things from the race because our pace was very good both wet and dry and reliability was no problem again. The last two drivers faced difficult conditions on track because it was damp, but the car went well. The balance was very good, so that's part of the positive things from the weekend. But the execution of the race was not perfect. Any small mistakes cost you a lot and we paid very, very hard, especially in a race as compact as this because of the Safety Car in the last quarter of the race. So, we need to learn from and execute better the next race.”

Justin Taylor, Genesis Magma Racing Chief Engineer said: “11^th and 15^th is not the result that we wanted, but in motorsport, I think sometimes you have to look outside just the results at the end to see how you really did. Clearly, we made some mistakes. We have a lot of learning still left to do, but we had a lot of positives from the weekend. In Free Practice, our Qualifying [simulations] showed that the car is performing well, and we planned ahead to make sure we were ready in case Qualifying was cancelled, which paid off. During the race, we were able to be competitive with the big names on the grid. So, the GMR-001 Hypercar has performance. We know we have the potential. We just need to tie it all together on our side and on track.”

Driver Quote - #17 GMR-001 Hypercar

Pipo Derani said: “Unfortunately we had an issue there where we had to change tires. Temperatures were dropping quicker than we expected and we didn’t react well enough. We took a drive through because of it — unfortunate — but it is what it is. Definitely a weekend for us to learn. We showed some promise, some great potential, but this weekend was another reminder that to get to the top it takes a lot of effort, a lot of learning and we have to remind ourselves about that. We're going to analyze everything and come back stronger. I'm sure that things that we didn't execute so well the last race were better here, but we’re always facing new situations, making sure that we're on our toes. We keep learning and hopefully we'll be able to materialize a very strong result.”

Mathys Jaubert said: “My stint was not the easiest, but when you are not fighting a great position, you just focus on the target, saving the tires and not taking any penalties, trying to do a lot of energy saving to try to offset the strategy. This race was quite tough for the #17 GMR-001 Hypercar. We were missing some performance and small things have big consequences in this championship where the field is so strong and very close. We learned a lot, especially in the wet conditions we discovered this weekend. Comparing us to the other teams in these conditions we were not bad, and starting two cars in the top five, it's very positive. But then the race is about strategy and this weekend we had some issues which had big consequences.”

André Lotterer said: “We started third and fifth, and hoping to finish with both cars in the top eight, which was very realistic, especially for the sister car. Me, with the medium tires, they never came in, so had I to survive that opening stint, and we were hoping to move back up with Mathys and Pipo, which we actually did, but then we got penalties. On the other side, we were hoping to have a good result. It was looking good, like fourth, fifth, or with some other calls it could have even been better, so that's very encouraging. We're still a new team, and when you make small mistakes they cost a lot when the field is so close. It's all part of our learning curve. The potential is obviously there. We're still working on putting the puzzle together.”

Driver Quote - #19 GMR-001 Hypercar

Paul-Loup Chatin said: “I think overall it's still a strong weekend for us, even if we didn’t get the result that we wanted. We showed strong pace throughout the weekend, in wet conditions and in the dry. The #19 GMR-001 Hypercar was great. The top three in my stint were a bit faster than us, but we were doing what we needed to be capable of fighting with them. The mistake under double yellows was only small, but it cost us a lot, especially so late in the race, which is a shame. The team did a super good job, so there are still plenty of positive things from this weekend, but also a lot we can analyze, and I'm sure it will help us to come back stronger.”

Mathieu Jaminet said: “The car had decent pace, running P5 while managing tires and gap while competing at the front. It's one of the first times this year we were really running up front. Dani did an amazing job at the beginning, holding on for the first hour in the top three. But the Safety Car came out with an hour left and we didn't do our best stop and lost a few positions there. I had a fight at the restart and had really good pace. Unfortunately, we had a late drive-through for an infringement early in the race, so no points today. It’s a little bit frustrating to still have the #19 car on zero as today we definitely deserved more and the top five was on the cards. I'm pretty happy with the progress, but for sure we need to step up, but it's looking good towards the end of the year.”

Dani Juncadella said: “There were a lot of positives, of course. We were competitive in the dry, in mixed conditions and in the wet. We had a very good first half of the race. We were comfortably running around P4, so it was looking great. Unfortunately, the last pit stop was a bit of a chaotic one with the whole grid pitting all together, bunched up. We lost a bit there and that had a big consequence, so we dropped to P9 at the time. It looked like we were going to finish in P7, but we had a drive-through also for a small mistake under double yellows. It's a shame because I think everybody deserved a strong result today. Before the last pit stop we were ahead of the #8 Toyota that won the race.”

ㅤ2026 6 Hours of Fuji – Hypercar class

LE CASTEELET, France, Sept. 24, 2026 — Genesis Magma Racing has launched the GMR Esports Series, working in close partnership with Le Mans Ultimate and leading Sim Racing and Esports media website, Traxion. The series aims to uncover fresh Esports talent, with the winning driver from the final phase set to be given a place in the official GMR Esports team, offering drivers to go from their home to a professional, manufacturer-supported program.

Qualifiers and Series Designed to be a Complete Test

The creation of the series deepens the relationship between Genesis Magma Racing and Le Mans Ultimate — the official game of the FIA World Endurance Championship — and adds to the team’s commitment to Esports.

