Genesis Unveils Two New Concepts & Genesis Magma Program

The Magma program will operate as the performance division of the brand...

Genesis unveiled new concept vehicles and launched a high-performance program at Genesis House New York, marking a critical milestone in the brand’s evolution.

As the brand’s first full-size electric SUV concept, the Genesis Neolun Concept “embodies the ultimate Genesis hospitality behind the wheel with an array of state-of-the-art technological features.”

The Genesis GV60 Magma Concept, within the wider Genesis Magma program, “redefines the boundaries of performance and luxury, delivering an experience that ignites passion and exhilaration.”

The name “Neolun” is derived from the Greek “neo,” or new, and the Latin “luna,” which means moon. Together, it encapsulates Genesis’ technological innovation that exceeds conventional standards and sets forth the brand’s vision for the future, according to the company.

Genesis Unveils Two New Concepts & Genesis Magma Program | THE SHOP

“The Neolun Concept was inspired by Korea’s iconic moon-shaped porcelain jars,” said Genesis Chief Creative Officer Luc Donckerwolke. “It’s the epitome of timeless design and craftsmanship.”

The Neolun Concept’s exterior revolves around “reductive design” — characterized by clean, lines that eliminate unnecessary details. The most prominent exterior feature is the distinctive coach doors, without B-pillars connecting the vehicle’s body and roof. This layout provides an open interior and maximizes passenger access. Development of the B-pillar-less coach doors has reached a level where its application to production vehicles is now feasible.

The body-integrated lamps seamlessly blend the vehicle’s front and rear design, conveying strength and grandeur. In line with reductive design, the center high-mounted stop lamp is incorporated within a detailed perforated pattern. The pop-up roof rack accentuates the SUV identity of the Neolun Concept while harmonizing with the vehicle’s sleek body lines.

The Neolun Concept stands out with a captivating two-tone scheme called “Midnight Black” and “Majestic Blue,” which takes after Korea’s serene night sky and enhances the vehicle’s elegant design.

Interior-wise, the Neolun Concept’s cabin represents a modern reinterpretation of Korea’s distinct hospitality culture. From the moment passengers step through the B-pillarless coach doors, they are greeted by a spacious cabin that accentuates comfort and relaxation.

Genesis Unveils Two New Concepts & Genesis Magma Program | THE SHOP
Neolun Interior

Inspired by Korea’s traditional “ondol,” the radiant heating system allows for efficient heating throughout the vehicle, with heating films applied to the dashboard, door trims, floor, seatbacks and console sides. Ondol is a Korean heating method that utilizes direct heat transfer underneath the floor to provide warmth, often found in homes throughout the country.

The swiveling front-row seats maximize space and practicality for passengers, as the large adjustable display screen and the flexible display that unfolds from the rear-seat headliner offer a sensory-stimulating experience.

The cashmere in the shade of “Royal Indigo” blends seamlessly with the vintage-inspired “Purple Silk” leather, which has been naturally dyed with organic pigments, setting a deeply relaxing mood. Completing the luxurious finish is the dark-colored real wood floor.

The Neolun Concept’s sound system features “sound architecture” that optimally places tweeters, midrange speakers, woofers and subwoofers for an immersive audio experience. Each speaker is positioned to create a concert hall-like feel, ensuring that passengers enjoy unparalleled sound quality. As the speakers are activated, the crystal sphere designed to create an emotional connection between the driver and the car, rotates into a tweeter.

The Magma program adds a new dimension to Genesis, marking the brand’s expansion into the realm of high-performance vehicles. Genesis ultimately aims to develop a high-performance Magma model for each vehicle in the existing lineup. Revealed for the first time today, the GV60 Magma Concept will be among the Genesis Magma program models headed for production.

Genesis Magma presents an opportunity to push the boundaries of high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis,” said Donckerwolke. “The brand will continue to reveal concepts with careful consideration of both technological and aesthetic elements. The Genesis Magma program will look beyond speed and performance, prioritizing the driving experience to kindle the joy of driving in comfort.”

The GV60 Magma Concept elevates the design of the existing GV60, Genesis’ first dedicated EV model, with improved battery and motor technology. The concept is the first step toward creating a deeper emotional connection between the driver and the vehicle.

Genesis Unveils Two New Concepts & Genesis Magma Program | THE SHOP
Genesis Magma

The GV60 Magma Concept’s exterior harmonizes aesthetics with considerations for chassis, aerodynamics and thermodynamics. To enhance stability during sporty driving, the car has been widened and lowered, giving a dynamic stance and allowing for a lower center of gravity.

A wider and lower main air intake in the bumper effectively cools the batteries, motor and brakes, while the air curtains enhance aerodynamic efficiency. Three stamped holes above the main air intake, inspired by the GV80 Coupe Concept and the G80 Magma Special, provide additional cooling.

The enlarged fenders and integrated wheelhouse outlets help reduce kinetic energy and improve brake cooling. The titanium-colored 21-inch wheels feature integrated aero discs, which also help cool the brakes. On the roof, fins have been placed to control the aerodynamic flow and channel it to the rear wing.

The GV60 Magma Concept’s distinctive exterior design extends into the interior. It features elements including bucket seats with body-colored seatbacks, upholstered in nappa and suede leather featuring double-diamond stitching patterns in Magma’s iconic orange color and titanium grey.

“The GV60 Magma Concept will deliver ample power, instilling customers with the confidence to drive with pure excitement and exhilaration,” said Donckerwolke.

The GV60 Magma Concept, G80 Magma Special, X Gran Berlinetta Concept and Neolun Concept will be displayed alongside other Genesis production models at the 2024 New York International Auto Show, slated to open to the public on March 29 at the Jacob K. Javits Convention Center.

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