• by Tanya Gazdik , March 26, 2024

NEW YORK — Genesis USA unveiled two new concept vehicles ahead of the New York International Auto Show and officially launched Magma, a high-performance program. 

As the brand’s first full-size electric SUV concept, the Genesis Neolun Concept (in “Midnight Black”) features an array of state-of-the-art technological features including swivel seats and coach doors without any B-pillars connecting the vehicle’s body and roof. 

The Genesis GV60 Magma Concept will be among the Genesis Magma program models headed for dealer showrooms.  

Genesis Chief Designer Luc Donckerwolke said it is “really close” to being production-ready. 

The Magma program is “a strategical decision to broaden the aura of Genesis,” Donckerwolke told media and guests gathered Monday night at the reveal. “It is plugging in emotions and infusing adrenaline in the brand. So it's adding a satellite to the brand. It's the performance and the sporty facet that we will increase in the brand Genesis.”

The Neonlun concept is a “bit further away” from reality, but is still a look at the future of the brand, he says, adding that the company doesn’t create concept cars unless they intend to follow through with production models. 

“We don't do show cars for the show business," Donckerwolke  says. “We’ve never done it and we will never do it. That means that when we do something, we have a firm intention of bringing into production. … Basically, the car is materializing our ambitions to introduce technology in the luxury segment.”

Displayed alongside the GV60 Concept it at Genesis House New York were the three other vehicles in the Magma program: GV80 Coupe Concept, G80 Magma Special and X Gran Berlinetta Concept.  The concept vehicles will be displayed alongside other Genesis production models at the 2024 New York International Auto Show, which will take place from March 29 to April 7  at the Javits Convention Center in Manhattan.

Unveiled for the first time in April 2023, the GV80 Coupe Concept is Genesis’ first coupe SUV, and the first Genesis vehicle to have been presented in the signature orange Magma color. It was the vision for the production GV80 Coupe, launched last November. 

Racing legend Jacky Ickx, who was appointed Genesis Brand Partner, was on hand.

Donckerwolke says Ickx will be a brand advisor, brand ambassador and brand diplomat.

“We want to use his know-how and his expertise to help us continue getting better,” he says. “We like to connect the brand with the right people. … We have a few projects coming which are going to connect Genesis with very interesting people.”