For a brand that didn’t exist before 2015, Genesis is moving with the swagger of a company that’s been building luxury cars for generations. To celebrate its 10th anniversary, the Korean marque didn’t just throw a party—it rolled out a manifesto. Alongside the production-ready GV60 Magma, Genesis pulled the sheet off the G90 Wingback Concept, a low-slung, long-roof grand tourer that signals where the brand’s Magma performance subline is headed next.
And if you ask Genesis Chief Creative Officer Luc Donckerwolke, the G90 Wingback is much more than a design study. It’s the connective tissue between the company’s emerging Magma lineup and its ultra-bespoke One of One program. That alone should make legacy brands sweat; Genesis is doing in a decade what took others half a century.
A Familiar Flagship, Reimagined for Performance
Built on the unmodified G90 platform—with its 3.2-meter wheelbase and stately 5.1-meter overall length—the Wingback Concept stretches the familiar into something far more provocative. Genesis retains the Crest Grille, Parabolic Line, and unmistakable Two-Line lighting signature, but the volume knob is turned way up.
The front end wears a more sculpted bumper stamped with the Magma insignia, flanked by canards and gaping lower intakes that look ready to inhale entire weather systems. Flared arches push the stance outward, housing bespoke 22-inch wheels wrapped in low-profile rubber.
In profile, that Parabolic Line flows into a stretched roofline that trades the G90 sedan’s conservative decklid for a long, sloping grand tourer wagon silhouette. Out back, the tailgate is framed by two spoilers and anchored by a motorsport-style diffuser—Genesis signaling that performance and luxury need not be mutually exclusive.
This one doesn’t rely on the brand’s signature Magma Orange, either. Instead, the deep green finish offers a quieter but more confident presence, underscoring Donckerwolke’s repeated refrain: “Magma is much more than a color.” For Genesis, Magma is a philosophy—a blend of Korean restraint, balance, and ambition. “Magma does not shout; it invites,” he says. That’s not something you often hear in a segment obsessed with shock value.
A Cabin Where Performance and Luxury Share the Same Air
Inside, the Wingback Concept stays firmly rooted in Genesis’ comfort-first ethos while threading in Magma’s performance DNA. The quilted Chamude upholstery (a suede-like synthetic) gets subtle green Magma stitching along the seats, doors, dash, and steering wheel. Embroidered Magma logos on the aggressively bolstered seats quietly hint at power waiting beneath the surface—an appropriate metaphor given the name.
Even without powertrain details, the message is clear: Magma is Genesis’ answer to the AMG/M Division/Black Series world, but reframed through a lens of elegance rather than aggression.
The Future: No Typology Monoculture
Donckerwolke used the concept reveal to take a swipe at the SUV arms race currently consuming the industry. With SUVs everywhere, he argues, the pendulum will swing back. “This is when other typologies of cars are going to become attractive again,” he says, warning against a “monoculture” of sameness.
Genesis seems determined to lead that shift. The Wingback Concept won’t live alone—it previews a Magma expansion spanning sports cars, coupes, convertibles, and more. All are intended to embody what Donckerwolke describes as an “iron fist in a velvet glove.” Power and control cloaked in elegance.
More Than a Showpiece
The G90 Wingback Concept isn’t just a tenth-anniversary celebration. It’s a thesis. Ten years in, Genesis is no longer content to prove it belongs in the luxury space. Now it wants to redefine what luxury performance looks like—emotionally resonant, globally ambitious, and unmistakably Korean.
If this is the next chapter of Genesis’ story, the rest of the industry should pay attention. The Wingback isn’t shouting. But it’s definitely not whispering, either.
Source: Genesis