New York 2024: Genesis Heats Things Up with Magma Sub-Label

•    Genesis introduced the Magma project that will see it expand its reach into the world of high-performance ICE models but especially EVs.

New York, NY - From the time it evolved from being a luxury sedan under the Hyundai banner to a brand in its own right, Genesis’ trajectory has been one of moving gradually but steadily away from being just a maker of luxury sedans. The cars were joined by SUVs, and then by electric cars and SUVs.

This week the automaker’s biggest wigs were on hand at Genesis House in New York to present the next chapter in that expansion. The occasion was the official introduction of the Magma project, which will lead to a roster of high-performance ICE models, but especially EVs.

Think Hyundai’s N performance line, only more, more and then some more. The first model that will launch – and Genesis was very very clear that will happen quite soon – is the GV60 Magma. Technically still a concept, this variation on the theme of the GV60 small electric SUV is evidently close to production-ready.

Head Genesis designer Luc Donckerwolke spoke of a desire by the brand to expand its presence on the market with models that appeal more to the emotional side of things, and the first examples of what the Magma models will be like certainly point in that direction. At the same time, the Genesis credo of Athletic Elegance remains, so the experience of driving a Magma Orange-painted model should not be an unsettling experience for those familiar with the Genesis brand.

Read more