In terms of new technologies, Genesis continues to push electric technology, but its ‘brand ambition’ now includes hybrids and extended-range electric vehicles (EREVs), which will likely be key to continued growth in the US market.
While Munoz declined to talk about specific products beyond those shown at the event, he said: “We want to be strong in SUVs, in emotional halo products and in very specific one-of-one bespoke programmes. And, more importantly, in high performance.”
That performance push will come through the new Magma brand. Genesis says its ‘luxury high-performance’ philosophy differs from more conventional brands focused on horsepower or speed by blending luxury – which it defines as offering refined elegance and elevated experiences – with ‘seamless, effortless performance’. Munoz said he anticipated Magma models accounting for around 10% of Genesis’s total, which, if Genesis reaches its 350,000 annual target, would mean 35,000 sales per year.
Manfred Herrer, who heads technical development for the Hyundai Motor Group and serves as Genesis’s performance chief, said: “We had one gap in the brand and brand image, and that was performance.”
Herrer described Magma as a “combination”, saying: “We want to secure the premium, the elegance, the luxury and bring performance parts to the car. It’s not extreme; it’s elegant, it’s refined, it’s rewarding.”
The Magma brand will now be used as an umbrella for its wider performance effort, with the firm suggesting every model will feature a performance version while elements of Magma design will be cascaded down. For example, the brand showcased a new Genesis G90 Wingback, an estate version of the flagship G90 saloon.
As part of the performance focus, the new Genesis Magma Racing (GMR) squad will also enter endurance racing next year, with a new hypercar built to LMDh rules allowing it to enter the Le Mans 24 Hours. Those regulations are based around a customer chassis with modified styling in non-performance areas and using a combustion engine developed by Genesis mated to a spec hybrid system.
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