Genesis is opening the door to a new era of brand evolution with the introduction of two new concept models and the ‘Genesis Magma’ program that expands its reach into the high-performance vehicle segment.
On the 25th (local time), Genesis globally unveiled the ultra-large electric SUV ‘NEOLUN Concept’ (referred to as NEOLUN) for the first time at the Genesis House New York, a cultural complex in Manhattan, New York City.
Additionally, a new program named ‘Genesis Magma’ was introduced, which encapsulates the intention to expand into the high-performance sector based on technological capability and aesthetic identity, showcasing the ‘GV60 Magma’ concept that embodies this program.
The Genesis ‘NEOLUN’ is a concept model that illustrates Genesis’ infinite potential and future direction through the organic combination of design and technology.
NEOLUN symbolizes its name through the combination of ‘Neo’, meaning new, and ‘Luna’, meaning moon, representing Genesis’ future-oriented innovative values that differentiate it from existing luxury vehicles.
Luke Donckerwolke, Chief Design Officer (CDO) and Chief Creative Officer (CCO) of Hyundai Motor Group’s Global Design Headquarters, stated, “NEOLUN embodies Genesis’ elegance through an original design that conveys the message of ‘beauty in simplicity’ combined with cutting-edge technology, aiming to capture timeless beauty and technical perfection like the traditional Korean moon jar.”
NEOLUN attempted to express both luxury and innovation based on ‘Reductive Design’, minimizing unnecessary elements. A notable feature is the ‘B-pillarless Coach Door’, where the front and rear doors open toward each other without a B-pillar, expanding the open interior space and maximizing entry and exit convenience, demonstrating Genesis’ vision for innovative mobility.
Moreover, NEOLUN’s exterior emphasizes a grand yet understated design by applying a ‘Midnight Black & Majestic Blue’ two-tone theme, capable of conveying a serene yet sophisticated emotion reminiscent of the quietness of a Korean night.
The electric side step on NEOLUN activates automatically when the vehicle doors open, assisting passengers in entering and exiting the vehicle, and remains concealed to maintain a streamlined exterior design when not in use.
Alongside this, the body features minimal seams and integrated front and rear lamps, along with a pop-up type roof rack on top of NEOLUN, creating a robust yet dignified facade.
The interior of NEOLUN modernly reinterprets the unique Korean hospitality culture of respecting guests and sharing warmth. Beginning with the B-pillarless Coach Door that provides a sense of openness, the long wheelbase enables a spacious interior for passenger comfort and convenience.
Furthermore, the first-row seats rotate to offer passengers practicality while stationary, and the large variable display along with the rear flex display from the ceiling provides a multi-sensory experience in the cabin.
Inspired by the traditional Korean heating method known as ‘ondol’, a radiant heating system is applied inside, featuring heating films attached to the dashboard, door trims, floors, seatbacks, and console sides, enabling low-power, high-efficiency heating.
NEOLUN’s interior atmosphere is enhanced with ‘Royal Indigo’ colored cashmere and vintage leather dyed with a natural pigment called ‘Purple Silk’, combined with dark-hued real wood on the floor for added luxury.
The sound system installed internally not only enhances acoustic performance but also plays a role in elevating the vehicle’s aesthetic value.
NEOLUN incorporates a ‘Sound Architecture’ that optimally positions tweeters, mid-range speakers, woofers, and subwoofers to enjoy rich and immersive sound.
Moreover, the ‘Crystal Sphere Speaker’ located at the front transforms into a crystal orb when not in use, and functions as a high-frequency tweeter speaker when activated, enhancing interaction with passengers.
During the event, Genesis unveiled the new program ‘Genesis Magma’, which captures the brand’s intention to expand into the high-performance domain.
Genesis Magma aims for ‘high-performance luxury’ based on technological capabilities and aesthetic identity, targeting to deliver unprecedented enjoyment in driving and operation by merging cutting-edge technology with sporty design.
Ultimately, Genesis aims to develop high-performance models based on the current lineup through the Magma program, striving for cars that customers desire the most by maximizing the quality and performance of the base models.
Luke Donckerwolke stated, “Genesis Magma will redefine the concept of luxury through the recombination of driving performance and creativity,” adding that “we will continuously showcase various attempts and experimental concepts considering technology and design.”
The GV60 Magma concept revealed this time is one of the high-performance concepts to be mass-produced following the launch of Genesis Magma. It elevates the design and performance of Genesis’ first dedicated electric vehicle, the GV60, to provide a more dynamic driving experience, allowing drivers and the vehicle to connect emotionally for exhilarating driving pleasure. The GV60 Magma concept will feature differential elements optimized for high-performance, such as advanced batteries and motors, when it is mass-produced in the future.
The GV60 Magma concept is optimized for sporty driving with a wide, lowered body based on the representative color of Genesis Magma (orange), featuring lower air vents at the front bumper that serve as air curtains while efficiently cooling the heat from the motor, brakes, and battery.
The sides emphasize sportiness with 21-inch titanium-colored wheels and wide fenders, while the two air vents located atop the fenders are designed to control airflow towards the tires and cool the brake heat.
Additionally, features such as a front splitter, side skirts, roof wing, rear diffuser, and rear wing spoiler have been added to reinforce the high-performance image.
The interior design is completed with bucket seats finished in double diamond stitching and high-quality napa and suede leather, creating a luxurious yet sporty atmosphere.
During the event, Genesis showcased the GV60 Magma concept alongside the GV80 Coupe concept, G80 Magma Special, and the Genesis X Gran Berlinetta concept.
The GV80 Coupe concept, first revealed in April last year, is the vehicle that first introduced the representative color of Magma and laid the groundwork for the GV80 Coupe design launched in November.
The G80 Magma Special is a model that enhances the driving performance of the existing G80, created with the collaboration of various partners specialized in high-performance.
Additionally, the Genesis X Gran Berlinetta concept debuted in December last year in Barcelona, Spain, showcasing Genesis’ potential in high-performance design.
These vehicles beautifully illustrate the evolution of the Magma program, beginning with the GV80 Coupe concept that was first introduced in the same venue last year.
Meanwhile, the event also saw the participation of motorsport legend Jacky Ickx, who has been active as Genesis’ official brand partner since February.
Genesis plans to showcase the NEOLUN concept, GV60 Magma concept, G80 Magma Special, and Genesis X Gran Berlinetta concept along with its major models at the 2024 New York International Auto Show on the 27th.
By Jang In-seong, daedusj@autodiary.kr