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

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

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

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

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

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

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

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

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

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

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

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

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

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

Uncompromising Occupant Safety

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

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

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

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

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

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

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

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

Elegant and Serene Dynamics Befitting a Luxury Flagship

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

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

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

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

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

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

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

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

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

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

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

A Differentiated Vehicle Experience Through Interactive Technology

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

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

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

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

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

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

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

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

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

Sensory Features that Elevate the Cabin Experience

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

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

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

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

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

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

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

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

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

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

Exterior: Restrained Elegance and a Commanding Presence

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

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

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

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

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

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

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

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

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

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

An Elevated, Bespoke Living Space

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

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

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

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

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

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

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

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

GV90 First Edition: Exclusive Luxury for the Discerning Few

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

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

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

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

GV90 & Marilyn Monroe: Icons’ Arrival

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

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

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

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

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

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

GV90 Specifications

Meet three artisans who illuminated this exhibition and read about them discussing their craftsmanship in realizing art with different materials, their collaboration with Genesis through the 2025 Cheongju Craft Biennale, and the aesthetic inspiration they felt from Neolun.

Artist Soyun Jung: Landscape of “Emptiness” Stitched in Thread

An expansive landscape envelops the Genesis Cheongju exhibition hall, a work by Soyun Jung, focusing on nature and the human body through the medium of textiles. She finds inspiration by contemplating human existence and attitudes toward life amidst its challenges, aiming to convey a positive perspective on life as a part of nature in her artwork.

Your craftsmanship is evident in the artwork that depicts landscapes stitched with thread. I'm curious about what inspired you to create this piece using thread as your medium.

While majoring in textile art, I naturally learned how to work with thread. When I first began drawing with thread, the act itself felt incredibly fresh and intriguing. Over time, thread evolved from a simple material into an essential tool, much like a pencil. I believe my encounter with thread was a fateful moment that helped me discover the essence of creation.

I heard that your work was inspired by views of mountains seen through the window during a journey. What does the experience of movement mean to you?

During the production of the piece, I frequently traveled between Seoul and Yecheon. The endless mountain ranges unfolding outside my car window during those journeys became the core motif of my work. That time of movement became moments of contemplation and healing, allowing me to alleviate pain I held in my heart. The piece I exhibited this time also captures the “memories that the car provided.”

While exhibiting the Neolun concept alongside your work, did you make any specific efforts to harmonize the arrangement of the two pieces with your first impression of the vehicle?

First of all, I found the name “Neolun” to be incredibly poetic, almost like a work of art in itself. When I first saw Neolun, its simplicity and weighty presence struck me powerfully, and I could naturally sense the essence of craftsmanship embodied within it. Additionally, its colors create a subtle harmony between black and blue, so I adjusted the colors of the thread used in the mountain ranges at the forefront of my landscape to harmonize with Neolun’s color palette.

Not only the color but also the design philosophy of Genesis, which emphasizes the “Beauty of White Space,” is evident in your landscape. What does white space mean to you?

From an artistic perspective, white space is truly challenging. Every artist hopes to spend more time on their work hoping that the more time they invest, the more it will be refined. Therefore, I believe that negative space is a powerful tool for creating a profound atmosphere.

Genesis also embraces the philosophy of the Beauty of White Space, and I realized that this concept of emptiness is reflected in Neolun’s interior design through the implementation of “passenger comfort” and “simplicity of operation.” In fact, I haven't had many opportunities to be deeply exposed to the field of industrial design, so this collaboration with Genesis provided me with a valuable learning experience to gain a deeper understanding of the brand’s philosophy.

Artist Hojung Kim: The Sustainability of Ceramics Shaping “Heritage"

Hojung Kim reinterprets the essence and flow of tradition in a modern way through the material of clay. Her ceramics exhibited at Genesis Cheongju do not merely restore tradition; they showcase the temporality inherent in clay, reimagined in its own colors, showcasing an ever-expanding and evolving transformation. She discusses the perspective of sustainability in heritage and the Korean aesthetics shared with the Neolun Concept.