The series will begin on Oct. 6, with eight weeks of Qualifiers, featuring races on a different free-to-play circuit each week. For each the competitors will be locked to the game’s version of the GMR-001 Hypercar, originally introduced to the game in April this year, ahead of Genesis Magma Racing’s debut FIA WEC race.

Competing in races via Le Mans Ultimate’s Online Championship tab, players will be able to join a maximum of three races per week. Only a player’s best six of the eight weeks will be counted in the standings which decide who progresses to Phase 2.

The fastest 20 global drivers and top 10 Korean registered drivers, based on the best race results from Phase 1 events, will then progress through to the main GMR Esports Series set to begin in December. Over the course of four races — three sprint events, and a two-hour endurance race — drivers will have to prove their ability, not just to drive fast, but also to adapt to ‘Wildcards’: challenges and changing conditions generated by Le Mans Ultimate’s dynamic weather capability.

“The GMR Esports Series has been designed as a thorough test of drivers in Le Mans Ultimate,” explained GMR Esports driver Collin Spork. “Working with the Motorsport Games team behind Le Mans Ultimate, we want to find the drivers who are not only the fastest, but also those who navigate the different kinds of challenges found in endurance racing. We expect the Qualifiers and the GMR Esports Series to be incredibly competitive. I’m really excited to see how the series plays out.”

The winning driver from the GMR Esports Series will join GMR Esports roster of drivers. The team is currently represented by six drivers, divided evenly between drivers from Europe – Collin Spork (Netherlands), Jesper Pedersen (Denmark) and Jernej Simončič (Slovenia) and South Korea — Hyukjin Kwon, Gyumin Kim, Youngchan Kim, and reserve driver Rokyeong Kang. The team competes using the GMR-001 Hypercar in the official special events held on Le Mans Ultimate, as well as the Virtual Motorsport series where drivers from the team are regular podium finishers.

GMR Esports Series Schedule

Qualifiers

GMR Esports Series

To find more information about the GMR Esports Series, and to enter, visit the Traxion GMR Esports Series Hub here.

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For the French driver, who is in the midst of prepping for the upcoming 6 Hours of Fuji, the primary appeal was the rare opportunity to help build and shape a factory racing effort from its earliest stages — while proudly representing the first Korean brand to compete at the legendary 24 Hours of Le Mans.

“I really wanted a new challenge,” Jaminet said. “After last year, I wanted a fresh start, and what’s better than going with a brand-new team that has to establish itself in the World Endurance Championship.”

“I wanted to build something completely new and have a chance to make a small impact on the future success of the brand — the first ever Korean brand to go to Le Mans,” he said. “So, I was excited about that, and that’s why I chose to join Genesis Magma Racing.”

A Proven Championship Pedigree

Before taking on this new endeavor, Jaminet established himself as a dominant force in top-tier endurance racing series. While Genesis Magma Racing is navigating its debut season, this is not Jaminet's first time competing in the WEC or the Hypercar class. He previously competed in the WEC's Hypercar class with Porsche Penske Motorsport, adding to a wealth of prototype experience that includes more than 24 Hypercar starts across the globe.

Jaminet rose from a Porsche Junior to an elite factory driver over a decorated decade-long stint. He captured early career titles like the 2016 Porsche Carrera Cup France and the 2018 ADAC GT Masters, before taking North American endurance racing by storm.

In International Motor Sports Association (IMSA), Jaminet clinched the 2022 GTD Pro Championship — which included a prestigious class victory at the Rolex 24 At Daytona — before moving up to the premier prototype class to capture the 2025 IMSA GTP Championship title. His jump to Genesis Magma Racing marks a bold leap out of his established comfort zone to steer a brand-new Hypercar program from the ground up.

Working in a Smaller Team

Jaminet says the smaller size of Genesis Magma Racing has made day-to-day communication more direct across the drivers, engineers and mechanics.

“It is obviously a very different culture and atmosphere than what I was used to in the past,” he said. “The team is quite a bit smaller, which on one hand is good — communication is way easier, the flow is good within mechanics, engineers, and the driver group. It’s easier to pick up on information and feedback, and to share our inputs as well.”

He sees the team’s mix of experiences as a benefit while the program continues to develop.

“Everyone comes with some experience from the past, and it’s a place where everyone can share their thoughts and try to move the team forward,” Jaminet said. “I really like that — it’s super cool to work with the team, we have good fun on and off the track. I’m happy and looking forward to continuing like that.”

Consistency Across Both Garages

Genesis Magma Racing runs two Hypercars in the WEC: #17 and #19. According to Jaminet, the goal is for there to be as little technical difference as possible between them.

“There shouldn’t be much difference between the two cars — at least from a technical standpoint, you want both cars as well prepared as possible, in exactly the same way,” he said.

The main differences are practical and driver-specific. In the #19 car, the seat is set up around Jaminet, with inserts used to accommodate his teammates.

“If we talk small differences, one is the seat — made to fit each driver,” he said. “On #19 car the base seat is set for me as the tallest driver, and Paul and Dani use inserts to fit. Aside from that and some different colors and stickers on the bodywork, there’s normally no difference between the cars.”

Preparing for Different Roles

In endurance racing, three drivers share the same car. That makes planning important, both before a race weekend and during each practice session.

