Genesis is getting ready to step up and take on the big names in luxury cars.
In its short history the luxury brand owned by Hyundai has already produced several interesting performance car concepts. From the Essentia to the latest X Gran Berlinetta, Genesis has shown it can go wheel-to-wheel with performance brands like Porsche, Maserati, Mercedes-AMG and BMW M. But the company has held back — until now.
With the launch of its new Magma brand, which will start with the Hyundai Ioniq 5 N-based GV60 Magma, Genesis is gaining traction among motoring enthusiasts.
But why now? The Essentia concept was unveiled back in 2018 and was widely praised, but the company chose not to put it into production. That’s the case with the Concept X, Concept X Speedium Coupe and Concept X Convertible, which all turned heads but were just shows.
Genesis’ Chief Creative Officer, Luc Donkerwolke, was candid when asked by CarsGuide why the brand seems reluctant to put any of these sporty concepts into production and pursue the performance luxury market.
“We looked at that but it was too early,” Donkerwolke said of Essentia. “We’ve been working on it and decided the brand wasn’t ready for it yet.”
That was 2018 and with the launch of the Magma, which will grow to include a variant of every model in the range, Donkerwolke believes the time is near.
“Obviously, I mean, now we sell 300,000 cars a year,” he explained. “In 2018 we didn’t have an SUV on the road yet. We basically had a few sedans and that was it. Right now, we have nine cars that go up to a custom, long-wheelbase limousine for $350,000. So the scope of the brand has really expanded.
“So yes, we’re going in this direction. But again, the worst (idea) is to create something and you’re not ready. You look at the Lexus LFA, an amazing product. In terms of performance, the brand wasn’t ready to sell a car for $300,000 at the time. And for I really don’t even understand why they are selling more than that now. But that’s my personal opinion.”
The Genesis range currently consists of three SUVs – the GV60, GV70 and GV80 – and three sedans – the G70, G80 and G90 (which is not available in Australia). The Neolun concept is expected to offer a new flagship SUV, although it is not clear whether this will carry the GV90 badge or sit atop a new version of the three-row SUV as well.
What is clear is that Donkerwolke believes that the “core” of the brand has been established by this brand and now his aim is to add “satellite” versions, such as Magma and his One of One bespoke program.
“We are moving with the brand and the fact that we are doing Magma is definitely a step in an emotional direction… And we have a good satellite, which will come soon as well,” he said. “So basically we’re expanding the brand’s reach by creating satellites. The only difference is that some (products) have had maybe a century to make, we’re doing it for 10 years.”
Magma’s expansion plans are expected to be implemented over the next 12 months or so. In particular, the first confirmed production model, the G80 Magma, is a limited edition designed exclusively for the Middle East region. When asked if other markets, including Australia, will get a version of the G80, Donkerwolke hinted that the G80 Electrified Magma could be seen as soon as this month’s Beijing Motor Show.
Donkerwolke made it clear that the Magma models will be both gasoline and electric, but given stricter global emissions standards the latter option is the most likely going forward.
Importantly, the Belgian also made that clear Magma it will not be a “hardcore sports car” brand and will instead focus on creating a “cocktail” for driving pleasure.
“Basically we’re not going to talk about statistics,” he said.
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