Genesis Previews “Magma” Performance Sub-Brand
If Hyundai has “N”, Genesis has “Magma” for performance-oriented cars.
Genesis today showed off a couple of concept cars – the Neolun Concept and the GV60 Magma Concept. Magma is pretty interesting, as it previews the brand’s first real venture into a performance-focused area, possibly creating a performance sub-brand within Genesis, which is already a sub-brand of Hyundai Motor Group.
Before we get into Magma, let’s talk about the first of these new concepts, the Neolun.
Genesis Neolun Concept
Just as Lexus puts an emphasis on Japanese hospitality, or “omotenashi“, the Genesis Neolun concept embodies the warmth of Korean hospitality. The name comes from the Greek word for new and the Latin word for moon, so it literally translates to New Moon.
The design takes inspiration from Korea’s moon-shaped porcelain jars, so there’s your cultural connection.
Besides that, the Neolun concept comes with pillar-less coach doors and Genesis say it’s actually viable enough to bring to production. You also get electric side steps, body-integrated lamps and a two-tone colour scheme.
Inside, Korean “ondol” heating is a touch of the Korean lifestyle that has found practical automotive application. Front seeats can be swiveled around. There’s a large display that unfolds from the rear-seat headliner.
The cashmere “Royal Indigo” interior is paired to with “Purple Silk” leather and a real wood floor. It’ll be interesting if Genesis really goes in this direction for the production car as they seem to be aiming to provide Rolls Royce levels of appointments at Mercedes-Benz pricing.
The Magma Concept
Genesis has also launched the Magma high performance division. This new program is aimed at developing performance-oriented versions of each Genesis vehicle under the “Magma” sub-brand. I guess you could call this Genesis’ “AMG” moment, except it’s all in-house.
The first model in this line is the GV60 Magma Concept. Compared to the standard GV60, it comes with an improved battery and motor. The chassis has also been enhanced and the whole vehicle has been widened and lowered for better stability. In front, there’s a new main air intake in the bumper that cools the batteries, motors and brakes. Three stamped holes above the main air intake were inspired by the GV80 Coupé Concept and G80 Magma Special. There are also canards that generate downforce on the front axle.
New 21″ wheels with integrated aero discs help to cool the brakes. The roof features fins for better aero flow and a new rear wing. Inside, you get bucket seats, body-coloured seatbacks in nappa and suede leather with a double-stitched pattern in Magma orange and titanium grey.
About the Author
Subhash Nair Written work on dsf.my. @subhashtag on instagram. Autophiles Malaysia on Youtube.
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