“In endurance racing, we’re three drivers sharing a car, so we try to define each person’s role before the season or the weekend,” Jaminet said. “For example, I’m the qualifying driver, so my goal is to work on qualifying prep in free practice.”

Jaminet’s preparation focuses particularly on low-fuel, new-tire laps. The starting driver, Spaniard Dani Juncadella, has a different preparation requirement because the formation lap gives him time to warm the tires before the start.

“The run plan reflects each driver’s role — Dani, as the starting driver, doesn’t need to focus as much on cold tires and hard laps since he has the formation lap to warm up tires,” Jaminet said. “That’s something Paul-Loup [Chatin] and I really practice more, and I usually spend more time working on a low-fuel, new-tire run to put us as high as possible on the grid.

“We define the roles beforehand, then work on a run plan with the engineers so everyone gets laps in and is best prepared for their task,” he explained.

Recharging During Long Races

Between stints, Jaminet focuses on the usual requirements for endurance drivers: food, hydration and recovery. He does not follow a strict personal routine, but he does have one preferred snack during 24-hour events.

“I don’t really have a personal routine,” he said. “One thing I enjoy — not very common — is Nutella and bread, Nutella brioche, between stints on 24-hour races,” Jaminet confessed with a smile.

“Maybe not the best food for the body, but it recharges you a bit and gives you energy,” he added. “It’s more of a mental thing — I love Nutella, and it gives me a little moment of joy by myself, eating that piece of bread and grabbing a drink, whether after a good or bad stint.”

“Beyond that, standard food — rice, chicken, pasta — recharging on carbs, and making sure to get water, juice, and electrolytes, since you lose a lot of fluid in the car,” Jaminet said.

Completing Le Mans

One of the season’s key milestones was Genesis Magma Racing completing the 24 Hours of Le Mans. Jaminet piloted the team’s only remaining #19 Hypercar to the finish, crossing the line to the loud cheers of his pit crew who had climbed the pit wall, waving wildly and excitedly punching the air with their fists.

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

The #17 Hypercar could not continue after impact from an aggressive maneuver over a curb in the final stretch damaged the front right suspension.

Le Mans is defined as much by reliability as speed. Attrition is constant over 24 hours, and even established manufacturers see their entries retire before the checkered flag. To be officially classified as race finish, a car must also complete at least 70% of the winning car’s distance. For Genesis Magma Racing, reaching that threshold represented a successful first outing at the Circuit de la Sarthe.

“Yes, I was part of the first Korean brand that completed the 24 Hours of Le Mans. I was lucky enough to be in the car and to finish the race,” he said. “Honestly, it felt very special, I knew it jumping in.”

In the final laps, his priority was straightforward: avoid problems and bring the car home.

“I really hoped we wouldn’t have issues and to bring the car to the end,” Jaminet said. “Obviously, when you come to those last laps, you don’t feel the extra pressure, but you still don’t want to make any silly mistakes that would be costly.”

While he has finished races before, the significance of this result was different given the occasion and the responsibility he held in the final stint.

“I’ve had a chance to finish races before, it’s always special, but finishing the 24 Hours of Le Mans was a bit more emotional, knowing it’s the first time in history and I have the trust of the brand, the management and the team behind me to be the one to bring the car to the line,” he said.

“It was a privilege and I’m proud to have been part of that, and that I have written the first few lines of the history of the Genesis brand’s racing legacy.”

Signs of Progress

At Interlagos, Jaminet topped the Free Practice 2 (FP2) session on his first visit to the circuit. He saw the session result as a positive sign, while keeping a grounded perspective.

“My first visit to Interlagos — we set the best time in FP2,” he said. “Just a free practice session, but it shows that we’re taking steps and getting closer.”

Jaminet said he is generally able to get up to speed quickly when adapting to a new car or circuit.

“What helped me find pace so quickly is hard to say — I’m usually a quick learner, especially in motorsport, so I don’t need much time or many laps on a new track and a new car to try to find the limits,” he said. “It worked out well there, being my first time in Brazil.”

“In FP2 we did a qualifying simulation and the car was good. Not every team was on a qualifying simulation, but many cars were, and somehow, we topped the session,” he continued. “It might not seem like much, but it was our first official P1 on a race weekend. It all starts with a free practice, so that’s a good sign heading toward future qualifying and races later this year or next year.”

Jaminet says the team’s progress is also visible in the way it functions, and the growing relationship with their fans and followers.

“The team has completed every race so far, and it does feel like we are growing quickly — I feel that momentum going into race weekends,” he said. “We’re growing on the operational side and building trust between us. The energy of the fans and the atmosphere is also there, and their confidence in us is building.”

With just three races to go until the end of the season, he says the team is motivated by the results so far and is prepared to consider different race strategies when opportunities arise.

“One thing I like is that we’re a bit greedy — when we’re close to a point, we get creative on strategy to try to get there,” he said.

“You can feel within the team that people want to win, and honestly, that’s all I care about — I’m not interested in anything less than winning. You want people like that around you; that’s the only way to succeed.”

