Genesis Brings the Fire With Its New High-Performance Brand, Magma – Sharp Magazine

Genesis, the luxury arm of Hyundai, is known for its elegant designs and refined driving experiences. But now, the brand is turning up the heat with a new performance sub-brand, Magma. Unveiled at the 2023 New York International Auto Show, Magma promises to deliver exhilarating performance, striking aesthetics, and a touch of exclusivity.

Magma represents a departure from the typical Genesis aesthetic, opting for a more aggressive and dynamic look. The first model to wear the Magma badge is the G70, a compact sedan already renowned for its sharp handling. The Magma treatment takes this sporty chassis to a whole new level, emphasizing both track prowess and a head-turning visual appeal.

What Sets Magma Apart?

The Magma G70 exudes a raw and menacing persona. Beneath its sculpted bodywork, you’ll find an aggressive performance package that is all about pushing boundaries. The hallmark of this high-performance brand is its commitment to creating cars with an intense focus on the driving experience.

• Power and Performance: The Magma G70 utilizes a heavily-tuned version of Genesis’ 3.5L twin-turbocharged V6 engine, cranking out a menacing 480 horsepower. Coupled with sophisticated suspension upgrades, it delivers an electrifying driving experience. This focus on exhilarating performance is core to the Magma identity.
• Aesthetics of Performance: The Magma G70 is immediately recognizable. It features aggressive front and rear styling, along with striking design accents that evoke raw speed and precision. Magma cars will feature a signature “lava flow” red that exudes bold confidence and signals the power that lies within. The overall effect is one of unrestrained power and cutting-edge design.
• Limited-Edition Appeal: Magma won’t just be another trim level. Genesis is planning to make Magma a highly limited production run of models, ensuring exclusivity. These vehicles will cater to a discerning clientele who desire an unrivaled blend of performance and individuality.

More Than Just a G70: Magma’s Future Potential

While the Magma G70 serves as the inaugural offering, this is just the beginning for Magma. Genesis hints that it intends to eventually expand the Magma range. They envision electrified vehicles, possibly including high-performance SUVs and even limited-edition, track-focused sports cars, to join the Magma lineup. The potential of Magma is immense, extending the Genesis brand into new and exciting territory.

Genesis Unleashes a New Era of Performance

Genesis’ move into the high-performance arena is significant. It shows a commitment to expanding its offerings beyond luxury comfort to encompass driving passion and exhilarating thrills. With Magma, Genesis is ready to compete head-on with established brands in the performance luxury segment.

For those who demand both elegance and unadulterated performance, Magma is poised to be an exceptional option. The bold and uncompromising nature of Magma is destined to leave a lasting impact on the luxury car scene. As we head into a future of electrification and technological advancement, Magma embodies the perfect fusion of technology, design, and an exhilarating driving experience, solidifying Genesis as a dynamic player in the ever-evolving landscape of performance vehicles.