And it's powered by a 500hp twin-turbo V6. And you can buy it. Just not here
And it's powered by a 500hp twin-turbo V6. And you can buy it. Just not hereIt is difficult to launch a new automotive brand in the UK. Or it is difficult to do it successfully. There are many different factors at play, not least a ruthlessly contested and already saturated marketplace. People often like to cite Hyundai as terrific examples of how you elbow yourself some significant sales volume, but people tend to forget that Hyundai arrived in the UK in 1982. So it takes a minute.
Hyundai’s dramatic expansion in the UK equipped it with the confidence to introduce Genesis to Europe in 2021; a fairly gutsy move on the basis that its high-end division had only existed as a standalone brand since 2015. Nearly 40 years of slow-burn UK experience must’ve helped with expectation setting, and presumably it expected to start small.
Evidently, Genesis has identified the problem, because last week at the New York Auto Show it introduced a whole series of Magma-branded performance variants. These were clustered around a heavily modified and slammed GV60 concept that is almost certainly intended to share in the 650hp performance dividend.
But the reveal wasn’t all about the brave new world you can expect in 18 months time; Genesis also showed off the Genesis G80 Magma, a car that it mysteriously suggested was developed by ‘a select number of partner companies with expertise in high-performance vehicles’. It didn’t go into exhaustive detail - in fact, it didn’t say very much of anything - except to confirm that it would be exclusively for sale in the Middle East.
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