Genesis has been working on ambitious projects to elevate its brand, including the Magma line, a performance car series spanning every model, and a mid-engine supercar called the Magma GT. The Korean luxury brand is also entering racing for the first time with an LMDh-spec racer aiming to win the 24 Hours of Le Mans.
As part of these efforts, Genesis plans to develop its own dedicated architecture for future new cars. This move marks a significant shift from the current platform-based approach, which has been shared with Kia's K9 model.
The new platform will be designed specifically for the luxury market and is expected to debut in 2027. With this change, Genesis aims to improve driving dynamics, offering relatively direct steering and a chassis that balances performance and comfort.
This custom architecture will also enable the brand to increase the baseline capabilities of its models, making performance a more universal aspect of the Genesis experience. By adopting this approach, Genesis seeks to cater to a broader range of buyers who may not prioritize extreme performance but still value driving excitement and luxury features.
As the brand continues to evolve, it remains to be seen how this new architecture will impact its lineup and customer expectations.
This custom architecture is a strategic move by Genesis to differentiate itself in the luxury market and cater to a wider range of customers. By investing in a bespoke platform, the brand can tailor its vehicles to meet the specific needs of driving dynamics and performance, ultimately enhancing the overall driving experience.
