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.

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.

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. 
   

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

Choice as a Core Product Strategy

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

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

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

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

Meeting Customers Where They Are

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

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

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

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

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

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

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

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

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

Beyond Sedans and SUVs

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

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

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

From Racing to Production

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

Future Mobility Defined by Software

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

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

Empowering, Not Replacing, Humans Through Technology

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

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

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

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

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

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

Authoring the Next Chapter of Mobility

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

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

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

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

A Magma-Exclusive Interior

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

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

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

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

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

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

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

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

Curated Performance: GT and Sprint Modes

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

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

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

Intelligent Integration for an Immersive Experience

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

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

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

Virtual Gear Shift: A Tactile Connection

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

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

e-Active Sound Design Plus

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

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

Mastering Aerodynamics and Road Noise

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

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

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

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

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

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

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

Refining the Electric Powertrain 

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

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

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

Predictive Handling Through Advanced Torque Vectoring

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

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

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

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

Uncompromising Braking Performance

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

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

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

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

Building the Foundation: A Reimagined Suspension System

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

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

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

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

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

Sophisticated Design Meets Practical Performance

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

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

Body Rigidity: Elevating Stability

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

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

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

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

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

Luxury and Driving Dynamics in Perfect Harmony

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

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

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

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

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

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

Innovative Pedal Response for Enhanced Control

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

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

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

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

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

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

LE CASTELLET, France, Feb. 23, 2026 — Genesis Magma Racing will work with HEXIS for the production and application of self-adhesive film to create the team’s livery on the GMR-001 Hypercars for the FIA World Endurance Championship (WEC) season. The French company will become a Technical Partner for the team.

Hexis Quality Products Play Vital Role for Team’s Identity

Livery is a critical part of the identity of any race team, and even more so for a team introducing a new manufacturer to the world of motorsport, which is Genesis Magma Racing’s exciting role in 2026.

To have maximum effect, especially in the face of the unique demands of endurance racing, the material applied to the car needs to be durable while not compromising the aerodynamics and efficiency of the race car. To match this complex set of demands, HEXIS’ solutions are developed to perform under intense mechanical stress, high-speed airflow, extreme temperature variations and demanding race-weekend logistics.

Genesis Magma Racing Chief Engineer Justin Taylor said: “The FIA World Endurance Championship is very demanding on every detail of the car, inside and out. The film on the car needs to be extremely light but very strong to resist the force of the air at high speed and impacts of stones and other small debris so the GMR-001 Hypercar looks its best throughout each race weekend.”

Genesis Magma Racing’s partnership with HEXIS gives the team the benefit of the company’s more than 35 years of experience, innovation and expertise in motorsport, honed through work with teams at every level of racing, from national series up to World Championships. That innovative expertise has come to the fore in HEXIS’ work with Genesis to develop a custom film that will be used on the GMR-001 Hypercar specifically for the team.

Shared DNA Joins Partners Together to Meet Challenge

Entering the FIA WEC as a brand-new manufacturer in motorsport is an enormous challenge for Genesis Magma Racing but one that the team is determined to work hard to overcome to earn the right to compete for podiums and victories. The same DNA runs through HEXIS, prompting the company to continually push itself through partnerships with leading motorsport teams.

“We search for performance together. We solve challenges together. We aim to win together,” said Clément Mateu, CEO of the HEXIS Group. “The world of motorsport remains a fantastic laboratory for testing and developing new technologies. HEXIS Group is fully committed to working alongside some racing teams and pro race drivers in this race for innovation and technological challenges.”

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

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

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

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

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

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

• Genesis G80 – Luxury Mid-size Cars 

• Genesis G90 – Full-size Luxury Cars 

• Genesis GV70 – Compact Luxury SUVs 

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

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

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

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

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

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

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

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

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

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

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

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

Striking the Perfect Balance between High Performance and Comfort

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

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

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

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

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

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

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

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

An Immersive Experience that Only Genesis Can Provide

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

FOUNTAIN VALLEY, Calif., Nov. 21, 2025 — Genesis was named Best Luxury Car Brand by U.S. News & World Report as part of the publication’s 2026 Best Vehicle Brand Awards.

“At Genesis, we are committed to delivering vehicles that blend timeless design, advanced technologies and a refined driving experience,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “Genesis continues to elevate our product lineup, and this recognition from U.S. News as Best Luxury Car Brand is a testament to our continued focus on exceeding customer expectations.”

Genesis’ award-winning lineup includes both sedans (G70, G80 and G90) and SUVs (GV60, GV70, GV80 and GV80 Coupe), offering a comprehensive suite of advanced safety and convenience features, including Forward Collision-Avoidance Assist[i], Blind-Spot Monitor[ii], Surround View Monitor, Rear Cross-Traffic Avoidance Assist[iii], Parking Distance Warning, and Highway Drive Assist[iv].

In addition to a focus on leading safety, drivers can enjoy intuitive technology, such as an available 27-inch OLED display integrating the gauge cluster and infotainment system, available Bang & Olufsen® premium audio, Genesis Digital Key, as well as carefully crafted designs that reflect the brand’s “Son-nim”, or honored guest, elevated hospitality approach.

“Genesis has been consistently crafting world-class products and a premium customer experience for nearly a decade,” said Alex Kwanten, Autos managing editor at U.S. News & World Report. “That’s reflected in vehicles that regularly upstage established luxury competitors. Four Genesis models top their classes in our rankings, and particularly strong scores from the GV70 and G90 helped clinch this award.”

The U.S. News & World Report Best Vehicle Brand Awards evaluate 39 automotive brands across six key segments, including cars, SUVs, trucks, and luxury vehicles. To determine the award winners, U.S. News Best Cars averaged the overall score of all the given brand's products in each award class. The vehicle scores are derived from the U.S. News Best Cars rankings, which take into account a range of data points like safety ratings and reliability data, as well as the consensus opinion of the automotive press. The brand with the highest average score was designated the winner in that specific category. Genesis earned top honors in the luxury category for its consistently high ratings in quality, comfort, and innovation.

LE CASTELLET, France, Nov. 20, 2025 — Genesis is embarking on the next chapter of its journey with its “Luxury High Performance” positioning as the cornerstone of the brand’s evolution over the next 10 years.

Genesis hosted its Magma World Premiere today at Circuit Paul Ricard in Le Castellet, France, where it debuted the GV60 Magma — the brand’s first high-performance production model — and the Magma GT Concept, a model that symbolically defines the direction of Genesis’ performance heritage for the next decade. The Magma GT Concept embodies the essence of the brand’s approach to luxury and performance, going beyond sheer speed to reveal a balanced expression of refined luxury and authentic motorsport spirit.

Along with the unveiling, Genesis also revealed its vision to solidify its position as a true luxury brand by embodying the concept of Luxury High Performance, a seamless fusion of refined elegance and superior performance. Together, the GV60 Magma and the Magma GT Concept bring this vision to life, showcasing the dual pillars of production-ready capability and future-focused performance ambition. Building on a decade of success in the global premium car market as an independent marque, this new direction sets the stage for Genesis’ next chapter.

José Muñoz, President & CEO of Hyundai Motor Company, said, “Genesis achieved one million global sales faster than any luxury marque in history. Magma represents our declaration that the next ten years will be even more significant. We're not just building high-performance vehicles; we're redefining what a luxury high performance brand can be when Korean innovation meets global ambition."

Genesis' Luxury High Performance Vision

Genesis defines Luxury High Performance as distinct from the conventional approaches to performance centered on horsepower or speed. At its core, this vision blends the true essence of luxury — defined by refined elegance and elevated experiences — with seamless, effortless performance that enhances every aspect of the driving journey.

Luc Donckerwolke, Chief Design Officer and Chief Creative Officer of Hyundai Motor Group, said, “Magma reveals a new facet of Genesis, one that elevates the brand towards true luxury through performance. It shows how emotion and precision can coexist in perfect harmony, defining a more confident and mature expression of Genesis. Through Magma, we’re injecting adrenaline into the Genesis DNA while preserving the elegance and balance that define true luxury.”

Genesis’ vision for Luxury High Performance builds on the brand’s “Athletic Elegance” design philosophy by bringing it into the high-performance space. It prioritizes balanced power, finely tuned driving dynamics and seamless harmony between driver and vehicle rather than relying on excessive energy or intensity.

The GV60 Magma is the first production model to bring this new high-performance vision to life, laying the foundation for the forthcoming Magma model.

GV60 Magma: First to Embody Genesis’ High-Performance Innovation and Bold Vision

The GV60 Magma is the first production model of the GV60 Magma concept unveiled last year, officially marking Genesis' entry into the high-performance realm. Genesis' exploration of high-performance innovation — showcased through its GV80 Coupe Concept, X Gran Berlinetta Concept and G80 Magma Special has finally been realized in a production model with the GV60 Magma.

The GV60 Magma serves as a clear representation of the philosophy and core technological vision that will define Genesis’ future Magma lineup.

Genesis Magma is defined by three key attributes:
 

• Design (Unspoken Dominance) – A dynamic yet elegant look achieved through a low, wide stance, embodying both Genesis' signature sophistication and athleticism.
   

• Driving Sensation (Captivating Control) – Precise control of power and vehicle behavior, enabling seamless movement in any driving conditions.
   

• User Experience (Sharpened Immersion) – Intuitive delivery of essential driving information, enhancing focus and creating an immersive driving experience.

Encompassing the Genesis Magma Philosophy Through Design

Design is the most tangible expression of the Genesis Magma philosophy. The GV60 Magma's design emphasizes the presence of “subtle, untapped power,” steering away from overtly ostentatious or aggressive styling.

The front and rear motors generate a combined maximum output of 448 kilowatts (609 ps) and peak torque of 740 Newton-meters. When Boost Mode is activated, the performance rises to 478 kilowatts (650 ps) and 790 Newton-meters, with a top speed of 264 kilometers per hour.

Black high-gloss molding, dark metal accents and streamlined canards elevate the high-performance aesthetic with a focus on a sleek, monochromatic palette.

The car’s side profile emphasizes its low and wide proportions by lowering the overall height by 20 mm and incorporating wide fenders, Magma-exclusive 21-inch forged wheels and 275 mm tires. The side skirts feature three-hole details, mirroring the front design, and are integrated with the breather line to optimize airflow. Glossy black finishes on the window frames and exterior moldings further enhance the streamlined aesthetic while minimizing the use of chrome for a sleek and modern look.

The functional rear wing-type spoiler not only serves as a visual element but also generates downforce. The newly designed rear bumper combines the body color with black accents, while the lower diffuser structure has been engineered to enhance aerodynamic performance.

The interior combines premium materials for a sporty vibe. The seats, door trim and center console are adorned with Chamude, a premium suede-like material. The Magma model's distinct color identity is showcased through orange and gray stitching, quilting details and seat belts. Buttons, switches and emblems feature black high-gloss or dark metal finishes, minimizing reflective glare and contributing to a composed, elegant interior ambience.

The steering wheel is adorned with elements exclusive to Magma, including a distinct rim design, black emblem and orange accents on the drive mode and boost buttons.

Delivering the Highest Level of Driving Performance

The GV60 Magma is positioned among the models that deliver the highest level of performance within Hyundai Motor Group. From a performance perspective, the primary development goal was to achieve a sense of control that precisely aligns with the driver's intent, prioritizing the "perfection of driving control.”

The front and rear motors generate a combined maximum output of 448 kW (609 ps) and peak torque of 740 Nm. When Boost Mode is activated, the performance rises to 478 kW (650 ps) and 790 Nm, with a top speed of 264 km/h.

Notably, the maximum output range of the rear motor has been extended to ensure stable performance even during high-power driving. Additionally, Boost Mode enhances output and torque for approximately 15 seconds, maximizing acceleration responsiveness. This enables the GV60 Magma to accelerate from a standstill to 200 kilometers per hour in just 10.9 seconds with the Launch Control function. Beyond delivering quick initial acceleration, the car also maintains consistent power output at higher speeds.

Launch Control delivers optimal starting torque from a standstill, enabling rapid and responsive acceleration at launch. The GV60 Magma also offers three drive modes: Sprint, GT and My. In My Mode, drivers can customize settings for the electronic limited-slip differential (e-LSD), Electronic Stability Control (ESC) and other performance parameters.

The suspension system has been optimized by recalibrating the roll center and refining the geometry. It also features Electronic Control Suspension (ECS) and End-of-Travel (EoT) control systems, delivering an ideal balance of cornering stability and ride comfort. Hydro G-Bushings in the front suspension and dual-layer bushings in the rear crossmember effectively minimize vibrations and impacts.

Furthermore, the braking system is upgraded with front monoblock calipers and large-diameter discs, optimized for the 21-inch wheels, and rear brakes featuring GG-rated high-friction materials, enhancing overall braking performance.

Despite riding on wide tires, the GV60 Magma maintains the serene cabin quietness expected of a luxury high-performance car. This is achieved through the combination of Active Noise Control-Road, sound-insulating glass and reinforced door sealing.

A Dedicated Digital Interface

The GV60 Magma is equipped with a dedicated digital interface, sound design and driving feedback system specifically designed to make the driving experience more immersive.

Activating “Magma Mode” transforms the instrument cluster into a 3-circle layout, prominently displaying essential driving data, including motor and battery temperatures, speed and G-force. Additionally, the Head-Up Display provides a simplified view of key information such as speed, regenerative braking levels and remaining boost time.

The infotainment system also supports an array of Magma-exclusive high-performance driving features such as the Virtual Gear Shift System (VGS), Drift Mode, and High-Performance Battery Control (HPBC).

The VGS feature adjusts motor output, torque and regenerative braking to replicate the shifting sensations and driving dynamics of a high-performance internal combustion engine vehicle while simultaneously reproducing the sound of a high-revving engine to deliver an immersive and emotionally engaging driving experience.

When VGS and HPBC are engaged, the cluster also displays performance-oriented metrics — including a performance timer and pedal input levels — delivering key driving data in a clear and intuitive format.

Drift Mode combines power distribution and e-LSD to support rear-wheel-focused driving, while HPBC optimizes battery temperature for peak performance during racing or drag driving.

Magma GT Concept: Forging the Path to Performance Heritage

At the Genesis Magma World Premiere, Genesis also introduced the Magma GT Concept to the world for the first time. Far from being just a show car, this concept serves as a road map for how Genesis plans to establish its performance heritage in the years to come. This aligns with the brand strategy outlined at the recent Hyundai Motor Company’s CEO Investor Day event in New York in September.

