• High-performance Magma Program announced, GV60 Magma set for production
• Genesis X Dog concept showcased the pinnacle of canine comfort
• Genesis announced its entry into endurance racing
• GV60 Magma Concept wins prestigious Goodwood Festival of Speed hillclimb
• Five Genesis concepts made their debut: GV60 Magma, X Gran Racer VGT, GV70 X Dog, Neolun and GMR-001 Hypercar

Frankfurt, Germany, 14 January 2025: Genesis powered through the year with a host of exciting debuts, striking concepts and memorable activations showcasing its commitment to innovation, setting the European stage for a successful 2025.

Magma Program, a new dimension for the Genesis brand

Genesis unveiled its high-performance intentions with the launch of its Magma Program and world debut of the GV60 Magma Concept at the New York International Auto Show. 

Just a few months later, during its highly anticipated global dynamic debut at the Goodwood Festival of Speed, GV60 Magma Concept effortlessly set the fastest hillclimb time of 53.5 seconds in the four-seater production car class, previewing the production car’s exceptional capabilities.  

The high performance GV60 is the first Genesis Magma model to be confirmed for production, spearheading a new range of exhilarating high-performance Magma models. 

The path to an electrified future

Genesis unveiled facelifted models as part of its electric portfolio in Europe. The comprehensively enhanced Electrified G80 and Electrified GV70 will join the award-winning GV60 to complete an enviable electrified model line-up, to be later joined by the high performance GV60 Magma. 

Business Expansion

Following a strategic decision to significantly expand the brand’s presence and footprint in the UK and Germany, Genesis has appointed and opened new retail locations across the two markets.  This complements the existing Genesis Studios in Frankfurt, Munich, London, Edinburgh, Geneva, Basel and Zurich. 

Genesis X Dog: The ultimate dog-friendly accessory for Electrified GV70

The Genesis X Dog study brought luxury and convenience to canine passengers in Electrified GV70. Designed with the brand’s signature attention to detail, Genesis X Dog features a heated dog bed, an electric shower, and a hairdryer, powered by the vehicle’s Vehicle-to-Load capability. 

A retractable ramp ensures easy access, while ambient lighting and a custom sound system create a calming atmosphere, with owners also able to remove the module to restore full boot space when needed. Genesis X Dog concept toured Genesis Studios across the UK, showcasing the brand’s commitment to innovation and hospitality for both owners and their pets.

Bringing athletic elegance to the world of motorsport

Genesis made clear its motorsport ambitions with a series of unprecedented announcements. February saw legendary racing driver Jacky Ickx join Genesis as a brand partner, bringing his vast racing expertise to the brand. Ickx’s involvement as a partner extends to the development of the Magma Program, where his insights into performance and dynamics are helping to shape the GV60 Magma and future models.

In June, the brand launched the global Genesis Track Taxi Nordschleife programme at the famous Nürburgring, at an exclusive event hosted by Luc Donckerwolke, Chief Creative Officer at Genesis, Tyrone Johnson, Head of Hyundai Motor Europe Technical Centre, and brand partner Jacky Ickx. The programme will continue into 2025, offering passenger rides to the public at one of the world’s most complex but thrilling racetracks.

The pinnacle of Genesis’ motorsport announcements came in December, as Genesis unveiled its bold new Genesis Magma Racing team during an exciting debut in Dubai. The event showcased the GMR-001 Hypercar, a high-performance prototype that will spearhead Genesis’ entry into the prestigious World Endurance Championship (WEC) in 2026 and the IMSA SportsCar Championship in 2027. Underpinned by Hyundai Motorsport, the new racing venture will see the brand take on the world’s most challenging tracks, showcasing its extensive engineering expertise and endurance capabilities.

Visions for the future

Genesis debuted its Neolun concept in March, presenting a serene, nature-inspired aesthetic with a focus on eco-friendly materials and advanced technology.  The exterior presents a “reductive design” concept — characterised by clean, sophisticated lines that deliberately eliminate any unnecessary details.  Inside, the cabin symbolises a modern reinterpretation of Korea’s distinct hospitality culture, defined by a spacious cabin that flawlessly combines comfort and relaxation. 

The Genesis X Gran Racer Vision Gran Turismo Concept made its debut in July at the Busan International Mobility Show, the brand’s fourth car developed for the Gran Turismo digital racing game series. Part of Genesis Magma, the concept underlines the brand’s bold leap into the realm of high-performance luxury mobility.

Genesis chose the annual White Turf event in St. Moritz to showcase another exciting concept, GV70 Snow, created in partnership with Delta 4×4. Built for the toughest, sub-zero conditions, the Arctic-ready concept demonstrated tailormade features including a bespoke roof rack with Vision X 40-inch LED light bars and custom Anavon skis that combine winter elegance with Swiss craftsmanship. 

An unforgettable tournament at the Genesis Scottish Open

Genesis continued its title sponsorship of the Scottish Open for its third year.  Golf enthusiasts enjoyed thrilling sportsmanship and the opportunity to explore the Genesis models and the brand’s son-nim hospitality.  The tournament was the scene of an unforgettable moment, as local hero Robert MacIntyre secured a dramatic victory amidst the scenic Scottish seaside. 

Awards

2024 continued the brand’s industry recognition, the entire Genesis range secured a clean sweep at the 2024 Car and Driver Editors’ Choice Awards, with G70, G80, Electrified G80, G90, GV60, GV70, Electrified GV70, and GV80 named winners in their respective segments. 

In September, Genesis became the only brand to achieve the top score in J.D. Power TXI Study for four consecutive years, recognised by customers for its premium, technology-led approach and continued focus on user experience excellence.

Genesis also won Gold at BrandEx Awards for its ‘Sound of Serenity’ pop up at Battersea Power Station, as well as a Transport category win at the Good Design Awards for the Genesis X Convertible Concept.

A showstopping 2025

Genesis is now looking forward to an exciting new chapter, as the brand begins its tenth anniversary celebrations. Kicking off 2025 with two new product announcements, the dynamic debut of X Gran Berlinetta Concept, and an official automotive partnership with TGL, Genesis has already made a stellar start to the New Year.

About Genesis

Founded in South Korea, Genesis offers premium cars with a luxury experience and is committed to delivering an exceptional service to its customers. From its European headquarters in Frankfurt, Genesis Motor Europe operates in Germany, Switzerland and the UK. Since launching in Europe in 2021, the brand has received multiple company and product award wins across all three markets. 

The Genesis range includes three dynamic pure electric models as well as the most recent addition, Genesis G90, the brand’s flagship luxury saloon. Central to Genesis’ identity is the distinctive design language of ‘Athletic Elegance’, blended with the very latest technology to deliver state-of-the-art customer features. Genesis is dedicated to a sustainable future and aims to become a carbon net zero by 2035. 

For more information about Genesis and its definition of premium, please visitwww.genesis.com.