Hyundai boosts Genesis with enhanced performance, luxury

NEW YORK -- Hyundai Motor Co., South Korea’s top automaker, is set to boost its premium brand Genesis with performance models and more luxury features to court the world’s prestigious carmakers such as Mercedes-Benz AG and BMW AG.

Hyundai on Monday unveiled the Genesis GV60 Magma Concept, a high-performance version of its electric crossover, and the Neolun Concept, its first full-size electric sport utility vehicle in New York. Those concept vehicles will be showcased at the New York International Auto Show this week.

The IONIQ electric vehicle series maker aims to expand the Genesis into the high-performance automobile market through the Magma, the highest trim among the premium brand’s models.

The Magma, Hyundai’s answer to the Mercedes-Benz AMG lineup and the BMW M models, is different from the performance vehicles of those globally established brands, Hyundai said.

“The Magma is a new chapter combining luxury and high performance,” said Hyundai CEO Chang Jae-hoon. “High performance is not necessarily about driving on tracks or quickly accelerating to a hundred (kilometers per hour) from zero.”

“We are pursuing the emotional goal of keeping the basics of luxury and providing a sense of reliability and comfort through the Magma.”

Hyundai aims to launch the GV60 Magma next year.

HIGH-PERFORMANCE FOR FUN TO DRIVE

The GV60 Magma Concept in vivid orange color improved the existing GV60, the first dedicated electric model in the Genesis lineup.

The performance model has been widened and lowered, giving it a more dynamic stance and allowing for a lower center of gravity to enhance stability during sporty driving.

At the front, a wider and lower main air intake in the bumper effectively cools the batteries, motor and brakes, while the air curtains enhance the car’s aerodynamic efficiency. Three stamped holes above the main air intake provide additional cooling. Added canards assist in generating downforce on the front axle.

The enlarged fenders and integrated wheelhouse outlets reduce kinetic energy and improve brake cooling.

The titanium-colored flow-formed 21-inch wheels feature integrated aero discs, which also help cool the brakes.

On the roof, fins have been strategically placed to control the aerodynamic flow and channel it to the rear wing, generating rear downforce and ensuring aerodynamic fluidity.

“The GV60 Magma Concept will deliver ample power, instilling customers with the confidence to drive with pure excitement and exhilaration,” Genesis Chief Creative Officer Luc Donckerwolke said.

FULL-SIZE ELECTRIC SUV NEOLUN

Hyundai unveiled the Neolun Concept, Genesis’ first full-size electric SUV with more luxury features.

The Neolun Concept is equipped with coach doors without any B-pillars connecting the vehicle’s body and roof. The layout provides a much more open interior space than conventional vehicles while maximizing convenient passenger access.

The SUV has electric side steps, which are automatically deployed when the doors open, making it easier for passengers to step in and out of the vehicle. When the doors close, the side steps integrate back into the vehicle.

Hyundai used the Korean floor heating system, ondol, for the full-size premium SUV. The radiant heating system allows for efficient heating throughout the vehicle, with heating films applied to the dashboard, door trims, floor, seatbacks and console sides.

The Neolun Concept’s swiveling function of the front-row seats increases passenger space and convenience.

Write to Jae-Fu Kim at hu@hankyung.com
 


Jongwoo Cheon edited this article.