Genesis GV60 Magma: 0-200 km/h in 10.9 Seconds

Genesis Makes a Bold Move in the High-Performance Vehicle Market

Genesis, South Korea’s first independent luxury automobile brand, has made a significant impact in the high-performance vehicle market as it celebrates its 10th anniversary. In a sector dominated by well-established names like Rolls-Royce, Bentley, Mercedes-Benz, and BMW, Genesis has managed to secure the 10th position among luxury brands within just a decade. This achievement has helped Hyundai Motor Company rise to become the world’s third-largest automaker by sales volume and the second-most profitable, following Toyota and Volkswagen.

The brand was led by Chung Eui-sun, the chairman of the Hyundai Motor Group, who oversaw the entire pre-launch process, from initial planning to recruiting external personnel and restructuring the organization.

High-Performance Model to Launch Next January

At a 10th-anniversary event for Genesis held near Le Castellet in southern France, Hyundai Motor Company unveiled the GV60 Magma, the first mass-produced model of the high-performance line ‘Magma.’ Magma, the brand's first sub-brand, symbolizes “energy with tremendous potential,” inspired by molten rock simmering under high temperature and pressure deep underground before a volcanic eruption.

The GV60 Magma is a high-performance electric SUV featuring a striking orange exterior, a maximum output of 650 horsepower, and the ability to reach 200 km/h in 10.9 seconds. It applies a unique ‘3-hole’ design—three openings on the bumper and sides—to its wider, lower body compared to the existing GV60. It also features a wing-shaped ‘rear spoiler’ that presses down on the vehicle during high-speed driving. Priced yet to be determined, it is scheduled for release next January.

The interior incorporates orange accents throughout and features Magma-exclusive bucket seats with electric adjustment, creating a completely different feel from existing Genesis models. Pressing the orange ‘Magma’ button below the left side of the steering wheel allows drivers to choose between ‘Sprint’ (maximum performance), ‘GT’ (balanced performance and efficiency), or ‘My’ (customizable settings). Pressing the ‘Boost’ button below the right side of the wheel temporarily increases the vehicle’s output and torque for up to 15 seconds, giving the sensation of the car leaping forward.

Jose Munoz, Hyundai Motor Company CEO, said, “This is the moment Genesis transforms from a new ‘luxury’ brand to a ‘luxury high-performance’ brand. Over the next decade, a ‘Magma Superhero Version’ will follow every Genesis model.”

Hyundai also unveiled the ‘G90 Wingback Concept,’ which combines a sports design with the high-end sedan G90, and the ‘Magma GT Concept,’ a sports car with doors that open upward like wings. A company source described the Magma GT Concept as “an ideal model presenting Genesis’ direction for the next 10 years,” adding, “It concentrates refined sensibilities and the spirit of motorsports.”

Munoz CEO exclaimed, “By 2030, Magma models will account for 10% of Genesis’ total sales,” followed by “Magmamia!”—a play on the Italian exclamation “Mamma mia!” meaning “My goodness!” with “Magma” substituted.

Boosting Motorsports to Enhance Profitability

Genesis, once synonymous with quiet ‘executive cars,’ is challenging the high-performance market due to the judgment that high performance is essential for its brand strategy over the next decade. This market is populated by formidable brands like Porsche, BMW M, and Mercedes-Benz AMG, which excite drivers. For Genesis, which has grown rapidly in the luxury market over the past 10 years, entering this market is necessary to expand its loyal customer base and implement a high-profit strategy.

Luc Donckerwolke, Hyundai Motor Group CDO (Global Design Head) and CCO (Chief Creative Officer, President), explained, “Most brands pursue aggressive, extreme driving, but we seek balance. Magma is a ‘more mischievous Genesis’ that remains passionate yet composed.”

Hyundai aims to increase Genesis sales from the current 225,000 units annually to 350,000 units—a 55% growth—by 2030, led by Magma.

To bolster Magma, Hyundai launched the motorsports team ‘Genesis Magma Racing (GMR)’ in December of last year. Instead of focusing on speed-centric races, GMR plans to participate in endurance races like the 24 Hours of Le Mans to prove Magma’s durability and reliability.

Hyundai chose Le Castellet as the unveiling location for Magma’s first mass-produced model because it hosts the ‘GMR Workshop,’ which serves as the headquarters for 50 staff members, including the GMR team’s director and drivers, as well as a circuit. Inside the workshop, the orange racing car ‘GMR-001 Hypercar’ was on display. The vehicle’s exterior features the Hangeul word ‘Magma’ in various places, and the team logo on the wall was a geometric shape resembling ‘ㅁㄱㅁ,’ inspired by Hangeul. The GMR team plans to compete in the Hypercar class of the World Endurance Championship (WEC) next year with this vehicle.

A Hyundai Motor Company source stated, “Through the Magma Racing team, we will conduct R&D experiments pushing technology to its limits, and create a virtuous cycle where the results are transferred to Magma production vehicles.”