The Magma brand was thought to be the ceiling for Genesis performance, but executives suggest the real ambition runs even higher.
The GV60 Magma is only the opening move.
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Recent Le Mans debut signals how serious Genesis has become, and a mid-engined halo supercar is already in the pipeline.
Genesis's newfound taste for performance cars could stretch well beyond its Magma-branded lineup, and the ceiling may be higher than expected.
The brand could eventually field cars cut from the same cloth as the fabled Black Series from Mercedes-AMG.
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During a recent interview with Car Sales, Hyundai’s local product development manager Tim Rodgers said he likes the idea, a sentiment echoed by the managing director of Genesis in Australia, Justin Douglass.
“Why not is the answer, right?” Rodgers said.
“We’ve got so much ambition, and I think the whole brand is riding on that.
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So I think of all the brands out there, I think we are the ones that could do something like that.
But I wouldn’t want to confirm anything for you. Again, I’m just speculating.”
Douglass added, “the brand’s always evolving and growing, and the possibilities are endless… Like Tim said, we’re super ambitious.
We’re growing quickly, and it’s very exciting as to the direction the brand could take on many fronts.”
One only has to look at the company’s motorsport commitments to see how serious it is about cracking into the premium performance car market.
It recently made its 24 Hours of Le Mans debut with the GMR-001 LMDh hypercar and also recently presented a GT3 prototype, expected to spawn not only a race car but also a mid-engined halo supercar.
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Of course, executives at Genesis will likely have to see how popular the company’s Magma models prove before any decision is made to launch even higher-performing, and likely more exclusive and expensive, options akin to Black Series models or BMW’s CS models.
