Artikel / Blog

Ten years of Genesis. In the space of a single decade, the Korean luxury brand has launched a complete model range, around twenty concept cars and a motorsport team. Behind it all is a man who is able to realise his vision with maximum creative freedom, enjoying a degree of creative licence that no other head of design at a major corporation possesses: Luc Donckerwolke.

Ernest Hemingway once described his narrative technique using the image of an iceberg: only one-eighth protrudes from the water; the rest remains below the surface yet still underpins the story. It is what the author omits that lends weight to what is visible. Explaining too much weakens the text. Cutting things out sharpens it.  Fortunately, no icebergs have been sighted off the coast of San Francisco recently. Instead, however, the automotive equivalent of Hemingway’s narrative technique has been spotted: the Genesis GV90.

Genesis GV60 Magma Concept made its global dynamic debut at the 2024 Goodwood Festival of Speed, marking the first time a Magma model has been shown in action since the high-performance program officially launched in March.