Watch out Porsche, Mercedes-AMG and BMW M, Genesis is coming: Why its new Magma performance brand is a big deal

Genesis is getting ready to step up and take on the biggest names in luxury performance cars.

In its short history the Hyundai-owned luxury brand has already produced several striking performance car concepts. From the Essentia to the latest X Gran Berlinetta, Genesis has shown it has the potential to go wheel-to-wheel with performance luxury brands like Porsche, Maserati, Mercedes-AMG and BMW M. But the company has held back - until now.

With the launch of its new Magma sub-brand, which will begin with the Hyundai Ioniq 5 N-based GV60 Magma, Genesis is getting serious about appealing to driving enthusiasts.

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But why now? The Essentia concept was revealed way back in 2018 and was widely praised, but the company chose not to put it into production. The same is true of the X Concept, X Speedium Coupe Concept and X Convertible Concept, all of which turned heads but were just showpieces.

Genesis Chief Creative Officer, Luc Donkerwolke, was candid when asked by CarsGuide why the brand is seemingly so reluctant to put any of these sporty concepts into production and go after the performance luxury market.

With the launch of its new Magma sub-brand, which will begin with the Hyundai Ioniq 5 N-based GV60 Magma, Genesis is getting serious about appealing to driving enthusiasts.

“We [looked] into that but it was too early,” Donkerwolke said about the Essentia. “We have been doing quite some work on it and we decided the brand was not ready for that yet.”

That was 2018 and with the launch of Magma, which will grow to include a variant of every model in the range, Donkerwolke believes the time is getting closer.

The Essentia concept was revealed way back in 2018 and was widely praised, but the company chose not to put it into production.

“Obviously, I mean, now we are selling 300,000 cars a year,” he explained. “In 2018 we didn't have an SUV on the road yet. We had basically a few sedans and that was it. In the meantime, we have nine vehicles going all the way to a personalised limousine, long-wheelbase limousines for US$350,000. So the scope of the brand has increased a lot.

“So yeah, we're going towards this direction. But again, the worst [idea] is you create something and you’re not ready. You look at the Lexus LFA, fantastic product. In terms of performance, the brand was never ready to sell a car for $300,000 in its time. And I actually don't even understand why now they sell for more than that. But that's my personal opinion.”

The X Concept, X Speedium Coupe Concept and X Convertible Concept, all turned heads but were just showpieces.

The Genesis range currently consists of three SUVs - GV60, GV70 and GV80 - and three sedans - G70, G80 and G90 (which is not available in Australia). The Neolun Concept is expected to spawn a new flagship SUV, although it’s not clear if this will carry the GV90 badge or sit above a potential new three-row SUV offering too.

What is clear is Donkerwolke believes the brand’s “core” is established with this range and now his goal is to add “satellite” offerings, such as Magma and its One of One bespoke program. 

Genesis Chief Creative Officer, Luc Donkerwolke, was candid when asked by CarsGuide why the brand is seemingly so reluctant to put any of these sporty concepts into production.

“We are moving with the brand and there is the fact that we're doing Magma obviously is a step in the emotional direction… And we have the cool satellite, which is going to be soon coming as well,” he said. “So we are basically extending the reach of the brand by creating satellites. The only difference is some [brands] have had maybe one century to do it, we do it in 10 years.”

The plans for Magma expansion are expected to be rolled out over the next 12 months or so. Notably, the first production confirmed model, the G80 Magma, is a limited edition created only for the Middle East region. Asked if other markets, including Australia, will get a version of the G80, Donkerwolke hinted that a G80 Electrified Magma could appear as soon as this month’s Beijing Motor Show.

The plans for Magma expansion are expected to be rolled out over the next 12 months or so.

Donkerwolke made it clear that Magma models will be both petrol and electric, but given the increasingly strict emission standards around the world the latter is the more likely option moving forward.

Crucially, the Belgian also made it clear that Magma won’t be a “hardcore sports car” brand and will instead focus on creating a “cocktail” for driving enjoyment.

“We basically are not going to talk about figures,” he said.

With the launch of Magma, which will grow to include a variant of every model in the range, Donkerwolke believes the time is getting closer.