Genesis is heading to Le Mans. The luxury brand is developing a new hypercar to compete in that legendary 24-hour race and other events that are part of the World Endurance Championship. With the Korean manufacturer also set to introduce its new Magma performance line-up, this is raising questions about whether Genesis might also bring a production version to market.
Genesis has shown off a number of track and high-performance street concepts.
Few annual events capture the imagination of racing fans like the 24 Hours of Le Mans. The grueling endurance race tests both man and machine to an extent that can’t be matched anywhere else.
For manufacturers, simply fielding a vehicle at Le Mans can put a halo around the brand. At least that’s what Genesis is betting on. The luxury spin-off of mainstream Hyundai, it’s announced plans to make its first push at Le Mans – though the carmaker isn’t ready to announce specific details, including timing.
Genesis has launched a hypercar development program to support its on-track ambitions. But the news has some wondering whether the Korean automaker might follow up with a production version, as well.
A Genesis Hypercar?
Genesis expects its Le Mans entry to put a performance halo around the brand.
The Korean luxury brand is nothing if not ambitious. The name was first appeared in 2004, used for Hyundai’s first upscale model. Genesis was spun off as an independent brand in 2015 and has been growing its line-up ever since.
It’s fond of teasing future products in concept form – and it showed off a potential supercar offering in 2018 dubbed the Genesis Essentia Concept. It’s followed up with several additional candidates, including the X Gran Berlinetta and the X Gran Racer Gran Turismo.
It’s unclear how much influence those prototypes will have on the Genesis racer heading to France but the automaker said it will be “part of a broader vision for the future of mobility.” That, and the fact that it will fall into the Hypercar category set out by LMDh – the organizers of the World Endurance Championship – give some hints.
It “offers the possibility of using hybrid technologies and powerful combustion engines,” organizers said in an announcement on the official Le Mans website. “The program was identified as offering the best opportunity for Hyundai to showcase the cutting-edge technology and trailblazing design of Genesis.”
Magma
The Genesis GV60 Magma will mark the launch of a new performance sub-brand.
The timing of the Le Mans campaign isn’t accidental. It will coincide with the launch of a new Genesis sub-brand, Magma. Announced at the New York International Auto Show last March, Magma “will infuse adrenaline into the Genesis brand,” declared Luc Donckerwolke, the chief creative officer for the Hyundai Motor Group.
Magma will debut next year with a high-performance version of the all-electric GV60. Other performance models will follow, officials said. And the Le Mans program could help position the sub-brand as a serious contender to the likes of Mercedes’ AMG and BMW’s M.
“Genesis is actively exploring programs to strengthen its high-performance image, and after a thorough evaluation of various options, LMDh emerged as the most strategic choice for us at this time,” the automaker said in a statement.
Significantly, that means Genesis will put an emphasis on electric propulsion with its first high-performance model. But it’s expected to add both gas and hybrid models to the Magma mix going forward.
More Genesis News
- Genesis Goes to Extremes with GV60 Magma and Neolun Concepts
- Genesis Shifts Gears; Will Add Hybrids, as Well as EVs
- First Look: Genesis Snow Speedium Concept
A production Genesis hypercar?
At LeMans, the planned Genesis hypercar will face off against some extreme competition familiar to endurance race fans, including Ferrari, Lamborghini and, starting next year, Aston Martin which will return with the new Valkyrie.
Significantly, these and other brands not only use the series for PR purposes but also to help bring production models from track to street.
For its part, Genesis only says it is targeting the World Endurance Championship. “We have not heard anything (beyond) that yet,” said Sam Fiorani, lead analyst with AutoForecast Solutions. But, he added, “Nothing would surprise me with Genesis. They’re doing a great job promoting themselves. Creating a halo vehicle could be the next step.”
0 Comments