Genesis Will Take On AMG And M With Magma

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Hyundai split off Genesis as its specialist luxury brand some time ago now. Genesis has since grown up, sprouted facial hair, and has made a name for itself with a line of quality luxury vehicles. Now, it’s taking the next big step by creating its own exciting performance models. We’re getting cutting-edge reports from Matt Hardigree on the ground floor—the name for this sub-brand is Magma.

The reveal took place in New York, where the first Magma model was fittingly tucked under a bright orange sheet. The first model is set to be a high-performance sedan, the G80 Magma Special, with the GV60 Magma Concept and others to follow. Genesis aims to develop a Magma version of each model in its lineup.

“Magma is the top of the line of each car, not its own brand” says Luc Donckerwolke, the designer behind the new Magma models. Think of it like an M badge on a BMW—it’s the branding for the high-performance top-of-the-line model, rather than a whole new brand of its own. Now let’s take a look at the cars.

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The G80 Magma Special design leans hard on established tropes, very much to its benefit. In tribute to the brand’s name, it’s obviously finished in its namesake color of Magma orange. It has the tough, muscular design expected of a luxury performance sedan, with an almost Teutonic feel.

The critical thing to note, though, is that the sedan will be manufactured in a limited production run. If you want one, you’ll need to be fast. Oh, and you’ll need to be in the Middle East, because that’s the only area it’s being sold. Other Magma models won’t be so region-limited.

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Naturally, it wears the characteristic Genesis dual-line headlights. This motif is repeated down the body into the fender vents. The diamond grille, deep air dam, and tuner-style wheels do a lot to make it look as fast as the paint suggests it should go.

Perhaps most vital to the brand, though, is the GV60 Magma Concept. Yes, that’s right—it’s a hot sporting version of the GV60.

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It looks low, fast, and rally-hot, not unlike the Rivian R3X revealed just a few weeks ago. It’s already got the nod of approval from racing legend Jacky Ickx, too. “For those who love cars, Luc, you did a rocket,” said Ickx. Unlike the sedan, this will be a series production model, and thus much more crucial for Magma sales long term.

The GV60 Magma Concept is an EV like the existing model it’s based on, but with plenty of performance mods. It’s been widened and lowered for better handling, which gives it that mean, athletic stance. Up front, the large air intake is key to providing cooling air for the battery, motors, and brakes. It’s even got canards on the front bumper for additional downforce.

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The GV60 Magma Concept is an EV like the existing model it’s based on, but with plenty of performance mods. It’s been widened and lowered for better handling, which gives it that mean, athletic stance. Up front, the large air intake is key to providing cooling air for the battery, motors, and brakes. It’s even got canards on the front bumper for additional downforce. Other nice touches include the integrated aero discs on the wheels for more brake cooling and the roof fins which help guide more air towards the wing at the rear.

We haven’t seen much of the inside yet, but Genesis has apparently kitted it out with double-diamond patterns in titanium grey and contrasting Magma orange stitching. Fitting for a sports model, indeed.

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The GV80 Coupe Concept as seen at its reveal in 2023.

The Genesis GV80 Concept was also present at the launch. When we first saw it last year, it previewed many of the styling tropes that are apparent on the Magma models today. Bright orange paint, deep air dams and vents, and a lowered, sporting stance. It’s a pretty solid guide for what we could expect from a future Magma version of the GV80.

Also revealed was the Gran Turismo concept car we saw previously—the X Gran Berlinetta. It debuted the Magma color in December last year. The car looks striking with its low-slung design and smoothly integrated aerodynamic elements—both the front bumper and the rear wing. It’s not set to enter production under the Magma banner, but it looks amazing nonetheless. We can cross our fingers and hope.

It’s a big play from Genesis, but it’s also one that makes perfect sense. Luxury buyers love comfort and smoothness, to be sure. But there’s also a segment of wealthy buyers that want serious performance, too. Until now, Genesis has mostly focused on luxury itself, but Magma will see it take on a more sporting footing. Just as Mercedes has AMG, and BMW has its M division, Genesis will have Magma.

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The X Gran Berlinetta. Imagine if Genesis pulled a Lexus and actually built a few hundred of these.

It’s not the only thing Genesis has on the go, either. Our man Hardigree is sending dispatches to DayTray (David Tracy’s internal codename) regarding a new SUV in development, too.

Details are thin on the ground at this stage, so we don’t have specifics on things like powertrains and outright numbers. If recent reveals from Genesis are anything to go by, though, it’s unlikely the brand will disappoint.

Image credits: Matt Hardigree

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59 thoughts on “Genesis Will Take On AMG And M With Magma”

  3. If Genesis really wants to make a visible impact on the car market beyond just an Invisible Touch, they need to partner with Phil Collins for a special Buster Edition and marketing campaign. Anything less, and they’re Throwing it All Away.

