On the 9th of last month (local time), a visit was made to the ‘Genesis Studio Munich’ located on Theatiner Strasse in Munich, Germany. At this 635-square-meter, two-story complex cultural space, the ‘Magma Theme’ event was being held until the 16th in conjunction with the world’s largest motor show, the ‘German International Automotive Exhibition (IAA).’ Just as Hyundai Motor releases high-performance vehicles under the ‘N’ brand, Genesis attaches the name ‘Magma’ to its high-performance cars.

On the first-floor performance zone, the ‘GV60 Magma Concept,’ a high-performance luxury vehicle, was on display. Its signature orange color captured the audience’s attention. Compared to the existing GV60, the wider and lower body, along with various exterior components, emphasized its high-performance image.

Displayed alongside this vehicle, the GMR-001 hypercar embodies Genesis’s commitment to motorsports. In December last year, Genesis first unveiled this car in Dubai, UAE, and declared its participation in motorsports competitions. Finished in black, it highlighted the sleekness characteristic of high-performance vehicles. The Genesis signature double-line design, extending from the front to the sides, and the arching curves wrapping the body created a dynamic yet stable appearance. Genesis plans to expand its presence in Europe through motorsports marketing utilizing this vehicle.

Peter Kronschnabl, head of Genesis Europe, emphasized, “The unveiling of the GV60 Magma Concept and the GMR-001 hypercar is an opportunity to demonstrate Genesis’s commitment to being a ‘Design-driven Performance Brand.’” He stated, “Following Germany, the UK, and Switzerland in 2021, we plan to expand sales to seven European countries, including France, Spain, Italy, and the Netherlands, in early next year. After that, the number of European countries selling Genesis vehicles will continue to grow.”

Kronschnabl added, “Seeing the quality of Genesis vehicles, I was convinced that Hyundai Motor Group is very serious about growing Genesis as a premium brand.” He evaluated, “In the premium market where BMW occupies one axis and Mercedes-Benz another, Genesis’s strategy to build a unique positioning without following anything is positive.”

On the second floor of the Genesis Studio Munich, visitors could experience Genesis’s electric vehicle lineup, including the GV60, electrified GV70, and electrified G80.