Your works that reinterpret Korean heritage in a modern context, such as comb-patterned pottery and moon jars, are impressive. What perspective do you prioritize most in the process of interpreting past heritage for a contemporary audience?

I place the highest importance on sustainability. Rather than simply following trends or being swayed by emotions, I constantly consider how my pieces can have a positive social impact and what values they can pass on to future generations.

Ceramics are not merely the legacy of the past; they are a cultural asset that has continuously evolved and developed. I study how the essence of clay has been connected to humanity. And just as the first ceramics significantly improved the quality of human life, I aim to go beyond simply reproducing ceramics. My goal is to add new value to the blueprints of the past, transforming them into a sustainable cultural heritage that future generations can inherit.

Ceramics, as a heritage that connects the past, present and future, seem to resonate with Genesis’ brand philosophy as well.

While exploring the Genesis website, I thought that the brand's vision “Genesis is committed to a sustainable future” is deeply connected to my work. Especially since I am exhibiting my moon jar series at Genesis Cheongju, I was very pleased to learn that the Neolun Concept was also inspired by the Latin word ‘luna,’ meaning moon.

I was impressed by how Neolun incorporates distinctly Korean cultural elements, such as the sliding doors of traditional “hanok” and “ondol,” into a timeless design. I felt that Genesis’ effort to maintain its unique value even with new technologies, rather than simply creating something new based on trends, resonates with the essence of my profession.

The Korean style and unique color tones captured in your work seem to connect with the aesthetics pursued by Genesis. What does color mean to you, and how do you perceive the Korean style and color tones presented by Genesis from the perspective of craft aesthetics and craftsmanship?

The colors used in my work are categorized as natural hues, which can be seen as similar to Genesis’ approach of applying color names based on regions. In particular, the “Red Series” of my “Flow Collection” captures the essential colors of clay in different regions by utilizing the subtle differences of in soil composition.

In examining the indigo color used in Neolun during this exhibition, I noticed that it is not limited to a simple blue but possesses a mysterious and profound depth. This color gives a strong impression that Neolun embodies an iconic aesthetic representing Korea, transcending the notion of just being a car.

I'm curious if participating in a project with a luxury car brand like Genesis has brought any changes to your creative process or artistic perspective.

I believe that Genesis’ efforts to introduce vehicles with distinctly Korean elements in major markets like the U.S. and Europe resonate deeply with my vision of the modern promotion of Korean aesthetics while working abroad.

I was particularly impressed by how the Neolun Concept reflects not only Genesis’ vehicle technology but also incorporates elements of Korean architecture, design and traditional culture in an innovative way. I look forward to seeing Genesis showcase these unique values on a broader global stage and establish itself as an icon representing Korean culture.

Artist Seonghoon Park: The “Essence” of Light and Space Captured in Glass

Seonghoon Park is a master of glassblowing techniques where he blows air into molten transparent glass at temperatures reaching 1,200 degrees Celsius, to create desired shapes. Exhibiting his signature works, the “VOID” and “SEED” series, alongside the Neolun Concept, he discusses the allure of glass art, which requires advanced technical skills, and the continuous pursuit of the essence of each work.

I understand that the processes of blowing and polishing are two halves of your technique of artistic expression. It seems that completing a piece involves endless repetition and training. How much time does it take to create a work?

To put it simply, blowing is the process of creating the canvas that serves as the foundation for the artwork, while polishing is the act of painting on that canvas. Polishing actually takes up a much larger portion of the process than blowing. After focusing on blowing for two weeks, I dedicate the remaining nine to 10 months solely to polishing. Assuming I work an average of 12 hours a day on the largest pieces, it takes about 12 days just for polishing. This lengthy process to make each piece is part of the journey toward finding its essence, contributing to the joy I feel upon completing a work.

I'm curious about the details of the work and the philosophy behind your production process.

