Genesis has long been synonymous with refined luxury, but after nine years of steering clear of the performance car arena, the brand is stepping on the gas. Enter the Magma program, a bold initiative announced in March that aims to deliver performance variants of every vehicle Genesis produces. This isn’t just about slapping on a sport badge; it’s a meticulously tailored approach to balancing performance and luxury for each model in the lineup.
The Magma Formula: An Iron Fist in a Velvet Glove
Genesis’ chief creative officer, Luc Donckerwolke, describes Magma as an “iron fist in a velvet glove,” perfectly balancing aggressive performance with the luxurious experience Genesis buyers expect. However, this balance isn’t a one-size-fits-all formula.
“The characteristics of a G90 Magma will certainly be different from the characteristics of a GV60 Magma,” Donckerwolke explained. “The lower models in the line tend to be more athletic, and the higher models are more luxurious.”
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This means that smaller, driver-focused models like the G70 will lean heavily toward performance, while larger, experience-oriented cars like the G90 will maintain a focus on comfort and opulence, even in their Magma iterations.
Tailored Performance Across the Lineup
Genesis is taking a unique approach with Magma by customizing the performance-luxury balance for each segment.
Performance-Driven G70 Magma
Expect sharper handling, a driver-focused cabin, and sport-tuned everything in the G70 Magma. With its athletic foundation, this model will embody the spirit of a performance sedan.
Luxury-Enhanced G90 Magma
Unlike its smaller sibling, the G90 Magma will prioritize sophistication and comfort. Don’t expect a “brutal” G90—it’s designed to elevate the luxury experience while still delivering capable performance.
By creating segment-specific experiences, Genesis avoids the cookie-cutter approach seen in other brands, where performance variants sometimes feel like mere upgrades. “We’re not going to sell Russian nesting dolls,” Donckerwolke quipped, emphasizing that Magma cars are tailored for their respective audiences.
The Ultimate Evolution of Each Model
While brands like Porsche and BMW split their performance and performance-luxury offerings into separate badges (e.g., M and Alpina), Genesis takes a different path. The Magma program integrates both performance and luxury goals into a single unified brand, making each Magma car the ultimate evolution of its respective model.
This means no compromise: every Magma variant will deliver a bespoke combination of speed, agility, and comfort, aligned with its intended purpose.
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The Future of Genesis: Sports Cars on the Horizon?
While the Magma program answers many questions about Genesis’ performance plans, it leaves one big question unanswered: Will Genesis build a sports car?
The brand has teased its ambitions with a series of concept cars under the X designation. These include the Gran Berlinetta, VGT, and other striking designs showcased at Genesis’ racing program launch in Dubai. However, none of these concepts have been confirmed for production—yet.
When asked directly if Genesis would eventually create a sports car, Donckerwolke’s response was intriguing: “Yes.”
A New Era for Genesis
The Magma program isn’t just about speed or luxury—it’s about redefining both. By creating bespoke performance variants that cater to the unique characteristics of each model, Genesis is poised to challenge the status quo in the luxury performance market.
Whether it’s a sportier G70 or an ultra-refined G90, Genesis’ Magma cars promise to blend athletic elegance with cutting-edge innovation. And with the possibility of a dedicated sports car on the horizon, the future of Genesis is looking more thrilling than ever.
Stay tuned for updates on the Genesis Magma program, and let us know in the comments which model you’re most excited to see in its Magma form!