At the time, Genesis announced its intention to develop the Magma GT Concept into a performance icon, or halo car. The marque also shared its long-term goal to compete in the GT racing class. 

The Evolution of the Magma Program

During the Magma World Premiere, Genesis showcased past concept vehicles and prototype models that are part of the Magma umbrella, such as the GV80 Coupe Concept, G80 Magma Special, G80 EV Magma Concept, GV60 Magma Concept, G70 Track Taxi Nordschleife, G80 Magma Special Prototype, X Gran Berlinetta Concept, X Gran Racer Concept, X Gran Coupe Concept, G90 Wingback Concept, the GMR-001 Hypercar, and the Magma GT Concept. The showcase underscored that the Magma Program is not a short-term endeavor but a project developed through extensive experimentation and innovation over the years.

Magma is not a program derived from a single model but a high-performance experimental journey, evolving through iterative development of design, driving performance and technological innovation based on concept cars.

The GV80 Coupe Concept, the first model to sport Magma Orange, was recognized for redefining and pushing the boundaries of conventional luxury design.

The G80 Magma Special was realized through joint development with high-performance partners, while the X Gran Berlinetta Concept stands as a prime example of Genesis' direction for high-performance design.

At the 2024 Goodwood Festival of Speed in the U.K., the GV60 Magma Concept participated in the Sunday Shootout, achieving a remarkable class win in the “4-Seater Production Car” category. The model completed the 1.86-kilometer course in just 52.72 seconds, heightening anticipation for its production viability and technological sophistication.

Through these stages, the GV60 Magma was able to incorporate the design direction and driving technologies refined during the experimental phase, serving as a benchmark for the future expansion of the Magma Program.

Starting with the Korean market at the start of the year, the GV60 Magma will be introduced to European and N. American markets in 2026, bringing Luxury High Performance to drivers across the globe.

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

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

Independently Recognized

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

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

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

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

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

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

Raising Safety Standards

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

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

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

Beyond Just Crash Testing

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

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

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

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

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

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

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

RÜSSELSHEIM AM MAIN, Germany, Nov. 6, 2025 — Hyundai Motor Group (the Group) has today announced the opening of a new €150 million facility at the Hyundai Motor Europe Technical Center (HMETC) in Rüsselsheim am Main, Germany, marking a major milestone in its commitment to European innovation and engineering excellence.

Square Campus is the most significant investment in R&D facilities at HMETC since the opening of the Round Campus in 2003. It underpins the development of innovative, market-leading technologies and will play a vital role in the development of future Hyundai, Kia and Genesis models in Europe.

Tyrone Johnson, Managing Director at Hyundai Motor Europe Technical Center, said: “The investment at Square Campus is a clear sign of our commitment to the region and reflects the importance of Europe in our long-term growth strategy. The extensive new capabilities at HMETC give us more independence and flexibility while creating exciting new opportunities for collaboration between our brands. Fundamentally, Square Campus will also support us as we continue to grow our market share in Europe, developing new vehicles and technologies designed around the needs of our customers.”

Advanced Facility Unlocks New Capabilities

The 25,000 square meter site is equipped with the largest semi-anechoic chamber within the Group, allowing unrestricted Noise, Vibration and Harshness and drive-by noise testing with complete independence from weather conditions.

Highly advanced dyno facilities at Square Campus play a key role in development, allowing for the comprehensive testing of vehicles and individual components, compatible with all-electric, hybrid and ICE powertrain applications. The facility is also equipped with a new EV charging laboratory, a state-of-the-art driving simulator, and new facilities for extended Electronics System Development – including Over-the-Air-Updates, Cybersecurity and Advanced Driver Assistant Systems.

These industry-leading capabilities allow HMETC to test and validate every type of vehicle under real world conditions, while developing future products tailored to the unique expectations of European customers. The investment at Square Campus forms an essential part of the Group’s strategy, underlining its position as a leader in advanced technologies.

While real-world prototype testing will remain a crucial part of the development journey, Square Campus protects against the challenges associated with external outdoor testing and complements the Group’s existing global testing and knowledge-sharing programs.

Sustainable Design, Enhanced Collaboration

Square Campus supports the Group’s environmental objectives, incorporating recycled materials, photovoltaic panels and heat pump systems. This reflects the Group’s broader commitment to developing sustainable mobility solutions and achieving zero-tailpipe emissions globally by 2045.

The significant expansion is also a foundation for the continued growth of HMETC’s team, which has increased by 20% since 2024, with the organization now employing more than 500 employees. This investment in talent and technology simultaneously drives a new phase of integrated innovation, bringing together experts from across disciplines to advance the Group’s vision for sustainable, connected mobility.

European development will continue at HMETC’s facilities at the Nürburgring, opened in 2013. This facility was also expanded thanks to a €13 million investment in January 2025, with an additional 834 square meters of cutting-edge testing facilities, dedicated workshop areas and specialized laboratories. 

SEOUL/RIYADH, October 28, 2025 — Hyundai Motor Group Executive Chair Euisun Chung visited Saudi Arabia, the Middle East's largest economy and a nation undergoing major industrial transformation. Chung met with His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister of Saudi Arabia, to review the Group's local growth strategy and explore future business opportunities. 

During his visit, Executive Chair Chung held discussions with HRH the Crown Prince covering a wide range of topics including the automotive industry and smart cities. This marked the first one-on-one meeting between the two leaders, though they had previously met twice, including during the Crown Prince's 2022 visit to Korea. 

"Hyundai Motor Group deeply understands the meaning and importance of Saudi Vision 2030," said Executive Chair Chung." Based on our competitive business capabilities, we are participating in Saudi Arabia's giga projects and look forward to expanding collaboration in future energy sectors including renewable energy, hydrogen, Small Modular Reactor (SMR), and nuclear energy." 

Strategic Partnership for Vision 2030 

Saudi Arabia is pursuing "Vision 2030," a national development project aimed at diversifying its economy from energy-focused industries toward manufacturing and hydrogen energy. The kingdom is hosting international events including the World Expo and FIFA World Cup, positioning itself as one of the world's most prominent emerging economies. 

As the Middle East's largest automotive market, Saudi Arabia is actively attracting global automakers, including Hyundai Motor Company, with the long-term goal of becoming an automotive hub serving not only the Middle East but also North Africa. 

Executive Chair Chung expressed gratitude for the Saudi government's continued interest and support, outlining Hyundai Motor Group's ongoing collaborative projects and future plans as a partner in realizing Saudi Arabia's vision for mobility and other sectors. 

Regarding the new manufacturing facility, Chung stated, "Hyundai Motor is building a locally tailored factory with specialized equipment to meet Saudi Arabia's industrial demands and customer needs. We will also consider expanding production capacity based on future market conditions." 

New Production Hub Takes Shape 

Prior to meeting HRH the Crown Prince, Executive Chair Chung visited Hyundai Motor Manufacturing Middle East (HMMME) on October 26 at the King Salman Automotive Cluster to review construction progress. Together with José Muñoz, President and CEO of Hyundai Motor Company, Executive Chair Chung engaged in a business update session with Hyundai Motor and Kia local leaders and held in-depth discussions with employees about growth strategies. 

"Establishing a production base in Saudi Arabia represents Hyundai Motor's new opportunity in the Middle East," Chung told employees working in extreme heat. "We must thoroughly prepare in every aspect to deliver mobility that exceeds customer expectations on time, in an environment different from our previous bases—characterized by high temperatures and desert conditions." 

José Muñoz, President and CEO of Hyundai Motor Company said: "Our new Saudi Arabia production facility demonstrates Hyundai's long-term commitment to the Middle East's largest automotive market. This plant plays a strategic role in our global mid-term plan while supporting Vision 2030. We're combining Hyundai's manufacturing excellence with Saudi Arabia's talented workforce to deliver mobility solutions across automotive, smart cities, hydrogen energy, and future mobility." 

HMMME, the first Hyundai Motor production facility in the Middle East, is a cornerstone for establishing Hyundai as a leading brand in Saudi Arabia. The joint venture is 30 percent owned by Hyundai Motor and 70 percent by Saudi Arabia's Public Investment Fund. Construction began in May 2025, with operations targeted to commence in the fourth quarter of 2026. The facility will have an annual production capacity of 50,000 units, manufacturing both electric vehicles and internal combustion engine vehicles. 

The plant combines Hyundai Motor's innovative manufacturing technology with Saudi Arabia's talented workforce and infrastructure, positioning it to play a crucial role in the growth and development of Saudi Arabia's mobility ecosystem. 

Hyundai Motor plans to operate HMMME as a high-quality vehicle production hub by implementing multi-model production facilities to address diverse customer needs, applying simple and robust design structures for easy maintenance, and incorporating cooling and dust-proof measures to handle high temperatures and sand. 

Market Growth and Expansion Plans 

Hyundai Motor and Kia continue to grow in Saudi Arabia, selling 149,604 units through September 2025, an 8.5 percent increase year over year, with plans to reach approximately 210,000 units by year-end, up 5.9 percent from 2024. 

Leveraging enhanced brand appeal and stable supply through the Saudi production base, Hyundai Motor aims to become the leading automotive company in Saudi Arabia through strategies including Saudi-exclusive special editions, an expanded SUV lineup based on customer preferences, and launches of diverse eco-friendly vehicles including EVs, EREVs (extended-range electric vehicles), and HEVs. 

Kia plans to develop the recently launched Tasman pick-up truck as its flagship model while expanding EV and HEV supply. The brand is also focusing on capturing the PBV market in connection with Saudi Arabia's smart city projects. 

Expanding Collaboration Across Multiple Sectors 

Hyundai Motor Group is expanding partnerships with key Saudi institutions and companies across mobility, smart cities, and other sectors. 

In September 2024, Hyundai Motor signed an agreement with NEOM for "introducing eco-friendly future mobility," successfully demonstrating the Universe FCEV (Fuel Cell Electric Vehicle) bus last May on routes connecting NEOM's central business district with the high-altitude Trojena region at 2,080 meters above sea level. The Group plans to continue collaboration as NEOM's key partner in future mobility. 

Last month, Kia launched a PV5 pilot project with Red Sea Global (RSG), one of Saudi Arabia's giga project developers, following up on Hyundai Motor Group's March 2024 MOU with RSG. Kia will provide PV5 passenger models and technical training support, contributing to eco-friendly mobility adoption and ecosystem development while delivering customized mobility solutions optimized for RSG's tourism industry.

Hyundai Motor Group is also partnering with the MISK Foundation, a non-profit organization established by Crown Prince Mohammed bin Salman in 2011, to foster local youth talent and explore smart city collaboration opportunities.

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

The Genesis of Magma

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

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

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

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

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

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

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

Defining Luxury High-Performance

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

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

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

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

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

A Decade in the Making

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

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

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

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

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

Ultimate Proving Ground

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

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

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

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

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

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

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

A Distinctly Korean Identity

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

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

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

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

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

The Road Ahead

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

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

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

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

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.

LE CASTELLET, France, Sept. 1, 2025 — Genesis Magma Racing has completed its first full tests with the GMR-001 Hypercar (GMR-001). The car completed more than 500 laps at Circuit Paul Ricard over five days of testing in late August to start the exhaustive development schedule to prepare for the team’s debut in the FIA World Endurance Championship (WEC) in 2026.

First Running Concentrates on Confirming Major Systems

The focus of the tests was calibrating the GMR-001’s major mechanical and electrical systems. The drivers concentrated their feedback on the behavior of the car when running different configurations of software controlling the power delivered by the car’s 3.2-liter twin-turbo V-8.

“We had a program that we were able to follow, so that's very promising for the whole team,” said Genesis Magma Racing Technical Director FX Demaison. “At the moment, we’re purely focused on software, especially on the powertrain. It’s a hybrid car with many features that we need to manage properly.”

Beginning the first testing phase at Circuit Paul Ricard allowed the Genesis Magma Racing engineers to work together closely with chassis builder ORECA, taking full advantage of the track’s proximity to both the team’s race base and the workshop where the GMR-001 was built.

While the car’s systems remained the primary goal throughout the test, the team could also start to work on the handling balance of the car, assessing its behavior after each adjustment.

“We're getting to the point already where we are talking about the performance of the car, which I didn't honestly expect to be doing,” admitted Genesis Magma Racing Chief Engineer Justin Taylor. “The drivers are giving us the feedback we need on all the systems and on the side, they're already looking at how to make the GMR-001 fast.”

Drivers Take Positive First Impressions from Test Running

The tests were the first opportunity for the team and drivers André Lotterer and Pipo Derani to assess the car on race tires and at a circuit that was far more representative of WEC venues than the small facilities used for the initial running.

“On our first shakedowns, there were just baby steps to see that the car could move under its own power, could shift its own gears,” said Taylor. “Now we've been trying to push more towards being a real race car.”

“We had some driving on the smaller tracks, but you can't really push there,” said Lotterer. “The GMR-001 is obviously well born — the feedback is very natural, instinctive and it's fun to drive, but we are still working on everything.”

“It’s always an unknown when you jump into a new car,” added Derani. “You have high expectations, but with the GMR-001 we have a good base to start working from.”

Genesis Magma Racing Engineers Tackle Minor Issues at Circuit and Workshop

After initial short runs, the team was able to begin completing longer runs as early as the first morning of the test. As expected at any first test, minor issues were identified by the team. “It's a new car and new engine,” explained Demaison. “It's normal to have issues, but we have a good team of engineers to solve them as quickly as possible.”

He added, “This is why you go testing. We're here to see as many problems as possible and to be able to fix them as quickly as possible.”

The break between test days gave the team’s engineers time to work with their ORECA counterparts on solutions away from track, before confirming them on their return to the circuit. The testing and development work with the GMR-001 will continue over the coming months, with the next phases of work aiming to ensure the car’s reliability over a race distance, maximize performance, and confirm Genesis Magma Racing’s operational structure at the circuit.

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

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

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

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

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

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

Replicating Real-World Road Conditions

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

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

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

Managing Vibrations to Minimize Road Noise

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

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

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

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

Precision Sound Testing in a Virtual Environment

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

Sound Analysis Through Virtual Reality

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

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

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

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

A Space Where the Sounds of Future Mobility are Designed

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

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

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

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

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

FOUNTAIN VALLEY, Calif., Aug. 21, 2025 — JD Power today designated Genesis as its highest ranked brand overall and in the premium segment in the JD Power 2025 U.S. Tech Experience Index (TXI) Study. Genesis earned the top Innovation Index score by offering a range of advanced technologies across its product lineup. This represents the fifth year in a row that Genesis took top honors in the U.S. TXI study. The Genesis GV80 SUV was awarded best connected vehicle technology for a phone-based digital key, known as Genesis Digital Key 2, in the premium category.