The forms of my works always focus on the sphere. When beginners learn glass art they typically start with shapes that are easier to understand, like cups or plates. However, the origin of all these forms begins with the sphere. I believe that the sphere is the most fundamentally pure shape, containing all possibilities, and I adhere to this form to embody the foundational essence of glass itself.

I’m curious about the meanings behind your works, the “SEED” and “VOID” series, featured in this exhibition. Additionally, how do these two pieces connect with the Neolun concept?

The “VOID” series explores the pure form and aesthetics of glass, seeking essence through the process of eliminating unnecessary elements. In contrast, the “SEED” series symbolizes new beginnings and constantly evolving vitality by opening the entrance of the spherical form. Each piece embodies the philosophies of “seeking essence through reduction” and “future-oriented movement,” which I believe are connected to the Neolun Concept. In particular, they demonstrate a dynamic vitality focused on essential values while striving for innovation that moves toward the future. This resonates with my journey of exploring the essence of the sphere through glass art since 2006, where I have consistently concentrated on glassblowing and on the essence of my work.

As this is your first time collaborating with Genesis, what has been your most memorable moment so far? And is there a particular aspect of Genesis’ philosophy that resonates with you.

Before preparing for the exhibition, I participated in a docent tour at Genesis Cheongju, and I found it fascinating that there is a unique inspiration and story for each Genesis vehicle color. While glass art allows for nearly infinite color combinations, I had previously viewed colors merely as pigments that could be used freely. Based on what I’ve learned about Genesis’ color stories, I plan to explore the narratives of color in my own work.

Genesis continues to show its commitment to the community not only through the craft exhibition held at Genesis Cheongju but also through various other collaborations with local artists. At the same time, it is accelerating its efforts to spread artistic value globally through programs like Genesis Art Initiatives that drive extensive cultural support activities on international stages, such as Tate Modern, and the Metropolitan Museum of Art. Soyun Jung stated, “I believe that collaborating with the Biennale, which symbolizes Cheongju, is Genesis’ contribution to regional revitalization,” while Hojung Kim expressed support by saying, “Genesis’ contributions to art through its sponsorship of Tate Modern and the Metropolitan Museum of Art are very positive, providing opportunities that inspire hope for artists.”

The artists encourage visitors attending the exhibition “Night in Motion,” which runs until Nov. 2, to fully experience the harmonious aesthetics created by their works and the Neolun Concept. Soyun Jung expressed, “I hope many people come and feel the synergy created by Neolun and my artwork firsthand,” while Seonghoon Park stated, “I hope visitors enjoy the visual harmony between Neolun and my glass art, and appreciate the messages of my works in an engaging way.” Lastly, Hojung Kim added, “I hope this is an opportunity to understand Neolun’s story more deeply via the connection between the artworks and the vehicle.”

Cheongju is renowned for craftsmanship, as it is the birthplace of the Korean Iron Age and the home to “Jikji,” the oldest surviving book printed using the world’s first-known movable metal type. In recognition of this legacy, the Cheongju Craft Biennale celebrates nearly every facet of craftsmanship, including ceramics, woodcraft, textiles and metalwork.

Together with three emerging craft artists Genesis presents “Night in Motion,” a captivating exhibition inspired by the Neolun Concept, the brand’s groundbreaking first full-size electric SUV concept. The exhibition seamlessly blends the dynamic vitality of the Neolun Concept — a testament to Genesis’ spirit of challenge and creativity — with the artists’ evocative works, creating an emotional narrative that celebrates innovation, artistry and the sensory power of design.

Themed “Blue Night Towards Dawn,” the exhibition is thoughtfully curated to reflect the unique creative worlds of each participating artist. Within the depth of tranquil stillness, Genesis’ unceasing journey of responding to challenges and pioneering innovation as it boldly moves toward a new future is reinterpreted and expressed through the language of art.

Over the Blue Night

Visitors will bask in the ambiance of a blue night as they step into the exhibit, setting the mood for introspection and self-reflection — brought to life through the works of artist Soyoon Jung. With her unique perspective on human life as an inseparable part of nature, Jung translates the wonders and exuberance of the natural world into breathtaking landscapes — an artistic vision that resonates with Genesis’ philosophy of embracing simplicity and remaining true to core values and fundamentals.

