Interview Luc Donckerwolke: “This is how we want to position Genesis in Europe”

Genesis enters an already crowded segment with the GV60 Magma. What should this car do differently than the competition?

“It starts with emotion. For us, it’s not primarily about which car drives or accelerates the fastest, it’s about ‘pleasure to drive.’ The GV60 Magma has to do something to your feelings. It has to make you happy. Take our Virtual Gear Shift, for example: we simulate gear changes and engine noise, while of course it is completely electric. Want to hear engine noise? Turn it on. Want to drive silently? Turn it off. No other car brand offers that the way we do. That really brings emotion to the car. So yes, we are moving among established brands, but we don’t just want to compete, we want to be different.”

Of course you have analyzed the competition. How important is benchmarking?

“Benchmarking is part of it, it’s normal in our business. You always check what others are doing, how they are performing. But we also have to think further: benchmarking means looking through a window to the past, to something that is already there. And we, on the contrary, want to move forward. So yes, we benchmark – but we don’t do it to stay behind. We do it to create a platform for something new.”

The GV60 is on the same platform as the Hyundai Ioniq 5 N and the Kia EV6. How do you ensure distinction?

“We do indeed share the platform, but that does not mean we make the same car. The Ioniq 5 N, EV6 and GV60 are seemingly close technically, but have completely different characteristics. Different wheelbases, different proportions, different looks. From a design perspective, I wanted to differentiate very clearly. For Genesis, that means its own proportions, a different position of the wheels, different overhangs than at Hyundai or Kia. You cannot build a premium brand just by making cosmetic changes to something that already exists.”

Give a concrete example.

“Within the Hyundai Motor Group, we have 57 companies that each develop their own technologies, for example for seats, screens, wheels, dashboards, lighting. Thanks to that internal technological capability, I was able to design, for example, a headlight exactly 34 millimeters high that completely fits the Genesis light signature, instead of having to turn to a generic supplier for a standard 57 mm high headlight that is also used by other car brands.”

What are the specific features of the GV60 Magma that should appeal to customers – technologically and emotionally?

“Technologically, Virtual Gear Shift is one example. Beyond that, think about the performance architecture, the e-platform and rich technologies that we align within the group to a premium brand. Emotionally: it’s all about the feeling. The Magma line represents an “alter ego” within Genesis: a car with extra energy, character, experience. The GV60 Magma is the first production car to show this. It is the young, energetic start of what Magma should become. It is the “superhero” of Genesis models, the best of the best. In short, it is attractive to customers because you get both premium technology and service, and a car that releases emotion, that deepens your driving experience – not just through speed, but more importantly through experience.”

How does Genesis plan to position itself in Europe?

“Europe is a very important playing field for us. We want to operate here as a brand that is both design-driven and performance-driven. With Magma we bring elements from the luxury segment to the premium segment. Think of valet service (Pick Up & Deliver), or our hospitality concept Son-nim*. For us, the service experience is just as much a part of the product as the car itself. That’s why we like to speak of new premium. So you choose the GV60 Magma if you want a car that is not only strong in technology, but especially strong in experience. For those looking for an EV with character, experience AND service, the GV60 Magma is an exciting option.”

* Genesis’ “Son-Nim” concept is a Korean philosophy of hospitality that treats customers as “honored guests” (“son-nim” means “honored guest” in Korean). It includes a comprehensive approach aimed at exceeding expectations through service excellence, attention to detail and personalized experiences, from first contact (‘Meet’) to farewell (‘See Off’).