What's the difference?
Genesis has been in Australia for seven years, which in car industry terms is ancient (given the rapid pace of new arrivals). But the Hyundai-owned luxury brand has yet to make a real dent on challenging the likes of BMW and Mercedes-Benz and is now facing growing threat from the likes of Zeekr and Omoda-Jaecoo.
So it has opted for the tried and tested method of appealing to Australian customers - more performance. Australians have always had a soft spot for the likes of BMW M and Mercedes-AMG, so Genesis is hoping its new performance sub-brand, dubbed Magma, will help give it a sales boost as well as an image enhancement.
The Genesis GV60 Magma has just arrived in Australia and is the first member of what is planned to be an entire family of Magma halo vehicles.
An electric performance small SUV is an unusual choice for a hero model, but there are some good reasons why this has potential and why it makes sense to be the first Magma offering. And both those reasons are largely the same, because the GV60 Magma is based on the same underpinnings and features and much the same powertrain as the Hyundai Ioniq 5 N and Ioniq 6 N.
Just like Hyundai N has three core elements - Corner Rascal, Racetrack Capability and Everyday Sportcar - Genesis has created a trio of pillars for Magma. These are Design: Unspoken Dominance, Driving Sensation: Captivating Control and User Experience: Sharpened Immersion.
Or to put it another way - slightly different, but fundamentally the same premise given the shared mechanical DNA. But Genesis has definitely put its own spin on it, so read on to find out if Magma is hot or not.
The Genesis GV80 SUV has cultivated a quiet but firm following since its debut but there's a new variant on offer - the coupe.
Offered in one highly-specified grade level for our market, the GV80 3.5T Luxury AWD Coupe proves to be a fierce competitor with luxury and handling for it's European rivals - the BMW X6, Range Rover Velar and Mercedes-Benz GLE Coupe.
However, the price point is starting to creep a little closer to its rivals, which might not be to everyone's fancy.
I've been family testing the GV80 for a week to see if it gets the seal of approval from my little family of three, read on to find out how it went.
An electric SUV is certainly an unconventional choice for a halo model, and is unlikely to be a big seller, but that’s not really the focus for Genesis. Instead, the arrival of the GV60 Magma means something bigger for the brand.
It’s a clear sign of intent from Genesis that it means business with Magma and has a long-term plan for Australia and taking on the likes of BMW M and Mercedes-AMG.
But, as for the car itself, it’s undoubtedly a very nice proposition, with some genuine performance potential and an engaging driving experience - even if it is thanks to technology rather than simple mechanics.
To dismiss it as simple a ‘luxury Hyundai’ would be doing it a disservice, too, as it offers not only a more premium package but overall a different driving experience. It’s less outrageous than either the Ioniq 5 N or 6 N, but still outrageously fast.
Note: CarsGuide attended this event as a guest of the manufacturer, with travel, accommodation and meals provided.
The Genesis GV80 Coupe is a rare breed – it comes packed to the gills with features, has great ownership benefits and can easily accommodate a large family in comfort.
The fuel economy isn’t great but it looks and acts the part of a true luxury SUV. My husband and son were impressed and enjoyed all of the features it has.