Genesis Magma: Hyundai luxury brand enters high performance arena

As we all know, Hyundai has the performance sub-brand N, and it’s launching in the Philippines at the 2024 Manila International Auto Show.

But it turns out, Hyundai’s luxury brand Genesis is also getting its own sub-brand that combines opulence with performance. Genesis has unveiled the Magma sub-brand at the 2024 New York Auto Show, signaling the brand’s entry into high-performance territory.

To mark its arrival on the high-performance luxury segment, Genesis revealed the GV60 Magma Concept. As the name suggests, the GV60 Magma Concept is indeed very orange, with a more aggressive design to complement its higher levels of performance.

The GV60 Magma Concept is essentially the luxury sibling of the Kia EV6 GT and the Hyundai Ioniq 5 N. It has been widened and lowered for a more aggressive stance and at the same time, lower its center of gravity. Genesis also enlarged the fenders and added aerodynamic solutions like canards, roof fins, a rear wing and a diffuser element to generate more downforce. To top off the exterior enhancements, the GV60 Magma Concept wears titanium-colored 21-inch flow-formed wheels with integrated aero discs for more efficient brake cooling.

While interior pictures were not shared by Genesis, the brand says it features elements including bucket seats with body-colored seatbacks, upholstered in nappa and suede leather featuring double-diamond stitching patterns in Magma’s signature orange color and titanium gray.

The brand did not share official numbers in terms of performance, but Genesis claims the GV60 Magma Concept has improved battery and motor technology, created to serve as the brand’s “first step toward creating a deeper emotional connection between the driver and the vehicle”.

Much like Toyota’s Gazoo Racing where they have a Master Driver, Genesis has its own version for the Magma program with Jacky Ickx. The Belgian racing legend is known for his time in Formula One in the late 60s to early 70s, the Dakar rally, and most notably as a six-time 24 Hours of Le Mans winner.

Alongside the GV60 Magma Concept, three other vehicles for the Magma program have been displayed. These include the GV80 Coupe Concept, the X Gran Berlinetta Concept, and the G80 Magma Special that will be exclusively available in the Middle East.