By weaving dyed strands of transparent fibers to create landscapes reminiscent of traditional Korean paintings, Jung invites viewers to explore the profound connections between humans, nature and the essence of life. Her art strips away unnecessary details, embracing simplicity to highlight moments of introspection and the process of envisioning the future with a serene, distinct perspective that captivates every visitor.
 

Arising Times

The dawn, symbolizing the transition toward morning, represents a creative journey that connects core values of the present with the promise of innovation for the future. Hojung Kim’s ceramics reinterpret the flow of tradition and essence through a contemporary lens. Alongside them are Sunghoon Park’s glassworks, with which he delves into the material’s core to develop his own distinctive techniques. Together they beautifully reflect Genesis’ unwavering pursuit of innovation and bold challenges.

Kim’s ceramic series showcases an intricate interplay of clay fragments in varying colors and sizes, distinguished by surfaces that reveal the natural texture of clay particles. She reimagines the passage of time embedded within the earth itself and transforms it into her own signature palette of hues. Therefore, Kim’s ceramics feature dynamic surfaces created through a harmonious blend of colors and clay to reflect the ever-evolving nature of change while offering a glimpse into the promise of the future.

Park’s glassworks, born through a delicate blowing technique and refined with meticulous polishing, represent the artistic extension of creative craftsmanship. His masterpieces, which blend transparent hues with intricate hexagonal structures, originate from the artist’s breath and are shaped solely by the tactile sensitivity of his hands, emerging as a multilayered world imbued with boundless energy.

Beyond Timeless

The final segment of the exhibition highlights the origin and spirit of the Genesis Neolun Concept, along with its experiential journey toward the future. At its core lies the brand’s bold philosophy that encapsulates the essence of luxury through reductive design where clean, refined lines strip away any unnecessary details. This streamlined aesthetic is then combined with the expansion of mobility into a sensory-stimulating life experience, making the Neolun Concept the epitome of the brand’s vision for the future. Its refined proportions and impeccable attention to detail exude sophisticated elegance, while state-of-the-art technologies seamlessly elevate the everyday experience. By embracing minimalism as a path to unparalleled fulfillment, the Neolun Concept stands as a testament to timeless values that endure across generations.

By hosting this exhibition, Genesis aims to cultivate stronger emotional and cultural ties with emerging local artistic landscape and a wider audience inspired by the Korean concept of “Tuh.” While Tuh literally signifies a piece of land or a building site, it also carries a metaphorical meaning as a place of presence and significance. This concept shapes Genesis’ spatial philosophy, highlighting the brand’s dedication to cultural synergy and community building through its thoughtfully designed spaces.

Held every two years since 1999, the Biennale showcases the vibrant tapestry of Korean and international craft, offering audiences a deeper understanding of contemporary artistry while exploring new horizons for the craft world. Over the past 26 years, it has evolved into one of the largest craft biennales globally, featuring approximately 3,000 artists from 60 countries and attracting an audience of 400,000 to each event.

A shining example of this homage is the vibrant array of colors showcased across its concept and production vehicles, each deeply inspired by Korea’s rich cultural heritage and breathtaking landscapes. From the rugged majesty of Mount Halla on Jeju Island to the intricate artistry of “dancheong” — the colorful patterns of Korean roof architecture — these 10 iconic shades reflect Genesis cultural pride. Together, they tell a story of traditional beauty seamlessly blended with contemporary elegance, embodying the harmonious marriage of past and future in the world of luxury automobiles.

Hallasan Green

This striking exterior color, available on production models* like the G90, the G80 and the G70 Shooting Brake, is a direct tribute to Mount Halla, the majestic shield volcano on Jeju Island and Korea’s tallest mountain. This special color was developed as a deep, grayish green. During development, the focus was on achieving a hue that sits between blue and green, evoking the unique atmosphere of Jeju Island, where the blue sea, lush greenery and black basalt coexist in harmony. The color is a testament to the brand’s commitment to showcasing the beauty of its homeland in a tangible way.