“At Genesis, we pride ourselves in making vehicle ownership a personalized experience by treating every customer as our ‘Son-nim,’ or honored guest,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “We prioritize offering intuitive technologies that enhance the driving experience and are tailored to consumer needs. We’re delighted that these efforts have been recognized by our customers for five consecutive years.”

The Genesis GV80 was awarded the connected vehicle technology award for Genesis Digital Key 2, which allows the owner to access and drive the vehicle using their mobile phone. Genesis Digital Key 2 is compatible with Apple, Samsung and Google Wallet, as well as watchOS and Android Smart Watch.

The TXI Study measures the effectiveness of emerging technologies automotive brands bring to market on a 1,000-point scale. The index combines the level of adoption of new technologies for each brand with excellence in execution. The measurement of execution examines how much owners like the technologies and how many problems they experience using them.

The TXI Study analyzes 40 technologies divided into five categories: comfort & convenience, driver assist, electric vehicle, connected vehicle, and smart vehicle.

LE CASTELLET, France, Aug. 13, 2025 — Genesis Magma Racing is preparing for the first full test of the GMR-001 Hypercar (GMR-001), following the completion of the first car by chassis partner ORECA, and a successful shakedown.

Appearing in bare carbon fiber, the car is the first of three development chassis to be built in the coming months to support the development and homologation of the GMR-001 ahead of its race debut in the 2026 FIA World Endurance Championship. 

Finished Car Brings Different Strands of Development Together 

The completion and shakedown of the first functioning GMR-001 chassis is the latest milestone for Genesis Magma Racing since the official announcement of the project last December. The rapid progress as the project continues according to schedule is the tangible sign of the ‘Hyperspeed’ philosophy at the heart of the team.

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

He continued: “We are also starting the process of moving into the new Genesis Magma Racing facility at Le Castellet. The start of testing is the beginning of bringing the different streams of work together — the design and development of the chassis, the design and development of the engine, equipping a workshop and building the team.”

Preparations for First Tests Underway

Following the installation of the engine, hybrid system and gearbox, along with the successful fire-up of the car last month, ORECA mechanics completed the build, before delivering the car to Genesis Magma Racing engineers, who will take the lead in testing the car. As the chassis partner, ORECA will remain part of the long-term project, supporting the development of the GMR-001.

Genesis Magma Racing drivers André Lotterer and Pipo Derani, who will drive in the upcoming tests, have undertaken sessions in the simulator, completing calibration of the virtual model of the GMR-001 and establishing a baseline set-up to maximize the benefits from the first running. The final preparations for the first full test were completed at a successful shakedown of the car to check the mechanical and electrical systems, which gave both Lotterer and Derani their first chance to drive the GMR-001.

After the initial running, the team will embark on an extensive testing schedule at circuits around Europe, with findings from each test analyzed and applied by the team’s engineers and mechanics at the Genesis Magma Racing facility and confirmed by the drivers’ continuing simulator work.

Genesis Magma Racing Technical Director FX Demaison said: “Every bit of running we do with the GMR-001 Hypercar in 2025 is extremely valuable. The work in preparation that André and Pipo have done on the simulator and during the shakedown means that we have a good starting point for the first tests. Working with our chassis partners at ORECA throughout the testing and development, we can quickly take the data from each test, find a solution and validate it to be able to take full advantage of every moment.”

FOUNTAIN VALLEY, Calif., Aug. 1, 2025 — The New England Motor Press Association (NEMPA) has recognized Genesis in three award categories following its annual Winter Testing, further solidifying the brand’s reputation for delivering vehicles that excel in performance, design and year-round usability.

The 2025 Genesis GV80, named Winter SUV of the Year, was praised for its confident handling, advanced all-wheel-drive system, and elevated comfort in challenging weather conditions. The GV80 Coupe, a bold new addition to the Genesis lineup, earned the title of Best Premium Midsize SUV, while the Genesis G80 was honored as Best Premium Car, continuing its legacy as a refined and technologically advanced sedan.

“Genesis is committed to providing vehicles that not only deliver on design and innovation, but also meet the real-world demands of customers,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Winter performance and safety are essential, and these recognitions from the New England Motor Press Association reinforce the strength of our lineup in all conditions.”

NEMPA is the only automotive press association that formally conducts cold-weather testing. Each year, NEMPA’s annual awards recognize vehicles that offer exceptional capability and safety for drivers in the New England region. Winners are selected by a panel of veteran automotive journalists who evaluate vehicles in real-world winter driving conditions.

“At a time when established luxury brands are cheapening their products and skating by on name recognition, Genesis continues to lead on quality and originality in every vehicle segment,” said Clifford Atiyeh, President of the New England Motor Press Association. “This is a brand that resonates in New England, where many buyers prefer quiet luxury and strong value from their investments. The G80, the GV80, and the GV80 Coupe do not miss a beat. For year-round elegant design and driving enjoyment, these Genesis models overdeliver in our testing.”

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

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

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

1. Genesis Essentia Concept

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

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

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

2. Genesis Mint Concept

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

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

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

3. Genesis X Trilogy

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

X Concept

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

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

X Speedium Coupe Concept

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

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

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

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

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

X Convertible Concept

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

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

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

4. Genesis GV80 Coupe Concept

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

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

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

5. Genesis X Gran Berlinetta Concept and Genesis X Gran Racer Vision Gran Turismo (VGT) Concept

The X Gran Berlinetta Concept and the X Gran Racer VGT Concept delved deeper into Genesis’ performance aspirations and commitment to motorsports-inspired design, particularly within the digital realm. The Orange color of both concepts embodies Genesis’ high-performance spirit of Magma.

X Gran Berlinetta Concept

This stunning virtual race car was first designed specifically for the Gran Turismo video game series. Unveiled at the Gran Turismo World Series Finals in Barcelona in December 2023, it pushed the boundaries of automotive design with its extreme proportions, active aerodynamic features and a clear focus on track performance.

The X Gran Berlinetta Concept’s exterior embodies the most emotionally resonant expression of the Genesis brand’s characteristic Athletic Elegance design philosophy. Its design is pure and muscular with volumes centered around the wheels, emphasizing the cab-backwards proportions with Genesis’ typical anti-wedge attitude that is structured around a virtual parabolical tensioned theory common to the company’s lineup. Its dramatic lines and functional aerodynamics were originally conceived to dominate virtual racetracks.

X Gran Racer VGT Concept

A derivative of the earlier revealed Genesis X Gran Berlinetta Concept, this was the brand’s fourth vehicle developed for the Gran Turismo digital racing game series.

It has distinctive active aerodynamic flaps that are electronically controlled for precise adjustments to enhance the car’s aerodynamic qualities and road-holding capabilities, while the flat underbody design further reduces drag and improves vehicle stability. Additional aerodynamic enhancements include a front splitter, rear diffuser, strategically placed canards on the front fascia and a more aggressive rocker panel. The design also features the marque’s signature Parabolic Line that extends from the front to rear, which results in a timeless proportion that epitomizes Genesis’ aesthetic. Its iconic silhouette is filled out by voluminous fenders and a real carbon rear wing, giving it a look that exudes an aura of dynamism and raw power.

Check out Part 2 where we continue to explore a decade of visionary design through Genesis’ most iconic concept cars.

FOUNTAIN VALLEY, Calif., July 29, 2025 — Cars.com has named the 2025 Genesis GV80 and GV80 Coupe among its 2025 Best Cars for Car Seats, recognizing both SUVs for their exceptional child safety seat accommodation and family-friendly design. The GV80 and the GV80 Coupe are among only seven vehicles to earn this prestigious recognition, out of the 51 models tested.

Both the GV80 and the GV80 Coupe earned this distinction, further demonstrating Genesis’ commitment to safety, usability, and thoughtful design for families.

“The Genesis GV80 and the GV80 Coupe deliver more than just comfort and performance,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Both SUVs offer safety-focused features and ample passenger room that make everyday life more comfortable and meet the needs of modern families.”

“Whether you choose the sleek GV80 Coupe or the more traditional GV80, these vehicles deliver exceptional family-friendly performance, which is why they both made the 2025 Best Cars for Car Seats list,” said Jennifer Geiger, Cars.com news editor and certified child passenger safety technician. “Both models earned A grades, thanks to roomy second rows, easy-to-access LATCH anchors and good fits for all of our tested car seats. The GV80 Coupe surprised us with its generous legroom and accessible LATCH anchors – even with its sloping roofline – while the GV80’s stable buckles make it a breeze for kids to buckle themselves.”

Cars.com’s Car Seat Checks evaluate how well vehicles accommodate various types of child safety seats using a standardized methodology. The evaluation includes ease of installation, available space, and accessibility of LATCH anchors and tethers.

The 2025 GV80 and GV80 Coupe represent the brand’s continued commitment to delivering elevated comfort, innovation, and family-focused safety. Both models feature a comprehensive suite of advanced driver assistance systems, including Forward Collision-Avoidance Assist, Blind-Spot Collision-Avoidance Assist, and Safe Exit Assist—designed to help protect all occupants, especially families with young children.

LE CASTELLET, France, July 24, 2025 — Development of Genesis Magma Racing’s GMR-001 Hypercar passed another major milestone on July 9, with the first fire-up of the car taking place at Le Castellet, France, exactly on schedule.

The moment was not only a key stage in the overall project, which will bring Genesis Magma Racing into the 2026 FIA World Endurance Championship (WEC). It was also a pivotal moment in the build of the first development car that will be used during the team’s on-track testing during the rest of the year.

GMR-001 Hypercar Comes to Life in Latest Landmark Moment

Work to build the GMR-001 Hypercar development chassis began immediately after the 24 Hours of Le Mans. Taking place at ORECA's workshop, close to the location of Genesis Magma Racing’s race base and Circuit Paul Ricard, the initial build work was completed by ORECA's experienced technicians, with mechanics and engineers from Genesis Magma Racing involved at key stages.

The installation and fire-up of the V-8 twin-turbo engine was one such vital point. “In a project like this, you have certain dates circled and this was one of them,” said Team Principal Cyril Abiteboul. “The car fire-up was the GMR-001 Hypercar coming to life — a huge step in the story of Genesis Magma Racing. To reach this point on schedule is already a huge achievement and a perfect way to start the next stage of the development process.”

The car fire-up marked the latest landmark in the development of the powertrain of the GMR-001 Hypercar. As well as running the engine though a rev range in each of the seven gears in the transmission, engineers were also able to test the car’s hybrid system, charging the batteries from the engine and then directing the energy to the rear driveshafts, as would happen on track.

Work on the engine began in June 2024 with Hyundai Motorsport’s Powertrain Department starting work on the design, which is derived from the motor in the team’s championship winning FIA World Rally Championship entries. The engine was first successfully fired up in February. Since then, the company’s engineers have put the engine and transmission through months of testing on different dynos to validate simulations of performance and efficiency. The successful integration of the engine into the GMR-001 Hypercar chassis now opens the way to the next stage of testing and development work, with the first track running planned for the end of August.

Car Build Process Combines Expertise of Different Departments and Partners

The close cooperation between Genesis Magma Racing and the team’s chassis partner, ORECA, has been central throughout the car build and fire-up process, with the two groups working in tandem to meet the tight deadlines dictated by the GMR-001 Hypercar's development schedule.

Genesis Magma Racing Technical Director François-Xavier Demaison said, “The car build has been about bringing everything together — all the expertise we have within Genesis Magma Racing and at ORECA.”

He added, “It’s now when we can start physically connecting all the different strands of development work that we’ve been following for the last year with our powertrain and design teams. The successful GMR-001 Hypercar fire-up is confirmation of our work so far, but also the start of the next stage of the development that comes with testing.”

The final stages of the car build are still continuing, with ORECA and Genesis Magma Racing staff members now completing the first car for the start of testing, before switching focus to further chassis to accelerate the development of the GMR-001 Hypercar before the homologation process for the 2026 season begins.

LOS ANGELES, July 23, 2025 — Genesis is shifting into high gear with an exciting new entertainment venture to celebrate the upcoming release of Disney’s “Freakier Friday,” hitting U.S. theaters on Aug. 8. In a fun twist worthy of the film’s iconic body-swap premise, Genesis is making a star-studded appearance of its own with its award-winning SUV lineup, including the sleek GV60 and the bold GV80, featured prominently in the much-anticipated sequel to the 2003 Disney classic “Freaky Friday.” Genesis’ media agency, Canvas Worldwide, facilitated a targeted media campaign that included linear and social media support, along with a custom spot highlighting the vehicle placement in the new film.

“Genesis is dedicated to crafting vehicles that understand and anticipate the needs of modern families,” said Amy Marentic, Chief Marketing Officer of Genesis Motor America. “Through our collaboration with Disney on ‘Freakier Friday,’ we’re inviting consumers to discover how Genesis can help them navigate life’s daily adventures and empower the leading women who drive them.”

Genesis vehicles are along for the ride as Tess (played by Jamie Lee Curtis) and Anna Coleman (played by Lindsay Lohan) navigate their latest body-swapping adventure in “Freakier Friday.” Whether it's Tess recharging in her all-electric GV60 or Anna cruising through LA in the spacious GV80 SUV, each vehicle becomes an extension of their personalities — refined, bold and ready for anything. As the story unfolds, Genesis helps drive the emotional and physical journey of family dynamics and rediscovery, offering a sanctuary on wheels and a stylish symbol of connection across generations.

Through this integration with Disney’s “Freakier Friday,” there’s an opportunity to introduce new families to the Genesis brand through the lens of storytelling. Rooted in the Korean principle of “Son-nim,” or treating every customer as an honored guest, Genesis brings its distinctly Korean hospitality to the big screen, not just through its vehicles, but also the experiences they enable. Whether it's the peacefulness of the GV60's elegant cabin or the powerful presence of the GV80 on the road, each model reflects Genesis' commitment to creating memorable, human-centered moments.

This collaboration is the result of a formal agreement between the Kuwaiti Ministry of Interior and Northern Gulf Trading Company, under which the ministry received a fleet of G90 vehicles. These vehicles have been customized to meet the official specifications and design standards approved by the ministry’s General Traffic Department.

This milestone further reflects the growing trust that Genesis enjoys among governmental institutions in Kuwait. In 2021, the G90 was selected by the National Assembly of Kuwait as the official transportation vehicle for its members, demonstrating the brand’s reliability and its capability to meet the highest standards of official use.