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

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

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

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

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

Bringing the Home Theater Experience Onboard

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

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

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

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

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

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

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

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

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

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

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

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

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

Thoughtfully Designed User Experience

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

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

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

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

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

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

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

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

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

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

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

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

Design That Delivers the Genesis Experience

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

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

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

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

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

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

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

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

Engineering the Experience

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

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

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

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

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

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

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

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

Photos by Hyuksoo Cho

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FUJI, Japan, Sept. 18, 2026 — Genesis Magma Racing arrives at the 6 Hours of Fuji for the final fly-away race of the FIA World Endurance Championship (WEC) in high spirits following its best result of the season but facing fresh challenges and unknowns at the Japanese track.

Seeking Improvement After Setting New Benchmark

After scoring its best result of the season at Lone Star Le Mans, Genesis Magma Racing will arrive at Fuji Speedway aiming to ride the momentum from the seventh-place finish. To do so, the team will need to overcome the challenges that come with a first visit to the Japanese track. The team has worked quickly in the three weeks between the races, using the time to analyze their performance in Austin, identifying several operational improvements to make in both qualifying and the race that can be put into action at the coming rounds.

The team’s operations for the 6 Hours of Fuji will be further stressed, with the team arriving at the circuit with no physical data from a previous race or test to rely on. However, the weekend in Japan takes two of Genesis Magma Racing’s drivers back to ground with happy memories.

Racing with another manufacturer, Paul-Loup Chatin is one of the defending winners of the race — his single WEC race win to date, after strategy helped his team take victory. Genesis Magma Racing has shown itself capable of aggressive calls at key moments this season, and though the team is pragmatic about its chances of victory, Chatin and the rest of the #19 crew have their sights set on a first points finish of the season.

André Lotterer regards Japan as a second home, having raced there for 15 years earlier in his career. A past champion in the country’s premier GT and single-seater series, the German is also a past winner at Fuji Speedway in the WEC, taking victory in 2024, and has five other podium finishes at the circuit in the series.

The lone race in Asia is as close as the Korean team has to a home race. Taking advantage of the relative proximity, Genesis Magma Racing will welcome a number of VIPs from South Korea, and a group of Genesis customers, getting to experience the thrill of a lifetime in the WEC paddock. Meanwhile, in Korea, fans will be able to follow the race as part of the Genesis Magma Racing Live Festival at Starfield Hanam, near Seoul.

Genesis’ first large-scale motorsport festival in Korea will also include fan engagement activities, and the display of the #19 GMR-001 Hypercar that completed the 24 Hours of Le Mans in addition to the Magma GT3 Concept that was unveiled at the race in June.

Genesis Magma Racing Team Management Quotes

Justin Taylor, Genesis Magma Racing Chief Engineer said: “Austin gave us our best result of the season, and that genuinely means something for us — it shows what this team is capable of when everything aligns. At the same time, the #19’s race unraveled due to a strategic error and we finished last. That's painful and it's something we've addressed openly and honestly as a team. Both outcomes matter, and understanding the gap between them is as important as anything. In Fuji, we're going in without the benefit of a pre-race test, which adds a layer of complexity. We'll lean heavily on simulation and the setup knowledge we've accumulated across the season. To perform well, the cars must be fast on the long straight, stable in the high-speed 100R corner and able to manage rear tire temps in the twisty and cresting Sector 3. Add to that the almost constant threat of rain and we can be sure that Fuji will offer another big challenge.”

Gabriele Tarquini, Genesis Magma Racing Sporting Director said: “The target is simple: take what we learned from Austin, improve where we can, and make sure we operate at the level needed to fight for the best possible result in qualifying and the race. However, Fuji is a very different challenge from Austin, and the short time between the races makes preparation even more important. Since Austin, we have looked at operational points where we can improve. When you are fighting at the highest level, small details make a big difference, so our focus is on making processes smoother and making sure we are better prepared for every situation. We can be positive about the progress of the GMR-001 Hypercar. In terms of both reliability and pace, we have made clear steps forward.”

Driver Quote - #17 GMR-001 Hypercar

Andre Lotterer said: “After our best result of the season in Austin, we’re coming to Fuji with good momentum and the aim is clearly to keep progressing and fight even closer to the front. Fuji is a track I really enjoy and I have a lot of great memories there. It’s quite unique with the very long straight and the technical final sector, so finding the right compromise with the car is always a challenge. I especially enjoy the fast first sector. I’m really excited to be coming back to Japan. It’s always a special place for me to race, and the Japanese fans are incredible; you can really feel their passion and support throughout the whole weekend. Hopefully, we can give them something to celebrate and fight for another strong result. I’ve been lucky enough to stand on the podium many times in Fuji throughout my career, so I really hope we can fight for a podium – this time with Genesis. It would be a very special result.”

Driver Quote - #19 GMR-001 Hypercar

Paul-Loup Chatin said: “Fuji is a track I have very good memories of, especially after winning there last year, so I’m really looking forward to coming back to Japan and to see the potential of our GMR-001 Hypercar at the track. Fuji is challenging because you need a good compromise between straight-line speed and performance in the corners. Managing the tires will also be important, particularly over a long stint. My favorite part of the lap is probably the final sector, especially the last corner and the long run onto the main straight. It’s a great feeling when you get that section right. Our target is clear: we want to score our first points with car #19. We know the potential is there, and we have made good progress since the beginning of the season. The key will be to put everything together over the whole weekend and have a clean, consistent race.”