Crane White

Inspired by the crane, a revered symbol in Korea representing nobility, sanctity and longevity, the pearlescent white that clads the exterior of the X Convertible Concept exudes purity and elegance. It’s a sophisticated choice for a luxury convertible, hinting at grace and timeless appeal.

Giwa Navy

This deep navy hue, used in the interior of the X Convertible Concept, takes its name from “giwa,” the distinctive dark roof tiles found on traditional Korean houses known as “hanok.” The color embodies the classic and serene aesthetic of Korean architecture, bringing a sense of calm and rootedness to the interior space.

Dancheong Orange

A vibrant orange used as an interior accent in the X Convertible Concept, Dancheong Orange draws its inspiration from dancheong, which are the elaborate and beautifully colorful patterns that adorn traditional Korean temples and palaces. This energetic shade signifies intricate beauty and cultural artistry, adding a dynamic touch to the luxurious cabin.

Inje Green

This metallic emerald green shade, used for the exterior of the X Speedium Coupe Concept, is named after Inje County in Gangwon Province. This region is renowned for its mountains and is home to a prominent circuit, Inje Speedium, where Genesis designers can really let loose on the racetrack. The belief that the pleasure of driving should be eternally pursued even in the era of electrification is reflected in the concept’s design. The choice of exterior color and its name were chosen with the same philosophy.

Signature Orange Color of Genesis Magma Program

This signature color for Genesis’ upcoming Magma model references Korea’s volcanic landscape, symbolizing the emotion, passion and vibrancy of the nation’s culture. Genesis Chief Creative Officer Luc Donckerwolke said of it, “The color symbolizes the self-confident and passionate attitude of Korea. There is a quiet, efficient, disciplined and humble first impression soon contrasted by a high-performing and extroverted attitude.” 

The orange shade was first used on the GV80 Coupe Concept. After that, it was used for all performance concepts like the X Gran Berlinetta, the G70 Track Taxi Nordschleife, the G80 Magma Special and others. Over time it has become a powerful statement of intent for the brand’s foray into high-performance vehicles. This idea is embodied in the Genesis Magma model, the first of which, the GV60 Magma, will soon be released. The same color is also used for the livery of Genesis Magma Racing, Genesis’ endurance racing team. The team will make its debut at the 2026 World Endurance Championship (WEC) and 2027 International Motor Sports Association (IMSA) SportsCar Championship in the Hypercar class with its GMR-001 Hypercar.

Midnight Black and Majestic Blue

Part of the two-tone exterior on the Neolun Concept, the two colors of Midnight Black and Majestic Blue are inspired by Korea’s serene nights. Together they evoke a sense of calm sophistication and bold presence, much like the quiet beauty of the Korean night sky. The deep hue of Majestic Blue completes the Neolun Concept’s dual-tone exterior. It adds a layer of depth and understated luxury, emphasizing the concept’s refined character.

Royal Indigo Cashmere and Purple Silk Leather

Royal Indigo cashmere and Purple Silk leather come together in the interior of the Neolun Concept to elevate the comforting ambiance of the cabin. The combination of soft, warm cashmere and matte leather dyed with Korean natural pigments, accented with translucent materials and real aluminum garnishes, create an unsuspecting harmony. This subtle detail is a nod to traditional Korean craftsmanship techniques and a unique touch that elevates the interior experience and reinforces the brand’s distinct identity.

As Genesis embarks on its next decade, these colors serve as more than just aesthetic choices. They are a testament to the brand's unwavering commitment to its Korean heritage, weaving the nation's landscapes, traditions and artistic expressions into the very fabric of its luxury vehicles. This thoughtful approach to design ensures that every Genesis, whether a production model or a visionary concept, carries a piece of Korea's soul, offering a truly unique and culturally rich automotive experience.

Disclaimer: Color availability for production models may vary by region.

