Genesis created Magma as a performance sub-brand to rival BMW M and Mercedes-AMG. Magma-badged cars will be the brand's top performance models and will be differentiated through software-driven features rather than cosmetic changes alone. The GV60 Magma and Hyundai Ioniq 5 N share the E-GMP platform but will have distinct driving characters. N cars prioritize a 'corner rascal' fun-forward approach; Magma targets a more sophisticated, luxurious driving experience while remaining track capable. The GV60 Magma will likely include augmented acceleration sound to add emotional engagement to the driving experience.
Genesis wanted to have its own hot sub-brand to compete with BMW M and Mercedes-AMG. So the Hyundai-owned luxury brand created its own performance division, Magma. Genesis cars bearing the Magma badge will be the company's hottest offerings, and Genesis' boss insists that they won't just feel like a Hyundai in a fancy frock. In a new interview, he said software tweaks and features will make Magma cars feel wholly different.
It's no surprise. The move to software-defined vehicles is the next big transition in the automotive industry after the shift from combustion power to electric. What it means is the mechanical part of a vehicle is now less important, and that the car is highly configurable via code alone. That allows the automaker to tailor unique personalities for each car, according to one of Genesis' research and development bosses.
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