Frankfurt, Germany, 31 July 2025: In this second edition of a two-part series, we begin with the GV60 Magma Concept, a luxurious fusion of innovative electrification and thrilling performance. With the production car set to makemaking its much-anticipated debut at the end of the year, it reflects the evolution of Genesis’ decade-long legacy and the Korean brand’s journey in building a modern heritage marque that began with a bold promise to challenge luxury conventions and carve out a distinctive space in a highly competitive market.
The arrival of the production GV60 Magma is a statement of intent. It’s a declaration that Genesis is ready to take its place among the automotive elite. Let’s continue diving into the most iconic Genesis concept cars of the last 10 years that have brought the brand where it is today.
The GV60 Magma Concept, revealed at the Genesis House New York in March 2024, is a high-performance variant of the GV60. The Magma programme added a new dimension to Genesis, marking the brand’s expansion into the realm of high-performance cars. This debut signalled the company’s ambitions to develop a high-performance Magma model for each production car in its existing lineup.
The GV60 Magma Concept and its promise to deliver exhilarating driving experiences within its EV portfolio was proven at the Goodwood Festival of Speed in July 2024. There, Genesis triumphed in the Sunday Shootout 4-seater production car category with the GV60 Magma Concept with race and rally driver Gethin Jones at the wheel. Not only did it secure its class win, but it also achieved an impressive 16th place overall. The concept car finished the 1.86-kilometer course in just 52.72 seconds.
The distinctive Magma Orange colour of this concept harmonises aesthetics with considerations for chassis, aerodynamics and thermodynamics. A wider and lower main air intake in the bumper effectively cools the batteries, motor and brakes, while air curtains enhance the car’s aerodynamic efficiency. The titanium-coloured flow-formed 21-inch wheels also help cool the brakes with integrated aero discs. On the roof, fins have been strategically placed to control aerodynamic flow and channel it into the rear wing, generating rear downforce and ensuring fluidity.
The luxurious and sporty interior mirrors the distinctive exterior design of the concept. It features bucket seats with body-coloured seatbacks upholstered in Nappa and suede leather with double-diamond stitching patterns in Magma’s iconic orange and titanium grey.
Unveiled at Genesis House New York in April 2024, the Neolun Concept was a bold exploration of ultimate luxury, minimalist design and innovative interior space. The name ‘Neolun’ combines the Greek prefix ‘neo,’ meaning new, and the Latin word “luna,” meaning moon, and symbolises the brand’s commitment to pushing boundaries. The concept offered a glimpse into Genesis’ vision for future flagship cars, emphasising comfort, advanced technology and a profoundly luxurious passenger experience.
This large, opulent SUV concept focuses on creating a serene, lounge-like experience for its occupants. Its exterior is characterised by smooth, clean surfaces and is dominated by a strikingly beautiful B-pillarless coach door design. Compared to conventional cars structures, this layout provides a much more open interior space and maximises convenient passenger access. Development of the B-pillarless coach doors has reached a level where their application to production cars is now feasible.
The doors open to reveal another highlight, as the Neolun Concept’s interior represents a modern reinterpretation of Korea’s distinct hospitality culture. It features swivelling front seats that can face the rear passengers, a flexible heating system inspired by traditional Korean underfloor ‘ondol’ heating integrated into the real-wood floor and dashboard, and a large, retractable roof display. The seats are embellished in Royal Indigo cashmere and Purple Silk leather, naturally dyed with organic pigments, setting a deeply relaxing mood.
8. Genesis GV60 Mountain Intervention Vehicle Concept
The GV60 MIV Concept was revealed at the World Economic Forum 2025 in Davos, Switzerland, in January 2025. MIV is an acronym for Mountain Intervention Vehicle, underlining the multipurpose design considerations given to the design of this GV60 electric crossover concept. It showcases the brand’s capabilities in designing for any car type, even one that is capable of both reconnaissance and rescue support in the most challenging of terrains.
The GV60 MIV Concept comes with snow tracks instead of conventional wheels with rubber tyres and includes features such as sports seats, medical supplies, and emergency communications and warning systems that support mountain rescue operations in extreme conditions. Large carbon fibre fender flares ensure the safety of bystanders and occupants while also protecting the car from damage. To maximise storage, a custom heavy-duty roof rack has been installed, while the rear hatch rack features modular attachment points for various equipment. Additionally, it has a vehicle-to-load system that allows it to supply power to auxiliary devices.
9. Genesis X Gran Coupe Concept and Genesis X Gran Convertible Concept
The X Gran Coupe Concept and X Gran Convertible Concept, which debuted at the Seoul Mobility Show in April 2025, both built upon the brand’s flagship G90. Both concepts demonstrate the brand’s future position as an emotionally evocative luxury brand through distinct typologies.
These concepts share several features that exemplify the further evolution of the “Athletic Elegance” design philosophy, including the characteristic Two-Line headlights, which extend toward each model’s iconic Genesis Crest Grille. The 3D grille meshes are inspired by woven metal strings arranged in diamond-shaped Two Lines patterns. The wide lower air intakes with sculpted grille meshes emphasise the sporty character of the cars, while the elongated bonnets create a dynamic silhouette. The widened Two-Line headlights extend to the flared wheelarches, visually enhancing the increased track width.
Both concepts feature more steeply raked windscreens and lower roof heights for the cabins, resulting in audacious silhouettes. The doors on both models have also been lengthened to facilitate entrance and exit. The frameless windows slide down completely, revealing an uninterrupted window graphic. The wheelarches have also been widened to maximise the powerful presence of the two concepts. Aerodynamic wing sections finish the lower bodies, visually planting them firmly on the road.
