First Genesis Magma for Europe drives electrically
With BMW and Mercedes introducing M-Technology and AMG respectively, Genesis now plans to launch a sporty sub-brand. The fully electric GV60 SUV is the only Genesis model intended for the German market. The other planned Magma models will initially be sold outside Europe.
Founded as a noble sister brand of Hyundai and Kia for the premium segment in 2015, Genesis already has six series with nine models. However, while it is still gaining traction in Germany, it is thriving in Asia and North America, where most of the one million cars built last year were sold.
Under the leadership of Chief Designer and Vice President Luc Donckerwolke, the Koreans are pushing the tempo even further. In April 2023, Genesis unveiled the concept of a sporty derivative of the GV80 at the New York Motor Show. A year later, the nearly finished GV80 Magma and three other models are set to debut. These will form the basis of the new sub-brand.
Spectacular Model Introduced as a Concept Car
However, the most spectacular Magma model, the iconic X Gran Berlinetta, was initially introduced only as a concept car. This extroverted two-seater supersportler resembles a mix of the Dodge Viper and Ferrari F350, but with completely new perspectives.
Gaps in the fenders allow a peek across the hood to the wheels. Over the oval rear end stretches a light band with a large Genesis script, leading to the thick, round rear wheel arches. Inside, there are deep bucket seats and an angular steering wheel with an integrated display for essential driving information. Whether the X Gran Berlinetta will ever go into production is uncertain.
However, the other Magma models, the sporty derivatives of the GV80 Coupe, the Limousine G80, and the fully electric GV60 SUV, are definitively planned. The latter is the only model intended for the German market initially. The other Magma models will initially be sold in Saudi Arabia, Korea, and North America.
Where is the Magma Journey Heading?
But where is the journey of the young brand with Magma heading? "We started with business and lifestyle cars. Now we want to expand our portfolio with emotional and highly customized models," says Donckerwolke. A look at the electric GV60 Magma illustrates this. It retains the SUV's basic form but is wider, with enlarged fenders and integrated wheel arch extensions, sitting firmly on wider 19-inch wheels. Fin-like features on the roof, a large rear spoiler with inward-folded ends, slim digital side mirrors, aerodynamically optimized wheels - everywhere, the car has been optimized for aerodynamics. "There is no ornamentation in the design," explains Designer Donckerwolke. "Every added part, every new element was developed to make the car faster and to evoke emotions."
Emotions, a term that often comes up at the Nürburgring, where the four Magmas were first presented to the public. "It's not about extracting 20 or 30 PS more from the engine," says Tyrone Johnson, Managing Director of the Hyundai Motor Europe Technical Center. The GV60 Magma for which he was responsible was developed in Russelsheim. "Emotions are not created by driving 300 km/h on the autobahn."
"What Johnson remains silent about in terms of motor power, but the chassis, suspension, and driving dynamics of the GV60 will be refined. Regardless, with 360 kW/490 PS under the hood, the normal electric SUV is not underpowered either, breaking the 100-km/h mark in just 4.0 seconds.
"Combination of Performance and Luxury"
Emotions, as Johnson puts it, are generated by things like the sports seats with the car body-colored seat base and red-silver stepped Nappa and leather accents. And of course the driving behavior. "At Magna, we want to create a combination of performance and luxury," says the engineer. "The car must lean sharply, remain super stable, and drive extremely agile."
Whether customers will respond to this will be shown no later than 2025 when the GV60 Magna hits the market. The price impact of the Sport Edition remains undisclosed by the Koreans. A fully equipped Genesis GV60 is not available for less than 80,000 Euro. The purchase price for the Magna version is then expected to exceed the 100,000 Euro mark."
In the expansion of Genesis' model portfolio, the sporty derivatives of the GV80, including the GV80 Magma and three other models, are planned to be offered outside Europe, with the fully electric GV60 SUV being the only model initially intended for the German market. Apart from the German market, the Magma models are set to debut in Saudi Arabia, Korea, and North America.
Given the Korean carmakers' focus on performance and luxury, the GV60 Magna, a sporty derivative of the electric GV60 SUV, is expected to offer a combination of power and luxury, with its sports seats, improved driving dynamics, and expected price point exceeding 100,000 Euros when it hits the market in 2025.
