Experienced by Kimatni D. Rawlins
In the course of the media preview days of the 2025 Latest York International Auto Show (NYIAS), Genesis emphasized its steadfast dedication to performance and adventurous capabilities and state-of-the-art innovation with a set of vehicles that would dictate the corporate’s immediate future.
VIP guests, automotive and lifestyle media, and principal executives resembling José Muñoz, Randy Parker, Luc Donckerwolke, and Olabisi Boyle gathered at Genesis House Latest York to witness the strategic evolution of the sporty X Gran Equator Concept (XGEC) and the high-tech GMR-001 Hypercar, which can spearhead the corporate’s racing endeavors in 2026. On the opposite side of the spectrum, the luxuriant, off-roading XGEC represents a novel formula of refinement and ruggedness for those living nomadic lifestyles like mine. The flexibility to enterprise deep inside Mother Nature with the liberty of the wild is awe-inspiring. That’s right, in only one trailblazing decade, the progressive Korean automaker has made strides in motorsports and overlanding.
“The X Gran Equator Concept is an exercise in harmonizing contrasts—combining elegance with ruggedness, and the spirit of exploration with refined comfort,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the invention of the world’s most breathtaking landscapes.”
For 3 consecutive years Genesis has unveiled each opulent and Magma performance concepts at NYIAS, including the exclusive GV80 Coupe Concept, the breathtaking Neolun Concept, and the dynamic GV60 Magma Concept. These vehicles add dimension to the portfolio with vigorous lines, enthusiastic attributes, and forward-thinking engineering. The goal is to proceed expanding its roster to fulfill the varied needs and evolving appetites of every consumer genre and motorsports enthusiast.
Symbolizing the brand’s desire to appease owners with ultimate hospitality, we gathered on the Genesis House within the Meatpacking District where Genesis unveiled the X Gran Equator Concept, which will likely be on display here until the top of July. With a reputation borrowed from the mighty Arabian horse, the revolutionary SUV and its dune buggy-like grappling capabilities incorporate an prolonged hood, signature Two-Line headlamps that cross the faceless grille, a split-opening tailgate, 24” beadlock rims wrapped in knobby Nitto tires, a creatively sleek cabin, and gray rocker panels, bumpers, mirror caps, and integrated roof racks. The inside commingles digital traits with physical switches and grab handles, a 4-circle display cluster inspired by the dials of vintage cameras, swiveling front seats, and sectional storage areas and compartments.
Next was a flashy and energetic introduction of Genesis Magma Racing and its full-scale GMR-001 Hypercar. Inbuilt a few 12 months, the plan is for the LMDh endurance prototype to start competing in 2026 with the last word challenge of entering the 24 Hours of Le Mans. Nonetheless, its current focus will likely be the FIA World Endurance Championship (WEC) and IMSA SportsCar Championship. Also introduced were the drivers, race suits, and the Magma Orange livery, representing grit with a robust presence. The artwork pays tribute to Genesis’ Korean heritage while interspersing motorsport innovation. Final specifics haven’t been released, however the newly developed twin-turbo V8 engine is the basis of the hybrid powertrain and chassis which can be in development with ORECA Motorsport. The Magma program adds a brand new dimension to Genesis, marking its expansion into high-performance manufacturing. Genesis ultimately goals to develop a Magma model for every production vehicle in the prevailing lineup.
“Today marks a major milestone for Genesis Magma Racing as we unveil the GMR-001 Hypercar, together with our striking livery and race suits,” said Cyril Abiteboul, team principal. “As we gear up for our 2026 WEC and 2027 IMSA campaigns, we are usually not merely assembling a race team; we’re forging a legacy. Every day brings us one step closer to realizing the complete potential of Genesis on the planet of motorsports.”
After the vehicle presentations I aligned with the unique and authentic offerings at Genesis House, where you’ll be able to have a tasty Korean culinary experience, read up on Korean history, enjoy tea time, or view the array of Genesis products on display. Other places and activities to relish while in Latest York City include a warming stay on the majestic Equinox Hotel, admiring The Vessel and its honeycombed structure, exploring the Shops at Hudson Yards including Genesis Studio, walking along the elevated High Line park built on a historic rail line, and grabbing lunch at Mercado Little Spain or dinner on the distinctly Korean restaurant Moono in Manhattan’s East Village.
To grasp the tenets of the brands you admire—whether automotive, technology, or travel—it is right to pay homage to their heritage, strategies, and values by immersing yourself inside the DNA of their successful formulas. I used to be thankful to represent as a son-nim (honored guest) while ingesting the enriching habits, social etiquette, and philosophical design approach through the 2025 Genesis Experience at NYIAS.
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