SEOUL, Sept. 30, 2025 — Genesis today announced that the GV60 Magma, set to become the brand’s first-ever high-performance model, has undergone the last stages of an extensive series of evaluations across some of the world’s most demanding environments, finalizing preparations for its upcoming debut.

Designed to open a new chapter in luxury high-performance, the GV60 Magma has undergone rigorous testing to perfect its driving dynamics and deliver both exhilarating performance and refined comfort.

Proven in Extreme Conditions Worldwide

Beginning earlier this year in Arjeplog, Sweden, the GV60 Magma faced formidable winter conditions before continuing through the searing heat of California, the high-altitude mountain ranges of New Zealand, and the diverse roadways of Spain.

At the California Proving Ground in the U.S., the GV60 Magma was pushed through extreme heat to validate power output, cooling efficiency, and thermal protection. 

In contrast, at the Southern Hemisphere Proving Ground in New Zealand, the vehicle faced sub-zero conditions at 1,500 meters above sea level, where engineers examined chassis precision, traction stability, braking robustness, and agile cornering on icy, wind-swept terrain.

These evaluations ensured the GV60 Magma delivers unwavering stability at high speeds and uncompromised ride comfort in any condition.

In September, Genesis engineers conducted the final stages of real-world assessments in Korea, driving from the Namyang R&D Center to Chuncheon and completing intensive laps at Inje Speedium Circuit.

These tests validated the GV60 Magma’s ability to balance powerful acceleration and handling precision with the refined comfort expected of a Genesis model.

Highways, mountainous terrain roads, congested urban streets, and racetrack environments were all incorporated to ensure the vehicle can seamlessly adapt to diverse driving conditions.

Hyundai Motor Group has long upheld a rigorous global testing standard, ensuring every vehicle meets the highest levels of quality, durability, and performance. From the Namyang R&D Center in Korea to the California Proving Ground in the U.S. and the Nürburgring in Germany, the Group leverages several world-class facilities worldwide to validate and refine its vehicles under the most demanding conditions.

A New Era of High-Performance Luxury

Set to be unveiled later this year, the GV60 Magma represents a pivotal milestone for Genesis as the brand marks its 10th anniversary. As Genesis’ first high-performance EV, the model combines a decade of innovation and luxury philosophy with cutting-edge performance engineering to deliver a truly distinctive driving experience.

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

6. Genesis GV60 Magma Concept

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

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

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

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

7. Genesis Neolun Concept

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

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

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

8. Genesis GV60 Mountain Intervention Vehicle (MIV) Concept

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

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

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

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

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

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

X Gran Coupe Concept

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

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

X Gran Convertible Concept

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

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

10. Genesis GMR-001 Hypercar

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

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

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

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

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

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

Here are the highlights.

The Genesis Sydney opening event on Jan. 29. Genesis has expanded its presence in Australia ever since entering the market in 2019, today running two flagship studios and five metro showcases.

Among the displayed vehicles at the opening event was the GV60 Magma Concept, marking the first time the model was shown in Australia.

Genesis Sydney goes beyond traditional car showrooms and embodies the brand’s Korean aesthetic philosophy emphasizing the “Beauty of White Space.”

Mike Song, Global Head of Genesis, told local journalists that the brand's aim isn’t restricted to sales. “We want to be recognized as a luxury brand that builds authentic connections with customers,” he remarked. “It’s not about selling one million or two million cars a year. We’re dedicated to building the brand in our own unique way — the Genesis way.”

The exterior of the Genesis Sydney showcase. Regarding Australia, Song noted that it’s a highly valuable market essential to the brand’s global success strategy. "With a deep-rooted motorsports culture and a consumer base that shows a strong interest in automotive technology and performance,” Song said, “Australia provides the perfect environment to effectively promote Genesis' high-performance models."

Jacky Ickx, left, a Belgian racing legend and Genesis Brand Partner, presented the winning trophy from his 1967 Bathurst 1000 victory to Bathurst Mayor Robert Taylor at the Bathurst racetrack on Jan. 30. Behind them, from left, are the X Gran Berlinetta Concept and the Ford Falcon XC V8, the car that Ickx drove to triumph 58 years ago. Delivered at the request of Ickx’s then-co-driver Allan Moffat, the trophy will be permanently displayed at the National Motor Racing Museum in Bathurst.

An iconic member of the high-performance Genesis Magma family, the X Gran Berlinetta Concept, featured at front above, was initially unveiled in December 2023, created as part of Polyphony Digital’s Vision Gran Turismo series. Before last week, it had never been seen in action. In the back is the GV60 Magma Concept, which made its dynamic debut on July 11, 2024, at the Goodwood Festival of Speed, winning that year’s four-seater production car category in the Sunday Shootout.

“It’s not an easy place to drive racing cars,” Ickx said after completing several laps on the Bathurst racetrack in the X Gran Berlinetta Concept. “But it was an excellent decision to showcase Berlinetta here, as the Australian people have such a strong passion for Bathurst and motor racing. This place is truly one of a kind.”

After driving nearly 6,000 kilometers across the Saudi desert last month in the GV80 Desert Edition, Ickx said Genesis is undoubtedly taking bold strides into the unknown. “Even though Genesis makes luxury cars for the road, they still aim to have the energy and capability to perform on racetracks or in the desert,” he said. “What a privilege to be a part of that journey.”

BATHURST, Australia, Jan. 31, 2025 — International motor racing legend and 1977 Bathurst 1000 victor Jacky Ickx has returned to Mount Panorama, thrilling the crowds and reliving past glories by cutting some laps in the Genesis X Gran Berlinetta Concept as it made its global racetrack debut.

Ickx, whose epic motorsport career spans both many formulae and eras, took the wheel of this stunning Genesis concept car for some spirited laps during the build up to the Bathurst 12 Hour endurance race, giving the vehicle a fitting first dynamic outing. 

Known within the world of Genesis as the “Gentleman Disruptor,” the Brand Partner also drove the famous Bathurst track in the GV60 Magma Concept, an all-electric luxury vehicle that represents a new and exciting era for the Korean luxury brand. The GV60 Magma is on track to enter production later this year, becoming the first Genesis Magma model to go on sale. 

Genesis ultimately aims to develop a high-performance Magma model for each production vehicle in its lineup, maximizing both aesthetics and performance. 

