Genesis, a division of Hyundai Motor, will add a high-performance trim called “Magma” to all its models from 2025 starting with the GV60, just like premium automaker rivals Mercedes-Benz and BMW have AMG and M as their high-performance luxury trims.
Genesis took the wraps off the GV60 Magma Concept Car at Genesis House New York, the brand’s cultural space in Manhattan, New York City, on March 25 (local time), signaling its expansion into the high-performance car segment.
Magma is a program that demonstrates the brand’s intention to expand into the high-performance car segment based on Genesis technology and design. Following Hyundai Motor’s N brand, Genesis, a luxury brand, is also taking on the challenge of creating high-performance models. Through the program, Genesis will add a top-of-the-line trim called Magma to its entire lineup. The program is similar to Mercedes-Benz’s AMG and BMW’s M, but with different goals and product characteristics, Genesis said.
“Magma is a new chapter of luxury models plus high performance,” Hyundai Motor President Jang Jae-hoon said at the event, explaining that Magma’s specific objective is different from old luxury high performances of cars made by Hyundai Motor’s competitors and AMG. “Magma will go in a direction to give customers confidence in terms of emotions and steadiness as a luxury model, going beyond simply running on tracks or speed.”
A GV60 Magma concept car debuted at the event. The concept car is one of the models that will be produced. It takes the design and performance of the GV60, Genesis’ first dedicated electric vehicle model to the next level, delivering more dynamic driving experiences and creating an emotional connection between drivers and vehicles for big exhilarating driving pleasure.
The GV60 Magma concept car is painted in Magma’s signature orange color and has a lowered body that is optimized for sporty driving. The lower air vent in the front bumper acts as an air curtain and efficiently reduces heat from the motor, brake, and batteries. Its sporty look is emphasized by 21-inch titanium-colored wheels and wide fenders. The two air vents at the top of the fenders are designed to control airflow to the tires and cool the brake.
Production of the Magma will begin next year. “We are looking to launch the GV60 with a Magma high-performance trim next year,” said Song Min-kyu, vice president of Genesis. He continued, “Then, we will apply the trim to all of our lineup.”