Genesis turns up the heat with Magma models
Genesis has turned its Magma models from a basement concept to reality. CDN spoke to Luc Donckerwolke about the designs and the strategy behind the them.
Things have moved fast at Genesis. The premium brand from Hyundai has created six different model lines in just eight and a half years. It has three design studios specific to the brand with a fourth planned. Then in April 2023 it revealed the GV80 coupe concept in New York. At the time, Genesis described it as a statement of intent, a hint at a more emotional and performance-oriented model.
We now know it will be part of a new Magma line - try saying that without doing your best Dr Evil impression. It won’t be the first though, that’s going to be the battery-electric GV60 Magma that makes its public debut this week at the Goodwood Festival of Speed.
Magma is motorsport inspired but not about being pushed as a motorsport brand. It’s also not about being AMG or M, rather they are flagship models that happen to deliver performance too.
“It’s a flagship, it’s not about a loud exhaust,” says Luc Donckerwolke, chief creative officer for Hyundai Motor Group. Magma does however introduce an “evil facet”, an extra dose of emotion to provide three dimensionality to the brand he says.
Donckerwolke was speaking to Car Design News at the reveal of the new model and the launch of the Genesis Nurburgring Taxi. Initial plans were developed in a basement in secret in 2021, something that he says would have been career limiting at the time. In 2023 the GV80 coupe concept made its debut in New York as a teaser to see if there was an appetite for more extrovert Genesis models. Clearly there was, because not only do we now have the GV80 coupe concept, but the G80 Magma saloon concept, the striking X Gran Berlinetta concept and the GV60 Magma prototype.
In typical Donckerwolke style, he is adamant that none of the design changes are about style, style is just superficial on the Magma models. Instead it is about merging form and function in the areas of aerodynamics, comfort and driving dynamics.
“When designers say it is cool, it’s not cool,” he says. “It’s cool if it works, otherwise it is just superficial, just cosmetics, make-up and we don’t do that. Every single element was designed to improve the fun you have with the added performance of the vehicle.”
That brings us to the GV60 Magma concept, created, like other Magma models, in the basement of a Genesis Design Centre. Interestingly it has no Magma badge, with Donckerwolke saying the higher up the line-up you go, the less need there is to show-off. Instead it is marked out by its black Genesis badge, although some might argue that its bright orange paintwork ticks the show-off box somewhat.
Described by Donckerwolke as the “enfant terrible”, the new elements are all functional of course, such as the wider track, the cooling vents and the winglets on the roof to channel the air. It’s all about maximising efficiency while making the most of the performance available from the same powertrain used in the Hyundai Ioniq 5 N. The grille has been redesigned, with the almost smiling u-shape surround of the regular model inverted to a frown for the Magma version. Then there are the striking 21-inch wheels, finished in a titanium colour with integrated aero discs. Donckerwolke won’t call them cool, but cool they most definitely are.
There are minimal changes at this stage to the interior. For now there are Nappa leather and suede bucket seats with double-diamond stitching in orange and Titanium Grey as well as body-coloured seatbacks. No doubt there will be more interior changes to come as the development will continue right up to the point of market release.
If you’re curious about the performance credentials beyond the design of the Magma models, then you will have to keep guessing, The concepts and prototypes are in their early stages and the GV60 Magma for Goodwood is nowhere near the final production model, at least under the skin anyway.
It’s not just Magma that the Genesis team are working on either. While those models might be all about performance and luxury, Donckerwolke and his colleagues are taking the premium mantra further with a new bespoke service across the range. The focus is mostly on colour and trim in the interior and so far the bespoke models have been for customers of the G90 long wheelbase model in South Korea. However Donckerwolke would like to see the offering expanded to other markets.
Genesis is going through some interesting times, with its chairman Jaehoon (Jay) Chang showing new commitment to the brand, especially in Europe. Donckerwolke and the design team will be keen to deliver on that commitment and ensure the focus on Magma is not allowed to cool.