Despite not having seen the globally revered Mount Panorama circuit for more than 45 years, Ickx was always going to remember his way around. 

“It’s been a while but what I felt and noticed was that, like all the world’s greatest motor racing circuits — Monaco, Nürburgring or Spa — it has barely changed over the years. They’ve put a kink in that giant Conrod Straight to slow people down, but it’s still a fantastically challenging track with plenty of rise and fall,” said Ickx. 

“I was blown away by the X Gran Berlinetta Concept, which was a wildly powerful and loud machine to drive. I could tell the crowd really enjoyed both the sight and the sound as I went by. 

“Being an EV, my laps in the Genesis GV60 Magma Concept were quite different, and a lot quieter, but the torque and the thrust you get from a modern electric vehicle like that… truly, it’s quite something. The GV60 Magma Concept feels a long way from the Ford Falcon I drove here last time, and quite a lot faster. 

“It was a real honor and pleasure, to show off these two very special vehicles for the public. And I loved the opportunity to tackle The Mountain again.” 

Ickx, who turned 80 on New Year’s Day, started out racing motorcycles in 1960 before accelerating into the world of Formula One in 1967, winning eight Grands Prix and scoring 25 podiums. The Belgian simultaneously tackled the world of endurance racing, winning the grueling 24 Hour race of Le Mans a then-record six times, and in 1977 achieved his famous Bathurst 1000 win at his first visit to the track, co-driving for Allan Moffat in the mighty Ford Falcon XC V8. 

He was united with that vehicle again on Jan. 30, and he was kind enough to hand over the winning trophy from 1977 to Bathurst Town Mayor Robert Taylor. 

At the request of Moffat, the trophy will now be permanently displayed in the National Motor Racing Museum (Mount Panorama), next to the 1977 Ford Falcon XC V8 both he and Ickx drove to victory that year. 

X Gran Berlinetta Concept 

The stunning X Gran Berlinetta Concept was created as part of Polyphony Digital’s Vision Gran Turismo series and first shown at the 2023 Gran Turismo World Series World Finals in Barcelona, Spain. It has been available to race in the virtual world of the game since January 2024. 

GV60 Magma Concept 

The bold-looking GV60 Magma Concept had previously demonstrated its exceptional capabilities on the famous Goodwood Hillclimb, claiming a class win in the four-seater production car category and taking an impressive 16th place overall in the weekend's Shootout. 

Genesis Magma Racing 

Genesis recently announced its intention to enter the world of endurance motorsport with the launch of the Genesis Magma Racing team and will compete in the prestigious World Endurance Championship (WEC) in 2026, followed by the IMSA SportsCar Championship (IMSA) in 2027. 

This exciting venture will put Genesis on the world’s most challenging tracks, showcasing the brand’s engineering expertise and endurance capabilities while bringing the Genesis notion of “Athletic Elegance” to the world of motorsport. 

By entering the LMDh sports prototype category, Genesis joins an elite group of manufacturers vying for success on the world’s most prestigious racing stages. Iconic endurance events like the 24 Hours of Le Mans and the Daytona 24 require teams to balance peak performance with durability and efficiency, testing both machinery and drivers to their limits.

SYDNEY, Jan. 20, 2025 — Genesis is set to open its largest retail space in Australia with the unveiling of a spectacular new flagship Genesis Sydney showcase on Parramatta Road in North Strathfield.

The opening of the state-of-the-art, landmark facility will be suitably celebrated with a cocktail party for customers and invited guests on Jan. 29, attended by Global Head of Genesis Mike Song, who is visiting Australia for the event, and motor racing legend and Genesis Brand Ambassador Jacky Ickx.

Also on display as the centrepiece of the opening festivities will be the instantly iconic GV60 Magma Concept, which will be making its first appearance in Australia.

This stunning addition to the Genesis retail network represents a major investment in the brand locally and is in line with the expansion of the Genesis model range globally.

The new Genesis Sydney facility is a visually spectacular space that goes beyond traditional car showrooms and embodies the Korean aesthetic philosophy emphasizing the “Beauty of White Space.”

It features space to display the audacious, progressive and distinctly Korean contours of eight Genesis vehicles internally, and a large range of vehicles externally, as well as two Customer Delivery Lounges and a conference space.

Parked front and center on the opening night will be the GV60 Magma Concept, which is on track to enter global production later this year, becoming the first Genesis Magma model to go on sale.

Genesis ultimately aims to develop a high-performance Magma model for each production vehicle in its lineup, maximizing both performance and aesthetics.

Head of Genesis Motors Australia, Justin Douglass, said it was an honor, and a recognition of the importance of the Australian market, to have Global Head of Genesis Song flying in to mark the occasion.

“This spectacular showcase, Genesis Sydney, truly is a landmark facility for our brand in Australia and represents a hallmark in quality for Genesis,” Douglass added.

“All of our showcases, and our two flagship studios, present the Genesis line-up in a stylish, minimalist environment, where customers can experience the unprecedented luxury that’s at the core of everything our brand does.

“You can see the distinctly Korean design that sets Genesis apart in the way this vast facility is laid out, but when you visit you can also sense it — the audacious and progressive approach that makes our brand stand out, and appeal to so many Australian customers.

“We warmly invite the people of Sydney to visit this new Genesis showcase, and to experience our vehicles for themselves.”

Ickx, who will attend the opening party, is in Australia to make his return to Mount Panorama for the first time since his 1977 Bathurst 1000 victory.

He will be driving the Genesis X Gran Berlinetta Concept for a series of demonstration laps at the Bathurst 12 Hour endurance race (Jan. 31 to Feb. 2) as it makes its global racetrack debut.

The GV60 Magma Concept will also be running laps at the Bathurst 12 Hour, having recently won its class at the famous Goodwood Festival of Speed — a hugely impressive first outing in what was the car’s global dynamic debut.

Since launching locally in 2019, Genesis has expanded its presence in Australia to seven locations across four states, including two flagship studios supported by five metro showcases.

1. GENESIS UNVEILS GV80 BLACK AND GV80 COUPE BLACK

On Oct. 2, Genesis added two more models to its Genesis Black lineup, the GV80 Black and the GV80 Coupe Black, presenting an all-black finish that permeates every intricate detail with refinement. 

