Genesis unveils new models from magma sub brand

A prestige upstart plans to take on some of the biggest names in the game with a rapid line of luxury models that turn the dial all the way up.

Fledgling luxury brand Genesis is about to take on BMW, Audi, Mercedes-AMG and Porsche in the high-performance luxury car market.

In a blaze of bright orange, the up-market arm of Hyundai announced a new sub-brand known as Magma, which is designed to take on the world’s fastest cars.

Genesis GV60 Magma Concept

The electric Genesis GV60 Magma Concept showcases one of a range of Magma models that aim to step up the performance, design and driving excitement of the brand’s luxury vehicles as it looks to boost its modest sales and broaden its offering.

Named after the molten rock that sits beneath the Earth’s surface, Magma also gives the brand its head-turning hero colour, although regular hues will also be offered.

“Genesis Magma presents an exciting opportunity to push the boundaries of performance and luxury for new interpretations in high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis,” said former Lamborghini design boss and the man now overseeing Hyundai and Genesis styling, Luc Donckerwolke.

“The brand will continue to reveal experimental concepts with careful consideration of both technological and aesthetic elements.”

Beneath the skin of the GV60 Magma is the electrical system of the just-arrived Hyundai Ioniq 5 N, which has been lauded for its driving engagement, track-focused cornering nous and impressive pace.

2024 Hyundai Ioniq 5 N at Sydney Motorsport Park.

The Ioniq 5 N makes 478kW and 770Nm and can scorch to 100km/h in 3.4 seconds.

But it’s the smarts in its software systems that will help differentiate Magma models from other go-fast EVs from Porsche, Mercedes-AMG, BMW M and Lotus.

Sure, there’s big power, but Hyundai has also developed various drive modes and features designed to mimic some of the world’s most engaging petrol-powered performance cars.

There’s a drift mode and fake engine sounds, for example.

And the Ioniq 5 N can also replicate gear shifts. It has a paddle-operated system that applies jolts as it plucks “gears”.

Genesis has big plans for its Magma performance brand.

While Genesis is yet to detail the GV60’s drive systems the brand is already saying the experience will go well beyond sheer pace, something EVs typically do very well.

“While speed and performance are important, the Genesis Magma program will look beyond, prioritising the driving experience to kindle the joy of sporty driving with effortless comfort,” says Donckerwolke.

Aerodynamics are also a big part of the early Magma designs. The GV60 boasts an aggressive body kit with larger air intakes to cool the battery pack, a sizeable rear spoiler and fins on the roof for high-speed stability. There are also broader wheel arches with additional air vents housing rally-inspired 21-inch wheels.

The regular GV60 suddenly looks a little tame.

The first Genesis Magma model will be based on the G80 sedan that sells in tiny numbers in Australia.

But don’t expect to see the G80 Magma Special in Australia as it’s reserved exclusively for the Middle East.

Genesis also says it will make the GV60 Magma a production reality before long.

Originally published as Genesis unveils new models from magma sub brand