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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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SILVERSTONE, England, Sept. 14, 2026 — Genesis Magma Racing Trajectory Program drivers Jamie Chadwick, Laurents Hörr and Valerio Rinicella could only finish 11th in the LMP2 class at the 4 Hours of Silverstone in mixed conditions at the British track. The result meant the IDEC Sport-run team failed to score points for the first time this season in the European Le Mans Series (ELMS).

Mistakes Mask Pre-race Potential

Jamie Chadwick started the car at her home race on the ELMS calendar, starting from the fifth place earned by Hörr in qualifying. However, just a few corners after the start, Chadwick spun due to a combination of contact and a still slightly damp track, dropping her to the rear of the prototype field.

Undeterred, she began to make up the lost ground, progressing through the Pro-Am runners and breaking back into the top ten of her class as the LMP2s started to make their first pitstops — only for a puncture to force the team to pit. As they did this, conditions began to worsen, sparking a sequence of incidents. IDEC Sport took advantage of the Virtual Safety Car, putting Rinicella aboard and swapping to wet tires. Two pitstops left the Italian a lap down, but the team’s variety of strategies put him at the head of the line behind the Safety Car.

Despite taking his first laps in the rain, he pushed on to try to regain the lead lap — only to spin into the gravel as conditions continued to deteriorate. The recovery of the car cost the team another lap. Hörr, anchoring the driver line-up for the weekend, ran trouble-free for the final hour of the race, but could not salvage a points finish from the weekend.

The result drops the team to fourth in the LMP2 class standings and out of contention for the 2026 title, but just two points shy of third place and 20 behind second place, with a maximum of 26 left to score in the season finale next month at the 4 Hours of Portimão.

Post Race Quotes - #18 IDEC Sport Oreca 07

Jamie Chadwick said: “It was a difficult day. I made a small mistake in my stint. I got a bit caught out in the melee of the conditions and the start for the race and dropped back. But I managed to make good progress and get back through the field, but then unfortunately we got a puncture just before the rain came. It meant that we had to make a stop under green and then, obviously, another stop as the rain came for Valerio to go onto the wet tires, so that put us massively on the back foot. We were still fighting, but it just wasn’t meant to be for us today. A frustrating weekend, typical Silverstone throwing a lot at us with difficult conditions, but we’ll regroup and go for Portimão.”

Valerio Rinicella said: “We were a bit unlucky at the start, when we had a small contact, so to get back the positions takes some time because overtaking at Silverstone is quite hard. Then we got a puncture which didn't help, especially under a green flag, so we lost a lot of time. After I jumped in the car, we boxed again for wets. I think it was a good call. We were one lap down, but the track position was perfect. I was the first behind the safety car. I was struggling to drive around the track because conditions were really hard. It was my first time driving the LMP2 in the wet during a race, so it was good experience, but at the end, I tried to maximize everything to recover, but just a small mistake, put us, again, one lap down, in the gravel trap, and we couldn’t make up the lost time.”

Laurents Hörr said: “It’s difficult to put the feeling after the race into words because the week had been going amazingly well. The pace we had in the car was very promising. I think we had everything today to win the race, but days like this also make us stronger. I'm happy with the work I did today — penalty and mistake free. It's all we could have done in the end. It's unfortunate, but mistakes happen and today wasn't our day. So, we still keep pushing for Portimão. We’re just two points behind third in the championship, so we still have something to aim for to bounce back from this weekend.”

Genesis Magma Racing Sporting Director Gabriele Tarquini said: “In motorsport there are always days like this, but what is important is how the drivers can respond. It was a day of difficult conditions and small mistakes that proved very costly. All the work that was done up to the start of the race was good, but the result from the weekend does not match the potential. Still, it was important experience for the drivers, especially Valerio, to race the car in the wet for the first time. The important thing will be how we can take the lessons from Silverstone, learn and come back stronger for the future.”

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

Strong Pace and Reliability Rewarded With Result

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

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

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

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

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

Genesis Magma Racing Team Management Quotes

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

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

Driver Quotes - #17 GMR-001 Hypercar

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

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

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

Driver Quotes - #19 GMR-001 Hypercar

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

Paul-Loup Chatin said: “I’m very happy for our sister car to finish seventh, which is a great result for the team and for Genesis. I think we showed some positive things with the work we did throughout the week, with good pace in practice and qualifying and excellent reliability on both sides of the garage. We were running together with the sister car until, unfortunately, towards the end of the race we made a mistake with the strategy on our side. These things can happen, but we need to learn from it, because we had the potential to bring both cars home inside the top 10. We’ll take the lessons from this weekend and come back stronger for the rest of the year.”

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

2026 Lone Star Le Mans – Hypercar class

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

Back on Familiar Ground

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

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

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

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

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

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

GMR-001 Hypercar Development Progress

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

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

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

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

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

Refining Performance

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

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

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

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

Mastering the Circuit of the Americas

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

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

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

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

The intense heat of Texas also alters tire strategy significantly.

