Genesis launches 2 electric concept models in New York
Genesis showcased two electric concept models, the Neolun fullsize SUV and the high-performance GV60 Magma, in a strategic move to bolster its luxury identity with the two high-end vehicles, the automaker said Tuesday.
The luxury vehicle arm of Hyundai Motor Group held the muchhyped ceremony to unveil the two upcoming strategic models, at Genesis House New York to redefine what the automaker said were the boundaries of performance and luxury and level up its palatial image.
The group’s top executives, including Hyundai Motor CEO Chang Jae-hoon and Lee Sang-yup, head of Hyundai Motor and Genesis Design Center, described the two concept cars as the pinnacle of the brand’s luxurious elegance and dynamic performance.
The Neolun concept car is equipped with a string of state-ofthe-art features, such as electric side steps. It also comes with an eye-catching exterior identity of what Genesis calls “reductive design.” Under the identity, the vehicle eliminated unnecessary details.
The electric side steps of the vehicle are automatically deployed when the doors open, which makes it easier for passengers to step in and out of the car. When the doors close, the side steps recede into the vehicle to complete its seamless exterior look.
Genesis also showcased its GV60 Magma concept, featuring high-performance functions that are well-blended with its aerodynamic exterior design identity. The vehicle was also designed with a widened and lowered stance so drivers can feel more dynamic experiences with a lower center of gravity, according to Genesis.
The automaker is set to unveil the GV60 Magma vehicle in 2025 and plans to equip all of the Genesis lineups with high-performance features.
The GV60 Magma elevates the overall design and performance of the existing GV60 SUV, the first-ever EV model for Genesis. The upcoming vehicle will come with improved battery functions and motor technologies, Genesis added.
“Genesis Magma presents an exciting opportunity to push the boundaries of performance and luxury for new interpretations in high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis,” Genesis Chief Creative Officer Luc Donckerwolke said.
The luxury automaker made a rapid foray into the market after the brand made its debut in November 2015. As of 2021, the company achieved substantial annual sales of 200,000, placing its name on the list of the world’s top 10 luxury automakers. Genesis aims to stand at the forefront in leading the upcoming era of electric vehicles by diversifying more luxurious all-electric lineups preemptively, even if the industry is now faced with a slowdown.
The accumulated sales of Genesis vehicles also surpassed one million for the first time last year. The brand aims to expand its export portion to more than half of its total sales, possibly by some point next year.
The Neolun and the GV60 Magma concept cars will be displayed along with other Genesis flagship vehicles at the 2024 New York International Auto Show set to open on Friday.