2. GENESIS UNVEILS NEOLUN AND GV60 MAGMA CONCEPTS, SHOWCASING FURTHER EVOLUTION OF THE BRAND

At an exclusive event held in New York on March 25, Genesis revealed its first full-size electric SUV concept, the Neolun, and launched the high-performance Magma program, marking a critical milestone in the brand’s evolution. 

3. GENESIS UNVEILS LUXURY PERFORMANCE VISION WITH GENESIS MAGMA RACING, BACKED BY HYUNDAI MOTORSPORT

Genesis officially launched its motorsports program, Genesis Magma Racing, on Dec. 4 in Dubai, pledging to compete in the World Endurance Championship (WEC) in 2026 and the IMSA SportsCar Championship in 2027. 

4. GENESIS UNVEILS X GRAN RACER VGT CONCEPT AT BUSAN INTERNATIONAL MOBILITY SHOW

The Genesis X Gran Racer Vision Gran Turismo Concept was unveiled for the first time ever at the Busan International Mobility Show 2024 in Busan, Korea, on June 27, also marking the first time that a Magma vehicle was shown to the Korean public. The model became Genesis’ fourth vehicle developed for the Gran Turismo digital racing game series. 

5. WHY GENESIS DROPPED FOG LAMPS

Fog lamps have become a rarity in the luxury auto landscape thanks to technological advancements, and Genesis is no exception. 

6. MAKING CAR SEATS MORE COMFORTABLE (WITHOUT COMPROMISING SPACE)

Achieving the right balance of comfort and space in car seats can be challenging, as enhancing one often compromises the other. The “Ergo Motion Seat” developed by Genesis aims to tackle this very conundrum. 

7. GENESIS LAUNCHES NEWLY DESIGNED GV70 IN KOREA 

The first-ever redesign of the Genesis GV70 was launched in Korea on May 8, completed with a more refined silhouette and enhanced product appeal. 

8. INSIDE THE REDESIGNED GENESIS GV70: RIDE AND HANDLING

Research engineers from the Namyang R&D Center gathered with local media in June, a month after the redesigned Genesis GV70 was launched in Korea, to introduce the host of enhancements in ride and handling. 

9. GENESIS LAUNCHES TRACK TAXI NORDSCHLEIFE PROGRAM AT NÜRBURGRING

The Genesis Track Taxi Nordschleife program was launched at the world-famous Nürburgring in Germany on June 18, offering passenger rides in a specially modified Genesis G70, dubbed the G70 Track Taxi Nordschleife.

10. INSIDE THE REDESIGNED GENESIS GV70: NOISE, VIBRATION AND HARSHNESS

The June tech event with research engineers from the Namyang R&D Center on the redesigned GV70 also touched upon the model’s noise, vibration and harshness improvements. 

Zurich, Dec. 3, 2024 — An immersive, multisensory installation showcasing the inspiration and spirit of Genesis Magma, the brand's high-performance program, will be open to the public from Dec. 6 at the Genesis Studio Zurich in Switzerland.

Created in collaboration with the Seoul-based Korean art studio OMA Space, “Inner Power” is a meditative art installation designed to awaken, amplify and revive each guest’s inner power, energy and vitality. Throughout a 15-minute barefoot journey, a spiral path leads participants across lava stones, pebbles and diverse organic floor textures that warm throughout. The installation combines lighting, video and sound to create an entirely multisensory experience.

The GV60 Magma Concept, the brand's first Magma model to officially enter production next year, will be displayed on the ground floor of the Genesis studio following its Swiss debut at Auto Zurich last month.

“We are delighted," said Oma, artist and Founder of OMA Space, "as true believers in the transformative power of art, to collaborate with Genesis and to be able to bring our art to Zurich to offer a Magma-inspired experience that reconnects people to their inner power and the pure energy of nature.” 

Michael Cole, Managing Director at Genesis Motor Europe, said, “We are passionate about creating unique and rewarding guest experiences both in and outside of the car. I hope guests will enjoy this immersive journey to discover the inspiration and spirit of Magma as well as our brand’s warm hospitality at the Genesis Studio Zurich.” 

“Inner Power” is part of a global program led by Genesis that includes an immersive light installation called “STARSCAPE,” opened at Genesis House New York last month. Each activation underlines the brand’s commitment to pushing boundaries of performance, luxury and design in Genesis studios across the world with a distinct Korean twist. 

“Inner Power” is slated to run through Jan. 31, 2025. Bookings can be made here.

For Yongjun Heo, it’s in the wheels.

“Just like how shoes make or break an entire look, it’s no exaggeration to say that wheels complete the overall design of a vehicle,” says Heo, who leads the Genesis Exterior Design Team.

“That's why as a brand and as a team, we’re dead serious about wheel designs.” 

The Inspiration

Audacious. Progressive. Distinctly Korean.

These three characteristics form the foundation of Genesis’ design identity, “Athletic Elegance.” They serve as the guiding star for all Genesis models, influencing every aspect of their design and product planning. 

“They are what drive us to take bolder steps than other brands, touch the hearts of customers with new technologies and incorporate exclusive Korean aesthetics," says Heo.

In wheel designs, the emphasis on Athletic Elegance leads to one critical question during planning: whether to prioritize athleticism or elegance. 

"For dynamic models like the Genesis G70 and the Genesis GV70, more aggressive spoke designs are used to express dynamism,” Heo mentions. “In contrast, for models like the Genesis G90 sedan, multi-spoke or dish-type wheels are tapped to convey elegance.”

3 Rules 

Behind every wheel design, there are three specific rules that guide the Genesis Exterior Design Team.

“One, the wheels must complement and harmonize with the overall body design,” Heo points out. “Two, they should visually appear larger-looking, and three, they must communicate a clear design message.”

No matter how aesthetically pleasing a wheel may be, it won’t be used if it doesn't meet the above criteria, particularly the first rule.

To overcome the challenge of creating a wheel design that seamlessly blends with the model, wheels at Genesis are not designed in isolation toward the end of the body design. Instead, they are developed in conjunction with the rest of the vehicle right from the outset, which approach ensures that the wheels are harmoniously integrated into the overall aesthetic.

Two Lines and the G-Matrix Pattern

When asked what sets Genesis wheel designs apart from other brands, Heo quickly highlights the Two Lines, one of the brand's signature design elements. 

"We begin with the Two Lines and explore new structural forms based on reinterpretations from different perspectives," Heo explains, offering the double-layer spoke structure of the Genesis X Concept as an example. 

