Genesis is doubling down on high-performance vehicles, and contrary to previous expectations, the Magma sub-brand will not be exclusively electric. While the initial launch model, the GV60 Magma (based on the Hyundai Ioniq 5 N), is fully electric, prototypes with internal combustion engines (ICE) are already undergoing testing at Genesis’ Namyang R&D center in Korea.
The Future of Emotion and Thrill
Manfred Harrer, head of Genesis Performance Development, emphasizes that the core philosophy – delivering “emotion and thrill” – applies to both electric and petrol powertrains. The brand intends to leverage ICE technology for a distinctive driving experience, with a focus on refined sound and performance.
“The combustion engine… this is not noise. This is [something] you can use in a very elegant way to bring performance and the emotion and the thrill to the car.”
— Manfred Harrer, Genesis Performance Development Tech Unit
Harrer, a former Porsche engineer, highlights the need for meticulous exhaust tuning to ensure aggressive yet luxurious sound profiles. The team is confident in delivering vehicles with strong dynamics, regardless of the powertrain.
Grand Touring Focus
Genesis is positioning Magma as a line of fast road cars that are capable on the track, rather than uncompromising track machines. Hyundai Motor Company CEO Jose Muñoz describes the Magma experience as effortless speed:
“It’s the kind of car where you suddenly realise you’re driving faster than you thought you could, and it feels effortless.”
— Jose Muñoz, Hyundai Motor Company CEO
The brand plans Magma versions of its existing ICE lineup, likely including tuned versions of the 3.5-litre twin-turbo V6 engine currently producing 279kW, or possibly high-output hybrid setups. This reflects a strategic shift away from a strict EV-only target by 2030, with ICE powertrains expected to remain available until at least 2050.
Market Demand Drives Strategy
Retaining petrol power is crucial for markets like the US, the Middle East, and Australia, where demand for ICE vehicles remains strong. Genesis aims for 350,000 annual sales by 2030, with Magma contributing 10% of that volume. The brand has committed to offering a Magma version for each existing production vehicle, including fettled versions of the G80 sedan and GV80 SUV, as previewed at recent reveal events.
Australia will receive every Magma variant except the G90, which is not available in right-hand drive. Genesis is actively showcasing the versatility of the Magma brand with a ‘Track Taxi’ version of the twin-turbo V6-powered G70 sedan, giving paying customers high-speed rides around the Nürburgring.
The Magma sub-brand represents a calculated move by Genesis to cater to diverse market preferences while maintaining its luxury high-performance positioning. The decision to embrace both electric and ICE technologies ensures the brand’s continued growth and appeal to a broader customer base.
