If Genesis didn’t have enough fast cars in its lineup to entice you to buy one, you might now reconsider.

The company launched the Genesis Magma program, which aims to play in the high-performance luxury market.

Genesis revealed the GV60 Magma Concept at Genesis House New York March 25, alongside another new concept vehicle, the Neolun Concept, an all-electric SUV.

But the GV60 Magma Concept is a signal of the company’s intention to play with the performance big boys.

Genesis said in a news release it aims to develop a high-performance Magma model for each production vehicle in its existing lineup. The GV60 Magma Concept will be among the first Genesis Magma models headed for production, the company said.

“Genesis Magma presents an exciting opportunity to push the boundaries of performance and luxury for new interpretations in high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis,” said Genesis chief creative officer Luc Donckerwolke in a news release. “The brand will continue to reveal experimental concepts with careful consideration of both technological and aesthetic elements. While speed and performance are important, the Genesis Magma program will look beyond, prioritizing the driving experience to kindle the joy of sporty driving with effortless comfort.”

The GV60 is the company’s first dedicated EV, while the Magma variant improves battery and motor technology.

The concept’s exterior design is said to harmonize esthetics and considerations for chassis, aerodynamics and thermodynamics.

“To enhance stability during spirited driving, the car has been widened and lowered, giving it a more dynamic stance and allowing for a lower centre of gravity,” Genesis Canada said in a news release.

There’s a wider and lower main air intake in the bumper to cool the batteries, motor and brakes, while air curtains enhance the car’s aerodynamic efficiency. Three stamped holes above the main air intake provide additional cooling.

The company says added canards assist in generating downforce on the front axle. Additionally, enlarged fenders with integrated outlets help reduce kinetic energy and improve cooling for the brakes.

The 21-inch wheels feature integrated aero discs, which also helps cool the brakes.

Fins on the roof control the aerodynamic flow and channel it to the rear wing, generating downforce, which ensures aerodynamic fluidity, the company says.

“The GV60 Magma Concept will deliver ample power, instilling customers with the confidence to drive with pure excitement and exhilaration,” Donckerwolke said in the release.

There are three other vehicles in the Magma program. They include the GV80 Coupe Concept, G80 Magma Special and X Gran Berlinetta Concept.

Genesis says a select number of partner companies with expertise in high-performance vehicles came together to develop the G80 Magma Special, which will be exclusively available in the Middle East.

The GV80 Coupe Concept was unveiled in April 2023 and served as the vision for the production GV80 Coupe, which launched in November.

The X Gran Berlinetta Concept is said to be the ultimate expression of Genesis’ high-performance design potential.