Omar Alzubaidi, CEO of Genesis Middle East & Africa, stated, "We are honored by the Ministry of Interior’s selection of the Genesis G90 for official ceremonial and protocol use in Kuwait. This milestone reflects the growing recognition of Genesis as a trusted luxury mobility partner across the region. The G90 exemplifies our unwavering commitment to safety, innovation and refined design — values that align with the high standards of governmental institutions. We look forward to continuing to support Kuwait’s leadership with premium experiences that embody the true essence of modern luxury."

Commenting on the agreement, Raed Turjuman, CEO of Northern Gulf Trading Company, said, "The adoption of the Genesis G90 as the official vehicle for ceremonies and protocol is a source of immense pride for both our company and our brand. It reflects the significant trust placed in us by the Ministry of Interior. We are fully committed to delivering a premium experience that aligns with this trust and will provide continued support to ensure the highest level of service throughout the duration of this partnership. We are confident that this decision will further elevate Genesis’ standing as one of the leading luxury automotive brands in the Kuwaiti market."

Turjuman added, “Genesis has succeeded in meeting the expectations of its clients by offering exceptional models that blend luxury, advanced engineering and innovation, delivering a driving experience unmatched by any other brand. We believe Genesis will continue to make steady progress toward further excellence, and our commitment to delivering superior services will lead to even greater achievements.”

With its status as Genesis' flagship model, the G90 combines refined design with cutting-edge technology, ensuring the highest levels of comfort and safety on the road. As one of the most luxurious full-size sedans in its class, the G90 boasts an elegant exterior design and a richly appointed cabin crafted from premium materials and integrated with the latest technologies. It is powered by a 3.5-liter twin-turbo V-6 engine that delivers up to 375 horsepower, paired with an 8-speed automatic transmission, offering a smooth and well-balanced driving experience.

The G90 is equipped with a multi-chamber air suspension system and rear-wheel steering that enhance ride comfort and agility. Additional advanced features include automated controls such as soft-close doors, a virtual space system and mood curator technology, all designed to elevate the driving experience to new heights of luxury and sophistication.

Disclaimer: The vehicles in the photos are for ceremonial use.

Exquisite Exterior Details

The exterior of the redesigned Electrified GV70 showcases Genesis' signature “Athletic Elegance” design philosophy with more sophisticated details.

The most noticeable change is none other than the newly designed Crest Grille. Its diamond-shaped G-Matrix pattern gradually diminishes in size toward the bottom, creating a three-dimensional effect that emphasizes the vehicle's futuristic, electric character.

The bolder bumper design further enhances this look, with a wider intake area that adds to the SUV’s powerful stance.

The iconic headlamps, a hallmark of Genesis’ Two Lines design language, now come with Micro Lens Array (MLA) technology, improving light output while accentuating the elegance of the front fascia.   

From the side, the redesigned Electrified GV70 boasts new 20-inch wheels finished in matte dark gray. The new wheels showcase a sporty five-spoke design optimized for aerodynamics and include resonators applied to the rim area where the wheels and tires connect, effectively reducing road noise.

The 19-inch wheels also come in matte dark gray, completing the rugged yet sophisticated look.

The rear design has been refined with a focus on clarity and visibility. The turn signals, which used to be on the bumper, have been integrated into the rear combination lamps, improving their visibility to following vehicles. The high-mounted stop lamp on the rear spoiler has been streamlined, overall resulting in a cleaner appearance.

Interior Oasis of Calm and Technology

Slipping inside the redesigned Electrified GV70, passengers are greeted by an interior that embodies the brand’s minimalist "Beauty of White Space" principle. The cabin is designed to be both technologically advanced and luxuriously comfortable, creating a serene and inviting atmosphere.

The most striking feature is the new 27-inch integrated wide display, which seamlessly combines the instrument cluster and the infotainment system into a single, panoramic screen. The steering wheel has been redesigned with a new emblem and refined stitching details, adding a touch of elegance to the driver's experience.

The central air vents have been lowered to the former climate control interface, while the climate controls have been integrated with the center console and transitioned to a touch control method, resulting in a more modern design.

Elevating the interior ambiance is the new “Milky Way Pattern Mood Lighting.” Inspired by the Milky Way, this unique feature creates a mesmerizing effect with delicate pinpricks of light reminiscent of stars. Complementing the mood light is the mood lamp, which extends from the upper door trim to the center fascia, enveloping the cabin in a soothing and sophisticated glow.

The lighting elements beautifully enhance the new interior color option, “Icy Blue/Glacier White Two-Tone,” which, along with the Nappa leather and PET suede materials, accentuates the luxurious feel of the distinctive driving experience.

Performance Upgrade

On the road, the redesigned Electrified GV70 delivers impressive performance. A key upgrade is the new 84 kilowatt-hour fourth-generation battery technology with increased capacity, achieved not by increasing the number of battery cells but by improving the energy density per cell from 618 watt-hours per liter to 670. This higher energy density allows for an extended driving range compared to the previous model.

With a powerful performance of up to 360 kilowatts (approximately 490 metric horsepower) in Boost Mode, the driving range on a single charge reaches 423 kilometers with 19-inch wheels, an improvement from the predecessor’s 400 kilometers with the same-sized wheels.

Equipped with dual motors at the front and rear, the redesigned model pulls off a maximum output of 320 kilowatts (about 435 metric horsepower) and a peak torque of 600 newton-meters (approximately 61.2 kilogram-force meters). With Boost Mode, these figures rise to a maximum output of 360 kilowatts (about 490 metric horsepower) and a peak torque of 700 newton-meters (about 71.4 kilogram-force meters).

The latest EV model also boasts excellent fast-charging performance. Using a 350-kilowatt ultra-fast charger, the battery can go up from 10 percent to 80 percent in just 19 minutes.

What’s more, the improved Battery Conditioning Mode maintains the battery at an optimal temperature for fast charging, backing performance in hot weather.

Next-Level Comfort

A key improvement in the comfortable ride of the latest Electrified GV70 lies in the rear suspension bushings. The hydro bushings at the front of the rear crossmember, along with the optimized rear power electric (PE) mount bushings, effectively reduce vibrations, while the optimized steering gear ratio enhances handling agility.

The Preview Electronically Controlled Suspension, which contributed significantly to the previous model’s comfortable ride, has been further refined with the addition of Highway Body motion Control (HBC) technology, activated when the Highway Driving Assist feature is engaged. Together, these systems minimize body roll during sudden acceleration and braking.

Fun and Convenient

Maximizing the joy of driving, a feature called Virtual Gear Shift (VGS) has been introduced to replicate the shifting sensation of internal combustion engine (ICE) vehicles through drive motor control. The Active Sound Design has also been newly tuned, and a dedicated animation appears in the cluster when Boost Mode is activated, strengthening driver immersion.

A new EV power control technology allows passengers to conveniently access utility mode by pressing the start button once without pressing the brake pedal. While driving is not possible in this mode, users can still use features like vehicle-to-load.

The charging port, which used to require manual operation, is now electronic and can be controlled from inside the vehicle. Lighting and heating elements have been incorporated as well, making it easy to charge at nights or in cold weather.

Whether in need of a stylish and comfortable daily driver or a capable and versatile weekend vehicle, the Electrified GV70 is sure to impress.

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.

The Genesis Magma Racing Trajectory Program supports drivers’ development, working toward promoting them into the Genesis Magma Racing Hypercar lineup for the 2026 FIA WEC.

Fresh off the heels of an exhilarating start to the season where she scored an Le Mans Prototype 2 (LMP2) class victory with her teammates at Circuit de Barcelona-Catalunya in April and also won the European Le Mans Series (ELMS) at the Circuit Paul Ricard in May, Jamie Chadwick is poised to leave an indelible mark on the track and beyond while inspiring a new generation of race drivers across the globe.

Chadwick recently took some time out of her busy schedule to speak to the Genesis Newsroom about her journey with Genesis Magma Racing, highlighting the innovative spirit, advanced technology and collaborative team dynamics that have further fueled her passion and ambition for motorsports.

What were your initial impressions of the Genesis Magma Racing team, and what aspects of the team and technology drew you to join the Trajectory Program?

My initial impressions were that it’s an incredible Program, and obviously one that I would love to be a part of. Obviously, hypercar now is becoming one of the most competitive forms of motor sport out there. So, for the Genesis brand to be aligning with it, and coming into it, and starting for us with the Trajectory Program has been incredibly exciting. The team members that they’ve brought in, particularly coming from the World Rally Championship, bring a huge amount of experience, and that’s really exciting. And then, from a technology point of view, I think what we’re seeing with the hypercar technology, the hybrid engines, and then obviously being tested at some of the hardest races in the world, including the 24 Hours of Le Mans, is incredibly exciting.

You’ve had a front-row seat since the beginning. What excites you most about being a part of this journey?

I think for me the most exciting part is the potential Trajectory, to use the term of the Program that I’m a part of, yeah, obviously, the hypercar is very much the end goal of my career. It’s the highest category of endurance racing, and a level I’d love to reach that is hugely competitive at the moment as well. So, I think what excites me is seeing that pathway and then being part of a team that I think can have a huge amount of success within the FIA World Endurance Championship [WEC]. It’s great to be a part of, and it’s cool to see it from the very beginning, its inception.

You were in Dubai for the launch of Genesis Magma Racing in December last year. What was that moment like for you, standing beside the car that’s redefining both your career and the brand?

It’s incredibly exciting. I think for me, seeing any road car manufacturer come into our sport and into endurance racing, is always very cool to see. But also, when you look at the people that are surrounding the GMR-001 Hypercar project — the likes of Andre Lotterer, Cyril, Pipo, Jacky Ickx — being a part of the brand is incredibly exciting.  I think it shows that they are going to be a force when they come into the WEC.

How do you and the team leverage telemetry and other data and analytics to redefine or to refine both your driving techniques and race strategies during a competitive race weekend?

Using data and the technology we have available to us is hugely important. It’s instant. We can use it immediately to change things, to improve, to see what’s better, what’s worse. It’s a big part of our sport, and it’s part of the reason I love the sport so much — getting that immediate feedback, especially when you’re working with so many experienced people within our team. It really helps us, I think, particularly on the strategy side. Being able to make quick decisions with the information that you and the engineers have available has definitely helped us with the results that we’ve had. And then, from a driving point of view, you can see exactly where you need to improve. With the experienced teammates that I have as well, that really helps us make quick improvements.

This year for learning has already brought strong results for the team. How would you describe the collective effort behind those performances, and what has been the key to that success?

This year so far, we’ve had a lot more success than I think we were anticipating early on. We came into the season just wanting to learn as much as possible. We loosely gave ourselves a top five target, but winning the LMP2 in the opening two races of the European Le Mans Series championship has definitely exceeded our expectations. I really think the reason for it has been the big team element. I think we’ve worked really well, particularly from a strategy point of view. We haven’t made big mistakes, and we’ve managed to kind of pick up and make the most of others, in that sense, in two tricky races that haven’t been easy to manage. So, yeah, I think teamwork has been a huge part of it. We’ve had a really reliable and good car for the last few races as well. So, fingers crossed, we can keep that momentum going forwards.

What are you most eager to achieve in the long run?

I think in the long run my ultimate goal is to go to hypercar and compete at the highest level of endurance racing. In the short term, I obviously want to try and win more races in the ELMS championship, and with Le Mans coming up soon as well, of course, the goal is to go there and get the best result possible in our first 24 Hours of Le Mans.

Transitioning from other racing series to the Genesis Magma Racing Program presents unique challenges. Can you discuss how you’ve adapted, and what lessons you’ve learned so far?

The biggest lesson I’ve learned is, I think, trying to adapt as much as possible. The car, every time you get in, is slightly different. You’ve got to constantly adapt to what you have, the different conditions, the different circumstances that you have in a race. So, the biggest lesson has to be adapting. And then, obviously, in an endurance race, it’s a long race, so it’s not all made or won in your stint. Often just trying to do the best job you can in that moment, make the most of the strategy you’ve got, and then giving the car to make the finishes is the biggest thing. And the main way that I feel like I’ve been able to adapt is by having a really good team with a lot of experience, which has helped me learn quickly. The IDEC Sport team has a huge amount of experience in this category, and I think being able to lean on them and have their support has helped a lot too.

What is the hardest lesson you’ve learned in motorsport?

I think that it doesn't matter what level you get to, you still have to work hard, and you’re always still learning. I think, in motorsport, it is never going to be plain sailing. The good days are always the good days, but to have those moments come together isn’t always easy. There are so many variables in our sport that it takes a lot for everything to come together. So yeah, you have a lot more bad days than good days, but stay motivated and hungry for it, even in those days, and work hard for when it goes right again.

After your recent impressive victories at Barcelona-Catalunya and Paul Ricard, how has that success influenced your confidence and mindset for the rest of the season?

I think it’s changed the goalposts that we’ve set for ourselves. I think coming into the season we definitely wanted to learn as much as possible, but we gave ourselves no target on results, and now I think the recent wins have given us a little bit more of a higher focus for the rest of the season, particularly with regards to the championship. And I think confidence-wise, we know we’ve got two races under our belt. We know what we’ve been capable of achieving as a team and as a group. So, carrying that now into the rest of the year, knowing what we’re capable of, I think, is a really positive thing and has definitely given us a slightly higher target for the rest of the season.

How do you usually prepare for the race, both on and off track? Do you have any personal routines or rituals that help you stay grounded?

I try not to set too many rituals or routines, but a lot of the preparation for me away from the track is physical preparation. Yeah, obviously, being new to endurance racing, long stints in the car, the physicality is something that I work hard on. And then preparation with the team at IDEC Sport, simulator preparation, trying to understand the race weekend as best as possible before going into it, particularly for something like Le Mans, is going to be a big part of it.

You’ve stepped into Formula One commentary. Has that experience changed your view of racing or influenced your approach as a driver?

I feel like I now have a different view on things, having seen it from the other side of the microphone or the camera. I also think F1 is at such a high level now, we can all learn so much from there. Being able to see it up close and analyze a lot of different situations, whether that be from a technical or driving point of view, I feel like I’m learning every day being able to do that. So, it’s given me a new perspective. It’s something I enjoy. I love being part of the Formula One Grand Prix. So yeah, it’s definitely helped influence my approach as a driver.

As a successful woman in a traditionally male-dominated sport, what unique strengths do you bring to the track, and what message would you share to aspiring female drivers?