X Gran Coupe Concept
The most iconic concept of the Genesis brand, it showcases Genesis’ philosophy of elegance and athleticism both with what is traditionally the most exclusive and unique body architecture in the luxury segment. For instance, the roof and cant rail of this concept have been visually integrated, shaping a cabin that resembles the canopy of a sports car. This also extends to the wheels, as the striking combination of a five double-spoke design and a layered treatment on the secondary spokes makes them a highlight from every angle.
The interior of this concept is inspired by the Mediterranean landscape, with the olive trees and earth tones providing the inspiration for the car’s colours and materials. Microperforated olive wood was used in the doors, and crystals in the steering wheel, centre console and ventilation systems. Upon entering the car, the scent of Genesis leather — crafted from naturally tanned material using wastewater from Italian olive oil production that is 100-percent chrome-free — delights the senses and enhances environmental sustainability. A fully quilted leather roof enriches the luxury ambiance, while the overhead console accommodates new functional enhancements.
X Gran Convertible Concept
Another interpretation of the flagship G90, this car showcases a typology that offers freedom of expression and a heightened open roof experience, which allows drivers a direct connection with the surrounding environment. The beltline has been extended further back, dividing the body from the soft-top roof. Also, its dynamic five-star wheels feature sculptural cross-sections that contrast with the Two Lines spokes. Finally, the burgundy red exterior colour of the X Gran Convertible is reminiscent of pressed grapes.
The interior colour takes similar inspiration, as it echoes the deep, rich hues of Cabernet Sauvignon grapes from the Livorno region of Italy. More crystals were used to elevate the sense of luxury while bringing warmth and depth to the cabin experience of the X Gran Convertible Concept. Paired with the soft materials of the seats and carpets, the crystals create a monochrome effect that highlights the grape blue tones of the interior.
The GMR-001 Hypercar was first announced in Dubai on Dec. 4 2024, alongside the announcement of the creation of Genesis Magma Racing, the company’s new motorsport racing team. The car was portrayed as the centrepiece of Genesis’ motorsport ambitions and the embodiment of Genesis’ commitment to its Athletic Elegance design philosophy in a high-performance, endurance-ready package.
The Hypercar’s body is characterised by meticulous surface design, with each panel crafted to evoke movement even when the car is at rest. The exterior combines subtle sculptural details that underscore the car’s athleticism and high-speed agility. Smoothly contoured surfaces guide airflow across the body, optimising aerodynamic efficiency while emphasising the car’s assertive character and confident stance. Genesis’ signature Two Lines lighting features prominently, boldly wrapping horizontally around the front and rear while seamlessly integrating into the car’s flowing bodywork to emphasise both width and aerodynamic intent. Also present is a sweeping Parabolic Line along its side profile, a Genesis hallmark that transitions fluidly from front to rear. The Line enhances airflow toward the rear diffuser, improving downforce and handling on the track. A concave rear section, framed by an active spoiler, adjusts to driving conditions, balancing drag reduction with stability for high-speed racing. This bodywork was crafted at Genesis Design Europe under the guidance of Genesis Chief Creative Officer Luc Donckerwolke.
Genesis Magma Racing unveiled its full-scale GMR-001 Hypercar and team identity, including livery and race suits, ahead of the 2025 New York International Auto Show. The livery of the GMR-001 Hypercar marries intensity with subtlety, dominated by the signature orange colour, a hue symbolising Korea’s vibrant energy. A gradient that flows from the vibrant orange at the front to deep red at the rear evokes a sense of speed and rising intensity, mirroring both the temperature of a high-performance engine and the acoustic shift of the Doppler effect. Integrated into the design are the Korean characters for Magma, ‘마그마.’ The design incorporates the shape of the Korean consonants ‘ㅁ,’ ‘ㄱ’ and ‘ㅁ’ as its foundational elements, creating geometric patterns that serve as a dynamic visual representation of Genesis’ heritage.
The GMR-001 Hypercar serves as the groundwork for Genesis Magma Racing’s debut at the 2026 World Endurance Championship (WEC) and 2027 International Motor Sports Association (IMSA) SportsCar Championship in the Hypercar class. Endurance racing represents one of the most prestigious and challenging disciplines in motorsport, demanding speed, reliability and strategy over extended periods. Genesis Magma Racing is currently undergoing a year of learning, working in partnership with IDEC Sport to compete in the European Le Mans Series (ELMS), providing its drivers and team members the opportunity to learn their roles and experience the demands and stresses of endurance racing ahead of the 2026 WEC.
Development of the GMR-001 Hypercar recently reached a major milestone with the first fire-up of the car taking place at Le Castellet, France.
Read Part 1 of this series exploring Genesis’ decade of visionary design through its most iconic concept cars.
About Genesis Motor Europe
Founded in Seoul, Genesis is a leader in premium electrified cars with a vibrant, distinctly Korean spirit.
Launched in Europe in 2021, the brand’s award-winning premium models offer a luxurious ownership experience, defined by advanced technologies, dynamic performance and the trademark ‘Athletic Elegance’ design philosophy. Genesis’ European lineup includes GV60, Electrified GV70 and Electrified G80, offering effortless refinement, intelligent features, and unique interior concepts inspired by ‘the beauty of white space’.
Headquartered in Frankfurt, Genesis Motor Europe operates in Germany, Switzerland, and the UK - as part of its ongoing market growth strategy, the brand will launch in France, Italy, Spain, and the Netherlands in 2026. Underlining its position as a design-driven performance brand, Genesis will introduce GV60 Magma, its first high performance model, and debut the Genesis Magma Racing LMDh car in the 2026 World Endurance Championship.
Genesis is dedicated to a sustainable future and aims to become carbon net zero by 2035.
For more information about Genesis, please visit www.genesis.com.
