Genesis Unveils Magma

Genesis’s New Era

Once known for its luxurious feel, Genesis is now steering towards a newfound love for speed and performance. This is all thanks to their new Magma sub-brand, which aims to bring some sporty flair into their lineup. The Magma models, starting with a high-performance version of the GV60, promise to challenge the likes of BMW’s M cars. It’s a bold move from Genesis as they double down on not just luxury, but also hitting the thrills on the road. Meanwhile, the flagship G90 is set to get some significant upgrades, including new tech and ride quality enhancements, alongside some new powertrain options.

Electrification and Hybrids

Looking beyond traditional gasoline engines, Genesis is ramping up its electrification game. They’ve laid out plans for adding both traditional hybrids and Extended Range Electric Vehicles (EREVs) to their lineup. According to Manfred Harrer, the head of Genesis’s performance unit, they’re all about making electrified drives exciting.

These hybrids aren’t what you’d typically think of. The upcoming EREVs, for instance, blend the smooth, quiet drive of an electric vehicle with a range that frees drivers from constantly checking charging stations’ locations. Imagine a trip from San Francisco to Las Vegas without worrying about pit stops for charging.

The EREV Advantage

EREVs are designed to offer the best of both worlds. They’re like electric vehicles with extra muscle, tackling longer distances with ease. Harrer pointed out that they solve one of the critical limitations of EVs: towing power. Whether it’s hauling a trailer or setting off on a long journey, the EREVs promise to cover all bases without breaking a sweat.

New Platform Development

Genesis is also engineering a new EV platform. This platform isn’t just about longer ranges; it promises more agility and oomph, thanks to some novel torque vectoring tech. While EVs carry the heft of underfloor batteries, Genesis is shifting weight around to enhance dynamics, like using different tires and boosting rear-bias driving excitement.

G90’s Upcoming Powertrain Options

As Genesis embraces this wave of innovation, the G90 is not left behind. It’s primed to receive a slew of new powertrain choices, adding to the brand’s luxurious repertoire. Harrer hinted at these upcoming advancements, weaving them into the broader strategy of electrification and hybridization. This sets the stage for the Magma series, with the GV60 marking the beginning of Genesis’s bold venture into high-performance territories.

In summary, Genesis is not just shaking up its lineup with more electrification but also making strides in performance. The emergence of the Magma series and new innovations indicate the brand’s commitment to redefining the driving experience. The new direction will likely appeal to both luxury seekers and performance enthusiasts alike.