I would say, I don't think too much about being a woman at the track when I’m competing in my own right. I just want to do the best job possible. But at the same time, I think I’m proud to try and do as much as I can for the next generation of female drivers. I think the sport is drastically changing, and particularly in endurance racing, we’re seeing a huge shift of female talent. There are so many great opportunities for women now in our sport. I think we’ve now seen five women on the top step in the ELMS alone, which is incredible to see. So, I think my message to young, aspiring female drivers would be to not let anything put you off — keep pushing.

Can you share your favorite memory with Genesis Magma Racing so far?

I’d say my favorite memory would definitely be that first win at Barcelona, mainly because we weren’t expecting it. But it was such a special weekend for all of us on the team — the first race, officially, for Genesis Magma Racing, and first win. And to have a lot of the team members that have been a part of it since the beginning all there sharing that moment was very special.

At Genesis, there just never seems to be an end to them.

“I’m an auto engineer, and I’m quite a passionate one,” says Harrer, Head of the Vehicle Development Tech Unit at Hyundai Motor Group (the Group). “With my roots in vehicle dynamics and performance, my latest mission to marry Genesis’ premium luxury approach with a performance approach is incredibly exciting.”

The Genesis Newsroom recently sat down with Harrer near his office at the Namyang R&D Center in Hwaseong, Korea, to learn more about the brand’s high-performance Genesis Magma initiative and plans to introduce hybrid electric vehicles (HEVs) and extended-range EVs (EREVs).

How is progress coming along for Genesis Magma?

The first Magma model to go into production will be the GV60 Magma, and our planning for this, to bring this to the market, is really very, very aggressive.

From a technical standpoint, what do you think Magma signifies for the Genesis brand?

The Genesis brand right now stands for premium luxury refinement. It’s optimized. It's a very comfortable experience, perfect for premium luxury. Magma is the performance bridge leading to more powerful engines, a bolder stance, a wider body and a lower ride height. Magma is aimed at the customer who wants more horsepower, higher top speed, and bold and sporty optics in each segment.  

How about Genesis’ entry into the realm of motorsports? What impact do you think it will have on the brand’s overall tech advancements?

Motorsports is the toughest testing environment you can find in the auto world. We’re talking about high speeds, aerodynamics, cooling strategies and durability enough to last 24 hours. The things we learn coming out of these races can create a great opportunity for all of us to further enhance our products.

What innovative technologies are currently being developed for future Genesis models?

We’re working day and night to build Genesis-dedicated technologies. Digital experience is super important for us, and so are next-generation propulsion systems, which will allow us to gain even more power and more fuel efficiency.

Is there anything a bit more specific you can share about the future lineup, for instance, the flagship G90?

We are currently enhancing the G90 with numerous ideas for new technologies, including digital experience and improvement to ride quality. We’re also looking forward to more powertrain variations, which go in tandem with our broader efforts to optimize our whole propulsion lineup encompassing electrified and hybridized solutions. 

So the G90, now based on an internal combustion engine (ICE), could have more variations in terms of powertrain?

Definitely. More variations are coming.

Let’s talk about EVs. How do global trends like the EV chasm influence your R&D strategies?

The EV chasm, with this gap between early adopters and the market, is really about the fact that completely transforming or transferring to EVs is taking longer than expected. It's a hard lesson for the whole automotive industry right now and we must react and innovate. We cannot push so hard and bring only EVs to the market. It was a bold goal from us years ago, but we must adjust and face the reality of differences in our customers — that not every customer is ready to go there.

What we’re doing in the meantime is developing hybrid and other hybrid-similar technologies for our customers before we can really go 100-percent EV, 100-percent zero emissions. We will soon offer a larger variety of new EV cars and updated or new Genesis models, with modern propulsion lineups, like the hybrid I mentioned already, or even alternative technologies like the EREV.

Speaking of hybrids and EREVs, when will the first Genesis production model of each hit sales?

Believe it or not, a couple of days ago we had a test drive of our future lineup with hybrid propulsion. This is going full steam, but now is not the right moment to reveal the exact date when we can really bring it to the market. But I promise you, we are working intensively to bring it sooner rather than later. And this is really advanced technology. It fits perfectly with the brand’s premium luxury approach and is the next step for our electrified propulsion.

How will EREVs improve the overall driving experience?

The beauty of EREVs lies in combining EV driving characteristics — instant high torque and serene cabin space — with a longer range. It’s kind of a modern hybrid: You can use it as an EV on a daily basis, but if you have to take a long trip, say, from San Francisco to Las Vegas, and you don’t want to carefully plan your route around EV charging stations, it provides seamless driving with the ICE generating electricity for you. This freedom is generating a lot of excitement around the world.

But there’s more to EREVs than range. There’s also the ample power for towing capacity — the energy to tow something like a horse trailer — which remains an unsolved issue with EVs.

How is Genesis collaborating with other companies in the area of EV batteries?

We’re a Korean brand, and the advantage I see here is that we have a strong network of Korean partners that thrive globally. They have battery know-how and technology, and we speak the same language and share the same culture, which allows seamless collaboration and innovation. It’s truly an outstanding environment for an OEM [original equipment manufacturer] like Hyundai to have these partners to work together on not only traditional cells but also on performance cells you will see in the future.

A couple of years ago, the Group announced it would develop a next-generation EV platform aimed at providing significant improvement in driving range on a single charge compared to the Group’s current E-GMP platform. Will this platform also be adaptable to HEVs and EREVs?

We are indeed developing an EV-focused platform dedicated to Genesis that’s aimed at improving driving range on a single charge. Furthermore, to overcome the EV chasm and respond to market conditions, we have begun upgrading this platform to make it adaptable to future tech like EREVs.

What strategies are being employed to maximize driving performance in this new EV/EREV platform?

We can’t do much about the weight of the underfloor batteries in EVs. What we can do, however, is modify weight distribution within the vehicles by optimizing the placement of various components and adjusting the balance of systems. For example, different types of tires could be used at the front and rear to enhance the grip level. Another way would be balancing the drivelines. In the future, you will see more drive-oriented, more powerful e-motors with a rear-wheel bias. This would bring balance by pushing the vehicle from the rear.

What’s really important is that we are now working on a new kind of torque vectoring system for future Genesis models, especially Magma, really cutting-edge, which will bring back agility at every speed. The combination of that with smart tire selection will bring dynamic and performance to the car, despite the mass.

It’s been a year since you’ve joined the Group. Compared to your previous roles working at other car companies in Europe, what particular strengths have you noticed so far in the way of working at Genesis?

What fascinates me most about the Group as a whole, not just Genesis, is the vertical integration. We have about 40 partners and affiliates with whom we work closely together in an intricate automotive value chain. It’s quite unique to see a deep understanding of practically everything — from customer requirements to the manufacturing of small components — and I think this is what makes a huge difference and gives us a lot of innovation power.

What excites you most about the future of Genesis?

I’d have to say combining Genesis’ premium luxury approach with a performance approach. We have really great products in the pipeline that will allow us to create a new foundation and open a new chapter. And most importantly, we have passionate colleagues who will help us get there.

FOUNTAIN VALLEY, Calif., May 23, 2025 — Automotive media professionals from the Northwest Automotive Press Association (NWAPA) have named the 2026 Genesis GV70 the Northwest Luxury SUV of the Year, following two days of testing at the Mudfest 2025 Outdoor Vehicle of the Year Competition.

The award recognizes the GV70’s bold design, real-world performance and advanced technology among a field of top competitors.

"The GV70’s combination of stunning design, refined performance and cutting-edge technology proved its strength across every challenge at Mudfest," said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. "The GV70 provides a fun and engaging driving experience in a variety of different conditions. This award is a testament to the model’s capabilities and Genesis' growing appeal among customers in the Pacific Northwest."

Redesigned for the 2026 model year, the GV70 features an updated front and rear fascia, a bold Crest Grille, and Genesis’ signature Two-Line micro-lens array (MLA) headlamps. The GV70’s interior introduces an enhanced cabin with a sweeping 27-inch OLED multimedia display, updated dashboard layout, Bang & Olufsen premium sound system and high-end materials throughout, including Nappa leather seats and microsuede headliner. The twin-turbocharged 3.5-liter V-6 engine and electronically controlled suspension deliver confident performance in a variety of conditions.

“Always an engaging vehicle, the changes made to the 2026 Genesis GV70 elevate it to a new level of luxury,” said Tom Voelk, President of the Northwest Automotive Press Association. “This is a vehicle that takes its premium mission seriously with new refinements, technology and design details that shoppers will want to experience. NWAPA voting members clearly feel this should be on people’s test drive list.”

Now in its 31st year, NWAPA’s Mudfest competition brings together over 20 automotive media professionals to evaluate more than 20 vehicles in real-world conditions. Day one testing focuses on paved-road performance, including acceleration, handling and braking, while day two challenges vehicles on a custom off-road course to assess traction, ground clearance, articulation and driver-assistance features.

Fast forward to 2025, Genesis has unveiled a redesigned version in Korea that’s already turning heads. The upgraded GV60 elevates the driving experience with a suite of enhancements, offering a more refined and futuristic ride than ever before.

Sportier Stance, Refined Elegance

The redesigned GV60 makes a striking statement with its sophisticated and dynamic exterior, clad in notable enhancements that distinguishes it from its predecessor. Its blend of sportiness and elegance perfectly embodies Genesis’ design philosophy of “Athletic Elegance.”

One of the most standout updates is in the headlamps, which now feature Micro Lens Array (MLA) technology. Together with the newly designed bumper, they enhance the model’s wider, lower profile.

The length of the front overhang has been increased by 30 millimeters, creating a more three-dimensional and dynamic look. This subtle alteration not only significantly changes the silhouette of the car but also improves its aerodynamic performance.

Along the side and rear, the wheel arches, side cladding, and bumper, which were previously finished in black, now bear the same color as the body, completing a cleaner look.

Furthermore, the latest GV60 introduces fresh wheel designs for different drivetrains. The new five-spoke 20- and 21-inch wheels align with the dynamic design of the front profile while minimizing air resistance. The 19-inch wheels now come in a matte dark gray color, enhancing the model’s silhouette.

The front four-piston monoblock brake calipers have been standardized across all drivetrains. They come in uncoated silver for standard rear-wheel drive (RWD), white for standard all-wheel drive (AWD) and black for performance AWD.

Packed With Innovative Tech

Inside, the GV60 retains its beloved design elements while introducing noteworthy upgrades that enhance the driving experience.

The iconic Crystal Sphere electronic shift dial, Fingerprint Authentication System, Digital Side Mirror as well as the circular design theme remain.

One of the most distinct interior design upgrades is the removal of the bezel between the digital instrument cluster and the infotainment display via the introduction of an ultrawide 27-inch OLED screen. This expansive display, which is the basis of Genesis’ connected car Integrated Cockpit (ccIC), seamlessly displays information and even offers augmented reality navigation with the optional built-in camera.

The steering wheel has been changed from a two-spoke to a three-spoke design, enhancing grip. The newly added Hands On Detection (HOD) feature offers a more precise and convenient experience of the Advanced Driver Assistance System (ADAS).

Highlighting Genesis’ meticulous attention to detail, the smartphone wireless charging area has been updated from a diagonal slot to a horizontal pad, making it more convenient to view one’s phone while it charges.

Some of the most major technological improvements are found in the camera systems. The Built-in Cam 2 now offers enhanced resolution and voice-recording capabilities, as well as the ability to record video from the rear-facing camera. The rear-view mirror has been upgraded to a Digital Center Mirror, which, with the flip of a switch, can provide rear visibility without being blocked by anyone in the rear seats.

A new In-Cabin Camera (ICC) feature has been added to the top of the steering wheel, offering real-time monitoring of the driver’s inattention and fatigue levels.

Another newly added convenience feature is the Walk Away Lock (WAL), which particularly comes in handy when the driver has their hands full or forgets to lock the doors. When the driver moves more than 2.5 meters away from the vehicle while carrying the smart key or digital key, the doors automatically lock, substantially improving practicality for everyday use.

Enhanced Performance

The most notable performance enhancement is undoubtedly the fourth-generation battery cells, which now hold 84 kilowatt-hours of electricity, up from the previous 77.4 kilowatt-hours, all while maintaining the same-volume battery pack. This increase extends the driving range per single charge from 451 kilometers to 481 kilometers.

The battery charging time remains unchanged despite the increased battery capacity, allowing it to charge from 10 percent to 80 percent in just 18 minutes when using a 350-kilowatt ultra-fast charger. The batteries are also equipped with a second-generation conditioning system that automatically cools the batteries and enables manual operation while providing battery temperature status information, optimizing management.

In addition to being elongated by 30 millimeters compared to the previous model, the design of the front bumper has been revised, leading to significantly improved airflow along its sides and bottom. Moreover, the incorporation of various shapes of 3D undercovers and front wheel stakes to the underside of the vehicle has reduced the GV60’s drag coefficient from 0.29 to 0.28.

The Smart Regenerative Braking System automatically adjusts the amount of deceleration from regenerative braking based on forward traffic flow and navigation map information, thereby heightening driving efficiency.

The front and rear shock absorber valves used in the Electronically Controlled Suspension (ECS) are now more advanced, allowing for individual control of the compression and extension of the shock absorbers, minimizing unnecessary body movements.

The GV60 provides a luxurious and serene driving experience with the extensive use of sound-absorbing materials, which have been newly integrated to the B-pillars, C-pillars, trunk and rear wheel arches. To minimize unnecessary noise and vibrations generated by the engine, the motor’s compensation control logic has also been optimized.

Building on these advancements, the number of controllers capable of Over the Air (OTA) updates in the GV60 has increased from 18 to 45, ensuring that a wider range of systems can be updated wirelessly, keeping the vehicle up to date with the latest features. In this way, GV60 owners benefit from a vehicle that can continually evolve, improving and updating its internal software functions over time for greater efficiency.

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.

NEW YORK, April 16, 2025 — Genesis today revealed the X Gran Equator Concept, a bold exploration of elegance and adventure designed for those seeking the serenity of nature and the thrill of the unknown. As the brand's first adventure vehicle concept, the X Gran Equator Concept reimagines Genesis' "Athletic Elegance" design philosophy while embracing the rugged spirit of overlanding.

Inspired by reductive design principles, the X Gran Equator Concept’s exterior emphasizes clean lines and uncluttered surfaces. A long hood, sleek cabin and fast C-pillars create a silhouette that defies traditional SUV conventions, while dark wheel-arch cladding and 24-inch beadlock wheels underscore its off-road readiness. The geometric auxiliary lamps and split-opening tailgate blend practicality with Genesis’ signature Two-Line headlamps, ensuring the X Gran Equator is as purposeful as it is striking.

