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.
This is a review with a difference. For three days, I had a Lexus RX450h and thought it was pretty terrible to drive. Every time I turned the steering wheel, the tyres would squeal as though they weren't inflated with air but instead with tiny, fluffy kittens.
I was bitterly disappointed. How could a car get out the door of the Lexus engineering division with such an aversion to corners. I mean, I know it's not meant to be a corner-carving monster, but normal cornering should have been okay.
After those three days, I'd had enough. The low tyre pressure warning light came on and the penny dropped. I hadn't even thought to check the pressures. They were very, very low. Like only at two-thirds of recommended. So after visiting three separate establishments to find a working pump, I had a whole different car.
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 RX is a little frustrating - it's going after Mercedes and BMW and Audi in a hotly-contested space and falls over in a couple of key areas. The media/sat nav system is hopelessly outdated and the drivetrain fails to deliver a significant performance or fuel benefit (although, given its 2.2 tonnes, perhaps it delivers a miracle).
It does come with a rock-solid, scandal-free reputation, a reputation for spectacular customer service, it has a lovely cabin and it's certainly an individual looker. For plenty of people, that's quite enough.