Genesis has set its sights on rivaling Europe's biggest names with plans to triple global sales and launch a Magma version of every model. The Magma sub-brand was officially launched late last year as part of Genesis's 10th anniversary.
5 million vehicles since its launch. Currently, Genesis is moving around 225,000 cars annually, with a goal to lift that figure to 350,000 by 2035.
The company plans to boost regional sales in Europe by 650 percent over the next five years. This push comes even as Genesis walks back its original plan to go fully electric starting in 2025.
Leading the charge for the new performance identity is the GV60 Magma, an electric dual-motor setup delivering a hefty 650 hp. Every model in the Genesis family will include a Magma version, regardless of whether it’s powered by combustion or electricity.
The Magma lineup will play a central role in Genesis's push into the European market, though Luc Donckerwolke is clear that it won’t follow the same template as traditional performance divisions like AMG, Audi Sport, or BMW M. Genesis has also confirmed that its stunning Magma GT Concept will spawn a mid-engined production model, set to be sold in a slew of different guises, including as a convertible and as a special track-focused model.
A powertrain hasn’t been confirmed, but the concept had a V8, and we’re crossing our fingers the production car will retain the same recipe.
Genesis's aggressive expansion plans in Europe could pose a significant challenge to established premium brands like BMW M. With its focus on luxury, performance, and refinement, Genesis is well-positioned to capitalize on the growing demand for high-end vehicles in the region.