Mount Halla by Jeju Special Self-Governing Province
Red-crowned cranes by Klub Books on Pexels
Giwa by Gray_Rhee on Pixabay
Dancheong motifs by William Warby on Pexels
Inje Speedium by Inje Speedium
Magma by Björn Austmar Þórsson on Pexels

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

6. Genesis GV60 Magma Concept

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

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

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

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

7. Genesis Neolun Concept

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

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

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

8. Genesis GV60 Mountain Intervention Vehicle (MIV) Concept

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

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

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

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

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

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

X Gran Coupe Concept

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

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

X Gran Convertible Concept

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

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

10. Genesis GMR-001 Hypercar

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

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

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

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

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

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

SEOUL, March 18, 2025 — Genesis announced Tuesday that the luxury marque earned four awards across three disciplines at the iF Design Award 2025. These honors underscore Genesis’ commitment to excellence and innovation in both automotive and architectural design. 

The brand’s full-sized electric SUV, Neolun Concept, was recognized in the Professional Concept discipline, taking home an award in the Product Concepts category. The vehicle embodies Genesis’ “reductive design” philosophy, which emphasizes clean, refined lines and cutting-edge technology. Features inspired by Korean hospitality, such as “ondol” radiant heating, highlight the brand’s dedication to integrating cultural elements into modern design. The name Neolun is derived from the Greek “neo” (new) and Latin “luna” (moon) and reflects Genesis’ forward-thinking vision. 

Luc Donckerwolke, Genesis Chief Creative Officer, commented, “The Neolun Concept represents our focus on simplicity and technical excellence, drawing inspiration from Korea’s iconic moon-shaped porcelain jars. Our goal is to create designs that are both beautiful and technically advanced.” 

The Genesis X Gran Berlinetta Concept was recognized in the Automobile discipline, receiving honors in the Product category. This concept car is a clear representation of Genesis’ “Athletic Elegance” design philosophy, characterized by a muscular and balanced aesthetic. The design focuses on optimizing form and function, with a particular emphasis on the cab-backwards proportions and a mid-engine layout that enhances performance and style. 

On the architectural front, Genesis demonstrated its versatility with the Genesis Magma Pavilion and Genesis Workspace, both of which received accolades in the Interior Architecture discipline, each securing an award for Exhibition Branding and Office Interiors category, respectively. 

Genesis Magma Pavilion, unveiled at the 2024 Goodwood Festival of Speed, embodies "the aesthetics of boundaries," fostering an architectural dialogue that fuses culture, place and humanity. Using its signature Magma orange, the pavilion symbolizes confidence and passion, reinforcing the brand’s bold identity. 

Reflecting the brand’s innovative corporate culture, Genesis Workspace in Seoul’s Gangnam was designed to foster creativity and collaboration, transcending the traditional office environment by offering open and flexible spaces that encourage spontaneous interaction and relaxation. This approach not only enhances user experience but also aligns with the Genesis brand’s values and identity. 

The iF Design Award, hosted by iF International Forum Design GmbH, is among the most prestigious design competitions globally. This year, the awards attracted nearly 11,000 entries from 66 countries and was evaluated by a panel of expert judges. 

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."

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. 

SEOUL, July 3, 2024 — Genesis won the 2024 Red Dot Design Award with the Genesis Neolun Concept in the Cars and Motorcycles category for Design Concept, further solidifying the brand’s reputation as a design-led brand.

Unveiled for the first time in March at Genesis House New York, the Neolun Concept is the embodiment of the brand’s future vision, seamlessly blending Genesis’ design philosophy with state-of-the-art technological features. This latest electric SUV concept transcends beyond transportation and offers a luxurious mobility experience. 

The Neolun Concept boldly eliminates unnecessary elements in the exterior design, capturing the essence of timeless beauty. In line with this reductive design principle, electric side steps are discreetly integrated into the exterior and automatically deployed when the doors open, providing assistance and convenience to entering passengers.

