Genesis is laying out an ambitious roadmap, highlighted by a major expansion across Europe as the brand works to position itself as a true challenger to the continent’s established luxury players.
Central to this push will be a range of Magma-branded models, which blend high performance with upscale refinement and are intended to elevate Genesis’s standing even further.
The Magma sub-brand officially debuted late last year as part of Genesis’s 10th anniversary celebrations.
Although a decade might seem substantial, Genesis remains relatively young in automotive terms. Even so, the brand has already moved close to 1.5 million vehicles since it was founded.
At present, Genesis sells roughly 225,000 vehicles per year. However, Hyundai Motor Group executive José Muñoz has outlined plans to raise that figure to 350,000 units annually by 2035.
Europe is expected to be a key growth driver, with Genesis targeting a 650 percent increase in regional sales over the next five years. This strategy comes despite the brand stepping back from its earlier goal of becoming fully electric by 2025.
“I would not consider Europe to be less successful,” Genesis chief creative officer Luc Donckerwolke told.
“We have just started, and we originally planned to be a fully electric brand from 2025. But we had to adjust and, because of the Euro 7 rules, we have a limited portfolio. But we’ll bring new products to Europe and add new markets, so we are just in development in Europe.”
The first production vehicle to emerge from Genesis’s Magma division will be the GV60 Magma. Functionally comparable to the Hyundai Ioniq 5 N and Kia EV6 GT, the electric crossover uses a dual-motor setup producing a combined 650 hp.
It can sprint to 60 mph (96 km/h) in just 3.4 seconds and reach a top speed of 164 mph (264 km/h).
Muñoz confirmed that every Genesis model will eventually offer a Magma variant, regardless of whether it uses an internal combustion engine or an electric powertrain.
Magma models will be central to Genesis’s European ambitions, although Donckerwolke stresses that the approach will differ from traditional performance divisions such as AMG, Audi Sport, or BMW M.
“We are a young brand, and we have to appeal to customers,” he told the magazine. “If you are in an environment where people can choose between different brands, you have to have all the facets of the brand. You have to be luxurious, you have to be sporty, you have to be cool.”
“We’re amplifying the products of Genesis so we decided not to make a sub-brand. Every model in the line-up will have Magma at the top of the range.
Magma means performance and luxury refinement; we’re bringing these parameters together. We are just adding another level to the top of the existing one.”
Genesis has also confirmed that the striking Magma GT Concept will lead to a mid-engined production car. That model is expected to be offered in multiple configurations, including a convertible and a hardcore, track-focused version.
While the final powertrain has yet to be confirmed, the concept featured a V8 engine, and there’s hope that the production version will stick closely to that formula.
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