Heo’s favorite: the Genesis X Speedium Coupe Concept’s five-spoke wheel.

"Considering that the X Speedium Coupe Concept was a concept vehicle, the wheels were designed to tease Genesis' future design vision," Heo recalls. "Although production feasibility was not a primary consideration, designing the wheels was still an incredibly difficult task. In hindsight, I think they ultimately elevated both the sportiness and elegance of the Genesis X Trilogy." 

Genesis wheels aren’t simply confined to aesthetics. They also offer functional advantages, like being lightweight while maintaining necessary rigidity.

The spoke cross-section design, for instance, effectively cools the brakes. The G-Matrix pattern, another one of Genesis’ signature design elements, helps secure rigidity and lighter weight, as seen in the G70 and the GV70 Sport models.

Limitless Possibilities

Looking ahead, Heo says he and his team have their eyes set on electric vehicles (EVs) and developing next-generation wheel designs that can enhance EV driving range. 

"There are countless designs to explore, along with new materials and manufacturing techniques that can significantly improve our aerodynamics,” Heo marvels. “The possibilities are limitless."

CHICHESTER, England, July 17, 2024 — Genesis triumphed in the Sunday Shootout at this year’s Goodwood Festival of Speed, securing a remarkable victory in the 4-seater production car category with its GV60 Magma Concept. 

Swiftly following the announcement of the Genesis GV60 Magma coming to Korea and then Europe in 2025, the GV60 Magma Concept demonstrated its exceptional capabilities on the hillclimb, claiming not only the class win but also achieving an impressive 16th place overall. The vehicle completed the 1.86-kilometer course in just 52.72 seconds.

The GV60 Magma Concept showcased its capabilities and turn of speed, proving it is already a challenger in the world of high-performance vehicles. The victory in the production category underscores Genesis' strong commitment to pushing the boundaries of automotive technology and design. 

"With HMETC and Goodwood being in Europe, our teams in Rüsselsheim took on the development of the car and I could not be prouder of the results,” said Tyrone Johnson, Managing Director of the Hyundai Motor Europe Technical Center (HMETC). 

“This win is a testament to the hard work and dedication of our development teams at HMETC, and the collaboration with our global team in Namyang, and we are thrilled with the results achieved at the Goodwood Festival of Speed,” Johnson said, adding, “The development continues, so we know there is more performance to come." 

Race and rally driver driver Gethin Jones, who piloted the GV60 Magma Concept up the hill on Sunday, commented on the unique development process that contributed to the car's success, saying, "Driving the GV60 Magma Concept at Goodwood was a rewarding experience. The car's responsiveness and power were impressive throughout the event, and its ability to handle the hillclimb with such precision is a testament to the engineering excellence behind it." 

CHICHESTER, England, July 11, 2024 — The Genesis GV60 Magma Concept will make its global dynamic debut today at the 2024 Goodwood Festival of Speed, marking the first time that a Magma model is shown in action since the high-performance program officially launched in March. 

The dynamic debut, led by Genesis Brand Partner and racing legend Jacky Ickx on the Goodwood hillclimb, will come as the brand announced earlier today that the Genesis GV60 Magma is on track to enter production soon, becoming the first Magma model to do so. Sales are targeted to commence in Korea during the third quarter of next year, with Europe to follow in the fourth quarter. 

“We are thrilled to present the global dynamic debut of the GV60 Magma Concept at the 2024 Goodwood Festival of Speed,” said Genesis Chief Creative Officer Luc Donckerwolke. “The festival’s storied legacy and enthusiastic audience provide an ideal platform to showcase the capabilities of our new Magma program and highlight our strong commitment to high performance. We invite all attendees to immerse themselves in the full Genesis experience and witness the dynamic energy and power of Genesis Magma.” 

3 Dynamic Debuts 

The GV60 Magma Concept is among several vehicles within the Genesis Magma program showcased at this year’s Goodwood, including the Genesis G80 EV Magma Concept, which will also make its global dynamic debut today on the Goodwood hillclimb. 

The Genesis G70 Track Taxi Nordschleife — an enhanced G70 3.3T model designed specifically for passenger rides at the fabled Nürburgring track in Germany — will be seen in action for the first time in the UK. 

Production for GV60 Magma Aimed at Q3 2025 

The GV60 Magma Concept was globally unveiled for the first time at Genesis House New York on March 25, as the brand announced the official launch of its high-performance program. 

With Magma, Genesis ultimately aims to develop a high-end variant of each model within the existing lineup, maximizing both aesthetics and performance. 

The GV60 Magma Concept elevates the design and performance of the existing Genesis GV60 — the brand’s first dedicated EV model — with improved battery and motor technology, along with meticulous attention to detail in terms of chassis, aerodynamics and thermodynamics. To enhance stability during sporty driving, the car has been widened and lowered, giving it a more dynamic stance and allowing for a lower center of gravity. 

The GV60 Magma, set to hit sales in Korea next year as an EV model, will closely resemble the concept model, with necessary modifications made to comply with regional regulations. 

Genesis Magma to Feature Various Exclusive Components 

Compared to the existing lineup, production models within the Genesis Magma program will be equipped with various specialized features aimed at enhancing the joy of sporty driving while ensuring effortless comfort. 

Magma models will exhibit a wider and lower body design, paired with exclusive chassis and suspension components that have been thoughtfully engineered to elevate overall performance and provide an unmatched driving sensation unique to Magma vehicles. 

An authentic, Magma-exclusive sound system will provide a rich, dynamic auditory experience that further boosts the excitement of every ride. 

Magma production models will also introduce a compelling and immersive human-machine interface (HMI) built upon a distinct graphical user interface (GUI). The cutting-edge system will effectively prioritize and display only essential data and functions, enabling the driver to fully immerse themselves in the thrilling journey ahead. 

Each vehicle within Genesis Magma will embody the following three fundamental attributes: “Unspoken Dominance,” “Captivating Control” and “Sharpened Immersion.” 

•Unspoken Dominance: At the very first glance, the design of Genesis Magma emanates dynamic energy and power, instantly commanding respect and evoking a deep sense of admiration. 

•Captivating Control: Utilizing ample power and precise vehicle dynamics control, Genesis Magma seamlessly blends accuracy and comfort under any driving condition. 

