Genesis, known for its luxury sedans, is now venturing into the realm of performance and electrification. With the introduction of the Magma sub-brand, Genesis is gearing up to rival BMW’s M division, signaling a shift towards a more dynamic automotive landscape.
Manfred Harrer, the head of Genesis’s performance development tech unit, unveiled plans for a lineup expansion that includes traditional hybrids and extended-range electric vehicles (EREVs). These new systems are in advanced stages of development, promising a fusion of premium luxury and cutting-edge electrified propulsion.
Hybrids are set to take center stage in Genesis’s electrification strategy, offering a blend of EV driving characteristics and extended range. Harrer emphasized the versatility of EREVs, highlighting their ability to seamlessly transition between electric and internal combustion modes, catering to both daily commutes and long-distance journeys.
Genesis’s foray into EREVs addresses the range limitations associated with pure electric vehicles while also providing ample power for towing capacities, a feat that EVs have struggled to achieve. This innovative approach is generating significant anticipation within the automotive industry, heralding a new era of electrified mobility.
Moreover, Genesis is not only focusing on hybrid technology but also revolutionizing its EV platform to enhance driving range and agility. By optimizing weight distribution and refining component placement, Genesis aims to offer a more dynamic driving experience, complemented by a new torque vectoring system that prioritizes rear-wheel bias.
As Genesis gears up for the launch of its first Magma-branded model, the GV60, the flagship G90 is also undergoing significant enhancements. These updates include a wider array of powertrain options, alongside improvements in digital experiences and ride quality, underscoring Genesis’s commitment to a comprehensive and diversified propulsion lineup.
The automotive landscape is witnessing a paradigm shift as Genesis embarks on a journey towards performance-oriented electrification. With a keen focus on innovation and customer experience, Genesis is poised to redefine the luxury automotive segment, blending sophistication with cutting-edge technology to deliver a driving experience that transcends traditional boundaries.
As the automotive industry embraces electrification and performance, Genesis stands at the forefront of this transformative era, setting the stage for a new chapter in automotive excellence and innovation.
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