Genesis Brand’s Surprise Announcement
Reveals High-Performance Division Magma
What’s the Difference Between Hyundai N and Kia GT?
The Genesis brand is making headlines by surprisingly unveiling two concept cars. On March 25 (local time), Genesis introduced the full-size electrified SUV concept Neolun and the high-performance electrification concept GV60 Magma in Manhattan, New York, USA.
The GV60 Magma is a high-performance concept car based on the current electric crossover GV60 and is scheduled for actual mass production. That’s not all. The concept car Magma is a high-performance division of Genesis and is expected to be launched in various lineups in addition to the GV60.
Successful Trailblazers
Only Genesis Remains
Previously, Hyundai Motor Group introduced high-performance lineups for each brand, including the Kia GT and Hyundai N. The GT lineup applied to the Stinger, K5, and K3 had a significant impact on establishing Kia’s current sporty image. Hyundai N operates as an independent department and has launched high-performance models such as the Elantra (Avante for the South Korean market) N and IONIQ 5 N. This model is evaluated as an option in the South Korean and global markets that provides excellent performance and driving fun at an affordable price.
Meanwhile, Genesis has been selling sports-oriented trims for some models, such as the G80 Sports, but has not had a separate high-performance lineup. However, hints were shown at the showcase through the previously unveiled GV80 Coupe Concept, X Gran Berlinetta Concept, and G80 One of One Performance Edition. In other words, the clue is the exterior color.
Mobilizing all high-performance technologies
Emphasizing Differentiation from Other Brands
Some have raised the question, “Isn’t Genesis preparing for a high-performance division?” because all three concept cars have sports characteristics and orange exteriors. This time, Genesis officially mentioned the Magma and the GV60-based concept car, resolving previous questions.
Genesis announced it will mass produce the GV60 Magma Concept and apply differentiated elements such as high-performance optimized batteries and motors. By reflecting the technology used in the IONIQ 5 N and EV6 GT, it is expected to demonstrate performance befitting a high-performance electric vehicle. However, Genesis Magma has emphasized that it pursues a goal different from other brands.
Focusing on Luxury Sensibility
Hyundai’s President Chang Jae Hoon said, “Magma is a new chapter that adds high performance to luxury,” but also added, “High performance does not mean running on a track and focusing on zero to sixty. “The high performance and results are different from those of our competitors,” emphasized. He added, “The emotional goal we pursue is to provide reliability and comfort while maintaining the basics of luxury.” This can mean that Genesis’ original brand philosophy of pursuing luxurious comfort while providing differentiated high performance will not be diluted.
Meanwhile, Genesis operates a bespoke (customized development) department, One of One, in the Middle East market. The G80 Performance Edition, unveiled when the program was launched in 2025, is expected to be produced in limited quantities. It is unknown which category the G80 Performance Edition will fall into One of One or Magma.
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