•Sharpened Immersion: A multi-sensory journey, from luxurious materials to exclusive Magma sounds, delivers the epitome of sensory delight. 

Genesis at Goodwood 

Genesis has participated in Goodwood for four consecutive years, captivating audiences at the UK’s largest automotive festival with exciting vehicle showcases and launches. 

The Genesis stand at this year’s event is the largest yet, a two-story installation facing the First Glance Paddock near the hillclimb starting line. Drawing inspiration from the design concept of the “Aesthetics of Boundaries,” the open pavilion seamlessly connects indoor and outdoor spaces, creating an inviting atmosphere that attracts visitors to capture and embrace the true essence of Korean sentiments. 

Displayed on the stand’s first floor are the GV60 Magma Concept, G80 Magma Special and X Gran Berlinetta Concept, all of which are part of the Genesis Magma program. Displayed on the second floor are three production vehicles: the GV60, Electrified GV70 and Electrified G80. 

Ickx, a six-time Le Mans winner who was appointed Genesis Brand Partner in February, is scheduled to hold an autograph signing event at the Genesis stand throughout the weekend, offering fans a chance to engage with the Belgian racing icon. The event will take place from 4 p.m. to 5 p.m. on Thursday, 2 p.m. to 3 p.m. on Friday, and 10:30 a.m. to 11:30 a.m. on Saturday. 

The GV60 Magma Concept, G80 EV Magma Concept, G70 Track Taxi Nordschleife and GV80 Coupe Concept will be running up the hill throughout the end of the festival on Sunday. For the first time, Genesis will also be competing in the Shootout Sunday with the GV60 Magma Concept, showcasing its driving capabilities and turn of speed.

LONDON, July 3, 2024 — Genesis Brand Partner and six-time Le Mans winner Jacky Ickx will join Genesis at this year’s Goodwood Festival of Speed. 

Ickx will lead the way up the famous hillclimb on July 11 in the Genesis GV60 Magma Concept, giving the model its global dynamic debut. At 9:45 a.m. on the same day, he will join the Duke of Richmond and Genesis Chief Creative Officer Luc Donckerwolke at the Genesis stand to announce the next step of Genesis Magma. 

Having admired Genesis for its cultured elegance, innovation and design aesthetics, Ickx became a Genesis Brand Partner earlier this year. Through the partnership, Jacky is lending his expertise to the Magma program, adding a new, refined high-performance dimension to Genesis. 

During the festival, Ickx will also take part in various activities at the Genesis stand such as signing autographs for fans, offering visitors a unique opportunity to engage with the Belgian racing legend. 

“I’ve enjoyed attending the Goodwood Festival of Speed many times,” said Ickx. “It will be a pleasure to represent Genesis this year, to engage with visitors and be a part of the GV60 Magma Concept’s global dynamic debut.” 

Other notable moments at the festival will include the global dynamic debut of the Genesis G80 EV Magma Concept and the first UK showcase of the Genesis G70 Track Taxi Nordschleife — Genesis’ enhanced G70 3.3T designed specifically for passenger rides at the fabled Nürburgring track in Germany. Guests will be able to witness both models in action on the hillclimb. 

“I am delighted that Jacky is joining us at the festival and lending his legendary driving skills to showcase our new Genesis GV60 Magma Concept on the hill,” said Donckerwolke. “We share a mutual passion for developing the future of the industry, particularly to promote and push innovation in design and technology. He is a role model for many and there is no better place for him to share his expertise and knowledge.” 

FRANKFURT, Germany, June 19, 2024 — Genesis has announced that its highly anticipated Genesis Magma program will make its global dynamic debut at this year’s Goodwood Festival of Speed presented by Mastercard, including the global dynamic debut of the GV60 Magma Concept. 

Spectators will also have the chance to experience the global dynamic debut of the G80 EV Magma Concept. Both cars will be taking on the hillclimb twice a day over the weekend and displayed in the First Glance Paddock. For the first time ever, Genesis will also be competing to take part in the Shootout Sunday with the GV60 Magma Concept, showcasing its driving capabilities and turn of speed. 

The Genesis Magma program, announced in New York earlier this year, adds a new dimension to Genesis, marking the brand’s expansion into the realm of high-performance cars. Magma dynamics focus on a refined, effortless and rewarding driving experience, combined with a sharpened athletic design. 

Magma Program on Display 

In addition to the dynamic debuts of the GV60 Magma Concept and G80 EV Magma Concept, other models within the Genesis Magma program will also be displayed at the new Genesis stand. Located directly opposite the First Glance Paddock, these will include the G80 Magma Special and X Gran Berlinetta Concept. On the second floor, guests can have a chance to explore the electric trio of the GV60, Electrified G80 and Electrified GV70, all production vehicles within the existing lineup.

Two Magma Dynamic Debuts 

The GV60 Magma Concept features a redesigned front grille, wider front wings and a new rear bumper, giving it a dynamic stance. These design enhancements are complemented by a wider and lower body and 21-inch wheels, with the overall car’s aerodynamics having been improved to enhance performance. 

The G80 EV Magma Concept, which marks the second electric car model in the Magma program, embodies a heightened sense of athleticism and perfectly encapsulates power, performance and style. Dynamic enhancements are integral updates to the car, with the implementation of an advanced suspension system, high-performance wheels, and large, ventilated front and rear brakes. 

Lawrence Hamilton, Managing Director of Genesis Motor Europe, said, "We can’t wait for the global dynamic debut of the GV60 Magma Concept to take place at the Goodwood Festival of Speed this year, an event renowned for celebrating automotive excellence and innovation. With the festival's rich history and passionate audience, it is a perfect opportunity to demonstrate the capabilities of our newly launched Magma program with dynamic hillclimb runs, highlighting our modern and refined approach to performance.” 

Goodwood Prepares for Magma 

In preparation for the Goodwood Festival of Speed, the Duke of Richmond recently invited friend and racing legend Jacky Ickx, who is also a Genesis Brand Partner, to Goodwood House, embracing Magma’s signature orange color for the occasion and lighting up the House like never before. Watch the film here: https://youtu.be/lSuPeFs8uiM 

BEIJING, April 25, 2024 — Today at the Beijing International Automotive Exhibition (Auto China 2024), global luxury automotive brand Genesis showcased the newly designed Electrified G80 and three models from its Magma program. 

