Speaking to Auto Express at the GV60 Magma’s UK launch event, Genesis executives revealed that the brand is officially expanding its performance horizons. Originally intended to be an EV-only venture in Europe, the Magma sub-brand is shifting course as the market slows, placing plug-in hybrids (PHEVs) and high-output internal combustion engines firmly back on the table.
Capturing the “Nostalgic Appeal” of Petrol
Tyrone Johnson, the vehicle line director for Genesis Europe and former Ford performance guru, is the man tasked with “Europeanising” these Korean machines from his base in Rüsselsheim, Germany. At the UK debut, Johnson was candid about why electricity isn’t the only answer for a luxury performance brand.
“We’re looking at a lot of options and plug-in hybrids is one possibility,” Johnson told Auto Express. “The reason people are looking at those technologies, other than pure horsepower, is they keep a [combustion element true] to the nostalgic appeal of performance cars.”
For Magma, performance isn’t just a 0–62mph stat; it’s about the emotional connection—the sound and mechanical soul that pure EVs often lack.
Is the GV80 Coupe the same as the Magma SUV that was mentioned?
The Hybrid Strategy: A “White Space” Philosophy
The move toward hybrids allows Genesis to enter what they call a “white space” in the market. Rather than cloning the brutal aggression of BMW M or the clinical, all-weather traction of Audi RS, Magma aims for “Athletic Elegance.”
- Comfort First: Magma models are engineered to be quiet and luxurious until the driver chooses to engage.
- Intention in Sound: Any engine note or synthetic sound is “intentionally put in” to help the driver feel connected to the car’s mechanics, rather than just filling a void.
- Platform Independence: An all-new proprietary vehicle platform is arriving in 2027. Johnson suggested that every future Genesis configuration—including those with internal combustion engines—is now being considered for a high-performance Magma variant.
What’s Next? The Magma SUV
The UK event also hinted at where the “commercial rewards” lie. While the GV60 is a niche hot hatch, the next “massive challenge” for the Rüsselsheim team is expected to be a Magma SUV. Leveraging hybrid technology would allow such a vehicle to offer the long-distance grand touring capability expected of a luxury brand while delivering the “snarling aggression” that the Magma name promises.
From the high-speed testing grounds of the German Autobahn to the upcoming Le Mans 2026 hypercar entry, Genesis is proving that its “superhero” sub-brand isn’t afraid to use every tool in the shed—petrol or electric—to find its place among the European elite.
