Genesis unveiled the G90 Wingback Concept at Le Castellet in France on September 10, 2026. The reveal marked two significant milestones for the Korean brand: its tenth anniversary and the global debut of the GV60 Magma. This concept car represents the first time Genesis has applied its “Magma” design language to the G90 flagship sedan. It reinterprets the luxury vehicle as a grand tourer wagon, signaling a broader expansion of the Magma program into new body styles.

A Platform Built for Flexibility

The vehicle sits on the standard production platform of the G90 sedan. Genesis notes that no structural modifications were required to accommodate the new shape. The wheelbase measures 3.2 meters, while the overall length reaches 5.1 meters. By starting with a known base, the company aims to show the latent potential of its flagship architecture. It proves the platform can support a completely different body style without touching the load-bearing structure.

Externally, the design amplifies Genesis’s signature elements. The Crest Grille and “Two Lines” lighting signature are accentuated to create a bolder presence. The front bumper is more sculpted and houses the Magma badge. Large lower air intakes and canards flank the grille. Widened wheel arches accommodate dedicated 22-inch wheels with low-profile tires, enhancing the car’s stance.

From the side, the concept retains the Parabolic Line and long wheelbase of the sedan. However, the roofline extends gently toward the rear. The traditional trunk is replaced by a wide tailgate with a steeply raked rear window. Two spoilers frame the glass, and a motorsport-inspired diffuser completes the rear end. This shift transforms the silhouette from a formal sedan to a more dynamic wagon profile.

Magma Identity Beyond Orange

The concept is finished in a deep green, a choice that challenges the assumption that Magma equals orange. Genesis states that this shade proves the identity is not limited to the volcanic-inspired Magma Orange. Luc Donckerwolke, President and Chief Creative Officer, drove the car at its debut. He emphasized that Magma is more than just a color scheme.

“Magma is much more than a color. It doesn’t raise its voice, it welcomes. Where many brands chase aggression and extremes, we seek balance,” Donckerwolke said. He described each Magma interpretation as the materialization of “an iron fist in a velvet glove.” This philosophy suggests that performance should accompany the driver without testing them. It is a subtle approach to high-performance luxury.

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Inside the cabin, the Magma DNA appears in contrasting green stitching. These threads run across the quilted seats and door panels made of Chamude. Chamude is a material similar to suede leather. Coordinated details appear on the steering wheel, dashboard, and center console. The sport seats feature an embroidered Magma logo, reinforcing the car’s performance character. This interior treatment aligns with the broader identity of the Magma program.

The decision to move beyond a single color palette reflects a strategic shift in how performance brands communicate. By decoupling the Magma identity from a specific hue, Genesis allows the program to adapt to different vehicle types without losing its core ethos. It suggests that the brand’s performance division is about a specific driving attitude rather than a rigid visual template. This flexibility is key as the lineup expands.

Expanding the Performance Portfolio

Genesis intends to extend the Magma program to various body styles. This includes sports cars, coupes, and convertibles across its current and future range. Donckerwolke noted that the market is currently experiencing a rapid multiplication of SUVs. He believes this growth will eventually lead to saturation. “That is when other types of vehicles will become attractive again. That is why I firmly believe in not having a monoculture of body types,” he observed.

The direction is already visible in Genesis Magma Racing’s involvement in the FIA World Endurance Championship. The commercialization of the GV60 Magma, the first production model of the program, also marks this trajectory. Charles Fuster, Brand Director for Genesis in Italy, commented on the concept’s significance. “G90 Wingback Concept shows the freedom with which the Magma Program can interpret different bodies, maintaining the balance between character and restraint that defines our idea of high-performance luxury,” Fuster said. He added that this vision will reach Italian roads in autumn with the GV60 Magma.

Genesis’s Italian Market Entry

Genesis launched in Italy in January 2026. The brand is following a gradual development plan. The first showroom opened in Padova at Ferri Auto. A new space in Rome is scheduled to open in October. The Italian lineup currently includes the GV60, a compact C-SUV, the Electrified GV70, a D-segment electric SUV, and the Electrified G80. The G90 Wingback Concept serves as a design preview for the brand’s future direction. It highlights a commitment to diversifying body styles while maintaining a consistent performance identity. The vehicle remains a concept, but it offers a clear look at how Genesis plans to evolve its flagship models.