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

Turning Issues into Opportunities

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

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

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

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

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

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

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

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

COTA Success and Beyond

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

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

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

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

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

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

Genesis Magma GT Concept (Silver, Automotive & Transportation)

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

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

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

Genesis G90 Wingback Concept (Finalist, Automotive & Transportation)

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

Genesis Magma UI Design (Finalist, Digital Interaction)

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

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

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

SEOUL, 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

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

Gaining Experience on Top of History in North America

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

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

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

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

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

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

Genesis Magma Racing Team Management Quotes

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

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

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

Driver Quotes - #17 GMR-001 Hypercar

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

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

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

Driver Quotes - #19 GMR-001 Hypercar

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

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

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

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

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


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

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

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

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

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


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


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

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

Single Lap Performance Shows Team’s Potential Pace

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

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

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

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

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

Post Race Quotes - #18 IDEC Sport Oreca 07

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Uncompromising Occupant Safety

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

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

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

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

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

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

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

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

Elegant and Serene Dynamics Befitting a Luxury Flagship

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

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

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

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

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

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

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

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

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

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

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

A Differentiated Vehicle Experience Through Interactive Technology

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

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

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

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

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

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

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

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

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

Sensory Features that Elevate the Cabin Experience

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

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

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

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

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

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

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

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

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

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

Exterior: Restrained Elegance and a Commanding Presence

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

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

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

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

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

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

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

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

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

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

An Elevated, Bespoke Living Space

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

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

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

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

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

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

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

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

GV90 First Edition: Exclusive Luxury for the Discerning Few

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

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

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

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

GV90 & Marilyn Monroe: Icons’ Arrival

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

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

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

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

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

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

GV90 Specifications

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

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

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

Box, Box!

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

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

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

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

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

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

Fuel In, Wheels Off

The moment the fuel hose disconnects, everything accelerates.

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

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

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

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

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

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

All that happens in just two minutes.

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

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

Deciding When to Pit

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

Undercut

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

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

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

Overcut

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

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

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

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

Exploiting Safety Periods

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Layering Heritage and Innovation

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

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

Beyond Retail: A Community-Centered Experience

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

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

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

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

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

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

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

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

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

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

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

The Art of Performing Under Pressure

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

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

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

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

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

It Takes a Village

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

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

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

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

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

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

Unlocking Potential Through Tech

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What Major International Events Has Hyundai Motor Supported?

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

• APEC 2025 KOREA in Gyeongju, Korea

• 2025 G20 Leaders’ Summit in Johannesburg, South Africa

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Delivering a Customer-Centric Experience

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

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

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

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

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

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

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

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

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

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

About Netflix’s “The Hawk”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Who Judged the Competition?

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

How Did the Group Create Premium Brand Engagement?

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

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

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

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

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

How Is Genesis Expanding in Europe?

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

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

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

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

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

Strategy Showed Potential; Cut Short by Penalties

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

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

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

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

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

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

Genesis Magma Racing Team Management Quotes

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

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

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

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

Driver Quotes - #17 GMR-001 Hypercar

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

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

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

Driver Quotes - #19 GMR-001 Hypercar

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

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

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

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

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

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

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


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

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

Box Buggy Concept on the Green

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


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

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


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

Genesis’ Continued Commitment to Golf

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


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


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

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

A Detour Through America

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

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

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

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

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

The Genesis of a New Era

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

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

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

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

Establishing the Groundwork

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

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

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

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

A Paulista’s Homecoming

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

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

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

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

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

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

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

Sean Lee, Global Head of Genesis, commented:

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

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

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

Elevated Guest Experiences

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

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

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

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

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

Immersive Fan Zone Highlights

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

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

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

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

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

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

Genesis’ Continued Commitment to Golf

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

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

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

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

Motorsport’s Most Hallowed Ground

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

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

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

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

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

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

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

Monsieur Le Mans

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

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

The Ultimate Proving Ground

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

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

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

The 24-Hour Trial

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

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

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

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

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

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

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

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

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

Checkered Flag

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

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

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

A Historic Moment for Korean Motorsport

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

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

LE CASTELLET, France, July 5, 2026 — Genesis Magma Racing’s trio of Trajectory Program drivers scored their third consecutive fourth place finish in the European Le Mans Series at the 4 Hours of Imola. Sharing the #18 IDEC Sport-run ORECA 07, Jamie Chadwick, Laurents Hörr and Valerio Rinicella were a race-long factor in the battle for the podium places in a race contested in hot conditions.

Late-Race Charge Secures Strong Finish

At his home race, Italian Rinicella was given the responsibility of the first race stint for the first time, taking the rolling start from the seventh on the grid earned by Hörr in qualifying. After the drop of the green flag, he was able to make quick progress, rising to sixth after the opening lap — making up one of the places with an audacious move to the outside at Tamburello. Unfortunately, his stint — which earned him the vote as LMP2 driver of the day — was frequently interrupted by multiple Safety Car and Virtual Safety Car periods, and Full Course Yellows for different incidents on track.

He handed the car over to Jamie Chadwick from third position during one Virtual Safety Car period. Following the restart, the British driver found herself in the middle of a battle for the podium positions. After initially having to resist pressure from those behind, she was able to start making a challenge of her own to retake third position, though she held fourth when the IDEC Sport team made their strategy call to become one of the first LMP2 teams to make their final driver change stop to install Laurents Hörr behind the wheel.

The German renewed Chadwick’s challenge for the podium places. However, in his haste to keep in touch with the top three, he made minor contact with an LMP3 car — damaging the slower car and incurring a five-second penalty.

