Thanks to an aggressive, perfectly executed pit strategy under a Virtual Safety Car, Derani held his ground in the closing stages. He crossed the line in eighth place to secure the marque's first-ever points in the FIA World Endurance Championship (WEC). Meanwhile, despite early electrical setbacks, the sister #19 car also brought it home, proving the engineering resilience of the newcomer team.

“In only our second participation in an endurance race, we could not have dreamt of a better place than Spa to score the very first points in the history of Genesis Magma Racing,” said Team Principal Cyril Abiteboul. “We are still a very young team, and this result is an extremely emotional moment for all our members.”

Scoring points in just the team’s second start is a massive achievement. But the true story of Spa is not just what happened on the track; it is the unprecedented, hyperspeed journey that got the cars there in the first place. With just 499 days between its public announcement and its first official race, the marque transformed an ambitious concept into a fully operational force in the WEC. It was a rapid ascent that defied conventional motorsport wisdom, but for the team behind the GMR-001 Hypercar, it represents a lifetime dream fulfilled and a bold new chapter for Korean motorsports.

From Dream to Reality — A Belgian Homecoming

For Genesis Chief Creative Officer Luc Donckerwolke, this rapid ascent to the starting grid is far more than a corporate milestone. It is a deeply personal homecoming. Growing up in Belgium, Donckerwolke spent his childhood watching his hero, Jacky Ickx, dominate the 24 Hours of Le Mans. Ickx cemented his legendary status as “Monsieur Le Mans” with a historic six victories and became a global icon.

But Ickx wasn't just larger than life on the television screen. He was also immortalized in ink. As a young boy, Donckerwolke avidly read the iconic French motorsport comic book series “Michel Vaillant.” Ickx frequently appeared in the comics alongside the fictional protagonist and was famously one of the few real-world drivers whom creator Jean Graton allowed to beat Michel Vaillant on the page. The combination of Ickx’s real-world dominance and comic-book heroism deeply influenced Donckerwolke, helping to ignite the passion that drove him to become one of the world's leading automotive designers.

Today, childhood fan and childhood hero have united. Ickx joined Genesis as a Brand Partner and Racing Advisor, bringing his unparalleled endurance experience directly into the paddock. For Donckerwolke, it is the realization of a lifelong ambition.

“I grew up watching Jacky winning Le Mans as a kid and basically, I’ve always had this dream of having Genesis Magma Racing since I joined Genesis,” Donckerwolke reflected. “When Cyril joined us, the first thing I did was invite him to the design studio and say my dream is to race Le Mans. And then you know, three years later we are here, 530 days after getting the green light from the Executive Chair to go racing.”

For Ickx, who is not one to rest on his laurels, returning to race at Spa-Francorchamps with a young, ambitious team is an exciting opportunity to look forward to. The legendary driver is famous for keeping his eyes firmly fixed on what’s in front of him in the moment.

“The opportunity to be in action with a nice project surrounded by talented people with a goal, an objective, pah! What a privilege!” Ickx noted. “When I say I’m not nostalgic about my past, I really mean it. I have no trophies at home, because I always think it’s behind me. Indeed, there are some lessons to pick up along the way, but I’m only nostalgic about the people who change your life.”

Hyperspeed Execution

The clock began ticking in September 2024 when the internal decision was made to bring Genesis to the racetrack. Team Principal Cyril Abiteboul was tasked with orchestrating this massive undertaking, relying heavily on his decades of elite motorsport experience.

“It meant more or less a year and a half to build everything from scratch, from the decision that took place in September of 2024 to the first race in 2026,” Abiteboul explained. “That was driving a lot of the choices, from how to find the right powertrain to how to build the team and how to find the right technical partners for the program.”

The timeline forced Abiteboul to make rapid, pragmatic decisions regarding insourcing versus outsourcing.

“Our brand is all about authenticity, so it's not about just being a sponsor, taking third parties’ technologies or just putting our name on an existing car,” Abiteboul emphasized. “There was a genuineness in what we wanted to do. So where do we start? You start at finding how to be very time efficient, which is also cost efficient.”

