Genesis is entering a new era, and its boldest move yet is the commitment that every future Genesis model will ultimately receive a Magma variant. This declaration, made during a media event at Circuit Paul Ricard, marks a fundamental shift in the luxury brand’s strategy as it steps into its second decade.
For a company that has spent the past 10 years establishing credibility in the global premium market, Magma represents a decisive expansion—one focused on performance, motorsport inspiration and what executives describe as “luxury with emotion.”
A Performance Line That Will Shape the Entire Genesis Portfolio
During the unveiling of the new high-performance line, senior executives made it clear that Magma will not be reserved for a select few halo cars. Instead, it will become a defining characteristic of the entire lineup.
Their message was direct: every upcoming Genesis model, from electric crossovers to potential future sports cars, will feature a Magma variant.
This move positions Genesis to compete more aggressively with established performance divisions such as BMW M, Mercedes-AMG and Audi RS. But rather than simply following the industry norm, Genesis aims to carve out its own performance identity rooted in design emotion, electrified engineering and motorsport DNA.
Why Magma Is the Cornerstone of Genesis’ Next Decade
Executives described the Magma program as the brand’s next major growth engine. For Genesis, Magma is more than a performance badge—it is a strategic direction intended to shape the next 10 years of product development.
The company believes that pairing luxury craftsmanship with high-performance capability will broaden its global appeal and anchor the brand in segments traditionally dominated by European marques.
This aligns with the brand’s long-term vision of emotional luxury: vehicles that not only look premium but also deliver dynamic, high-engagement driving experiences.
Luc Donckerwolke’s Vision: “The First 10 Years Were Before Magma. The Next 10 Years Will Be Magma’s.”
Luc Donckerwolke, Hyundai Motor Group’s president and chief creative officer, presented the Magma GT Concept at the Genesis GV60 Magma World Premiere on November 20, 2025. A veteran of Bentley and several European luxury brands, Donckerwolke emphasized that Magma represents a generational shift.
“Creating, evolving and growing the Genesis DNA has been an experience unlike any other,” he said. “The first 10 years were before Magma. The next 10 years will be Magma’s.”
His statement underscores the magnitude of the brand’s transformation. Magma is not an add-on—it is the foundation for the next era of Genesis.
Repositioning Genesis in the Global Luxury and Performance Landscape
By committing every future model to the Magma treatment, Genesis is signaling a long-term investment in high-performance engineering and emotional design. This approach strengthens its position in both the luxury EV market and performance segments, enabling the brand to challenge entrenched competitors more directly.
For consumers, it means that the Genesis lineup—regardless of body style or propulsion—will offer a performance-focused option engineered with the same attention to detail that has defined the brand’s rise.
