is taking a dramatically different approach to performance than its parent company , and the secret weapon isn’t bigger turbos or stiffer suspension. The luxury brand’s upcoming Magma performance line will use sophisticated software tuning to create a driving experience that’s more BMW Alpina than BMW M – emphasizing refined power delivery over raw track aggression. This strategy represents a fundamental shift in how automakers can differentiate performance cars without expensive hardware changes.
The Korean luxury automaker has already developed its , in Korea, but future performance cars will be engineered and tested in Germany under the leadership of Tyrone Johnson, a Ford Performance veteran with an impressive racing pedigree. Johnson’s approach centers on using software to create distinct personalities for Genesis performance cars, even when they share basic components with Hyundai’s N division. According to Johnson, this software-driven differentiation can fundamentally change how a car feels without requiring months of engineering and expensive new parts.
A Racing Legend’s Vision for Sophisticated Speed
Johnson brings exceptional credentials to Genesis’s performance ambitions. His 35-year career at Ford included serving as chief engineer for European Ford Racing, where he worked on Formula 1 and World Rally Championship programs. He also led platform development for the original and second-generation , and his portfolio includes developing the celebrated Fiesta ST and Focus RS models. In 2024, Johnson was promoted to Managing Director of Hyundai Motor Europe Technical Center, making him a key figure in the brand’s European expansion.
The philosophy Johnson is implementing at Genesis deliberately contrasts with Hyundai’s N performance approach. Hyundai, “N is the ‘corner rascal,'” Johnson explained to Top Gear. Genesis Magma, however, “isn’t about the track, although it will be track-capable.”
“[Genesis Magman] It’s a more sophisticated, luxurious driving machine.”
This positioning mirrors the relationship between BMW’s hardcore M division and the more refined Alpina brand, which focuses on grand touring luxury rather than pure track performance.
Software Makes All the Difference in Electric Performance
The technological foundation for this strategy lies in the flexibility of electric powertrains. Johnson notes that his four decades in the industry were dominated by mechanical engineering, but now “it’s all software. You can fundamentally change a car with software.” In traditional gas engines, altering the driving character requires expensive hardware modifications. Electric motors, however, allow engineers to precisely control every aspect of power delivery through software programming.
Want a broad surge of torque for effortless acceleration? Software can deliver that. Prefer a peaky, exciting power delivery reminiscent of classic turbo engines? That’s equally achievable through programming. For Genesis Magma, the target is track capability delivered with more finesse than Hyundai N’s aggressive approach. This software-centric philosophy allows Genesis to share electric motors, batteries, and even suspension components with Hyundai while creating a completely different driving experience.
The first Magma model, the GV60, will reach showrooms in 2026, followed by German-developed models in 2027. A , possibly in coupe form, appears to be the most likely candidate for the second Magma vehicle. This strategy represents more than just product differentiation – it’s a blueprint for how luxury automakers can create distinct performance identities in an era where software increasingly defines the driving experience.
Source: Top Gear, Genesis
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