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

The name draws inspiration from “Equator,” recognized as the "finest stallion" in the world of Arabian horses — a symbol of endurance, agility and refined power. These qualities reflect the spirit of the concept: a vehicle that is both elegant and capable, engineered to perform in extreme conditions while maintaining a natural sense of grace.

The X Gran Equator Concept signals Genesis’ continued expansion into lifestyle-oriented vehicles, balancing sophistication with versatility. While not confirmed for production, its design language and innovative features — such as the integrated roof rails and split-opening tailgate — showcase the brand’s future design potential.

The X Gran Equator Concept will be displayed at the Genesis booth during the 2025 New York International Auto Show from April 18 at Jacob K. Javits Convention Center. Following the show, it will be on display at Genesis House New York in the Meatpacking District until the end of July.

Buying a Genesis car isn’t merely about transportation. It’s buying an experience. And at the heart of this is a Korean philosophy that emphasizes treating customers as honored guests, known as “Son-nim.”

A Sanctuary of Comfort in Europe

At Genesis, Son-nim is more than a tagline — it’s a core belief that permeates every facet of the Genesis brand. Genesis cars seamlessly integrate into the lifestyles of their owners and become a trusted companion in daily life.

Such is the case for Manuela Orfanò, a team lead at GP Piping Systems in Switzerland, a producer of pipes for water and cooling applications.

Orfanò describes her GV60, an electric vehicle (EV), as her “private spa,” a sanctuary where she can unwind and prepare for the day ahead.

“I can tell you what my mom always says when she sits in the car,” Orfanò shares, “‘Manu, che lusso!’ [That’s Italian for] ‘Oh, what a luxury!’”

Among her favorite features is Remote Smart Parking Assist (RSPA), which provides her with a sense of ease that makes everyday life much smoother and more convenient.

Charlie Langhorne, co-founder and managing director at Wild in Art in the U.K., a platform for artists to showcase their work, compares his Genesis GV80 to a cozy “cocoon.”

He especially loves the heated steering wheel and seats, mentioning, “When I’ve had a long day, I’ve got a long drive ahead of me, I’ll get in and go, ‘aah,’ relax, and ‘now let’s drive!’”

The unmatched comfort and luxury of his spacious SUV especially comes in handy for his active lifestyle that includes cycling and running.

“I know the car is not going to worry about having my bike in the back,” he says. “Everything is so beautifully put together. Everything is so tactile.”

For Sebastian Wacht, partner at the management consulting firm W&W Beratung Maximilian und Sebastian Wacht in Germany, his Genesis GV70 strikes the perfect balance between comfort, reliability and understated elegance.

“Long-distance comfort is very important to me because I travel a lot for business when I meet with customers,” Wacht says.

Genesis’ exceptional customer service, including direct access to a technical assistant, deepens his appreciation for the marque. Most of all, Wacht mentions he appreciates the vehicle’s design, which is both stunning and subtle.

White-Glove Service in Canada

In Canada, Genesis owners like Robert and Doug cite the brand’s “white-glove” offerings as a vital component of their Son-nim experience.

A key highlight of these perks is none other than the tailored concierge service, which allows potential customers to arrange an at-home test drive and delivery to a location of their choice. The concierge also serves as the primary contact point after the purchase date, available to assist with maintenance tasks and any other issues that may arise.

“It’s perfect,” says Robert. “They're extremely respectful of my schedule and my time.”

So far, owning a Genesis has been nothing but wonderful, he says.

“My job is extremely busy and stressful, and I find when I have that transition time from leaving the office to home, getting in the comfort of my car is a wonderful experience,” he says. “The ride is the quietest ride I’ve ever had.”

When buying a Genesis, Doug was particularly impressed that he got answers to all his questions — a quality that’s ironically hard to find these days. 

“That wasn’t always the case with the vehicles that I’ve bought [in the past],” Doug confides. “I just love that they care and value me as a true customer.”

From the start, Genesis made the entire process effortless for Daniel, an avid skier and sports car enthusiast who owns a G70. Daniel’s Genesis Experience Manager delivered his vehicle to the ski hill when he finalized his purchase, creating a moment he will never forget.

“I was head to toe in ski gear when they delivered it to me,” he says. “It was so awesome.”

Daniel’s G70, he says, is the perfect match for his adventurous lifestyle, delivering luxury, performance and all-weather capability.

“The G70’s Comfort and Sport modes are a game changer. I stick to Comfort Mode for longer drives, but Sport Mode really shines on windy cottage trips, tightening up the suspension and making the car feel like a performance vehicle.”

Some other favorite features include the Head-Up Display (HUD) navigation, seat extender and the ability to start the vehicle and adjust the climate from his phone, the last of which is particularly useful in coping with the unpredictable weather of Ontario, Canada, where he lives.

“Whether I’m towing my jet-ski or navigating winter snowstorms,” Daniel shares, “the G70 always keeps me secure and ready for anything.”

Owner-Exclusive Events

The Genesis owner community is not just a group of vehicle owners but a network of Son-nim who genuinely share a deep appreciation for Genesis’ quality, innovation and customer-centric approach. Genesis gathers this community through yearlong events and experiences that allow owners to build connections with fellow Son-nim.

Orfanò’s unforgettable experience at the 2023 Genesis Scottish Open is just one example.

One of the top five tournaments on the DP World Tour, the Genesis Scottish Open is held every July at the exclusive Renaissance Club, located just outside Edinburgh in East Lothian, Scotland. Knowing how much she loves golf, Genesis invited Orfanò to participate in 2023.

“Getting the chance to play the same course with the same pin position was something I will never forget,” Orfanò recalls. “You’re not just buying a car; you’re buying an experience.”

For Jean-Francois, receiving an invitation to the 2023 NHL Awards in Nashville, Tennessee, was a once-in-a-lifetime opportunity that underscored Genesis’ dedication to creating memorable moments for its customers. The chance to engage with NHL coaches and alumni, paired with the brand’s hospitality, made the event truly special, he says.

“My experience with Genesis has been amazing,” notes Jean-Francois. “From the vehicle selection to delivery, everything has been a 10 out of 10.”

Jean-Francois’s enthusiasm for the brand was echoed by fellow Son-nim Keith and Rochelle, both of whom joined the 2024 NHL All-Star Weekend in Toronto, Canada.

Keith, along with other Genesis owners, were treated to a VIP experience that included going shopping with NHL alumni Tie Domi.

“When my friends enviously asked how I won such a cool prize, all I could say was I just bought a vehicle I’m really happy with,” Keith remarks. “With respect to performance, design, vehicle appointments and technology, my Genesis rivals any luxury vehicle I have owned.”

Rochelle wholeheartedly agrees. “As a Genesis owner, I continue to receive exceptional service,” she says. “I highly recommend Genesis for their luxurious vehicles, exemplary service, expertise and dedication to their clients.”

Disclaimer: The Genesis owners in Canada mentioned in this article are identified solely by their first names, reflecting their choice for privacy.

GOYANG, Korea, April 3, 2025 — Genesis revealed the X Gran Coupe Concept and the X Gran Convertible Concept for the first time today at the Seoul Mobility Show 2025 in Goyang, Korea, taking yet another step toward redefining automotive luxury and performance. 

The world premieres were held at the KINTEX convention center under the theme “Unfold a New Era of Genesis,” as the brand expressed deep gratitude to local Genesis customers and shared its aspirations to embark on a new chapter. 

“In the 10 years since our launch, Genesis has been dedicated to delivering its unique values to more than 1.3 million customers worldwide,” said Mike Song, Global Head of Genesis. “We aim to seize this opportunity as a launchpad for a new decade, showcasing models that embody Genesis' pursuit of high-performance technology and future luxury design.” 

Introducing the X Gran Coupe Concept and the X Gran Convertible Concept 

The X Gran Coupe Concept and the X Gran Convertible Concept are derivatives of Genesis’ flagship model, the G90. Both concepts demonstrate the brand’s future position as an emotional luxury brand through distinct typologies. 

The X Gran Coupe Concept is the most iconic concept of the Genesis brand. Given its unique typology, which is traditionally the most exclusive and unique body architecture in the luxury segment, the X Gran Coupe Concept perfectly showcases Genesis' way of elegance and athleticism. 

Another interpretation of the flagship G90, the X Gran Convertible Concept, showcases a typology that offers freedom of expression and a heightened open roof experience, which allows drivers a direct connection with the surrounding environment. 

“Each concept car is a unique expression of Genesis’ luxury ethos designed to provide a sophisticated and immersive driving experience,” said Ilhun Yoon, Head of the Genesis Design Center in Seoul. 

Front Looks Showcasing Genesis' Unique Design Characteristics 

The front ends of the X Gran Coupe Concept and the X Gran Convertible Concept are adorned with Genesis’ characteristic Two-Line headlights, 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-Line 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 headlights extend to the fenders, visually enhancing the increased track width. 

Dramatic Side Profiles and Wheel Designs 

Both concepts feature more steeply raked windscreens and lower roof heights for the cabins, resulting in audacious silhouettes. 

The doors have been lengthened to facilitate entrance and egress. The frameless windows slide down completely, revealing an uninterrupted window graphic. 

The fenders have been widened to maximize the powerful presence of the concepts. Aerodynamic wing sections finish the lower bodies, visually planting them firmly on the road. 

In the X Gran Coupe Concept, the roof and cant rail have been visually integrated, shaping a cabin that resembles the canopy of sports cars. 

The beltline for the X Gran Convertible Concept is extended further back, dividing the body from the soft-top roof. 

The dynamic five-star wheels of the X Gran Convertible Concept feature sculptural cross-sections that contrast with the Two-Line spokes. 

The striking combination of a five double-spoke design and a layered treatment on the secondary spokes makes the X Gran Coupe Concept’s wheels a highlight from every angle. 

In both concepts, the deep sections of the wheels — directly resulting from the widened track — creates a dramatic stance, while the positive surfaces have been enlarged to reinforce the muscles centered on the wheels. 

Rear Aesthetics 

At the rear, the bumper offsets have been smoothed out to create clean surfaces, accommodating the iconic Two-Line taillights. 

The brightwork extends to the lower rears of both vehicles, integrating wide, slim rectangular tailpipes. Below the license plate areas, horizontal accents stretch across the rears, while the ducktails emphasize the dynamism of each concept. 

Flush Genesis logos and hidden retractable rear-view cameras reflect a high-tech approach to detailing. The touchless operation of the trunks, with a simple hand gesture, eliminates the need for physical buttons. 

Interiors Inspired by Mediterranean Olives and Cabernet Sauvignon 

The X Gran Coupe Concept features unique design elements inspired by the Mediterranean olive trees. The entrance experience is elevated with a door sill plate bearing the model’s name. Specially designed floor mats, adorned with olive leaf motifs, complement a tunnel section enriched with quilted stitching inspired by automotive heritage. 

The olive wood veneer is microperforated to create olive-themed atmosphere lighting. 

Upon entering the vehicle, the scent of Genesis leather — crafted from naturally tanned material using wastewater from Italian olive oil production and 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. 

Meanwhile, the X Gran Convertible Concept captures the spirit of fine wines, with an exterior color reminiscent of pressed grapes and an interior color that echoes the deep, rich hues of Cabernet Sauvignon grapes from the Livorno region of Italy. 

Crystal Accents in Interior Details 

The sandy, clay soil that nourishes the Mediterranean olive trees inspired the use of crystals in the X Gran Coupe Concept for the details on the steering wheel, center console and ventilation systems. Due to its purity and multiple facets, crystal reflects sunlight, creating captivating displays of light. 

The crystal elements also elevate the sense of luxury while bringing warmth and depth to the cabin experience in 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. 

Enhanced Driving Experience 

At the heart of the driving experience of both concepts are steering wheels that feature a refined aluminum third bottom spoke, which is subtly patterned to echo the texture of the small command rotaries, enhancing both visual and tactile harmony. 

The front seats with integrated safety belts feature embedded screens and rear passenger air vents and integrated displays. 

First Look of GMR-001 Hypercar in Korea 

During this year’s Seoul Mobility Show, Genesis also shared its thrilling foray into motorsports and showcased the half-scale GMR-001 Hypercar for the first time in Korea. Genesis plans to compete in the 2026 FIA World Endurance Championship (WEC) and the 2027 IMSA SportsCar Championship. 

“Endurance racing showcases values of resilience, teamwork and excellence, qualities that resonate deeply with Genesis’ vision and ambition,” said Cyril Abiteboul, Team Principal of Genesis Magma Racing and President of Hyundai Motorsport.

Genesis Booth at Seoul Mobility Show

The X Gran Coupe Concept and the X Gran Convertible Concept will be displayed at the Seoul Mobility Show from April 4 to 13. Visitors to the Genesis booth at KINTEX will also be able to see the half-scale GMR-001 Hypercar, the GV60 Magma Concept, the GV80 Black, the redesigned GV60 and GV70, as well as the G90.

SEOUL, March 10, 2025 — As part of a new brand campaign, Genesis has released a short documentary titled “In Pursuit of Northern Lights,” which captures a thrilling journey to photograph the elusive aurora borealis.

The documentary is now live on Genesis’ official global YouTube channel.

The film follows an expedition by Virgil Reglioni, a Norwegian aurora explorer and photographer known as the “Hunter of Light,” as he searches for northern lights in Tromsø, Norway, and the rest of the Arctic in the redesigned GV60.

The GV60 sports an eye-catching new exterior color, “Tromsø Green,” inspired by the night sky above Tromsø, which is famous for its northern lights. The paint creates a dazzling yet mysterious impression through its glittering metallic pigments that reflect the light touching the vehicle’s surface.

At the same time, the GV60’s unique identity and luxurious image is emphasized by the refreshed front bumper with its bold three-dimensional shape and its Two-Line headlamps featuring Genesis’ brilliant and intricate Micro Lens Array (MLA) technology, complimented by its sleek new five-spoke 21-inch wheels.

In addition, the GV60 is equipped with an 84-kilowatt-per-hour fourth-generation battery that maintains a stable energy supply even at low temperatures. With its Smart Regeneration System 3.0, it efficiently recycles energy generated during deceleration and braking, mitigating the performance challenges of electric vehicles in extremely cold environments and demonstrating its reliable driving capabilities.

The premiering of the documentary to commemorate the launch of the redesigned GV60 is symbolic of Genesis’ vision and the brand’s pioneering spirit in pursuing a fully electrified society.