To meet this aggressive schedule, the team had to be ruthless in its efficiency. Abiteboul, drawing on his extensive Formula One experience, knew that geography would play a critical role in the team’s operational success.

“Endurance is a very French sport,” Abiteboul noted. “We decided also to go very close to [French chassis builder partner ORECA] in order to fast track and optimize collaboration. We are quite close to a track based in the south of France. But it’s also because it’s close to a racetrack. And that’s extremely useful, because we can maximize the number of times that we go testing. In just one evening, we can just go outside of our workshop and we do testing on what is one of the best racetracks.”

Forging the Hypercar

The physical realization of this design philosophy happened at a blistering pace. By February 2025, just months after the initial announcement, the team celebrated a massive technical milestone when the bespoke G8MR 3.2l Turbo V8 engine was successfully fired up at Hyundai Motorsport’s headquarters in Germany. The engine’s rapid development was a masterclass in pragmatic innovation.

“Because we needed an engine in a very short time, Cyril came up with this great idea of using components we had on the shelves by putting two four-cylinder engines together to make a V8, which is incredible,” Donckerwolke said. “Suddenly, you have a 3.2-liter V8 based on components that we know are functioning, and that was the accelerator of the whole process.”

Knowing that track experience is invaluable, Genesis launched the Trajectory Program in March 2025 with partner IDEC Sport. By April, Genesis Magma Racing Trajectory Program drivers made their race debut in the European Le Mans Series, scoring an immediate LMP2 class victory in Barcelona. In May, they secured an overall win at the 4 Hours of Le Castellet followed by a crucial run at the prestigious 24 Hours of Le Mans in June.

Abiteboul championed this step-by-step approach. “To realize our vision, we put together a plan — not just to show Genesis headquarters, but also to the people of Korea. And for that, you need to show that this is going to be a very serious, stable and long-term project. We are going to give ourselves all the resources not just to participate, but also to do well.”

In July 2025, the first chassis met its engine for a full-car fire-up. By August, the GMR-001 Hypercar took to the track at Circuit Paul Ricard, completing over 500 laps. Autumn was dedicated to grueling endurance testing across Portugal and Spain. By December, the engine had surpassed 8,000 kilometers of rigorous track running and the 2026 driver lineup was finalized with promotions from the Trajectory Program.

Building a Korean Motorsport Culture

While the logistical framework was being laid in France, the aesthetic and emotional story of the hypercar was also in the making. For a Korean luxury marque that prides itself on its “Athletic Elegance” design philosophy, stepping into the brutal arena of the FIA WEC required tapping into a different kind of energy.

“What happened is, we did our homework, and we made cars that were premium. But then, we don’t have a hundred years of heritage or hundred years of motorsport,” Donckerwolke explained. “And if you are in this segment, you have to have different facets to your program. You cannot just say, let’s make great cars to bring the kids to school or to go golfing.”

Donckerwolke’s ambitions extended far beyond simply selling cars globally. He recognized that for Genesis to truly embrace its future, the brand needed to proudly project its Korean DNA onto the international racetrack, while simultaneously igniting a passion for motorsports within its home country.

“I discovered 10 years ago that there was no motorsport culture [in Korea],” Donckerwolke recalled. “So I said, my goal is to bring motorsport to Korea. And by doing this, I wanted to start growing the Korean public’s interest in motorsport and get that to be part of the parameters that you look for when you buy a car.”

This cultural mission became a central pillar of the Genesis Magma Racing project.

“Everything that we've done was also in order for the Korean audience to identify with the Genesis Magma Racing team,” Donckerwolke added. “For instance, having the Korean hangeul characters on the livery of our cars was so that there’s an association with our Korean roots. It’s instantly recognizable by the public.”

The Human Element

Despite the cutting-edge technology, the telemetry data and the carbon fiber aerodynamics, the success of Genesis’ entry into endurance racing ultimately rests on human shoulders. Jacky Ickx is quick to remind anyone who will listen that the drivers who get the glory are merely the final link in a massive chain of human effort.