Inside the cabin, the design reflects a luxurious lifestyle and incorporates the brand's design principle of the "Beauty of White Space." The front-row seats feature a swiveling function, allowing passengers to fully utilize the spacious cabin.

Enhancing the luxurious ambiance is the Neolun Concept’s radiant heating system, inspired by Korea’s traditional “ondol” heating mechanism that can warm up the entire vehicle with great efficiency. The vehicle's advanced sound system further enriches the multi-sensory experience with immersive audio through strategically placed speakers that rotate into a crystal sphere centerpiece when deactivated.

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

Over several decades, the Red Dot Design Award has emerged as one of the world’s largest and most prestigious design competitions, acclaimed as a hallmark of design excellence. As one of the three distinct disciplines of the competition, the Red Dot Design Award for Design Concept celebrates visionary ideas and prototypes that push the conventional boundaries of creativity and practicality. 

BUSAN, Korea, June 27, 2024 — The Genesis X Gran Racer Vision Gran Turismo Concept was unveiled for the first time today at the Busan International Mobility Show 2024 (BIMOS), highlighting the brand’s bold leap into the realm of high-performance luxury mobility. 

With the X Gran Racer VGT Concept being a part of the high-performance Genesis Magma program, today’s event marked the first time that a Magma vehicle was shown to the Korean public. 

The redesigned Genesis Electrified G80, which made its world premiere at the 2024 Beijing International Automotive Exhibition (Auto China) on April 25, was also showcased for the first time in Korea today at BIMOS. 

Making its Asian debut at BIMOS was the Genesis Neolun Concept, following its global premiere in New York on March 25. 

“Genesis is constantly pushing the boundaries to deliver its unique values of safety, comfort and cruisable driving experience,” said Global Head of Genesis Mike Song. “As Korea’s leading luxury brand, we will always attentively listen to the voices of our customers, ensuring their desires are our utmost priority. 

Exterior: A Symphony of Form and Function 

The X Gran Racer VGT Concept is a derivative of the earlier revealed Genesis X Gran Berlinetta Concept, and the brand’s fourth vehicle developed for the Gran Turismo digital racing game series. 

The X Gran Racer VGT Concept features enhanced ground effects, optimizing the vehicle’s aerodynamic qualities and road-holding capabilities. Active aerodynamic flaps, electronically controlled for precise adjustments, ensure optimal airflow management, while the flat underbody design further reduces drag and improves vehicle stability. 

The Two-Line Crest Grille lamp design, inspired by the X Trilogy Concept, extends from the front to the sides and rear, creating a cohesive flow that optimizes airflow and enhances overall performance. 

The larger front splitter, rear diffuser, strategically placed canards on the front fascia and a more aggressive rocker panel all contribute to further enhance aerodynamic high-speed stability. 

On the side, the elongated dash-to-axle ratio positions the driver and powertrain toward the rear, creating a mid-engine layout. 

The long wheelbase and relatively short front overhangs result in a timeless proportion that epitomizes Genesis’ enduring aesthetic. 

Wheel-centric energy is elegantly expressed through the voluminous fenders, which, together with the parabolic lines, create an iconic silhouette that exudes the car’s unique character. 

The X Gran Racer VGT Concept’s rear design seamlessly integrates the powerful Two-Line character from the front and side profile into an elliptical concave volume, visually expressing the car’s concentrated energy. The dynamic interplay of body volumes and technical aerodynamic elements creates a bold and purposeful stance. 

The real carbon fiber rear wing, meticulously designed with aerodynamics in mind, enhances downforce for improved stability, while the vertical rear lights integrated into the wing ensure visibility for following vehicles, even in extreme racing conditions, prioritizing driver safety. 

The striking Magma color, embodying Genesis’ high-performance spirit and passionate brand identity, complements the real carbon fiber elements, adding a touch of exclusivity and refinement, while completing the vehicle’s unique and captivating presence. 

Interior: The Beauty of White Space 

Genesis’ design philosophy, “The Beauty of White Space,” finds its purest expression in this concept, where minimalism and performance converge in perfect harmony. Inspired by the relentless pursuit of speed and precision in racing, the interior has been meticulously crafted to prioritize essential functions while elevating the driver’s experience. 