The news did nothing to dampen Hörr’s efforts to improve his position after returning to the race after a slow final pit stop in sixth. For the final 30 minutes of the race he chased the fourth place car, finally making the move — repeating Rinicella’s outside move from earlier in the race — with seven minutes remaining. Continuing his charge, he was able to open up a ten-second advantage in the final minutes to secure a third consecutive fourth place finish for the Trajectory Program crew.

Post Race Quotes - #18 IDEC Sport Oreca 07

Valerio Rinicella said: “I really enjoyed doing the first stint. There was a lot of traffic. At the start I tried to be on the safe side, to finish at least the first lap. I tried to be careful because it’s a four-hour race and I didn’t want to take any risks but then started to push to gain some positions. I got some bad traffic during Full Course Yellow and Safety Car periods that created some gaps to the cars in front, but overall I think we managed to make up some good places and start to fight for the podium. I’m happy with the work we did. For me, the car was fantastic. I’m just happy to enjoy the hot weather in Imola for my home race. I don’t really like this track, but I changed my mind with the Prototype. With the traffic and the speed, it’s a fantastic track.”

Jamie Chadwick said: “It was quite a challenging stint for me. It was my first time doing the middle stint, but I enjoyed it after Valerio did a great job at the start. Racing at Imola is always about track position, so starting from seventh was always going to be a bit tough. We put Valerio in for the start and he did an amazing job and got us up to P3. I was able to consolidate that, but it’s hot out there and it’s tough managing tires and the constant traffic. We had a couple of issues and Laurents picked up the penalty in his stint, but he did a great job with a tough charge to make up for it and get us back to fourth place again, which seems to be the story of our season so far this year.”

Laurents Hörr said: “The temperatures today were really tough, but the car was probably the best it has been all weekend. The five-second penalty was unfortunate, but I take the blame for it. I saw an opportunity, but I think there was some miscommunication between me and the LMP3, but you have to learn from this. I know I had the pace, but it’s so difficult to overtake around Imola. When I was able to get past him, I pulled away ten seconds in five laps, which showed the potential we had in the car today without some of the other issues, which lost us some time in the pits, which maybe cost a chance of a podium.”

Genesis Magma Racing Sporting Director Gabriele Tarquini said: “The Genesis Magma Racing Trajectory Program drivers put in a strong performance to be part of the battle for the podium places for almost all of the 4 Hours of Imola. Valerio Rinicella did very well in his first time starting an ELMS race. He was the fastest driver on track and was able to put the car in contention for the podium, despite having to work through a number of interruptions. Jamie Chadwick was put in a very difficult spot during her stint – having to both defend and attack at the same time – but she kept her composure, including through traffic, to put the team in a position where they felt strategy could make the difference. Unfortunately, the penalty put the podium out of reach, but Laurents reacted well to the news and did what he needed to do to take the best result that was available from the weekend.”

LE CASTELLET, France, July 3, 2026 — Genesis Magma Racing faces its first competitive test outside of Europe, with the first fly-away round of the 2026 FIA World Endurance Championship (WEC) taking the team to the 6 Hours of São Paulo at the Autódromo José Carlos Pace.

Pipo Derani Heads for Rare Home Race

The trip to the Brazilian circuit takes the WEC paddock from its longest race of the season at the longest circuit on the calendar back to the more familiar six-hour format on the shortest circuit on the 2026 calendar at just 4.309 kilometers. The relative confines of the circuit present a different challenge to Genesis Magma Racing’s engineers and drivers as they continue to gain experience in the championship.

The short circuit promises a tightly contested qualifying session, where Genesis Magma Racing will aim to show the same pace that placed both GMR-001 Hypercars in the final Hyperpole session at Le Mans. Meanwhile, in the race, the track means that traffic management — especially through the technical infield section of the 15-turn track — will have a major effect on the contest for positions within the Hypercar category.

Pipo Derani, driving the #17 entry, is the only Brazilian driver competing in the Hypercar class this season. Though originally from São Paulo, the weekend is a rare chance to race at home for a driver whose professional career has largely been spent in Europe and North America. His teammate André Lotterer, as well as Paul-Loup Chatin and Dani Juncadella in the #19 car, has more recent experience at the circuit, while for Mathys Jaubert and Mathieu Jaminet, the race will be their first at the circuit.

After a resoundingly positive reaction to the Magma livery that debuted at the 24 Hours of Le Mans, both the #17 and #19 cars will remain clad in the design, which progresses from deep red to the team’s signature Magma hue at the front of the car. Also unchanged from the Le Mans weekend for the visit to Brazil are the driving lineups for the two GMR-001 Hypercar entries, as both cars retain their three-driver crews for the return to the six-hour format.

Genesis Magma Racing Team Management Quotes

Cyril Abiteboul, Genesis Magma Racing Team Principal, said: “The 6 Hours of São Paulo takes Genesis Magma Racing into new territory for us as a team, as a manufacturer and for many of our drivers. We had some time to reflect on what we achieved at Le Mans, as well as to take lessons from the race that we can start to apply immediately. The race in Brazil presents its own challenges, with the technical circuit and the operational challenges that come with any fly-away race that we are facing for the first time. It’s great to be able to greet our fans in South America for the first time with both cars in the Magma livery. The color is central to our identity and Genesis Magma as a whole, so to be able to introduce ourselves in Brazil proudly representing Magma is very important.”