“You are nobody. If you think you did it alone, you are totally on the wrong path,” Ickx stated emphatically as the roar of racing engines could be heard in the background. “You are the result of those you never see or work in the shadows. And those represent, in my opinion, 90 percent of the guys you have seen in the garage. When they are ready, their engineers and their mechanics give you a tool, or the potential to win.”

Ickx points to the modern pit stop as the ultimate example of this collective human perfection.

“You know in Formula One, when they change the four wheels in three seconds, it's considered a bad pit stop,” Ickx marveled. “The record is 1.9 seconds for the four wheels. It’s impressive. Every detail is important and everyone has a very important role — the driver is only there to finish the job.”

This focus on the collective is a natural fit for a Korean marque. Ickx observed that the cultural efficiency of the Korean business mindset is a massive advantage in the paddock.

“[In Korea] ‘bbali-bbali’ means when you decide something, you’re instantly ready to climb the mountain. You go for it. You have no time to lose, no time to argue or discuss. [As soon as] the decision is taken, you behave like a missile,” Ickx said.

The Reality of Modern Racing

The motorsport world that Genesis Magma Racing has entered is vastly different from the era of straw bales and gentleman drivers that Ickx dominated. Back in 1973, Ickx qualified at Spa on the old 13.9-kilometer road course with an average speed of 263.5 kilometers per hour. Today, the tracks are shorter, the safety is infinitely superior, and the nature of the races has fundamentally shifted.

“Today, there is one thing you must learn about long distance. It’s not an endurance race anymore. It’s a sprint,” Ickx explained. “You look at the first 10 cars. There are only few tenths of a second between every car,” Ickx continued. “And when you win in long distance with 25 or 30 seconds [gap], they say, ‘Oh, they had an easy race.’ So, [that] explains why every single detail of the car [matters] and the performance comes down to milliseconds.”

Abiteboul echoed this sentiment, emphasizing that the margins for error have vanished.

“In such a long race, you can make no mistakes,” he said, explaining the strategic nuances between different tracks. “For us, the focus of these first two races, in particular, was always going to be focused on reliability and execution. Right now, we are very low risk in terms of approach for the drivers, the setups, and the strategy.”

More than Just a Finish Line

The culmination of this relentless push arrived in April 2026 at the 6 Hours of Imola, 499 days after the announcement of the formation of the Genesis Magma Racing team. Genesis Magma Racing officially debuted in the FIA WEC, proving the engineering resilience of the brand by getting both cars across the finish line. The momentum grew stronger the very next month in Belgium — on Donckerwolke and Ickx’s home turf.

“The 500 days were just enough for us to be ready, because it takes time to develop all the systems,” Abiteboul admitted. “And that’s what we need to get under control so that we can [ultimately achieve] wins.”

“The most important part of the success remains the humans who are composing the team,” Ickx concluded. “The rest is, how do you say, b-------.”

FRANKFURT, Germany, May 21, 2025 — Genesis Motor Europe and luxury watch and jewelery maison Chopard have teamed up on the French Riviera for two weeks of seaside luxury. 

As the automotive partner of Chopard at Cannes, Genesis will provide bespoke chauffeur services to Chopard’s VIP guests as they navigate their annual Cannes activities. The renewed collaboration promises to bring together Genesis’ bold design language of “Athletic Elegance” as well as its vibrant Korean spirit and style with Chopard’s world-renowned design, luxury and elegance. 

The Genesis chauffeur fleet consists of 30 cars, including 10 of the brand’s luxury G90 sedans, and is exclusively available to Chopard guests staying at the Martinez Hotel, where they can also enjoy access to Chopard’s signature Rooftop Lounge hospitality. The Genesis lineup is also available to Chopard’s celebrity talent and brand ambassadors for the full duration of the event.

The chauffeur fleet will support Chopard guest attendance at a variety of annual Cannes events sponsored by the illustrious maison, including transport to and from the red carpet, the amfAR Gala Cannes and the Trophée Chopard, reaching a pinnacle at the Chopard Gentlemen’s Evening tonight.

Genesis Brand Partner and Chopard Ambassador Jacky Ickx, who attended the Chopard Universe evening on May 19, will return to Cannes and the Chopard Rooftop to attend the maison’s Gentleman’s Evening alongside Genesis Magma Racing driver André Lotterer.

