Genesis is stepping up its game in the luxury performance market by introducing its own hot sub-brand called Magma. Aimed at rivaling the likes of BMW M and Mercedes-AMG, Genesis wants its Magma-branded cars to stand out not just in terms of hardware but also in software. The company believes that software-defined vehicles are the future of the automotive industry, allowing for a more customizable and unique driving experience.
The Genesis GV60 Magma, set to be the flagship model under the Magma sub-brand, is expected to offer a more sophisticated and luxurious driving experience compared to its Hyundai counterparts. While the GV60 Magma and the Hyundai Ioniq 5 N share the same platform, Genesis is determined to make sure that the Magma models feel completely different. According to Hyundai’s engineering boss, the Ioniq 5 N is designed to be a “corner rascal,” focusing on fun and agility, while the GV60 Magma will prioritize luxury and refinement.
One of the key features that will set the GV60 Magma apart is the use of augmented acceleration sound to enhance the driving experience. By simulating engine sounds and gear shifts, Genesis aims to bring some of the excitement of driving a performance combustion car into the world of electric vehicles. This focus on software-defined features allows Genesis to create a unique personality for each Magma model, ensuring that they are not just rebadged versions of existing Hyundai vehicles.
While sharing a platform with other brands can sometimes lead to vehicles feeling too similar, the shift towards software-defined vehicles is making it easier for automakers to differentiate their products. With the GV60 Magma, Genesis is confident that its software tweaks and features will justify the higher price tag and make it a compelling choice in the luxury performance segment.
As the automotive industry continues to evolve, it will be interesting to see how much software can truly define the driving experience of the GV60 Magma. With the promise of unique features and a focus on luxury and refinement, Genesis is poised to make a strong statement in the competitive luxury performance market. Only time will tell if the GV60 Magma lives up to the hype and delivers a driving experience that truly sets it apart from the competition.