Genesis Launches Magma Project: A Closer Look at The Future of High-Performance Cars
Genesis recently introduced its Magma project at an event on the eve of the New York International Auto Show. This project includes the limited-production G80 Magma Special sedan for the Middle East, and the upcoming GV60 Magma, a hotter version of the brand’s small EV crossover. While Magma may seem like a sub-brand, Genesis Chief Creative Officer Luc Donckerwolke emphasizes that it is an evolution of the Genesis product, rather than a separate entity like BMW M or Mercedes-AMG.
Creating a Unique High-Performance GT Car: The Genesis Approach
According to Donckerwolke, the goal of the Magma project is not to create a track car first and road car second. Instead, Genesis aims to develop a high-performance GT car that still embodies the qualities of the Genesis brand. This means more power, wider tracks, bigger brakes, and unique interior trim, such as Recaro seats. The design of the Magma cars, including the striking Magma Orange bodywork, is meant to symbolize the capabilities of the vehicle without being too overt.
Differentiating Genesis from Luxury Car Establishment
Genesis is positioning itself as a challenger to traditional luxury car brands like Audi, BMW, and Mercedes, but with a unique approach. Donckerwolke stresses that the Magma project is an extension of the brand, rather than a radical departure. While there is a dedicated engineering team for the Magma cars, they will still embody the core values of the Genesis brand, rather than being entirely separate entities.
Technical Details and Production Timeline
Donckerwolke revealed that the GV60 Magma will share hardware with the Hyundai Ioniq 5 N, but will be tuned differently to align with Genesis’ high-performance standards. The GV60 Magma is expected to have significantly more horsepower than the 429-hp GV60 Performance, making it a formidable addition to the brand’s lineup. While a specific production timeline was not provided, Donckerwolke hinted that the GV60 Magma will be arriving soon, as the concept showcased at the event was nearly production-ready.
Conclusion
Genesis’ Magma project represents the brand’s foray into the high-performance car market, with a focus on creating a unique high-performance GT car that stays true to the Genesis ethos. By incorporating elements of luxury, performance, and design, Genesis aims to establish itself as a formidable player in the luxury car segment. With the upcoming launch of the GV60 Magma, Genesis is poised to expand its offerings and appeal to a wider audience of performance-oriented drivers.