Genesis Plans to Introduce Magma Performance Sub-Brand in Australia

Genesis is considering launching its new Magma performance sub-brand in Australia, positioning itself in the competitive high-performance luxury vehicle sector currently dominated by established brands such as Mercedes-AMG, BMW M, and Audi Sport.

The company's Australian division has expressed interest, although details regarding the launch timeline and specific offerings are still pending.

The Magma brand, which was unveiled in March 2024 at the New York motor show, signifies Genesis' entry into the performance model segment, starting with the G80 sedan intended for the Middle East markets.

Justin Douglass, the head of Genesis Australia, mentioned that the Magma range could potentially align well with Australian consumer preferences, known for their affinity for performance vehicles.

Sales data from 2023 highlights the significance of the performance segment in Australia, with Mercedes-AMG vehicles comprising about 28% of Mercedes-Benz’s total Australian sales, and BMW M models experiencing a 19.7% increase in sales.

This data suggests there is a viable market for Genesis' Magma models.

The company has plans to adapt the Magma enhancements for most of its model lineup, including the G70, G80, G90, GV60, GV70, and GV80, though the G90 will not be available in Australia.

The electric GV60 is considered a likely candidate to introduce the Magma brand in Australia, featuring advanced electric motor technology and enhanced performance characteristics over its standard version.

However, precise details about the GV60 Magma’s specifications and launch are yet to be confirmed.