Genesis Will Take On AMG And M With Magma

Hyundai split off Genesis as its specialist luxury brand some time ago now. Genesis has since grown up, sprouted facial hair, and has made a name for itself with a line of quality luxury vehicles. Now, it’s taking the next big step by creating its own exciting performance models. We’re getting cutting-edge reports from Matt Hardigree on the ground floor—the name for this sub-brand is Magma.

The reveal took place in New York, where the first Magma model was fittingly tucked under a bright orange sheet. The first model is set to be a high-performance sedan, the G80 Magma Special, with the GV60 Magma Concept and others to follow. Genesis aims to develop a Magma version of each model in its lineup.

“Magma is the top of the line of each car, not its own brand” says Luc Donckerwolke, the designer behind the new Magma models. Think of it like an M badge on a BMW—it’s the branding for the high-performance top-of-the-line model, rather than a whole new brand of its own. Now let’s take a look at the cars.

The G80 Magma Special design leans hard on established tropes, very much to its benefit. In tribute to the brand’s name, it’s obviously finished in its namesake color of Magma orange. It has the tough, muscular design expected of a luxury performance sedan, with an almost Teutonic feel.

The critical thing to note, though, is that the sedan will be manufactured in a limited production run. If you want one, you’ll need to be fast. Oh, and you’ll need to be in the Middle East, because that’s the only area it’s being sold. Other Magma models won’t be so region-limited.

Naturally, it wears the characteristic Genesis dual-line headlights. This motif is repeated down the body into the fender vents. The diamond grille, deep air dam, and tuner-style wheels do a lot to make it look as fast as the paint suggests it should go.

Perhaps most vital to the brand, though, is the GV60 Magma Concept. Yes, that’s right—it’s a hot sporting version of the GV60.

It looks low, fast, and rally-hot, not unlike the Rivian R3X revealed just a few weeks ago. It’s already got the nod of approval from racing legend Jacky Ickx, too. “For those who love cars, Luc, you did a rocket,” said Ickx. Unlike the sedan, this will be a series production model, and thus much more crucial for Magma sales long term.

The GV60 Magma Concept is an EV like the existing model it’s based on, but with plenty of performance mods. It’s been widened and lowered for better handling, which gives it that mean, athletic stance. Up front, the large air intake is key to providing cooling air for the battery, motors, and brakes. It’s even got canards on the front bumper for additional downforce.

The GV60 Magma Concept is an EV like the existing model it’s based on, but with plenty of performance mods. It’s been widened and lowered for better handling, which gives it that mean, athletic stance. Up front, the large air intake is key to providing cooling air for the battery, motors, and brakes. It’s even got canards on the front bumper for additional downforce. Other nice touches include the integrated aero discs on the wheels for more brake cooling and the roof fins which help guide more air towards the wing at the rear.

We haven’t seen much of the inside yet, but Genesis has apparently kitted it out with double-diamond patterns in titanium grey and contrasting Magma orange stitching. Fitting for a sports model, indeed.

The Genesis GV80 Concept was also present at the launch. When we first saw it last year, it previewed many of the styling tropes that are apparent on the Magma models today. Bright orange paint, deep air dams and vents, and a lowered, sporting stance. It’s a pretty solid guide for what we could expect from a future Magma version of the GV80.

Also revealed was the Gran Turismo concept car we saw previously—the X Gran Berlinetta. It debuted the Magma color in December last year. The car looks striking with its low-slung design and smoothly integrated aerodynamic elements—both the front bumper and the rear wing. It’s not set to enter production under the Magma banner, but it looks amazing nonetheless. We can cross our fingers and hope.

It’s a big play from Genesis, but it’s also one that makes perfect sense. Luxury buyers love comfort and smoothness, to be sure. But there’s also a segment of wealthy buyers that want serious performance, too. Until now, Genesis has mostly focused on luxury itself, but Magma will see it take on a more sporting footing. Just as Mercedes has AMG, and BMW has its M division, Genesis will have Magma.

It’s not the only thing Genesis has on the go, either. Our man Hardigree is sending dispatches to DayTray (David Tracy’s internal codename) regarding a new SUV in development, too.

Details are thin on the ground at this stage, so we don’t have specifics on things like powertrains and outright numbers. If recent reveals from Genesis are anything to go by, though, it’s unlikely the brand will disappoint.

Image credits: Matt Hardigree