Lotterer will also visit the Chopard Rooftop today, before joining up with the European Le Mans Series (ELMS) Genesis Magma Racing Trajectory drivers for his team debut at the 24 Hours of Le Mans in June. So far in this year’s ELMS Le Mans Prototype 2 (LMP 2) series, drivers Jamie Chadwick, Daniel Juncadella and Mathys Jaubert have claimed two victories at the 4 Hours of Barcelona and the 4 Hours of Le Castellet.

The two-week program in Cannes marks a revival of the two maisons’ successful collaboration in Switzerland last year, where the 2024 x Gran Berlinetta Tribute was showcased to honor Ickx at Chopard’s Evening with the Belgian racing legend.

Commenting on the partnership with Chopard, Genesis Motor Europe’s Managing Director Xavier Martinet said: “It is a privilege to be able to work alongside such an established luxury maison like Chopard once again. With its creative designs, high-quality craftsmanship and vivacious spirit, Genesis is the perfect complement to Chopard's activations in Cannes this year.”

FRANKFURT, Germany, April 14, 2025 — Racing legend and Genesis Brand Partner Jacky Ickx has returned to the iconic Spa-Francorchamps circuit in Stavelot, Belgium, in a high-performance showcase with the G70 Track Taxi Nordschleife.

Ickx, a six-time Le Mans winner who also achieved his first Formula One podium at the circuit in 1968, returned to put the G70 Track Taxi Nordschleife through its paces, marking a break from the car’s usual duties at the Nürburgring Nordschleife circuit in Germany.

Exciting New Era

The 3.3-liter modified G70, sporting a new livery for the 2025 season, received an outstanding review from Ickx, who praised its responsive handling and formidable performance across more than 20 laps of the historic 7-kilometer circuit. Unleashing the turbocharged, 365-horsepower global specification model on a closed course, Ickx noted the car’s athletic performance represents an exciting new era for the brand.

“While it is a unique car, it points to the exciting future of high-performance Genesis models in Europe,” said Ickx. “The Genesis DNA is clearly visible from the moment you climb into the driving seat, retaining a refined sense of luxury alongside performance.”

Exclusive Motorsport Celebration

Spa-Francorchamps Revival, now in its third edition, celebrates the heritage of some of the most exciting racing disciplines, hosted across circuit, rally stage and hill climb.

The prestigious platform allowed Genesis to further showcase its dedication to high-performance engineering and engage with luxury automotive enthusiasts.

Track Taxi Returns to the ‘Green Hell’

The G70 Track Taxi Nordschleife has returned for its second season at one of the most legendary auto-racing circuits in the world, the Nürburgring.

The adapted model offers a thrilling experience for both drivers and passengers alike, with high-performance brakes and cooling tires delivering an exhilarating track experience around the Green Hell’s 73 corners and 300 meters of altitude change.

The Genesis Track Taxi Nordschleife program is open till November 2025. To make a booking, click here.

Here are the highlights.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

X Gran Berlinetta Concept 

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

GV60 Magma Concept 

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

Genesis Magma Racing 

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

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

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

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. 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

3 Dynamic Debuts 

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

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

Production for GV60 Magma Aimed at Q3 2025 

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

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

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

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

Genesis Magma to Feature Various Exclusive Components 

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

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

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

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

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

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

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

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

Genesis at Goodwood 

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

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

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

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

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

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

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

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

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

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

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

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

FRANKFURT, Germany, June 21, 2024 — Genesis has launched the Genesis Track Taxi Nordschleife program at the famous Nürburgring in Germany, offering passenger rides to the public at one of the world’s most complex but thrilling racetracks. 

The program was officially launched on June 18 at an opening event at the Nürburgring, hosted by Luc Donckerwolke, Genesis Chief Creative Officer; Tyrone Johnson, Head of the Hyundai Motor Europe Technical Centre (HMETC); and Jacky Ickx, Genesis Brand Partner and racing icon. 

