Genesis Just Got Sexy – Magma Performance Is Here

Genesis is making its boldest statement yet as a luxury brand by embracing high performance with the new Magma lineup. The Korean luxury brand is no longer content to simply offer refined elegance. It now wants to deliver thrilling dynamics and track inspired technology while keeping the signature craftsmanship that has defined its rapid rise.

We sat down with Tedros Mengiste, Chief Operating Officer of Genesis Motor North America, during a media roundtable at the 2026 New York International Auto Show. He shared candid insights on the brand’s performance ambitions, dealer expansion, and powertrain strategy.

The conversation highlighted how Genesis plans to grow sustainably while exciting both loyal luxury buyers and new performance enthusiasts. It’s a matter of building on what they have already to give customers more of what they love and, perhaps, something a little unexpected.

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Performance Ambitions Drive Brand Evolution

“Our expectations are quite big. Number one there is a level of authenticity in our performance brand because we are also going racing,” said Mengiste. “We announced our driver lineup for the World Endurance Championship Series and we will be racing at Le Mans. We will also be racing in Austin.”

The company plans to expand the Magma performance line across its entire range and the lessons on the track will flow directly into production models. This move aims to boost not only dedicated performance sales but also interest in other trims as customers seek a mix of excitement and everyday usability.

“It’s gotta be sexy. It’s gotta have a presence. It’s gotta have performance but not at the cost of luxury.” – Tedros Mengiste

“The interior is going to be well appointed,” said Mengiste. “That has been a trademark of Genesis with beautiful designs, amazing craftsmanship, and authentic materials interior coupled with performance.” The performance focus isn’t a substitute for luxury, but an addition to that premium experience.

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Seeking Sustainable Growth

“Anyone in business can get in trouble when you are just seeking numbers. If you just try to seek numbers, we can all get there, and it is not sustainable,” said Mengiste. “I think for us the more important vision we have for the brand is sustainable growth.”

“I have a saying with my team. I always say we do not report the news we make the news.” – Tedros Mengiste

Right now, that news is Magma. The performance variants of the lineup aren’t a substitute for the luxury and comfort Genesis customers expect. Instead, they’re a fresh new element of owning a luxury car that Mengiste is confident Genesis customers will appreciate.

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Dealer Network Expansion Focuses on Quality Experience

“We have 84 right now and ultimately we would like about 200 in total,” said Mengiste. “For every retail outlet our goal is that wherever we are represented as a brand it is in a branded facility.” This is a change from the initial launch of Genesis when it was co-located in existing Hyundai dealerships.

“In the end it is about having the right representation.” – Tedros Mengiste

Though expansion is planned, not everyone will have a Genesis dealership in their backyard. “We do not need to be everywhere. There are certain markets we do not think are large enough to support a Genesis facility,” said Mengiste. “There are a number of them that are doing a phenomenal job.”

That includes the very first standalone Genesis dealership, which, surprisingly, isn’t in a big city but in Lafayette, Louisiana. “Art LeBlanc is a phenomenal retail partner and is doing really well, profitable, selling a volume of vehicles and servicing customers we never imagined.”

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Powertrain Flexibility Meets Customer Needs

The rush to electrification isn’t quite a rush anymore as the industry pulls back from full electric powertrains. Some people are ready for them, and some aren’t so Genesis isn’t forcing one option. “We have stated publicly that we will meet our customers in their journey towards electrification wherever they may be,” said Mengiste. “It could be a petrol (gas) engine, it could be hybrid, it could be extended range electric vehicles or it could be BEV.”

“We will have all those powertrains in our lineup at Genesis.” – Tedros Mengiste

Exactly which vehicles will have which powertrains is something that’s still being worked out. “Maybe not all of them on a particular model but we will have all those propulsion systems within the brand,” said Mengiste. Whatever level of electrification is within your comfort zone, Genesis plans to have an option to fit your needs.

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Preparing for The Performance Era

Since selling performance is a little different than selling luxury, Genesis is making sure its dealers are ready. “There is a certification program to become a Magma certified dealer,” said Mengiste. “We have a number of retailers that have signed up to become Magma. Every one of them is sending an ambassador from their store to Korea next month.”

It’s not just about sitting in a conference room in Korea and getting the information on Magma. It’s about experiencing that performance at its peak. “They are going to go on the track and drive the vehicle to its capabilities,” said Mengiste. “They are going to understand the engineering of the vehicle and why it is built the way it is so that they can communicate that to performance customers.”

“We are being very intentional about the training so that we can clearly and completely communicate to the consumers what we are offering.” – Tedros Mengiste

Genesis continues to build on its momentum by blending athletic performance with signature luxury craftsmanship. The brand’s intentional approach to growth, the dealer experience, and customer focused powertrains positions it for a strong future in the competitive North American market.