Genesis has heralded the launch of a new high-performance sub-brand with the reveal of its GV60 Magma Concept.

Genesis GV60 Magma Concept

Unveiled alongside the Neolun Concept, the GV60 Magma Concept is based on the GV60 electric crossover but with “improved battery and motor technology” and a wider width and lowered suspension, which gives it a more dynamic stance and allows for a lower centre of gravity.

Design changes also include titanium-coloured 21-inch wheels and extra bodykit, along with bucket seats with body-coloured seatbacks, upholstered in Nappa and suede leather featuring double-diamond stitching patterns in Magma’s striking orange colour and Titanium Grey.

The GV60 Magma Concept is one of the four models included in the Genesis Magma Programme, along with the previously unveiled GV80 Coupe Concept, G80 Magma Special and X Gran Berlinetta Concept.

Ultimately, the brand aims to develop a high-performance Magma model for each production vehicle in the existing line-up, maximising both aesthetics and performance.

Chief creative officer Luc Donckerwolke said: “Genesis Magma presents an exciting opportunity to push the boundaries of performance and luxury for new interpretations in high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis.

“The brand will continue to reveal experimental concepts with careful consideration of both technological and aesthetic elements. While speed and performance are important, the Genesis Magma programme will look beyond, prioritising the driving experience to kindle the joy of sporty driving with effortless comfort.”

Genesis Neolun Concept

As well as revealing its GV60 Magma Concept, Genesis has also unveiled the Neolun Concept. The brand’s first full-size electric SUV concept, it hints at a possible GV90 flagship.

It’s designed to embody “ultimate Genesis hospitality behind the wheel”, featuring B-pillarless coach doors, swivel front seats and a radiant heating system inspired by Korea’s ‘ondol’ traditional heating system.

The GV60 Magma, G80 Magma Special, X Gran Berlinetta and Neolun will be displayed alongside other Genesis production models at the 2024 New York International Auto Show, which starts on 29 March.