The Nürburgring is Germany's famous racetrack and one of the most legendary auto-racing circuits in the world. With over a length of 20.832 kilometers, 73 corners, constantly changing road surfaces and 300 meters of altitude, the Nürburgring rightfully covets the title of being one of the most technical racetracks. 

To guarantee driving performance, durability and stability for the fast-paced Nordschleife ride, Genesis utilizes the sporty sedan G70 3.3T model, renowned for dynamic drivability, innovative technology and an athletic, coupe-like design. 

In collaboration with the HMETC in Rüsselsheim, Germany, which serves as the hub for Genesis’ European vehicle performance and durability development, the G70 has undergone enhancements in suspensions and dampers. To ensure better brake cooling, additional brake ducts were also mounted, leading air from the front bumper to the front wheel arch. Heat shields on the transmission oil cooling lines prevent overheating the transmission in racetrack conditions. 

Ensuring the best tires for the track, Genesis and Michelin have entered a partnership to supply the vehicle, named the G70 Track Taxi Nordschleife, with MICHELIN Pilot Sport 4S specialized sport tiers, guaranteeing unparalleled performance in all weather conditions. 

Completed in Genesis’ striking Magma-inspired orange exterior wrap, the Genesis Track Taxi Nordschleife makes a bold statement against the dense greenery lining the Nürburgring track. 

“The launch of the Genesis Track Taxi Nordschleife program marks an important milestone in our journey to delivering bold high-performance cars, showcasing the power, handling and performance that the brand can offer,” said Donckerwolke. “It emphasizes the brand’s commitment to integrate the experiences gained into further vehicle product development. The Genesis Track Taxi Nordschleife program will provide Genesis customers and fans a tangible touchpoint to experience Genesis like never before.” 

Online bookings for the Genesis Track Taxi Nordschleife will open to the public on June 21, with the program starting from July 6. Three passengers are allowed per ride. For more information, visit: https://tracktaxi-nordschleife.genesis.com/ 

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

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

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

Magma Program on Display 

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

Two Magma Dynamic Debuts 

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

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

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

Goodwood Prepares for Magma 

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

Geneva, Switzerland, April 11, 2024 — Genesis Motor Switzerland showcased the X Gran Berlinetta Tribute Concept in honor of the prestigious career of racing legend and Genesis Brand Partner, Jacky Ickx. The X Gran Berlinetta Tribute Concept was born from the X Gran Berlinetta Concept, a design study which embodies Genesis’ passion for motorsports, and which was first unveiled in Barcelona in 2023. 

The X Gran Berlinetta Concept is the flagship concept of the Genesis Magma program and embodies the most emotional expression of the Genesis brand’s characteristic “Athletic Elegance” design philosophy. The concept was born from a design study that demonstrates Genesis’ passion and intent for the Vision Gran Turismo Series. Paying homage to the impressive career of Ickx, the bespoke show car X Gran Berlinetta Tribute Concept features a special livery of “Midnight Blue” with a single white stripe, evoking Ickx’s iconic race helmet. 

An Evening With Racing Legend Jacky Ickx Hosted by Chopard 

The X Gran Berlinetta Tribute Concept debuted at an exclusive event preceding Watches and Wonders Geneva, graciously hosted by Karl-Friedrich Scheufele, Co-President of Chopard, the distinguished Swiss luxury jeweller and watchmaker. The gathering honored the launch of Chopard’s new Mille Miglia Classic Chronograph JX7 models developed in collaboration between Scheufele and Ickx. The timepiece is abundant with symbols and references to Ickx’s achievements, such as his emblematic helmet. It results from 36 years of collaboration between Chopard and Ickx, highlighting the depth of their partnership extending beyond the confines of the racetrack, underscored by their shared commitment to excellence.

 
Throughout the event, guests had the opportunity to meet the Belgian racing legend, a six-time Le Mans winner with eight Formula 1 victories and 25 podium finishes, who is also a Chopard brand partner. 

Exterior: The Ultimate Expression of Grand Touring 

The X Gran Berlinetta Tribute Concept embodies the most emotional expression of the Genesis’ characteristic Athletic Elegance design philosophy. 

