Magma is instantly likeable. Orange as far as the eye can see. It is a car on four wheels – but one that clearly wants to be more than just that. What this «more» entails, Genesis already demonstrated on the international stage a few weeks ago: the GV60 Magma celebrated its world premiere as the brand’s first high-performance production model at the Circuit Paul Ricard in southern France.

Zurich now marked the next act in the staging of a vehicle that aims to embody a new attitude.

A Car with Striking Muscles

This attitude is first and foremost expressed through design. The GV60 Magma is not a simple performance upgrade of an existing model, but a deliberately sharpened interpretation of what Genesis wants to stand for in the future: wider, lower and more muscular.

In the design philosophy of the Korean brand, this approach is known as «Athletic Elegance» – a balance between sporty and elegant, refined attributes. In the language of fashion, Genesis sedans wear tailored pinstripe suits with pleats and cuffed trousers. The GV60 Magma, by contrast, appears in a sporty weekend outfit, with muscles visibly pressing against the fabric.

The GV60 Magma celebrated its world premiere a few weeks ago at the Circuit Paul Ricard in southern France (Image: provided)

Korean Volcanic Landscapes as Inspiration

The foundation for the brand-new electric vehicle is the standard GV60 production model, which is strongly geared towards efficiency. For Magma, this base has been reinterpreted in a more dynamic, performance-oriented way, featuring a more open front, more pronounced aerodynamics and a visibly more aggressive stance. The concept is inspired by Korea’s volcanic landscapes. Magma symbolises the power beneath the surface – controlled, yet ready to be unleashed at any time.

This idea runs throughout the entire vehicle. The front appears more focused, with sharper angles and increased three-dimensionality. Small aerodynamic wing profiles on the front axle reduce lift at high speeds, while pronounced side skirts and a significantly wider rear spoiler provide additional downforce. The vehicle sits more firmly on the road – visually and technically.

The driver at the centre

Inside, the focus clearly shifts towards the driver. A newly developed sports steering wheel, directly integrated controls for the driving modes and contoured bucket seats define the cockpit. Particularly striking is the multi-coloured stitching on the seats, which plays with a subtle 3D effect. All metal surfaces are deliberately finished in black to minimise reflections. The entire interior is designed to prioritise the driving experience – allowing the driver to concentrate fully on the road.

The entire interior of the electric vehicle is designed around the driving experience (Image: provided).

Reduction as a New Form of Strength

That reduction is not a contradiction to character is also confirmed by Moritz Martin, Senior Exterior Designer at Genesis, in conversation with finews. In the automotive industry, he currently observes a shift away from visual overload towards simplicity. «We reduce the design language while simultaneously strengthening character,» says Martin.

This is particularly crucial in the age of electrification. Electric platforms come with challenging proportions, but they also open up new freedoms in design. Light, in particular, is becoming an increasingly central design element – not least because modern battery technology enables entirely new forms of staging.

The Little Devil Beneath the Calm Shell

With Magma, this approach has been pursued with particular consistency. «We’ve put a little devil with horns on the road,» Martin says with a smile. Beneath the calm, almost minimalist exterior lies enormous energy. Even the striking orange paint follows this principle: fine yellow metallic particles create depth and vibrancy in sunlight.

Contoured bucket seats define the cockpit of the vehicle (Image: provided)

More than performance: Luxury High Performance

Technically, the GV60 Magma underlines this ambition. With up to 650 horsepower in boost mode, it is one of the most powerful models within the Hyundai Motor Group. However, Genesis deliberately emphasises that this is not primarily about numbers.

«Luxury High Performance» is how the brand describes its new strategic direction. Accordingly, the GV60 Magma offers special driving modes, a performance-oriented digital display and features such as Virtual Gear Shift or Drift Mode, designed to combine emotion and control.

A New Decade for Genesis

«Genesis reached a volume of one million vehicles sold faster than any other luxury brand. With Magma, a new and significant decade begins for the manufacturer. We are not just developing high-performance vehicles – we are redefining the term ‘Luxury High Performance’ and demonstrating what is possible when Korean innovation meets global ambition,”» says José Muñoz, President and CEO of Hyundai Motor Company and Genesis.

The red-hot GV60 now flows across asphalt and motorways alike (Image: provided)

Europe plays a central role in this new phase. In the coming months, Genesis plans to enter additional markets, including Italy, France and Spain. The brand has not yet disclosed pricing details for the vehicle.

The GV60 Magma thus stands as a symbol of Genesis’ strategic ambition: electrified high performance driven by design, cultural identity and a clear commitment to the driver. Or, put differently: Magma does not merely flow – it leaves its mark.