Frankfurt, Germany, 20 January 2026: Genesis is entering a bold new chapter, one rooted in a seamless connection between the racetrack and the road. At the heart of this evolution is the Genesis Magma program, representing the transition of Genesis from a young luxury brand into a luxury high performance brand as the marque accelerates into its next decade.
Genesis recently unveiled its first high-performance car that embodies this spirit, GV60 Magma — inspired by the hidden potential energy of magma bubbling unseen beneath the earth’s surface. Sharing this DNA trackside is the GMR-001 Hypercar that will be piloted by the Genesis Magma Racing (GMR) team when Genesis makes its official motorsport debut at the World Endurance Championship (WEC) in Qatar this March.
Both GV60 Magma and GMR-001 will be making a joint appearance at Davos, Switzerland, during the annual World Economic Forum from 19 to 23 January. The display will take centre stage at the entrance of the Ameron Hotel.
The exhibition follows the Genesis Magma World Premiere in November 2025 and celebrates the start of sales of GV60 Magma in Korea, which began on 13 January. By showcasing both the production model and the Hypercar together, Genesis reinforces the inseparable relationship between its luxury road cars and its elite racing program.
The Genesis Trajectory: Luxury Meets High Performance
Since its inception, Genesis has cultivated a reputation for luxury and innovation. At the 10-year anniversary of the brand in November 2025, Genesis unveiled the GV60 Magma, a car engineered to reflect Genesis’ strategy of luxury high performance.
At the Genesis Magma World Premiere on 20 November, 2025, José Muñoz, President & CEO of Hyundai Motor Company, said, “Magma represents our declaration that the next ten years will be even more significant. We're not just building high-performance vehicles; we're redefining what a luxury high performance brand can be when Korean innovation meets global ambition."
This trajectory is about more than just endurance and performance — it’s about legacy.
Shared DNA On and Off the Track
Motorsport serves as the ultimate proving ground for advancing automotive innovation in mass-production cars. The extreme conditions encountered during high-speed racing — such as advanced aerodynamics, demanding cooling requirements and the sheer durability needed to endure gruelling 24-hour competitions — create the perfect environment for pushing the boundaries of what’s possible in vehicle technology.
Through Genesis Magma Racing’s entry into motorsport and subjecting cars like the GMR-001 to the rigorous testing needed to succeed in racing, Genesis can uncover new ways to elevate performance, resulting in meaningful, long-term advancements across its entire product lineup.
These track-bred innovations are seamlessly integrated into the Magma DNA, establishing a strategic pathway for enhancing performance, driving technological breakthroughs and setting new benchmarks for luxury cars.
Manfred Harrer, Head of the Vehicle Development Tech Unit at Hyundai Motor Group, explained this at the Magma World Premiere: "The GV60 Magma stands as the bridge between Genesis and our Genesis Magma Racing team. What we learn from GMR feeds back into Magma Road cars, and future Magma models will help power our racing future. It’s a continuous loop of improvement."
From aerodynamics to handling precision, everything learned through racing refines the cars that customers bring home.
To illustrate the Magma DNA shared on and off the track, Genesis has produced a short film titled “Le Switch” featuring GMR drivers Andre Lotterer and Pipo Derani. It depicts the seamless relationship between the GV60 Magma production car and the GMR-001 Hypercar.
GV60 Magma introduces a new expression of the Magma identity, bringing a more defined performance character to the Genesis lineup while maintaining the brand’s commitment to luxury, refinement and progressive design. As the first production model in the Magma program, it reflects Genesis’ approach to high performance across both road and race.
Genesis Magma Racing drivers Andre Lotterer and Pipo Derani will lead the brand’s Hypercar effort in the 2026 WEC season. As key figures within the program, they represent the performance expertise and competitive mindset that connect GV60 Magma with the GMR-001 Hypercar, reinforcing the shared intent behind both production innovation and top-level endurance racing.
Together, GV60 Magma and GMR-001 Hypercar signal the future direction of the Magma program as Genesis expands its presence across performance, design and global motorsport.
As José Muñoz, President and CEO of Hyundai Motor Company, said, "What we learn on the track will continue to shape not just Magma, but the future of our brand as a whole."
