When Luke Donckerwolke, Chief Creative Officer and President of Genesis, speaks about the brand’s Magma high-performance program, his eyes reflect unrestrained passion. Magma isn’t a mere sub-brand—it’s a philosophy and bold vision that encapsulates the brand’s next chapter in high-performance luxury.
With the launch of the Genesis GV60 Magma, the program’s first production model, Genesis will not only introduce a powerful vehicle but also a new definition of what performance luxury truly means.
The Birth of the Magma Program
The Genesis Magma program represents years of meticulous development and creative ambition.
According to Donckerwolke, the initiative began with a desire to explore an emotional dimension within the Genesis lineup—a concept he describes as creating an “alter ego” for the brand. Magma became the outlet for this expression, a space to design models that connect emotionally with drivers while maintaining Genesis’ design sophistication.
This vision first materialized through the GV80 Coupe Concept, unveiled in New York in 2023. The concept broke traditional boundaries of luxury design and hinted at Genesis’ future direction. Subsequent projects, such as the G80-based exclusive model for Dubai, laid the groundwork for what would become Magma’s first production car: the GV60.
“The GV60 embodies youthful energy and dynamism,” Donckerwolke explains. “It was the natural choice to debut the Magma philosophy before expanding it across various vehicle types.”
Redefining High-Performance Luxury
While many high-performance models focus on sheer aggression and raw power, Magma takes a balanced approach—a concept that Donckerwolke describes as “rewarding, not challenging.”
Instead of testing a driver’s skill, Magma enhances it, delivering a performance experience that builds confidence and satisfaction.
“When you take the wheel of a Magma, you’ll be surprised by how naturally your hidden driving potential emerges,” says Donckerwolke. “Even in adrenaline-filled moments, Magma breaks down the barriers of high-performance driving, empowering the driver with precision and control.”
This philosophy aligns perfectly with Genesis’ core design language, “Athletic Elegance.” Every Magma model embodies this through harmonious proportions, expressive surfaces, and functional beauty—never letting design overpower balance.
A key visual element is Magma’s signature orange exterior, inspired by Korea’s volcanic landscapes and the raw power flowing beneath them. This fiery color captures the spirit, energy, and intensity of the Magma identity.
A Decade of Evolution and Innovation
For Genesis, celebrating its 10th anniversary with the introduction of Magma is no coincidence.
“In just a decade, we’ve achieved what some brands take a century to build,” Donckerwolke notes. He emphasizes that the timing of Magma’s debut reflects Genesis’ maturity and readiness to evolve from a young luxury brand into a performance powerhouse.
Unlike traditional performance sub-brands that emphasize aggressiveness, Genesis takes a refined and emotional approach. Magma redefines performance luxury with sophistication, balance, and precision—enhancing the thrill without sacrificing elegance.
“Magma represents the natural evolution of Genesis,” Donckerwolke adds. “It maintains the essence of luxury while infusing it with instinctive excitement and sensory engagement.”
Motorsports: The Testbed of Performance
The connection between Magma production cars and Genesis Magma Racing (GMR) is far deeper than marketing—it’s a strategic symbiosis that fuels innovation on both fronts.
“Motorsport pushes us to the limits,” Donckerwolke explains. “It sharpens our DNA and strengthens every Genesis model.”
Racing provides the most rigorous testing environment for performance cars, challenging aerodynamics, cooling systems, and endurance over 24-hour events. By integrating race-proven technologies into its production models, Genesis accelerates innovation and elevates real-world performance.
Through the GMR-001 hypercar program, technology developed on the track is already influencing Magma’s production models. Genesis’ early participation in endurance racing has established Magma Racing as a strategic investment and a development hub for cutting-edge performance systems.
“We entered motorsport to embrace the spirit of hyperspeed,” Donckerwolke says proudly. “Just 12 months after announcing the program, we already have both a hypercar and a racing team.” He humorously adds that this rapid progress reflects Korea’s famous “ppalli-ppalli” (hurry-up) culture—what he calls “hyper-ppalli.”
Korean Identity at the Core of Magma
Although Magma marks Genesis’ global entry into the high-performance arena, its soul remains deeply Korean. Donckerwolke highlights that Korean culture’s commitment to customer satisfaction and attention to detail is at the heart of Magma’s philosophy.
This cultural DNA emphasizes balance, refinement, and human connection, rather than extreme performance alone.
“Magma isn’t a niche sub-brand for enthusiasts,” says Donckerwolke. “It’s the pinnacle of Genesis—a model that refines strength within elegance.”
As the flagship trim of the Genesis lineup, Magma offers precision, comfort, and emotional driving pleasure. It blends elegance and sensitivity with dynamic performance, setting a new standard for high-performance luxury that feels both approachable and exhilarating.
The Future of Genesis: Driven by Magma
As Genesis continues to expand its lineup, Magma stands as the centerpiece of its evolution. Donckerwolke envisions Magma as a cornerstone that will elevate the entire brand—enhancing overall quality, customer engagement, and brand identity.
“Magma delivers the driving experience that customers truly desire—one that connects emotionally while realizing Genesis’ vision for the future,” he says.
In just ten years, Genesis has achieved what many global brands took generations to build. With Magma, Genesis is not just redefining high-performance luxury—it is securing its position as a global innovator in the automotive world.
“The future of Genesis, with Magma at its forefront,” Donckerwolke concludes, “is filled with limitless possibilities.”
