Genesis, the Korean automaker, is set to introduce a new hot version of its GV60 electric crossover. The vehicle, which was previously revealed as a concept, will be the first model from Genesis’ new Magma performance brand. Priced at around £100,000 in the UK, the GV60 Magma will be inspired by track performance and aimed at the “gentleman driver.”
The GV60 Magma is expected to share many components with its Hyundai counterpart, the Ioniq 5 N. This includes its 89.0kWh battery and 641bhp dual-motor powertrain. In the Ioniq 5 N, these specifications allow for a range of 278 miles and a 0-62mph acceleration time of 3.4 seconds.
Tyrone Johnson, Genesis’ vehicle development chief, emphasized that the Magma cars are designed for driving enthusiasts who seek an exciting and engaging experience. He stated that power figures are not the sole focus, but rather creating a sense of communication and driving pleasure through software enhancements such as artificial gearchanges and engine noise.
Johnson made it clear that the Magma brand should not be equated with Hyundai’s N brand. Instead, he drew a comparison to the relationship between BMW’s M division and Alpina. The goal of Magma is to combine Korean premium with European sportiness.
Luc Donckerwolke, Genesis’ chief designer, echoed this sentiment, emphasizing that Magma cars prioritize function over style. He rejected the idea of adding superficial elements to make a car appear cool, stating that a car will be cool because it works. The Genesis logo will be blacked out on Magma models instead of featuring specific badging.
Following the launch of the GV60 Magma, every vehicle in the Genesis lineup will receive a Magma derivative. As Genesis transitions to an all-electric lineup in Europe, Magma versions will only be offered for electric models. Donckerwolke hinted that the Magma brand could eventually become its own separate model lineup, similar to Cupra’s breakaway from Seat.
In addition to the GV60 Magma, Genesis is already assessing two other models for the Magma brand, one of which is the striking X Gran Berlinetta Concept.
Overall, the introduction of the GV60 Magma and the establishment of the Magma performance brand demonstrate Genesis’ commitment to providing an exhilarating and engaging driving experience for enthusiasts. By combining cutting-edge technology, powerful performance, and thoughtful software enhancements, Genesis aims to create a unique and compelling offering in the electric vehicle market.
