Electric or Gasoline, Genesis Magma Hears V6s and V8s in Its Future

[Sal Collaziano]

Sensory links to racing and motorsports aim to bring goosebumps to the products from Genesis’ Magma subbrand—even the EVs.

• Genesis Magma is forming the sound and experience of EVs and more around a 9000-rpm V-6 and eight-speed DCT.
• Legendary driver Jacky Ickx and Genesis’ WEC drivers played a part in tuning the experience.
• The experience of the future mid-engine Magma GT supercar will be different, which will likely feature a V-8, but it won't be a plug-in hybrid.

Despite astonishing acceleration and handling numbers, EV performance can feel two-dimensional. Automakers are subbing in solutions for the electro-numb, but as of yet, they’ve largely only amounted to an audio experience—like the look-at-me spectacle of the Dodge Charger Daytona EV and its Fratzonic “exhaust” or the playful soundtracks of the Hyundai Ioniq 5 N. Now, Genesis’ Magma subbrand is leaning into racing and motorsports, not just with sculpted sounds, but with the actual G-senses in hopes of creating performance-car goosebumps, not just eyerolls.

Giving the GV60 Magma a Voice​

The 2027 Genesis GV60 Magma that was revealed last Thursday is the first production model from the performance subbrand. And as Genesis explained to Car and Driver at the LA auto show, it creates those sensations through multiple direct connections to motorsports, including tuning by Genesis Magma Racing drivers. "We're going back to Le Mans next year; we have the hypercar, which has its own unique sound," explained Ash Corson, director of Genesis North American product planning. Read more...