At the UK launch event for the GV60 Magma, Genesis executives shared with Auto Express that the brand is broadening its performance range. Once primarily focused on EVs in Europe, the Magma sub-brand is now contemplating plug-in hybrids (PHEVs) and powerful internal combustion engines in response to market dynamics.
**Embracing the “Nostalgic Appeal” of Petrol**
Tyrone Johnson, vehicle line director for Genesis Europe, is tasked with modifying these Korean cars for the European market from Rüsselsheim, Germany. During the UK reveal, Johnson elucidated why electricity alone is inadequate for a luxury performance brand.
“We’re considering a wide array of possibilities, and plug-in hybrids are certainly one avenue,” Johnson stated to Auto Express. “The interest in those technologies, beyond just sheer horsepower, stems from their ability to maintain a [combustion aspect true] to the nostalgic charm of performance vehicles.”
For Magma, the essence of performance is tied to the emotional bond—the auditory experience and mechanical spirit that pure EVs tend to miss.
**The Hybrid Strategy: A “White Space” Approach**
Transitioning to hybrids permits Genesis to tap into a “white space” within the industry. Rather than imitating the intensity of BMW M or the grip of Audi RS, Magma emphasizes “Athletic Elegance.”
– **Comfort First:** Magma models are crafted to be serene and opulent until the driver opts to activate performance features.
– **Intention in Sound:** Engine sounds or synthetic audio are “deliberately integrated” to forge a connection between the driver and the car’s mechanics.
– **Platform Independence:** A new proprietary vehicle architecture is anticipated for 2027. Johnson noted that all upcoming Genesis configurations, including those featuring internal combustion engines, are under consideration for high-performance Magma variants.
**What’s Next? The Magma SUV**
The UK event alluded to future possibilities. While the GV60 serves as a specialized hot hatch, the forthcoming challenge for the Rüsselsheim team is likely a Magma SUV. Utilizing hybrid technology could enable this vehicle to provide long-distance cruising capabilities expected from a luxury brand while delivering the “snarling aggression” synonymous with the Magma identity.
From the German Autobahn to the future Le Mans 2026 hypercar entry, Genesis is demonstrating that its “superhero” sub-brand is primed to leverage both petrol and electric energy to ascend among the European elite.
