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Genesis sub-brand Magma launches luxury SUV with cinema seats

Like a private jet on wheels.
  • Genesis has launched a new sub-brand called ‘Magma’
  • The Neolun Concept has been unveiled as a flagship product for the new brand
  • It’s a luxury SUV with a home theater-style interior

Published on Mar 26, 2024 at 2:44PM (UTC+4)

Last updated on Mar 26, 2024 at 8:08PM (UTC+4)

Edited by Tom Wood

Genesis might have started as a Hyundai sub-brand, but the boy has now become a man, so to speak.

Now, the company is about to launch its own sub-brand, and the first car to be revealed under this new brand looks really promising.

READ MORE: The beautiful Genesis X Convertible concept looks to be going into production

Genesis was launched in 2015 as a luxury division of Hyundai, with the ambition to rival the likes of Mercedes-Benz and Audi.

In less than a decade, Genesis grew to become an established luxury brand in the US, and it is now ready to launch a new sub-division for its range-topping EVs called ‘Magma’.

The first vehicle to (likely) be launched under Magma is a luxury SUV slotted right above the GV90.

The car you see here is the concept that precedes it, dubbed ‘Neolun’.

It’s going to be heavily based on both the Kia EV9 and the upcoming Hyundai Ioniq 7, because it’ll probably use the same modular platform, powertrain, and battery pack.

But the headline act of this upcoming SUV is the interior.

Neolun features swiveling front seats, reverse-opening rear doors, electrically operated running boards, and Royal Indigo-coloured cashmere upholstery.

There’s real wood flooring too, along with a heating system that heats the seats, the floor itself, the dashboard, the center console, and even the door panels.

As you can imagine, there’s also a massive infotainment system, which can be used as a home theater for the car.

Because of its reverse-opening doors, the Neolun doesn’t have B-pillars, which also makes the interior feel, and look, even more spacious.

In terms of its powertrain, the Neolun will be available with a 200-horsepower engine or a 378-horsepower one, with the former being an RWD (rear-wheel drive) vehicle and the latter being an AWD (all-wheel drive) off-roader.

There’s no mention of range, for now.

Style-wise, the Neolun showcases the familiar design cues that made Genesis such an influential design powerhouse.

The South Korean car brand designed the X concept, which is arguably one of the most stunning convertibles we’ve seen in recent years, but it also ran the design contest that gave us a beautiful concept inspired by yachts.

Mind you, we wouldn’t blame anybody for picking up some Maybach GLS vibes when it comes to the side view.

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