The concept features Genesis’ new front fascia that abstracts the Crest Grille and links it with the Quad Lights. This structures the volumes and connects the front and rear with Genesis’ Two Lines brand identifier in a lightweight aerodynamic construction. 

The side profile sports a generous dash-to-axle ratio that moves the driver and powertrain rearward for a lean mid-engine layout. The contrast of the energetic body sculpture with technical aero details accentuates the powerful form. 

The rear design is refined further with a rear spoiler and lateral trailing edges for aerodynamic high-speed stability. The fuselage extrudes towards the rear, culminating in an elliptical concave volume, common to Genesis vehicles. 

Interior: Maximizing Focus on the Racetrack 

With Genesis’ “Beauty of White Space” attitude in mind, the X Gran Berlinetta Tribute Concept creates a clean environment for the driver. Essential functions are prioritized to maximise focus while on the racetrack. 

The digital panoramic interface serves as an information center, linked to the surround digital monitoring system which provides unobstructed views of nearby vehicles. The steer-by-wire grip commands allow for precise and decisive maneuvering, giving the driver a competitive edge. 

Performance: As Powerful as It Is Beautiful 

The Genesis X Gran Berlinetta Concept is powered by a front mid-mounted Lambda 11 V6 engine, electrically assisted by Genesis E-SC technology. The hybrid race-spec drivetrain delivers a total of 1071 horsepower 986 pound-feet of torque, ensuring that this car is as powerful as it is beautiful. The V6 screams at 10,000 revolutions per minute while delivering a maximum output of 870 horsepower and 790 pound-feet while the Yasa E motor generates an additional 201 horsepower and 196 pound-feet of torque. 

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

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

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

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

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

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

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

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

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

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

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

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

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

Song, center, talks with guests from China. 

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

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

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

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

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

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

Neolun: Futuristic Innovation Meets Warmth of Korean Hospitality

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

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

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

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

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

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

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

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

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

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

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

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

Magma: High-Performance Meets Fun to Drive 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

FRANKFURT, Germany, Feb. 7, 2024 — Genesis announces an exciting collaboration with racing legend Jacky Ickx, who will join Genesis as an official Brand Partner. 

Ickx will take on a three-fold role as a Genesis Brand Partner to provide strategic insights, championing the brand’s ethos as an ambassador and acting as a distinguished diplomat within the luxury landscape. 

Through this partnership, Ickx and Genesis will collaborate on various initiatives aimed at promoting innovation and luxury within the industry. Fondly referred to as the “Gentleman Disruptor” within Genesis, Ickx represents a legacy of excellence and innovation that the brand is building upon. 

In his advisory role, Ickx will collaborate closely with Luc Donckerwolke, Group Chief Design Officer (CDO) and Chief Creative Officer (CCO), and the Hyundai Motor Europe Technical Center. A signing ceremony on Feb. 2 at Genesis Studio Geneva marked the beginning of the brand partnership. 

Donckerwolke commented: “We are delighted with this unique partnership with Jacky Ickx. With his phenomenal achievements, invaluable knowledge and desire to influence the revolution of the automotive landscape, Jacky aligns perfectly with our brand values. As a prominent figure who has been consistently ingrained throughout the evolving landscape over the years, it is an honor to have Jacky on board to help shape the future of the Genesis.” 

Ickx commented on the partnership: “I want to live in the future, move on from the past, reinvent, move forward. I have always admired Genesis for its cultured elegance and design aesthetics and sincerely believe in a relationship that is founded on authenticity and admiration to each other.” 

Ickx began his journey into the world of motorsport with road racing and motorcycle trials, earning top spot in the 50cc class Mettet Grand Prix Road race in 1962. Accelerating quickly through the ranks, he made his Formula One debut at Monza in 1967, going on to win eight races and 25 podium finishes within his Formula One career. Simultaneously, he entered the world of endurance racing, teaming up with Hubert Hahne in 1966 to win the Spa 24 Hours endurance race in Belgium. From there, Ickx set a new world record, winning six times at the 24h race at Le Mans and subsequently becoming known as "Monsieur Le Mans".