Reaffirming its commitment to China, the redesigned Electrified G80 luxury sedan incorporates features tailored to meet the market’s unique customer preferences, which include an exclusive China-only “Vision Blue” color. 

Genesis also introduced its new high-performance Magma program in China with the world premiere of the G80 EV Magma Concept, alongside showcases of the X Gran Berlinetta Concept and the GV60 Magma Concept, signaling the brand’s evolution as it enters the high-performance segment. Genesis also started sales of the Genesis GV80 Coupe, its first coupe SUV, as well as the redesigned GV80, offering Chinese consumers more choices as it continues expanding its lineup in the country. 

Commemorating three years since its entry to China, Genesis is reinforcing its commitment to the region with the double world premiere of the redesigned Electrified G80 and the G80 EV Magma Concept. 

“For the past three years, we have rooted ourselves in China. Our intention to win the love and trust of Chinese customers remains unchanged,” said Wells Lee, CEO of Genesis Motor China. “While we continue to bring Genesis’ exceptional global models to China, we have also developed models tailored to Chinese customers’ preference with the same goal to meet their increasingly sophisticated and diverse needs for mobility. Looking ahead, we remain steadfast in our commitment as we continue to pursue advancement in this dynamic market relentlessly.” 

Newly Designed Electrified G80 Makes Debut 

The newly designed Electrified G80 was unveiled in a new blue color exclusive to the Chinese market. Inspired by the Chinese saying that “the color blue is richer than its indigo origin,” this new two-toned color, named Vision Blue, is derived from the noble blue color in Chinese culture and reinterpreted with Genesis’s unique aesthetics. 

The Electrified G80 illustrates the progression of Genesis’ EV design. Its dignified front face features the brand's iconic G-Matrix Crest Grille with MLA headlamps and a refined bumper, portraying a stance of confidence. The vehicle’s elongated wheelbase, which has been increased by 130 millimeters, adds to the sense of elegance and closely resembles the side profile and daylight opening (DLO) of the brand’s flagship model, the Genesis G90. 

Together with the brand’s signature Parabolic Lines flowing over the new dish-style 19-inch wheels, the chrome garnish that envelopes the front, side, and rear further elevates the overall look of the vehicle. Befitting a luxury EV, the charging port cover has also been upgraded to open and close electronically. 

As for the interior, the Electrified G80’s longer wheelbase not only offers more space in the second row, but brings with it a myriad of new features that are designed to enhance passenger comfort. After entering through the easy-close door, passengers can settle into reclining VIP seats with leg rests in privacy behind a rear-window curtain. The Ergo Motion Seats and Integrated Memory System (IMS) in the second row are also new features that are not found in its predecessor. 

The interior is further upgraded with the quilted garnish newly added to the second-row door. The vehicle’s cabin offers personalized entertainment for relaxation and work with a 27-inch OLED display, as well as a 17-speaker Bang & Olufsen sound system. Driving comfort is further elevated thanks to improved noise, vibration and harshness (NVH) reduction, adding to the experience of effortless luxury. 

Genesis Magma Program Arrives in China 

Genesis also introduced its Magma program in China with the world premiere of the G80 EV Magma Concept, also in a China-exclusive “Acme Blue” color, in addition to showcasing its X Gran Berlinetta Concept and the GV60 Magma Concept. 

The Genesis Magma program infuses the brand with a new dynamism and marks Genesis’ exciting entry into the realm of high-performance vehicles. Through Magma, Genesis endeavors to redefine the boundaries of performance and luxury, with the ultimate aim of developing a high-performance Magma variant for each existing model in the Genesis lineup. 

G80 EV Magma Concept 

“The introduction of Genesis Magma to China signifies our expansion into a new frontier of the driving experience,” said SangYup Lee, Head of Genesis Global Design. “The G80 EV Magma Concept unveiled today is a stunning expression of both our design and engineering capabilities, as well as our commitment to meet the ever-evolving needs of Chinese consumers in pursuit of ultimate performance, represented by the beautiful and China-exclusive Acme Blue.” 

One of the standout features of the G80 EV Magma Concept is the China-exclusive Acme Blue color. Inspired by the blue flames that are known to burn at the highest temperature range, this unique color symbolizes the dedication to China’s continuous progress and advancement while also signifying the ever-evolving nature of the brand's Magma program. 

Building on the success of the GV60 Magma Concept, the G80 EV Magma Concept marks the second electric vehicle model in the Magma program. True to the Genesis ethos, this concept highlights a more athletic aspect compared to the Electrified G80, perfectly embodying power, performance, and style. 

In terms of design, the G80 EV Magma Concept features various enhancements. The front grille has been redesigned, offering a more striking appearance. Wider fenders and a new rear bumper give the vehicle a more commanding presence on the road. The wider body and lowered ride height are complemented by 21-inch wheels, which are wider at the rear. 

The rear bumper is adorned with an integrated fog lamp, reminiscent of iconic racing cars, while a sculpted trunklid and pronounced spoiler lip contribute to improved aerodynamics. The rear diffuser and ducktail spoiler work together to optimize the flow of air, further enhancing the vehicle's overall performance. 

Performance is a key element of the G80 EV Magma Concept, with various enhancements implemented. The use of an advanced suspension system, high-performance wheels, and large, ventilated front and rear brakes significantly enhance the vehicle's capabilities. 

The wider track, tuned suspension for elevated road-holding and cornering potential, and larger brakes ensure excellent handling and increased driver confidence. Keeping in mind the importance of weight management, the lightweight wheels have been optimized to cool the brakes while reducing unsprung weight. 

The interior of the G80 EV Magma Concept is crafted with Alcantara, quilted leather, and carbon fiber inserts featuring a blue-colored weave. 

GV60 Magma Concept 

First introduced last month at Genesis House New York, the GV60 Magma Concept elevates the design and performance of the existing GV60 — Genesis’ first dedicated EV model — with improved battery and motor technology. The concept car is the first step toward creating a deeper emotional connection between the driver and the vehicle. 

The GV60 Magma Concept’s exterior design harmonizes aesthetics with considerations for chassis, aerodynamics and thermodynamics. To enhance stability during sporty driving, the car has been widened and lowered, giving it a more dynamic stance and allowing for a lower center of gravity. 