    1. Yeah, this is cool but there must have been a Misunderstanding. There’s too much Follow You Follow Me in this, not anything that really makes them different from the M and AMG. It just creates a Land of Confusion and buyers will go back to what they already know. They need to find something unique to really Turn It On Again, That’s All

  6. I don’t have a problem with the idea of having a performance sub-brand, but “Magma”? Did a 12-year-old come up with that? Will that really sound like a luxury sub-brand to people shopping AMG/M cars?

  7. We took the BMW “M”
    We took the Merc’s “AMG”
    Toyota had a spare “A” lying around on the floor at a plant in Indiana, so we took that too.

    Threw ’em into a blender…. Et Voilà! We have MAGMA!

  8. “Genesis” is weakened by having been a Hyundai model first.
    Hyundai should have been called Genesis, because that is the beginning.
    Kia would have been Exodus, and this new brand would be Leviticus.

    Notably, protective front bumpers are now officially gone. The first curb that is nudged with this will result in a couple of grand for the body and paint repair shop.

  12. I actually like the GV60, except for the lower front fascia which seems a bit off. The three slits (horizontal) are off and the up angle photo just ephaasisis the busyness.

    That said, I’m actually quite impressed with the general design language of Genesis, though the 80 does try too hard with that massive grill. Design-wise, the Hyundai and Genesis folks are either nailing it or near nailing it. The Kia side designs I feel are a bit wonky and phoned-in. I think there’s a new one that looks like a Flex with a lift kit and odd lower lamps.

    I get how they need to differentiate to not just blend in so some risks need be taken.

    In all, there are definitely clear styling queues from various brands but this is something most folks (other than us car folks) would notice without it being pointed out.

    The Genesis brand needs luxury credibility still. I think it’s perceived as a Hyundai with a body kit by many. At least me. And it deserves more IMO.

    I would say other brands should take note of Genesis and Hyundai designs because other than a select few, most vehicles these days look so similar it’s almost boring to see anything new that’s not design forward enough to cause a kerfuffle in the blogs.

  14. I love the orange but I’m reading this as a cry for help from a brand that (unfortunately) can’t convince enough people to buy their good old fashioned, plush luxury – you know, the dark green with some chrome outside, the light beige plush leather and woodgrain inside, and adequate performance coupled with a soft quiet refined ride. Nope, that didn’t work, lets black pack the outside, stiffen everything up and hope mildly status-anxious mid twenties executives who don’t have a mortgage payments or kids yet leap in for an extra 300 a month on their lease when they get out of their Elantra Ns (A car I love btw).

      1. Every time Torch does one of those “Let’s look at a parking lot from the 70’s and pick a car we would drive” vs the modern parking lot, I’m amazed at the rainbow of colors vs the modern dystopia.

      2. In isolation, the car might be fine. On the orange stage, it was too much for me. But I agree that there are way too may dull-colored cars out there.

  16. So, I like what is going on, and I like the orange, but there is something about the GV60 Magma that looks…off? I can’t put my finger on it, but the design looks a bit too Mansory-like, rather than a factory effort. That G80 Magma though….noice!

      1. Yeah, Gemballa is probably a better comparison. It doesn’t look bad, it’s just that there are some design elements that are maybe a bit too bold for the design of the rest of the car, like the little winglets on the wing or the fins on the roof.

  19. I believe these may turn out to be good cars, but it’s hard to see the styling past all the orange. I’m not usually a fan of orange cars, and every now and then I get a reminder why. It looks okay in the last example, though.

  20. I’m certainly intrigued by these even though they’ll likely be out of my price range. I’d imagine that there’s been some collaboration with the N division and Biermann in particular. They’ve got the special sauce, so I wouldn’t be shocked if these have a bit more character than their German counterparts that tend to be blindingly quick but not much else.

    However I’m a little skeptical of the ICE powertrains. Hyundai/Kia/Genesis are essentially 5 years behind the Germans when it comes to their engines. That turbo V6 can’t really compete with God’s own engine the B58…or the excellent Audi/Porsche co developed turbo 6, or…well, you get the point.

    Genesis in particular has some work to do with driving dynamics as well. Again, I hope they’ve consulted with Biermann along the way because he knows a thing or four about making a driver’s car. However these also might wind up being primarily performance EVs at this stage for all we know, and I assume the GV60 is ready to roll seeing as the Ioniq 5 N and EV6 GT are already out there.

    We shall see. As I said initially…color me intrigued, which apparently is a bright shade of orange.

  22. I love the color. Glad to see they’re introducing exciting cars to draw customers in. But I’m not sure how the car really drives, and even less sure about the dealer experience. My 2 experiences with Genesis were pretty negative, and most of that was essentially that the dealers were looking to deal with the dozens of people waiting to buy a Hyundai Sonata or Tucson and didn’t have time for Genesis buyers. My latest experience involved test driving a G70 alone, and then being handed the keys to a 2-year old 3 series. The 3 series was so much more refined it wasn’t even close, and without a salesman to explain the features and benefits of the Genesis I left without much of an impression. Bottom line: the cars are beautiful, but the driving experience on the mainstream (G70 at least) is mediocre, and the customer experience isn’t there yet.

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