Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
IAA 2025 Genesis displays high-performance luxury lineups for German auto fair
Peter Kronschnabl, managing director at Genesis Motor Europe, poses with the carmaker's GV60 Magma Concept at Genesis Studio Munich on Sept. 9. Courtesy of Genesis
By Lee Min-hyung
Luxury carmaker hopes to strengthen position as luxury EV brand in Europe
MUNICH — Genesis has displayed two high-performance luxury lineups — the GV60 Magma Concept and the GMR-001 Hypercar — at its flagship showroom here, with a view to raise awareness of the brand’s dynamic identity among European customers.
The iconic showroom is located at the very center of the German city and has served as a major venue for delivering the carmaker’s brand value to customers since its opening in 2021.
For this year’s IAA Mobility auto fair, Genesis brought two distinctive orange vehicles to the first floor of the studio, showcasing its strong commitment to diversifying its footing in not just Germany, but other key European markets.
The two-story showroom covers 635 square meters, with Genesis’ commercial electric vehicle (EV) lineups displayed on the second floor of the studio, enabling customers to experience the carmaker’s GV60 all-electric SUV, Electrified GV70 and Electrified GV80 SUVs.
Genesis made its brand debut in Germany, the United Kingdom and Switzerland in 2021, and has plans to enter four other major European markets — France, Spain, Italy and the Netherlands — in 2026.
Under Hyundai Motor Group, the luxury brand has in recent years shown remarkable growth in Korea and the United States, but it still remains less-known in Europe due to the strong footing of European luxury automakers there.
Genesis said it will not rely on a short-term viewpoint, but will focus more on enhancing its brand value across the European market.
Genesis' GMR-001 Hypercar is displayed at Genesis Studio Munich in this file photo taken on Sept. 9. Courtesy of Genesis
Peter Kronschnabl, managing director at Genesis Motor Europe, underscored the company’s strategy of positioning itself as the most reliable luxury EV brand in Europe.
“Since our brand debut in Europe in 2021, Genesis has established itself as a leader in premium electrification,” he told reporters at the studio on Sept. 9 (local time).
“Our electric lineup shows our commitment to an electrified future in Europe. Our design philosophy of ‘athletic elegance’ combines bold performance with refined Korean aesthetics through Magma.”
The Magma is Genesis’ high-performance sub-brand launched in 2024. The GV60 Magma Concept elevates the overall design and performance of Genesis’ first EV, the GV60. The displayed GV60 Magma features a lower body design and sportier exterior than the GV60.
The GMR-001 Hypercar is the carmaker's first high-performance prototype for racing. The car is characterized by its aerodynamic design and the brand’s signature two-line lighting, both of which are designed to bolster the differentiated identity of Genesis even in the racing segment, according to the carmaker.
“The display of the GV60 Magma Concept and the GMR-001 Hypercar clearly demonstrates our strong willingness to deliver our core brand message of ‘design-driven performance brand’ to European customers,” the head of Genesis Motor Europe said.