- Genesis targets 650 percent growth in Europe within five years.
- Every Genesis model will include a range-topping Magma version.
- Magma blends luxury and performance, not just raw power alone.
Genesis has big plans for the future, including a dramatic expansion across Europe as the automaker looks to establish itself as a serious contender among the continent’s most established premium brands. At the forefront of this effort will be a series of Magma-badged models, designed to merge high performance with luxury in a way that could elevate Genesis to an entirely new level.
The Magma sub-brand was officially launched late last year as part of Genesis’s 10th anniversary. A decade might sound substantial, but in automotive terms, the brand is still in its early days. Even so, it has already sold close to 1.5 million vehicles since it launched.
Read: 2027 Genesis GV60 Magma Wants To Make BMW And AMG Sweat
Currently, Genesis is moving around 225,000 cars annually, though Hyundai’s global COO José Muñoz says the goal is to lift that figure to 350,000 by 2035. A large part of that growth is expected to come from Europe, where the company plans to boost regional sales by 650 percent over the next five years.
Notably, this push comes even as Genesis walks back its original plan to go fully electric starting in 2025.
Europe in the Spotlight
“I would not consider Europe to be less successful,” Genesis chief creative officer Luc Donckerwolke told Autocar. “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.”
Leading the charge for the new performance identity is the GV60 Magma. Think of it as Genesis’s equivalent to the Hyundai Ioniq 5 N or Kia EV6 GT. It’s an electric dual-motor setup delivering a hefty 650 hp. That’s enough for a 0–60 mph (96 km/h) time of 3.4 seconds, with a top speed of 164 mph (264 km/h).
Speaking with Autocar, Muñoz revealed that every model in the Genesis family will include a Magma version, regardless of whether it’s powered by combustion or electricity.
Not Just Another AMG
The Magma lineup will play a central role in Genesis’s push into the European market, though Luc Donckerwolke is clear that it won’t follow the same template as traditional performance divisions like 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.”
So if Magma isn’t a conventional performance sub-brand like the ones from Germany, what exactly is it? According to Donckerwolke, “it delivers strong performance, but that’s only part of the picture.”
“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.”
What’s Next?
Genesis has also confirmed that its stunning Magma GT Concept will spawn a mid-engined production model, set to be sold in a slew of different guises, including as a convertible and as a special track-focused model. A powertrain hasn’t been confirmed, but the concept had a V8, and we’re crossing our fingers the production car will retain the same recipe.