The GV60 Magma Concept’s distinctive exterior design extends into the luxurious and sporty interior. It features elements including bucket seats with body-colored seatbacks, upholstered in nappa and suede leather featuring double-diamond stitching patterns in Magma’s iconic orange color and titanium grey. 

The X Gran Berlinetta Concept 

The X Gran Berlinetta Concept, first unveiled in Barcelona last December, was born from a design study that demonstrates Genesis’ passion and intent for the Vision Gran Turismo series. 

The X Gran Berlinetta Concept’s design language is pure and muscular with volumes centered around the wheels. Its design orchestrates the cab backwards proportions with Genesis’ typical anti-wedge attitude that is structured around a virtual parabolical tensioned theory, which is common to the Genesis model lineup. The package design maximizes the dash-to-axle ratio while moving the driver and powertrain rearward for a lean mid-engine layout. 

GV80 Coupe and Redesigned GV80 Begin Sales 

The GV80 Coupe marks the brand’s expansion into the luxury coupe SUV segment, bringing together extraordinary design and exceptional performance. The GV80 Coupe embodies the ideal luxury coupe SUV’s balance of sportiness and practicality, offering a unique luxury experience tailored for young Chinese consumers. 

The GV80 Coupe carries the brand’s characteristic “Athletic Elegance” design philosophy with a double-layered Crest Grille and Parabolic Line spanning the body, while an integrated roof rack and slender roof lines create a dynamic side profile. 

It also delivers exhilarating performance, coming standard with a 2.5-liter turbo engine, as well as the Flex Brake functionality for a confident and tailored driving experience. 

The newly designed GV80 has undergone both interior and exterior design upgrades to further elevate the model’s level of luxury, along with numerous comfort-oriented enhancements. 

A newly designed Two-Line Crest Grille gives the front face a more modern aesthetic, while upgrades to the center console and display underscore Genesis’s commitment to blending state-of-the-art technology and elegant design. 

The newly designed GV80 also incorporates myriad enhancements to the user experience, including a new fingerprint authentication system that enables vehicle start without the need for a smart key. Its newly upgraded Genesis Active Safety Control system with numerous advanced driver-assistance features, also provides a safer, more comfortable driving experience. 

Genesis Booth Information 

Visitors to Auto China 2024 are invited to experience the brand and the Genesis booth in Hall W3 at the Beijing International Exhibition Center. Models on display include the following: 

• Genesis X Gran Berlinetta Concept 
• Newly Designed Genesis Electrified G80 
• Genesis G80 EV Magma Concept 
• Genesis GV60 Magma Concept 
• Genesis GV80 Coupe 
• Genesis G90 Long Wheel Base
• Genesis GV70 
• Genesis G70 Shooting Brake

The GV80 Coupe Concept was among four vehicles from the Genesis Magma program that were on display at Genesis House New York on March 25. “With this vehicle, the mission was to infuse more adrenaline into the Genesis portfolio, increasing the emotions we feel while driving,” Genesis Chief Creative Officer Luc Donckerwolke told the crowd. 

Donckerwolke, center, explains about the G80 Magma Special to global media, mentioning that it will be sold as a limited edition in the Middle East. 

“The G80 Magma Special shows that our high performance can be applied to different vehicle typologies, like to this sedan,” said Donckerwolke. “The fantastic stance of the vehicle, lowered suspension, wide body and integrated aerodynamics are all elements that communicate its sporty ambitions.” 

“It’s the icon of the Magma program,” Donckerwolke said in reference to the X Gran Berlinetta Concept. “Every single car of the Magma program will have the Gran Berlinetta in its DNA.” 

Race car legend Jacky Ickx, left, who was appointed as Genesis Brand Partner earlier this year, shares his thoughts on Genesis Magma. “The difference between men and boys is the price of their toys,” said Ickx. “Magma will be a fantastic toy.” 

The GV60 Magma Concept, one of the two new concepts unveiled for the first time this day. “This car shows that we also have different powertrains for the Magma program, from ICEs to EVs,” said Donckerwolke. “You will see the care that we applied to this vehicle in integrating intelligent aerodynamics to maintain stability at high speeds.” 

Donckerwolke clasps hands with SangYup Lee, left, Head of Genesis Global Design, as the latter steps forward to explain about the Neolun Concept, which was globally revealed for the first time this day. 

“When you look at the car, you barely see any sharp lines or creases,” said Lee. “It has all the functionality, but it’s hidden and only appears when necessary.” 

B-pillarless coach doors, one of the most notable features of the Neolun Concept, create a spacious cabin that accentuates comfort and relaxation. 

“Through Magma and the Neolun Concept, we are setting a new standard and starting a new chapter,” said Jay Chang, President and Chief Executive Officer of Hyundai Motor Company. 

From left, Claudia Marquez, Chief Operating Officer of Genesis Motor North America; José Muñoz, President and Chief Executive Officer of Genesis Motor North America; Chang; Donckerwolke; Lee; and Mike Song, Global Head of Genesis. 

Lee, Donckerwolke and Ickx talk about the future of Genesis during a panel discussion with global media. 

A range of rich Korean flavors was served during the event, including Korean-style dumplings known as “mandu.” 

Song, center, talks with guests from China. 

Cocktails and wines were served to enhance the delectable finger foods inspired by Korean cuisine, known as “hansik.” 

As a farewell gift, each guest went home with custom-made chocolates encased in “bojagi,” traditional Korean wrapping. 

Genesis House New York seen from outside during the event in New York’s Meatpacking District. 

Disclaimer: Quotes from the event have been condensed and edited for clarity. 

NEW YORK, March 25, 2024 — Genesis today unveiled two new concept vehicles and officially launched a high-performance program at Genesis House New York, marking a critical milestone in the brand’s evolution. 

As the brand’s first full-size electric SUV concept, the Genesis Neolun Concept embodies the ultimate Genesis hospitality behind the wheel with an array of state-of-the-art technological features. The Genesis GV60 Magma Concept, within the wider Genesis Magma program, redefines the boundaries of performance and luxury, delivering an experience that ignites passion and exhilaration with every ride. 

Neolun: Futuristic Innovation Meets Warmth of Korean Hospitality

The name “Neolun” is derived from the Greek “neo,” or new, and the Latin “luna,” which means moon. Together, it encapsulates Genesis’ technological innovation that exceeds conventional standards and sets forth the brand’s vision for the future. 

