Articles by Paul Maric

Technology

Why Genesis needs Magma: The sales data behind the performance push

Launch events are usually filled with executives talking about "passion", "DNA", and "emotional journeys". The launch of the Genesis Magma sub-brand in France overnight was no different. But if you strip away the marketing fluff and look at the hard data, the arrival of a high-performance division isn't just an "emotional journey" for Genesis. It is a commercial necessity. CarExpert can save you thousands on a new car. Click here to get a great deal. Genesis makes excellent cars. The GV60 small electric SUV, in particular, is a critically acclaimed darling – it's quiet, fast, charges incredibly quickly, and looks like nothing else on the road. But in Australia, almost nobody is buying it. According to the latest VFACTS data, Genesis has sold just 15 examples of the GV60 so far this year. To put that in perspective, that's a 77 per cent drop compared to the same period last year. It is currently the brand's slowest-selling volume model, trailing significantly behind the top-selling GV70 mid-size SUV (which does the heavy-lifting for the brand), and the GV80 large SUV. While the brand overall is fairing well in a tough 2025 market (up almost 15 per cent to October) thanks solely to the GV70, the GV60 isn't doing so well. The problem isn't the product; it's the cut-through. In a market dominated by the ubiquity of the Tesla Model Y and the badge snobbery of the Germans, the quirky GV60 has struggled to find its voice. It's a brilliant car that too many buyers simply don't know exists. This is exactly why Magma exists. "Magma is the 'superhero' of Genesis – an alter ego," says the brand in its official press release. And superheroes get noticed. By taking its slowest-selling EV and giving it the Magma treatment – searing orange paint, 478kW of power, and a drift mode – Genesis creates a headline-grabbing halo car that forces people to look at the GV60 again. It's the same playbook used by Mercedes-AMG and BMW M. The point of the C63 AMG isn't just to sell C63s – it's to make the C200 look cool enough to buy. Manfred Harrer, the new head of Genesis Performance Development (and a former Porsche engineer), admits this is an "engineering move" designed to send a message. "It's for sure also a message to the customer – it shows how serious we are regarding performance," said Mr Harrer. Launching your high-performance sub-brand on your slowest-selling model is a calculated risk. If the GV60 Magma is as good as its hardware suggests – it's essentially a more luxurious Hyundai Ioniq 5 N – it will be one of the best performance EVs on the planet. That credibility allows Genesis to charge more, build prestige, and essentially reboot the GV60 nameplate in the eyes of Australian buyers. Genesis needs speed, noise (even if it's simulated), and attention. Magma delivers all three. MORE: Explore the Genesis GV60 showroom Content originally sourced from: CarExpert.com.au

Business

Genesis Magma GT Concept: The stunning halo car we hope they actually sell

Genesis has a habit of releasing some of the most beautiful concept cars in the world, and then… making us wait. Revealed alongside the production-ready GV60 Magma at the Circuit Paul Ricard in France, the Genesis Magma GT Concept is the latest tease from the Korean luxury brand. And if this is what the next decade of Hyundai's premium brand looks like, the Germans should be worried. While the GV60 Magma is a car you'll be able to buy in 2026, the Magma GT Concept is the 'north star' for Genesis' high-performance future. CarExpert can save you thousands on a new car. Click here to get a great deal. The company calls it a "symbolic definition" of its performance heritage. We call it the electric (or hybrid) halo car the brand desperately needs to glue its new Magma sub-brand together. Visually, the Magma GT Concept is a clear evolution of the X Gran Berlinetta concept shown previously. It features the same impossibly low stance, the dash-to-axle ratio of a classic grand tourer, and the signature 'Two Lines' lighting signature that wraps around the front fenders. It's draped in the sub-brand's signature Magma Orange, a colour inspired by the "Distinctly Korean" ethos (and perhaps a nod to Korea's volcanic geography). Unlike the GV60 Magma, which is a track weapon based on a practical compact electric crossover, the GT Concept is unashamedly a sports car. It features heavy aerodynamic sculpting, massive wheel-arches, and a rear diffuser that looks like it was lifted from a Le Mans prototype. Genesis is keeping the specific drivetrain details for this concept under wraps, likely because it serves as a design study rather than a engineering prototype. However, its sibling concept, the X Gran Berlinetta, was theoretically powered by a front/mid mounted Lambda 11 V6 engine electrically assisted to produce a staggering 799kW (1071hp) of power and 1337Nm of torque. Whether the Magma GT Concept envisions a similar hybrid monster or a pure-electric high-output setup (potentially using the company's next-generation 'eM' platform) remains to be seen. This is the million-dollar question. Genesis chief creative officer Luc Donckerwolke has famously said that he doesn't like to design cars that don't reach production. "Magma is not a program derived from a single model but a high-performance experimental journey," the company said in its press release. The reality is that while Genesis has excellent sedans and SUVs, it lacks a dedicated 'halo' car to anchor its performance credentials. BMW has the M4 and M8. Mercedes-AMG has the GT. Audi has the RS e-tron GT. Currently, Genesis has no two-door coupe in its Australian showroom. If the brand is serious about its 'Luxury High Performance' positioning – and its investment in the Magma sub-brand suggests it is – a production version of the Magma GT would be the ultimate statement of intent. For now, we can only look and hope. MORE: Explore the Genesis showroom Content originally sourced from: CarExpert.com.au