Genesis "Magma": A Leap Towards High Performance with New Hybrid Technologies

Genesis, the luxury brand under the Hyundai Motor Group, is preparing to enter a new phase of competition in the automotive world. It is no longer content with just luxury and elegant design but is starting to make its mark in high performance and advanced technologies, leveraging its growing expertise in motorsports. This is through the launch of a new sub-brand called "Magma," which represents Genesis' vision to compete with performance divisions from European brands such as BMW M and Mercedes-AMG.

Genesis Magma: The Beginning of a High-Performance Era

Genesis confirms that the first model to bear the "Magma" badge will be a high-performance GV60, indicating a clear direction towards enhancing the brand's presence in the electric sports car category. The company is also developing entirely new technologies in electric and hybrid propulsion to deliver a driving experience that combines luxury, performance, and efficiency.

Advanced Hybrid Strategies

Manfred Harrer, Head of Genesis Performance Development, revealed that the company is currently developing two types of hybrid systems: traditional hybrid and extended-range electric vehicle (EREV) systems. The latter is an advanced step that combines the advantages of all-electric driving with the ability to cover long distances without worrying about charging stations, as a small internal combustion engine acts as a generator when needed, giving the driver greater freedom to move.

Harrer says, "We are working with full force on these systems, and we promise that they will be available in the market soon. These technologies are very advanced and consistent with Genesis' philosophy of providing luxury and innovation."

Advantages of EREV: Electric Driving Without Limits

Harrer believes that EREV vehicles represent the next generation of hybrids, offering an all-electric driving experience for daily use, with the option of relying on a gasoline generator for long trips. He adds, "The most important feature of EREV is not only the long range but also the ability to tow and carry heavy loads, a major weakness in most current electric vehicles."

The first Genesis EREV model is expected to be a special version of the GV70 dedicated to the US market, although the company has not officially confirmed this yet.

New Electric Platform for the Next Generation

In addition to engine development, Genesis is working on an entirely new electric platform aimed at improving driving range and providing better dynamics. This platform will also support EREV systems and will include an advanced torque distribution system that redefines driving pleasure at various speeds.

Harrer explains, "We cannot easily reduce the weight of ground batteries in electric vehicles, but we can improve weight distribution by better engineering the vehicle's components. In the future, we will see more powerful rear electric motors, with better balance between the axles, giving the cars a real sporty character."

Upcoming Updates to the Luxury G90

Genesis has not overlooked its flagship model, the G90, as Harrer confirmed that the next generation will receive extensive technical updates, including improved ride quality and more engine options, including advanced hybrid and electric solutions. The interior will also see new digital technologies that enhance the user experience and meet the requirements of modern luxury.

A Future Vision of Performance and Luxury

It is clear that Genesis seeks to redefine the concept of performance in luxury cars by combining power, dynamics, and advanced electric technologies. The "Magma" brand will be the face of this vision, focusing on delivering electric and hybrid sports cars that compete strongly in global markets.

Genesis is entering a new phase of global competition through the "Magma" brand, enhanced by advanced hybrid and electric technologies and new platforms focused on performance and dynamics. This direction reflects the brand's ambition to compete with the big players and deliver a driving experience that combines luxury, innovation, and the joy of performance, making Genesis a prominent name not only in the world of luxury but also in the world of high-performance sports cars.