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Genesis brings the cool Neolun and hot GV60 Magma concepts to NYC

A full-sized electric SUV and a powerful sports car should cover all the bases

Published: 26 Mar 2024

If Korean automaker Genesis has proven anything in recent years, it’s that it’s here to serve. So far, its offerings have been heavy in the luxury department, but its vision of the future will bring the heat with the GV60 Magma Concept and cool things back down with the all-electric Neolun luxury SUV concept.

The Neolun is the most Genesis thing we’ve seen from the company thus far, building on a distinctly Korean ethos of hospitality and style while drawing from classic elements. The name combines the Latin “luna” and Greek “neo” for its name meaning “new moon.” Somewhere, your classics professor is having a fit.

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The minimalist design of the SUV is smooth and distinct, letting the signature Genesis lights to do all the talking. Most notable is the use of coach doors, removing the B-pillar of the car and presenting the interior like the lobby of a grand hotel.

Inside is a plush interior with a radiant heating system throughout the floor and heating films applied to different elements. While passengers get nice and toasty, entertainment screens fold down for them for full sensory immersion.

If the in-car entertainment isn’t up to snuff, passengers can resort to the classic skill of conversation and now, the driver can get involved with a swivel-seat front chair. Doubtless this is meant for stationary moments or in some optimistic self-driving future, but it’s a neat function that makes the Neolun’s cabin more personable and welcoming.

Closer to our reality is the GV60 Magma concept, the latest vehicle included in the Magma program, Genesis’ take on combining luxury with performance, like BMW’s M division or Mercedes-AMG. The concept is based on the GV60, the brand’s first electric model and sports a number of tweaks for both form and function.

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A lower, wider front air intake gives the sporty GV60 better aero along with better battery cooling, plus additional canards are added to provide the front axle more downforce. Wider fenders and wheelhouse outlets help cool the brakes while also accommodating the wider, lower suspension elements. Roof fins and a tweaked rear wing round out all the aero adjustments.

Genesis hasn’t stated if the GV60 Magma Concept includes any increased motor output, but it says the concept will have “ample power” so we’ll let our imagination run wild with that one. Either way, the Magma orange paint should be more than enough to scream that this Genesis isn’t just at the party for the shrimp, it came to dance. Anyone curious to see the concepts can swing by the New York International Auto Show or at Genesis House, the brand’s dedicated hospitality center and restaurant in Manhattan.

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