Genesis Unveils Neolun and GV60 Magma Concepts, Showcasing Further Evolution of the Brand

Cars, News I By Guest Contributor I March 26, 2024

Note: Genesis continues to unfold the evolution of their brand after the GV80 Coupe had its concept released nearly a year ago.

  • Genesis Neolun Concept and GV60 Magma Concept debut at Genesis House New York
  • Neolun Concept showcases blend of innovation and luxury, featuring B-pillarless coach doors, seamless design and radiant heating system inspired by Korea’s traditional heating system, “ondol”
  • Genesis Magma program signals the brand’s entry into high-performance territory with expertise from racing legend Jacky Ickx

Frankfurt, Germany, 26th March 2024:  Genesis has unveiled two new concept cars and officially launched a high-performance programme at Genesis House New York, marking a significant step in its journey of evolution.

As the brand’s first full-size electric SUV concept, the Genesis Neolun Concept embodies ultimate Genesis hospitality behind the wheel, with several advanced features including swivel front seats, coach doors with electric side steps and an innovative heating system. The Genesis GV60 Magma Concept, within the wider Genesis Magma Program, explores new dimensions of performance and luxury, offering an experience that embodies passion and excitement.

Neolun: Futuristic Innovation Meets Warmth of Korean Hospitality

The name “Neolun” or “new moon”, is a combination derived from the Greek “neo”, meaning new, and the Latin “luna”. The concept encapsulates Genesis’ technological innovation that exceeds conventional standards and sets forth the brand’s vision for the future.

“The Neolun Concept was inspired by Korea’s iconic moon-shaped porcelain jars,” said Genesis Chief Creative Officer, Luc Donckerwolke. “It’s the epitome of timeless design and sophisticated craftsmanship.”

The Neolun Concept’s exterior revolves around the concept of “reductive design” — characterised by clean, sophisticated lines that deliberately eliminate any unnecessary details.

The most prominent exterior feature is the implementation of coach doors, which eliminate the need for B-pillars connecting the car’s body and roof. Compared to conventional vehicle structures, this layout provides a much more open interior space and maximises passenger convenience during entry and exit.

The electric side steps are automatically activated when the doors open, making it easier for passengers to step in and out of the car. When the doors close, the side steps integrate back into the vehicle to maintain a seamless exterior design.

The body-integrated lights flawlessly blend with the car’s front and rear, conveying strength and opulence with minimally visible gaps. In line with the principle of reductive design, the centre high mounted brake light is concealed within a precision-drilled pattern. The pop-up type roof rack accentuates the SUV identity of Neolun, while harmonising with the car’s sleek body line.

The Neolun Concept stands out with a captivating two-tone scheme called ‘Midnight Black’ and ‘Majestic Blue’, which takes after Korea’s serene night sky and enhances the car’s elegant design.

Interior-wise, the Neolun Concept’s cabin symbolises a modern reinterpretation of Korea’s distinct hospitality culture, defined by a spacious cabin that flawlessly combines comfort and relaxation.

Inspired by Korea’s traditional “ondol”, the concept’s radiant heating system allows for efficient heating throughout the vehicle, with heating films applied to the dashboard, door trims, floor, seatbacks and console sides. Ondol is a Korean heating method that utilises direct heat transfer underneath the floor to provide warmth, often found in traditional and modern homes throughout the country.

The swivelling function of the front-row seats maximises space and practicality within the cabin, while the large adjustable display screen and the flexible display that unfolds from the back-seat ceiling offer a sensory-stimulating experience.

The cashmere in the shade of ‘Royal Indigo’ blends seamlessly with the vintage-inspired ‘Purple Silk’ coloured leather, which has been naturally dyed with organic pigments, setting a deeply relaxing mood. Completing the luxurious finish is the dark-coloured real wood floor.

Neolun’s sound system features advanced “sound architecture” that optimally places tweeters, midrange speakers, woofers and subwoofers for an immersive audio experience. Similar to G90, each speaker is strategically positioned to create a concert hall-like feel, ensuring that passengers can enjoy unparalleled sound quality throughout the ride.  As the speakers are activated, the crystal sphere at the front, designed to create an emotional connection between the driver and the car, rotates into a tweeter.

Magma: High-Performance Meets Fun to Drive

The GV60 Magma Concept is one of the four models included in the Genesis Magma Program, along with the previously unveiled GV80 Coupe Concept, G80 Magma Special and X Gran Berlinetta Concept. Together, they add a new dimension to Genesis, marking the brand’s expansion into the realm of high-performance cars. Genesis ultimately aims to develop a high-performance Magma model for each production vehicle in the existing line-up, maximising both aesthetics and performance. Revealed for the first time today, the GV60 Magma Concept will be among the Genesis Magma program models headed for production.

“Genesis Magma presents an exciting opportunity to push the boundaries of performance and luxury for new interpretations in high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis,” said Donckerwolke. “The brand will continue to reveal experimental concepts with careful consideration of both technological and aesthetic elements. While speed and performance are important, the Genesis Magma program will look beyond, prioritising the driving experience to kindle the joy of sporty driving with effortless comfort.”

The GV60 Magma Concept elevates the design and performance of the existing GV60, with improved battery and motor technology. The concept car is the first step toward creating a deeper emotional connection between the driver and the vehicle.

The GV60 Magma Concept’s exterior design combines aesthetics with considerations for chassis, aerodynamics and thermodynamics. To enhance stability during sporty driving, the car boasts a wider width and lowered suspension, which gives it a more dynamic stance and allows for a lower centre of gravity.

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, inspired by the GV80 Coupe Concept and the G80 Magma Special, provide additional cooling.  Added canards assist in generating downforce on the front axle.

The enlarged fenders and integrated wheelhouse outlets help reduce kinetic energy and improve cooling for the brakes. The titanium-coloured 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’s distinctive exterior design extends into the luxurious yet sporty interior. It features elements including bucket seats with body-coloured seatbacks, upholstered in nappa and suede leather featuring double-diamond stitching patterns in Magma’s iconic orange colour and Titanium Grey.

The GV60 Magma enables sporty driving with relaxed power and performance settings and, with ample power, will deliver a comfortable and confident driving experience.

Displayed alongside the GV60 Magma Concept at Genesis House New York were the three other vehicles in the Magma program: GV80 Coupe Concept, G80 Magma Special and X Gran Berlinetta Concept.

Unveiled for the first time in April 2023, the GV80 Coupe Concept was Genesis’ first coupe SUV, and the first Genesis car to have been presented in the Magma colour. It was the vision for the production of GV80 Coupe, launched last November.

A select number of partner companies with expertise in high-performance cars have come together to develop the G80 Magma Special, an enhanced version of the G80 with improved driving performance. Limited units will be exclusively available in the Middle East.

Revealed last December in Barcelona, Spain, the X Gran Berlinetta Concept is a prime example of the brand’s high-performance car design potential.

Racing legend Jacky Ickx, who was appointed Genesis Brand Partner in February, said he looks forward to lending his expertise to the Magma Program, adding that he has always admired Genesis for its cultured elegance and design aesthetics.

The GV60 Magma, G80 Magma Special, X Gran Berlinetta and Neolun will be displayed alongside other Genesis production models at the 2024 New York International Auto Show, set to kick off on March 29 at the Jacob Javits Convention Center.

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