In conjunction with the premiere, Genesis is hosting a special display in Seoul called “GV60 Wonder Studio,” where visitors can get a closeup look of the redesigned GV60. The exhibit opened on March 7 and will last until March 16 at MM Seongsu in Seoul’s Seongdong neighborhood. Visitors can enjoy an immersive experience of the Arctic’s mysterious lights while acquainting themselves with the charming aura of the redesigned GV60.

That’s how Team Principal Cyril Abiteboul describes the momentum behind Genesis’ ambitious new motorsports program. From developing a V-8 engine to preparing for the highly anticipated debut of the full-scale GMR-001 Hypercar, Abiteboul recently sat down with the Genesis Newsroom to discuss the team’s next bold steps.

This exclusive interview follows Genesis’ announcement of its entry into motorsports late last year, with plans to compete in the FIA World Endurance Championship (WEC) in 2026 and the IMSA SportsCar Championship (IMSA) in 2027.

It’s been three months since Genesis officially launched its racing program. What challenges have you encountered so far?

I think the biggest challenge is really the time we have available. Building a path is a challenge, but also finding the right facility and building a team. We need to have a group of 60 people who do not yet exist. We also need to have the right equipment for them to operate.

Another big challenge, from a timing and engineering perspective, is the powertrain. And anyone who knows about engines will appreciate that we only had six months to develop a complete engine. We elected to go with a V-8, precisely because the V-8 was a great opportunity not to have to redesign a complete engine from scratch and instead take inspiration from our [Hyundai Motor Group’s] existing WRC [World Rally Championship] engine, a very competitive 1.6-liter turbocharged inline-four that we've been using for several years. We took that engine and made it two times four in line, which gives us a V-8.

Also, we are working with partners, and one key partner is a French company called ORECA, which is not new to this business. They have been designing endurance racing cars for decades. We are also very lucky to have them as a partner to help us and guide us in the development of the design and the performance of the car.

It sounds like you’re assembling everything quickly.

Yeah, building the team together and putting the different building blocks together is a challenge because nothing existed at first. It's not just a car that we need to build. It's a racing team. An organization. A new identity.

Genesis’ entry into motorsports was kind of a surprise to the racing world. What really happened behind the scenes?

Hyundai Motorsport has been involved in the World Rally Championship for the past 12 years, during which I’ve served as Team Principal since January 2023 and President since January 2024. Early last year, we started to look at different options for a new venture, as we thought it was the right time to assess what could be the next chapter for the Hyundai Motor Group in motorsports. Around summertime last year, we thought that endurance racing was an interesting next step, and ever since then, things moved very, very quickly and very suddenly.

But why endurance racing?

It’s one of those classic heritage racings. We’re not just trying to build the here and now, but also a legacy. Racing in this type of championship against legacy brands allows us to immediately connect the brand with the best of the best in the most iconic racing venues in the world.

Genesis takes pride in its distinctly Korean identity. How is the racing team showcasing its Korean DNA?

We try to be as Korean as we can in both how we look and how we perform. First and foremost, we have the logo design, which is a direct reference to Korean characters. We also reference our connection to Korean culture in the team's identity.

And as for how we perform, one of the things that indeed we like to insist upon is the speed at which we do things. There will be the car testing on tarmac a few months from now, and the car will be racing at the start of 2026. By all standards, we really compressed the timing of what is normally done to an extreme, because we also want to show the speed of Korean culture — or what I’d like to call, Genesis hyperspeed.

About the GMR-001 Hypercar: As an engineer, what’s the relationship between design and performance?

One of the most famous French aero designers used to say that a nice airplane flies well, too. And I tend to believe that. Sometimes, technical regulations can induce you to design cars that are not necessarily very nice-looking because they are extremely sophisticated. I keep thinking of Formula One because that’s where I spent the largest part of my life. There was a period of time when cars were packed with aerodynamic surfaces: lots of wing legs, shark legs and so on and so forth. But in the end, I believe there is no opposition between aesthetics and functionality. In any case, the car that wins is always the more beautiful one.

The GMR-001 Hypercar unveiled last December in Dubai was a half-scale model. When will the world get to see it full-scale?

It has to be released this year because the car will be tested in August. So the car will be revealed a bit before then, around April. We will find a great spot to introduce the car to the world.

What about the people? Where are you searching for members for the racing team?

We are looking for talent on a worldwide basis. I can already tell you that we have secured a chief engineer. I cannot disclose his name yet, but I can tell you he previously worked with some of the most successful brands in motorsports. We are only looking at the best of the best who can bring us not just talent, but also their culture, their background and their network of people.

You must be excited about your two drivers, André Lotterer and Luis “Pipo” Derani.

I'm super, super excited. I was just talking about culture, and from my experience no one's more important than the drivers for building that culture. It’s essential for all of us to bring people who are not just drivers but can also embody the brand and be leaders of the team.  Both André and Pipo are exactly that. André is coming from being the world champion in WEC last year, and Pipo has lots of IMSA experience. It is a great opportunity to get people behind our own steering wheel who have experience with other types of cars.

When the car starts racing in 2026, what are the immediate goals that you have in mind?

Year one will be about system and reliability checks, making sure that the performance is there. And, frankly, if we do that, we can be a regular top-five finisher. And if you are a regular top-five finisher, you can, on some occasions, be on the podium.

After that, we will take it step by step to show that we are a professional, credible force in the races, and that there is a long-term plan. There’s no point in trying to rush or burn the steps. It's not sprint racing, it's endurance racing. It's a totally different philosophy.

It’s been a quick beginning for the team, but have you had any memorable moments?

I think one great moment was Dubai. What's great about Genesis is that it's part of a truly international group, and so many people had worked hard to get ready for the debut and announcing all the things that we announced. When I was on stage at the beautiful location of Burj Khalifa and looked at all the people, and the tower, at that sunset moment, that was really something.

But I'm very sure that there will be other great moments coming up. Every single moment where the team will be feeling that this is becoming more and more real will be exciting. I'm very sure that in a few weeks from now, if everything goes to plan, the first fire-up of the engine will be even more of a moment. We will also have the opening of our new base, which will be very nice also.

SEOUL, March 6, 2025 — Sales for the redesigned Genesis GV60 in Korea start today, showcasing more powerful performance and state-of-the-art luxury features.

It’s the first time Genesis’ sole electric model developed on a dedicated electric vehicle (EV) platform has undergone a redesign since it was initially launched in October 2021.

Inspired by the brand’s design philosophy “Athletic Elegance,” the redesigned GV60 comes with an 84-kilowatt-per-hour fourth-generation battery, allowing it to travel up to 481 kilometers on a single charge*.

Its innovative Smart Regeneration System and other newly introduced driving features offer a comfortable yet dynamic driving experience that is unique among luxury EVs. This includes an immersive in-car entertainment system that supports several streaming services on a large display with Dolby Atmos sounds. The driving experience is further enhanced with convenient features like a Hands On Detection (HOD) steering wheel and Walk Away Lock.

Imbued With ‘Athletic Elegance’

The GV60 has been reborn with a more refined exterior design that presents a striking and futuristic image in line with Genesis’ design philosophy Athletic Elegance, while the interior embodies the brand’s “Beauty of White Space” concept complemented by an array of sophisticated tech features.

At the front, the new model sports a refreshed bumper with a three-dimensional shape that exudes a bold impression. The headlamps highlight the brand’s iconic Two Lines design language with stunning and sophisticated Micro Lens Array (MLA) technology that welcomes the driver when they unlock the car.

The vehicle comes with the choice of new, sleek five-spoke rims in 21-inch dark metallic glossy gray or 20-inch light silver wheel options. The standard 19-inch wheels feature a matte dark gray color, which, along with the wheel arch cladding, gives the model a sporty yet elegant appearance.

The rear skid plate now matches the body color, providing a modern and sturdy SUV feel, while emphasizing the GV60’s wide and low stance.

While retaining its acclaimed design elements such as the Crystal Sphere (a rotating orb-shaped gear shift) and other circular details, the interior of the newly designed GV60 has also been refined.

A new feature is a 27-inch connected car Integrated Cockpit (ccIC) infotainment system, which eliminates the bezel between the cluster and the audio-visual and navigation (AVN) screen. There’s also the sporty three-spoke steering wheel, and the center console and crash pad, which are now outfitted in patterned aluminum.

The GV60 is available in 12 exterior colors, including the new “Tromsø Green.” The interior comes with five color options, including three new two-tone combinations: “Prussian Blue/Sky Blue,” “Pine Grove Green/Gold Coast Yellow” and “Galaxy Black/Aqua Green.”

Convenient EV Experience

The GV60 is equipped with a high-energy-density fourth-generation battery, increasing its capacity from the previous 77.4-kilowatt-per-hour to 84-kilowatt-per-hour. The car’s revised bumper profile and added 3D full undercover also enhance its aerodynamic performance, extending the driving range on a single charge from 451 to 481 kilometers*.

Improved battery cooling performance enables the vehicle to maintain a charging time of just 18 minutes when charging from 10 percent to 80 percent battery capacity using 350-kilowatt ultra-fast charging. Battery Conditioning Mode has also been optimized for rapid charging performance even in low winter temperatures.

The GV60 now comes with the new Smart Regeneration System 3.0, making driving more economical and efficient. The system automatically applies the optimal amount of regenerative braking for each driving scenario by considering navigation information such as traffic flow, the driver’s deceleration patterns, speed cameras, speed bumps and roundabouts.

Luxuriously Comfortable and Fun Drive

Genesis has improved the front and rear shock absorber valves applied to the GV60’s Electronically Controlled Suspension (ECS)**, increasing the tuning flexibility of the damping force to enhance vehicle stability and ride comfort.

Additionally, the hydro bushings previously applied only to the front suspension have been added to the rear, minimizing road vibrations, while the steering gear ratio has been optimized to improve steering response.

The driving experience of the GV60 is maximized with a quiet interior and a new Electric Active Sound Design (e-ASD). In addition to the previously applied Active Noise Control-Road (ANC-R), the GV60 features enhanced soundproofing materials in the rear seats and cargo area, as well as improvements to the sealing structure in the front windshield, further increasing interior quietness.

The new e-ASD options "Horizon" and "Heritage: Black" intuitively convey vehicle behavior like torque and speed through vivid sound. In particular, Heritage: Black, which mimics the muted and beautiful harmonic structure of a six-cylinder engine, best expresses Genesis' signature driving feel and emotion.

The GV60 offers a fun driving experience with a range of features that complement its powerful performance.

The GV60 all-wheel drive (AVD) delivers a powerful performance with a combined maximum output of 360 kilowatts (490 metric horsepower) and a maximum torque of 700 Newton-meters (71.4 kilogram-force meters) when Boost Mode is activated. It can accelerate from zero to 100 kilometers per hour in just four seconds (based on an experiment conducted by the Hyundai Motor Group’s Namyang R&D Center) and is equipped with:
 

• Virtual Gear Shift (VGS)*** that provides a shifting feel similar to that of internal combustion engine vehicles through precise motor control.
• Hidden Drift Mode*** enables dynamic driving by inducing more oversteer in corners through power distribution and braking control.
• Electronic Limited Slip Differential (e-LSD)*** enables an optimal amount of torque to be distributed to the wheels when turning around at high speeds, improving performance when cornering and starting off. This offers drivers more stable control on slippery roads and in snowy or rainy weather.

Genesis has standardized the four-piston monoblock brake calipers across all GV60 models, enhancing its high-performance and dynamic image.

Premium User Experience

Genesis has levelled up the onboard infotainment experience with a variety of new high-tech features. The voice recognition system now conveniently responds to the wake-up command, “Hey Genesis.” Passengers will have a wide range of streaming services supported, including Genesis Music, Disney+, Netflix, Bloomberg, Genie Music and Melon.

A Bang & Olufsen high-resolution sound system completes the immersive entertainment experience with 17 individual speakers powered by next-generation Dolby Atmos immersive spatial audio technology.

Genesis has also upgraded the model’s advanced driver assistance system with features such as In-Cabin Camera (ICC), Lane Keeping Assist 2, and a Hands On Detection (HOD) steering wheel to make driving safer.

Along with this, new convenience features have been added such as Built-in Camera 2, Digital Center Mirror, and Walk Away Lock. The efficiency of the GV60’s Face Connect, which allows for vehicle access and customizable functions through facial recognition using a camera installed on the B-pillar, has been improved for more accurate face recognition.

Genesis has significantly expanded the range of over-the-air software updates to the GV60 such as Smart Parking and battery charging, enabling drivers to continuously experience the latest product updates after the vehicle is purchased.

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.

*Combined AER for the 2WD powertrain variant based on Korean EV certification standards
** Comes as standard with Performance AWD variant. Optional as add-on on Standard AWD variant
*** Based on the Performance AWD model only

To alleviate this concern, Hyundai Motor Group (the Group) is developing an energy-efficient heating system for its EVs, known as the Radiant Heating System (RHS). 
 

First introduced in 2019 with customizable knee warmers in select Hyundai and Kia models, the RHS technology was most recently featured in the Genesis Neolun Concept, unveiled last year. This innovative system aims to optimize energy usage, thereby extending the vehicle's range and enhancing overall driving comfort.

Conduction, Convection and Radiation 

Heat transfer can be broadly categorized into three mechanisms: conduction, convection and radiation. 
 

• Conduction occurs when fast-moving molecules collide with slower-moving molecules within a substance, transferring energy and causing the slower molecules to move faster. This phenomenon is primarily observed in metals with high thermal conductivity. In automobiles, conduction is utilized in heated seat cushions and armrests that make direct contact with the body. 
• Convection is the transfer of heat through the movement of gases or liquids, exemplified by the way cabins are heated by warm air blowing from air vents during the winter. 
• Radiation, on the other hand, involves the emission of heat in the form of electromagnetic waves from a heat source. This is how the sun’s heat reaches the Earth and how warmth is felt from a distant fireplace. 

The Group aims to provide a comprehensive heating solution in its vehicles by incorporating all three heat transfer mechanisms: conduction through heated seats and armrests, convection via positive temperature coefficient heaters, and radiation through radiant warmers. 

Inspired by Korean ‘Ondol’ 

When it comes to radiant warmers, Manju Oh, a Senior Researcher at the Group’s Integrated Thermal Management Research Lab, which developed the RHS, recalls being inspired by the Korean concept of “ondol.” Ondol is a widely used heating method in Korean households that heats the floor through conduction, which then radiates heat into the room and warms the air by convection. 

“I was drawn to ondol as I was researching everyday examples of radiant heating,” says Oh. “When applying ondol to EVs, our goal was to reduce overall energy consumption while also considering its impact on human comfort.” 