Gabriele Tarquini, Genesis Magma Racing Sporting Director, said: “The track in Brazil presents a different challenge compared to Le Mans. The 24 Hours gave us several positives to build on. We had good reliability and continued to build on our understanding of the car and procedures. Although Interlagos is a much shorter race with a completely different approach, our objective is to take the lessons learned at Le Mans and continue our progress. As with every fly-away event, there are additional complexities. From the drivers' side, managing travel, time zones and changing conditions is part of the challenge. The whole team has to be able to adapt quickly. We have decided to maintain three drivers per car because we believe continuity is important. Having all our drivers involved allows us to maximize the contribution of each crew, maintain consistency and ensure everyone stays fully integrated throughout the season.”

Justin Taylor, Genesis Magma Racing Chief Engineer, said: “The 6 Hours of São Paulo marks our first non-European race and the start of a long trip for the cars and equipment. This puts our logistics team to the test with a lot of extra planning just to ensure we don't forget something. It's not an easy task, but it's all part of the WEC challenge. Le Mans was a valuable step for us in the formation of Genesis Magma Racing. We gathered a wealth of data and new experiences which we have analyzed closely to learn what we can for the next race. Surprisingly, Le Mans taught us a bit about tire performance in hot conditions. While the Interlagos circuit has very different energy density and distribution, we now know a bit how the rubber behaves at the temps we might see there, which could help us make quick decisions during the race if we see the same trends appearing.”

Driver Quotes - #17 GMR-001 Hypercar

Pipo Derani said: “I can’t describe how much I’m looking forward to finally racing in the top class of a high-level championship in my hometown. I'm from São Paulo myself but have barely raced in Interlagos during my entire career, so to be able to go there with Genesis Magma Racing as the only Brazilian driver will be amazing. The Brazilian fans are always great, and I know a lot of them have been following our progress with the GMR-001 Hypercar from the start of the project and this season. The retirement at Le Mans was a bit of a disappointment, especially as you could see we made some good steps forward with the performance. Hopefully we can continue our progress and get back to finishing the race and scoring some points. To do that in my home race would be amazing.” 

Mathys Jaubert said: “The 6 Hours of São Paulo will be a new challenge for me as it will be my first time racing at Interlagos, but it’s an iconic circuit and I’m really looking forward to it. I’ve watched plenty of onboard videos to learn the track and understand its characteristics as much as possible before arriving, and I’ve been able to do some preparation on our simulator. The goal for me and the team for the weekend is to adapt quickly, continue progressing and keep developing the GMR-001 Hypercar package we currently have. We want to maximize every session, learn as much as possible and continue moving in the right direction during the second half of the season.”

André Lotterer said: “I’m very excited and motivated to take Genesis Magma Racing’s debut season to another new race for the team, especially as it is Pipo’s home race in a country that is very enthusiastic about motorsport. Interlagos is a historic racetrack, but it’s also very tricky. The tarmac there is very different from anything we have seen so far this year, so there will be some unknowns for the drivers and engineers. It’s our first time going overseas with our cars and the whole Genesis Magma Racing team, which is another big step in our journey. We don’t know what to expect with performance, so let’s see where we are after Free Practice. As usual, we’ll push and do our best and try to get to the finish line with both cars, and why not score some more points.”

Driver Quotes - #19 GMR-001 Hypercar

Paul-Loup Chatin said: “I’m very happy to be heading back to Interlagos. It is a unique place with a lot of history that I respect a lot. We’ve completed the opening three races, including the 24 Hours of Le Mans, which was an incredibly valuable experience for the whole team. The ten days we spent at Le Mans were extremely positive and gave us a lot to build on. Now our focus is on becoming more competitive and closing the gap to the front. But at the same time, we’re still very much in a development phase, and that’s something we need to keep in mind heading into Interlagos. It’s a unique circuit, with a layout that is predominantly low speed. Our goal is to make the most of the weekend, continue improving, keep learning about the car and gradually raise our expectations as we move forward.”

Mathieu Jaminet said: “The 6 Hours of São Paulo is obviously a very different event to our last race at Le Mans. We are back to the six-hour format for our fourth race together. The weekend will be my first-ever time in Brazil, and obviously my first-ever time racing at Interlagos. I’m really looking forward to discovering the track and country. We’ve seen the car performing well on every track we’ve been to so far, so it would be nice if we can continue this with the #19 GMR-001 Hypercar, run a bit closer to the front and maybe score our first points. This would be an amazing result for myself, Paul-Loup and Dani as drivers, and for the whole team. If we keep progressing like we have since the beginning of the year, then the top ten should be a realistic target.”

Dani Juncadella said: “Interlagos is very different to anything else on the WEC calendar. From my experience in LMGT3, there is a lot of tire degradation, so I wonder how that changes in Hypercar with the different tires. It’s a track I really like, in a part of the world where we don’t get to go very often to race. It’s a tight circuit, so traffic can be difficult to manage. In the slow sections — sector two — the GT cars are actually pretty quick, which is something we need to take care with in Hypercar. Already in three races we’ve learned a lot of lessons and made really big steps forward, and after 24 Hours, 6 Hours feels like a sprint now, so I think that we have the confidence to push forward. The expectation is to just keep progressing as we have been — working on having a strong car for the race and continuing to push forward in every area.”

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

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

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

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

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

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

Study Highlights:

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

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

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

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