✨ Why Magma is the ‘cornerstone’ of Genesis’s repositioning
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Hyundai has 10-year plan for Genesis to become a “luxury high-performance” marque
Genesis, Hyundai’s premium brand, will be repositioned as a “luxury high-performance” marque in its second decade, beginning with the launch of the new Magma sub-brand and an expansion into motorsport.
Outlined at a
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Hyundai has 10-year plan for Genesis to become a “luxury high-performance” marque
Genesis, Hyundai’s premium brand, will be repositioned as a “luxury high-performance” marque in its second decade, beginning with the launch of the new Magma sub-brand and an expansion into motorsport.
Outlined at an event to mark the 10th anniversary of Genesis and the full launch of Magma, the new vision will serve as the ‘cornerstone’ of a plan to further develop the brand in the next decade and shift it from the premium sector to the luxury areana. The aim is to build on Genesis’s luxury billing with a new commitment to more sporting models.
Key to the new positioning will be the launch of the Magma sub-brand. Range-topping Magma versions of all Geneseis models are planned, starting with the new GV60 Magma, and the new Magma GT Concept will be previewed as a halo sports car.
Genesis launched in late 2015 in the US and its native Korea, initially with a line-up of luxury saloons. In 2021 it expande