Genesis launches Magma performance sub-brand: New Genesis GV60 Magma to lead new wave of BMW M and Mercedes-AMG-rivalling hot rods

Genesis has announced the launch of its new performance sub-brand - Magma.

The Hyundai-owned luxury brand showed off the first of its would-be rivals for BMW’s M Division and Mercedes-AMG, the all-electric GV60 Magma Concept in New York this week. It will spearhead this new performance push from Genesis, with more models expected to get the Magma treatment in the coming years.

“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,” explained Luc Donckerwolke, Genesis’ Chief Creative Officer.

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

The GV60 Magma is based on the recently launched Hyundai Ioniq 5 N, with both cars sharing the Hyundai Group ‘e-GMP’ underpinnings; although Genesis preferred to focus on the design rather than the technology underneath.

The concept is lower and wider than the standard GV60, for a sportier, more purposeful stance. It features wider front fenders, plus three “stamped holes” at the front end to aid cooling, as well as canards for more downforce.

The GV60 Magma is based on the recently launched Hyundai Ioniq 5 N.

The pumped out guards house Titanium-coloured, flow-formed 21-inch alloy wheels with integrated aero discs for added brake cooling.

Inside there’s sports bucket seats trimmed in Nappa and suede leather and feature body-coloured seat backs.

Genesis teased the Magma initiative in April 2023, revealing the all-new GV80 Coupe Concept in what is expected to be the signature bright orange colour. The GV80 Coupe Concept, the Middle East-only G80 Magma Special and the X Gran Berlinetta Concept are all part of the launch plan for Magma as Genesis takes on the far more established performance brands from BMW, Mercedes, Audi and more.