True to its race-centric design, the interior of the X Gran Racer VGT Concept exposes structural elements that minimize weight while accentuating its core focus. With control switches incorporated into a structural divider under the instrumental panel, a fully integrated roll cage, a roll bar element behind the headrests and stronger cross beams in the door, the X Gran Racer VGT Concept is as functional as it is beautiful. 

Digital Panorama Interface 

The Digital Panorama Interface seamlessly integrates essential vehicle information into a panoramic display, providing the driver with a comprehensive overview at a glance. 

The intuitive interface minimizes distractions and maximizes situational awareness, allowing drivers to make informed decisions with lightning speed. 

Color and Materials 

Carbon fiber accents throughout the interior exude an aura of dynamism and raw power, reflecting the concept’s unwavering commitment to performance. 

These lightweight, high-strength materials not only enhance the aesthetic but also contribute to the vehicle’s overall weight reduction and agility. 

Quilted padding is strategically applied to areas where the driver’s body comes into contact with the interior elements, providing exceptional comfort and support during intense racing maneuvers or quick pit stops. 

This meticulous attention to detail ensures that drivers remain protected and focused, even in the most demanding situations. 

High-Performance Racing Yoke 

The steering wheel has been replaced with an ergonomically designed, high-performance racing yoke, providing drivers with intuitive control and immediate access to essential race functions. 

This innovative, race-focused design further enhances the driver’s connection to the vehicle, enabling them to execute maneuvers with precision and confidence. 

Performance and Powertrain 

At the heart of the concept lies a front mid-mounted race-spec Lambda II V6 engine enhanced with Genesis’ electric supercharger (E-S/C) technology. The hybrid powertrain combines to deliver an astonishing 1,540 horsepower and 1,015 pound-feet of torque. The V6 engine delivers 870 horsepower and 790 pound-feet at 10,000 revolutions per minute, while the front E motor generates an additional 670 horsepower and 225 pound-feet of torque. 

This represents a significant leap from the X Gran Berlinetta Concept's 1,071 horsepower (986 pound-feet of torque), showcasing Genesis' relentless pursuit of innovation. 
 

Neolun: Infusing Innovative Technology With Korean Hospitality 

As the brand’s first full-size electric SUV concept, the Neolun Concept embodies the ultimate Genesis hospitality behind the wheel with an array of state-of-the-art technological features, including B-pillarless coach doors, swiveling front-row seats and electric side steps. 

Revolving around the principle of “reductive design,” the exterior is characterized by clean, refined lines that deliberately eliminate any unnecessary details. The captivating two-tone scheme, called “Midnight Black and “Majestic Blue,” takes after Korea’s serene night sky and enhances the vehicle’s elegant design. 

Redesigned Electrified G80: Cutting-Edge Innovations 

The latest Electrified G80 is Genesis’ first redesign of the model since its global debut three years ago. 

The front fascia features the brand’s iconic G-Matrix Crest Grille with Micro Lens Array (MLA) headlamps and a refined bumper, accentuating Genesis’ “Athletic Elegance” design philosophy. 

The chrome garnish that envelopes the front, side and rear further elevate the look of the vehicle along with Genesis’ signature parabolic lines flowing over the new dish-style 19-inch wheels. 

Inside the vehicle, a longer wheelbase creates a roomier second-row area, providing various innovative features to elevate passenger comfort. After entering the vehicle, passengers can close the door with the push of a button using the EasyClose system and settle into reclining VIP seats with leg rests behind a rear-window curtain. 

Genesis Booth at BIMOS 

At BIMOS, the Genesis booth is located at Exhibition Center 1 in the Busan Exhibition and Convention Center (BEXCO), open to the public from June 28 to July 7. 

Seven cars will be on display: the X Gran Racer VGT Concept, Neolun Concept, two redesigned Electrified G80s, GV70, GV80 and G90 Black.

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.