The first-generation RHS, implemented as knee warmers, has so far received positive reviews. 

“Conventional air conditioners usually take time to warm passengers," says Sola Chung, a Senior Researcher at the Integrated Thermal Management Research Lab. "The RHS, however, directly transfers heat to the body, accomplishing the same task much more quickly.” 

The Group is now ready to take the RHS to the next level, Chung explains. 

"We developed a test model for the RHS that directs warmth to all areas of the body, allowing us to study the most optimal zones," says Chung. "It employs a film-type heating element made from carbon nanotube material, which provides a larger heating surface compared to the carbon fabric heating element used in the first-generation RHS." 

Powered by a newly developed 48-volt power system, preliminary trials of the film in the next-generation RHS demonstrated reductions in energy consumption for heating and improvements in energy efficiency. 

The latest RHS addresses the issue of potential burns from two main standpoints: hardware and software. 

In terms of hardware, the thickness of the heating element was reduced to lower the heat capacity, and a fabric with low thermal conductivity and heat capacity but high thermal emissivity was utilized in areas of potential skin contact to minimize the risk of burns. 

On the software side, a capacitive touch sensor was integrated into the heating element, enabling the immediate shutdown of power control logic upon detecting contact with the body. A safety system also deactivates the heating function immediately in case of component damage, power connection issues or software errors, ensuring thorough prevention of any potential burn risks. 

Energy-Efficient Comfort 

In discussing the effectiveness of the RHS, researchers often highlight its energy efficiency and user convenience. 

“When traditional convection systems are used in conjunction with the RHS, energy consumption for heating can be reduced by as much as 17 percent,” says Sanghun Kim from the Group’s Thermal Energy Testing Team.

“The system enables passengers to experience the same heating performance with less reliance on traditional heaters, resulting in better humidity levels inside the vehicle,” Chung points out. “This could particularly come as good news to women who avoid using heaters to protect their skin.”

SangYup Lee, Head of Genesis Global Design, said while unveiling the Genesis Neolun Concept last year that it was all about the “new experience.” 

“What you feel in the Neolun with ondol is something you won't feel in any other car,” said Lee. “Creating a new experience by evoking all five senses — that's what Genesis is about."

FOUNTAIN VALLEY, Calif., Jan. 31, 2025 — Car and Driver recognized seven Genesis models in its 2025 Editors’ Choice Awards. The Genesis G70, the G80, the Electrified G80, the G90, the GV70, the Electrified GV70 and the GV80 were named as winners in their respective categories after editors carefully tested, evaluated and scrutinized nearly 500 vehicles on the market today. 

“At Genesis, we are fully committed to delivering vehicles with timeless designs, advanced technologies and an exceptional driving experience,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Our product lineup is rapidly evolving to meet consumer needs and having multiple Genesis models included in the Car and Driver Editors’ Choice Awards for the third consecutive year is a testament to this.” 

Each vehicle recognized by Car and Driver has been deemed the best at fulfilling its mission while also offering great value and a rewarding driving experience. The criteria used to determine the vehicles selected for the Editors’ Choice list include the results of Car and Driver’s rigorous testing, editors’ subjective evaluations of each vehicle’s performance, how well a vehicle fulfills its intended mission, and the ranking each vehicle earns within its market segment versus its competitors. 

The following is the full list of Genesis vehicles recognized in the 2025 Car and Driver Editor’s Choice Awards:

• The Genesis G70 – Entry-Luxury Car 
• The Genesis G80 – Mid-Size Luxury Car 
• The Genesis Electrified G80 – Luxury Electric Car 
• The Genesis G90 – Full-Size Luxury Car 
• The Genesis GV70 – Compact Luxury SUV 
• The Genesis Electrified GV70 – Luxury Electric SUV 
• The Genesis GV80 – Mid-Size Luxury SUV 

It was just as Jacky Ickx remembered from 42 years ago, when the Belgian racing legend drove to victory at the 1983 Dakar Rally. 

Ickx, a Genesis Brand Partner, was back at the grueling off-road race, but this time as an “honorary guest” in the newly built Genesis GV80 Desert Edition. 

For two weeks, Ickx tracked 6,000 kilometers out of the nearly 8,000-kilometer Dakar route in Saudi Arabia, journeying from Bisha to Shubaytah and stopping at each bivouac along the way to connect with young racers and share his insights.

From conception to realization, here’s how it all unfolded.

Development of the GV80 Desert Edition spanned several months in 2024 and was executed in partnership with the auto company W Motors, headquartered in Dubai.

Genesis Chief Creative Officer Luc Donckerwolke, center, led the project, ensuring that the brand’s dedication to “Athletic Elegance” was well-demonstrated in the vehicle’s enhanced performance capabilities.

The vehicle was presented to Ickx on Dec. 30, 2024, at Genesis Wallan Showroom in Riyadh, Saudi Arabia, in celebration of his 80th birthday, which took place two days later.

In honor of his birthday, the Dakar organizer also gifted Ickx with an “E80” sticker.

“I’m proud to be a part of this remarkable project,” Ickx said as he signed the engine cover, just days before he would finally put the vehicle to the test.

Behind the wheel, one of the first things Ickx noticed was how aggressive it was. The enhanced front lighting system, upgraded adjustable suspension and all-terrain tires quickly became his favorite features.

Ickx was later joined by his daughter Vanina, a former racing driver herself, midway through the rally.

It wasn’t the father-and-daughter’s first time at the event. Together they participated in the 2000 Paris-Dakar-Cairo Rally, which memory they both hold dear to this day.

“The GV80 Desert Edition calls for adventure, yet with an undeniable touch of elegance and comfort,” said the younger Ickx. “From the distinctive wheels to the remote-controlled lamp rack on the roof that illuminates the desert, the vehicle is really full of curiosity, audacity and performance.”

After an exhausting 6,000 kilometers, the journey was finally over. Once again, Genesis demonstrated its fearlessness, Ickx thought. “They make everything happen for the sheer pleasure of their customers," he said. "They are never afraid.”

Frankfurt, Germany, Jan. 21, 2025 — Jacky Ickx has completed his Dakar 2025 journey in a unique Genesis GV80 Desert Edition.

More than four decades on from his historic win at the 1983 Dakar, Ickx returned to the desert behind the wheel of the bespoke all-terrain GV80. Created by Genesis in celebration of the legendary racing driver and Genesis Brand Partner for his 80th birthday, the GV80 Desert Edition was unveiled during an exclusive handover ceremony at Genesis Wallan Showroom in Riyadh, Saudi Arabia, on Dec 31. An “E80” sticker was also gifted to Ickx by Dakar organizers that day in honor of his birthday.

Designed to bring Genesis’ signature luxurious onboard experience to the most extreme conditions, the GV80 Desert Edition is inspired by Ickx’s pioneering spirit and relentless passion for adventure. Based on Genesis’ flagship SUV, the desert edition features a comprehensively enhanced offroad specification to deliver style, resilience and elevated performance, retaining the GV80’s effortless convenience and unrivalled comfort.

Ickx and the GV80 Desert Edition immediately embarked on their first adventure, tracking the 6,000-kilometer route of Dakar 2025 from Bisha to Shubaytah, with Ickx joining the competitive teams at each bivouac along the way. 

An honorary guest at the formidable event, Ickx is a highly respected advisor within the Dakar Rally community. Throughout the competition, Ickx took the opportunity to visit checkpoints and share his support with the drivers and teams, also being joined by Genesis Magma Racing team driver Andre Lotterer along the way. 

Power, Presence and Performance 

Immediately recognizable by its wider, purposeful stance, the GV80 Desert Edition’s arches are extended by 40 millimeters at the front and rear to accommodate bespoke 20-inch forged alloy bead-rock wheels and all-terrain tires. 

A comprehensively upgraded adjustable suspension system has been specifically engineered for desert conditions, providing maximum ground clearance, superior damping, and enhanced stability on soft sand and rocky trails. 

A dedicated desert setting is also accessible through the GV80’s Intelligent Drive Mode system, optimizing the powertrain for the most demanding conditions, underlining the desert edition’s performance credentials. 

Elegance and Resilience 

At the front, Genesis’ advanced Intelligent Front Lighting System is enhanced with a Baja Designs-integrated lighting system, incorporating LED auxiliary lights on the fog lights, A-pillars, and roof to offer exceptional visibility. As well as accommodating an LED light bar, the custom roof rack includes mounts for fuel canisters, sandboards and a rooftop tent. 

The desert edition’s unique blue bodywork and single white stripe livery also pay tribute to Ickx, honoring the iconic race helmet colors worn throughout his career. 

Practicality Meets Luxury 

The GV80 Desert Edition’s interior balances adventure-ready utility with Genesis’ signature onboard entertainment and convenience features. 

In the cargo area, an integrated drawer system now securely stores a full-size spare wheel, tools and essential emergency equipment, with additional compartments for water supplies, first aid kits and communication devices. 

An Enduring Collaboration 

Approaching his second year as Genesis Brand Partner, Ickx’s phenomenal racing achievements and pioneering spirit position him as the perfect ambassador. The partnership continues to evolve as Genesis expands into high-performance models and motorsports, drawing on his illustrious racing career to offer strategic insights. 

At the recent launch of Genesis Magma Racing in Dubai, Jacky Ickx was announced as the team’s official racing advisor. The new role will complement his existing duties, encompassing brand ambassador, diplomat and advisor to the development of Genesis cars. 

The Genesis GV80 Desert Edition project was managed by Luc Donckerwolke, Chief Creative Officer of Genesis, built in partnership with Genesis Middle East and renowned customization specialist W Motors. 

That's how Minhee Ryu, Youngju Oh and Hyesoo Kim approached the task when they were assigned to develop the blackout versions of the GV80 and the GV80 Coupe. 

Ryu joined as a Senior Designer with the Genesis CMF Team, Oh as a Senior Manager from the Genesis Brand Marketing Planning Team, and Kim as a Manager of the Genesis Product Planning Team. 

With four Genesis Black models now launched in Korea and plans underway for expansion into other markets, the trio is confident that the brand has successfully set itself apart from the league. 

Four Genesis Black models have been launched so far: the G90 Black, the GV80 Black, the GV80 Coupe Black and the G80 Black. How did the all-black trim come to life? 

Oh: When we first began planning the project, we reflected on what the color black means for the brand. This intrinsic question led us to examine our very name, Genesis, which means beginning and creation. Everything starts from black; black is the origin of everything. In this sense, we felt that both Genesis and black symbolize creation, and particularly a focus on essence. By blacking out all exterior and interior elements, we are showcasing the pinnacle of our brand identity, “Athletic Elegance.”

What makes Genesis Black different from the all-black trims of other brands? 

Kim: It’s all in the details. When you look at the all-black trims offered by other brands, you will notice they allow flexibility in some interior and exterior colors, which causes the black areas to stand out like accessories. In contrast, every element of a Genesis Black model, big or small, is uniformly black. Just pure black. This creates a harmonious blend that underscores black’s elegance. 

How small of a detail are we talking about here? 

Kim: Not just the Crest Grille, wheels, emblem, wood garnishes and door steps, but even the tiny buttons and switches were all developed as Genesis Black-exclusive details that required changes in our manufacturing methods. Even the Bang & Olufson logos on the speakers were made in a darker shade. 

Looking back, what was the hardest part of the development process? 

Ryu: Creating an all-black trim doesn’t mean we simply grabbed a paintbrush and colored everything in one stroke. We had to experiment with dozens of black variations for each material, carefully considering how they interact with light. We then tested how these materials looked in conjunction with other components and the overall ambiance they created. For example, when we were working on the Black Ash Real Wood Trim, we went through endless rounds of sampling processes to create the natural mix of black and wood patterns. We ultimately ended up applying a subtle brass color to the wood grain area to enhance the luxury feel of the wood while ensuring it matched with the surrounding elements. 

Kim: Considering how each vehicle contains tens of thousands of parts, changing just one — even its color — prompts a chain of questions we have to investigate and think through, like how they will affect operations on the factory line. 

Genesis Black also marks the first time the brand used recycled materials. How did that go? 

Ryu: As a brand, we’re all about finding interesting new materials that would elevate the driving experience. For Genesis Black, we used recycled materials and natural substances that require special manufacturing processes. For instance, the seats in Genesis Black models use carbon black powder extracted from discarded tires. Some of the dyes and oils used in the leather dyeing process have been replaced with pine bark and flaxseed oil. About 20 percent of the yarn used in the car floor carpets is made from recycled nylon derived from discarded fishing nets, while the floor mats incorporate modal fiber sourced from beechwood.

It's been about a year since the first Genesis Black model — the Genesis G90 Black — was released in Korea. How have customers responded so far? 

Kim: The G90, which was already popular in black, has become even more favored with the all-black theme. With the G90 Black, we aimed to attract a younger demographic compared to the traditional G90, and sales figures indicate we have successfully achieved this goal. 

Before we go, how do you hope customers will connect with Genesis Black? 

Oh: We hope our customers take pride in owning a Genesis Black. We want them to feel so connected to their vehicle that whenever they mention they drive a Genesis to their friends or family, they highlight one additional detail: that it’s a Genesis Black. 

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. 

FOUNTAIN VALLEY, Calif., Dec. 13, 2024 — The 2025 Genesis GV80 was named Luxury SUV of Texas by the Texas Auto Writers Association (TAWA) at the 31st Annual Texas Truck Rodeo, a distinction earned alongside a competitive lineup of leading SUVs. 

“The GV80 represents the pinnacle of our commitment to blending ‘Athletic Elegance’ with cutting-edge technology in our SUV lineup,” said Claudia Márquez, Chief Operating Officer of Genesis Motor North America. “Texas is a key market for the GV80 and the Genesis brand, and this recognition from the Texas Auto Writers Association underscores our dedication to delivering vehicles with unparalleled comfort, safety and innovation.” 

The newly enhanced 2025 GV80 includes updated exterior design elements and a comprehensive interior redesign that elevates the in-car experience, featuring a 27-inch OLED integrated multimedia cluster and navigation screen. 

Over 40 journalists from across Texas tested a variety of vehicles in their respective categories. Votes were based on each vehicle’s interior and exterior quality, value, performance and overall personal appeal. The votes were submitted electronically, calculated by an independent accounting firm, and presented to TAWA for the award announcement. 

As winner of the Luxury SUV of Texas category, the 2025 GV80 earns consideration for one of TAWA's highest honors — SUV of Texas — which will be announced at the Houston Auto Show in January 2025.