“The Neolun Concept was inspired by Korea’s iconic moon-shaped porcelain jars,” said Genesis Chief Creative Officer Luc Donckerwolke. “It’s the epitome of timeless design and sophisticated craftsmanship.” 

The Neolun Concept’s exterior revolves around the principle of “reductive design” — characterized by clean, refined lines that deliberately eliminate any unnecessary details. 

The most prominent exterior feature are the distinctive coach doors, without any B-pillars connecting the vehicle’s body and roof. Compared to conventional vehicle structures, this layout provides a much more open interior space and maximizes convenient passenger access. Development of the B-pillarless coach doors has reached a level where its application to production vehicles is now feasible. 

The electric side steps are automatically deployed when the doors open, making it easier for passengers to step in and out of the vehicle. When the doors close, the side steps integrate back into the vehicle to maintain a seamless exterior design. 

The body-integrated lamps seamlessly blend with the vehicle’s front and rear design, conveying strength and grandeur. In line with reductive design, the center high-mounted stop lamp is incorporated within an intricately detailed perforated pattern. The pop-up type roof rack accentuates the SUV identity of the Neolun Concept while harmonizing with the vehicle’s sleek body line. 

The Neolun Concept stands out with a captivating two-tone scheme called “Midnight Black” and “Majestic Blue,” which takes after Korea’s serene night sky and enhances the vehicle’s elegant design. 

Interior-wise, the Neolun Concept’s cabin represents a modern reinterpretation of Korea’s distinct hospitality culture. From the moment passengers step through the B-pillarless coach doors, they are greeted by a spacious cabin that accentuates comfort and relaxation. 

Inspired by Korea’s traditional “ondol,” the radiant heating system allows for efficient heating throughout the vehicle, with heating films applied to the dashboard, door trims, floor, seatbacks and console sides. Ondol is a Korean heating method that utilizes direct heat transfer underneath the floor to provide warmth, often found in traditional and modern homes throughout the country. 

The swiveling function of the front-row seats maximizes space and practicality for passengers, as the large adjustable display screen and the flexible display that unfolds from the rear-seat headliner offer a sensory-stimulating experience. 

The cashmere in the shade of “Royal Indigo” blends seamlessly with the vintage-inspired “Purple Silk” leather, which has been naturally dyed with organic pigments, setting a deeply relaxing mood. Completing the luxurious finish is the dark-colored real wood floor. 

The Neolun Concept’s sound system features an advanced “sound architecture” that optimally places tweeters, midrange speakers, woofers and subwoofers for an immersive audio experience. Each speaker is strategically positioned to create a concert hall-like feel, ensuring that passengers enjoy unparalleled sound quality. As the speakers are activated, the crystal sphere at the front, designed to create an emotional connection between the driver and the car, rotates into a tweeter. 

Magma: High-Performance Meets Fun to Drive 

The Magma program adds a new dimension to Genesis, marking the brand’s expansion into the realm of high-performance vehicles. Genesis ultimately aims to develop a high-performance Magma model for each production vehicle in the existing lineup, maximizing both aesthetics and performance. Revealed for the first time today, the GV60 Magma Concept will be among the Genesis Magma program models headed for production. 

“Genesis Magma presents an exciting opportunity to push the boundaries of performance and luxury for new interpretations in high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis,” said Donckerwolke. “The brand will continue to reveal experimental concepts with careful consideration of both technological and aesthetic elements. While speed and performance are important, the Genesis Magma program will look beyond, prioritizing the driving experience to kindle the joy of sporty driving with effortless comfort.” 

The GV60 Magma Concept elevates the design and performance of the existing GV60, Genesis’ first dedicated EV model, with improved battery and motor technology. The concept car is the first step toward creating a deeper emotional connection between the driver and the vehicle. 

The GV60 Magma Concept’s exterior design harmonizes aesthetics with considerations for chassis, aerodynamics and thermodynamics. To enhance stability during sporty driving, the car has been widened and lowered, giving it a more dynamic stance and allowing for a lower center of gravity. 

At the front, a wider and lower main air intake in the bumper effectively cools the batteries, motor and brakes, while the air curtains enhance the car’s aerodynamic efficiency. Three stamped holes above the main air intake, inspired by the GV80 Coupe Concept and the G80 Magma Special, provide additional cooling. Added canards assist in generating downforce on the front axle. 

The enlarged fenders and integrated wheelhouse outlets help reduce kinetic energy and improve cooling for the brakes. The titanium-colored flow-formed 21-inch wheels feature integrated aero discs, which also help cool the brakes. On the roof, fins have been strategically placed to control the aerodynamic flow and channel it to the rear wing, generating rear downforce and ensuring aerodynamic fluidity. 

The GV60 Magma Concept’s distinctive exterior design extends into the luxurious and sporty interior. It features elements including bucket seats with body-colored seatbacks, upholstered in nappa and suede leather featuring double-diamond stitching patterns in Magma’s iconic orange color and titanium grey. 

“The GV60 Magma Concept will deliver ample power, instilling customers with the confidence to drive with pure excitement and exhilaration,” said Donckerwolke. 

Displayed alongside the GV60 Magma Concept today at Genesis House New York were the three other vehicles in the Magma program: GV80 Coupe Concept, G80 Magma Special and X Gran Berlinetta Concept. 

Unveiled for the first time in April 2023, the GV80 Coupe Concept is Genesis’ first coupe SUV, and the first Genesis vehicle to have been presented in the Magma color. It was the vision for the production GV80 Coupe, launched last November. 

A select number of partner companies with expertise in high-performance vehicles have come together to develop the G80 Magma Special, an enhanced version of the G80 with improved driving performance. The G80 Magma Special will be exclusively available in the Middle East. 

Revealed last December in Barcelona, Spain, the X Gran Berlinetta Concept is the ultimate expression of the brand’s high-performance car design potential. 

Racing legend Jacky Ickx, who was appointed Genesis Brand Partner in February, said he looks forward to lending his expertise to the Magma program during today’s event, adding that he has always admired Genesis for its cultured elegance and design aesthetics. 

The GV60 Magma Concept, G80 Magma Special, X Gran Berlinetta Concept and Neolun Concept will be displayed alongside other Genesis production models at the 2024 New York International Auto Show, slated to open to the public on March 29 at the Jacob K. Javits Convention Center.