Genesis marked its 10th anniversary with a powerful statement about its future, unveiling the striking G90 Wingback Concept at Circuit Paul Ricard in Le Castellet, France. Introduced alongside the brand’s first Magma production model, the GV60 Magma, the Wingback Concept signals Genesis’ intent to redefine luxury performance through design, balance and bespoke craftsmanship.
Built on the flagship G90 platform, the Wingback Concept represents what Genesis calls a bridge between its new Magma high-performance sub-brand and its One of One bespoke program. Chief Creative Officer Luc Donckerwolke personally drove the concept at its reveal, underscoring its importance within Genesis’ evolving design and performance philosophy.
At its core, the G90 Wingback Concept explores new typologies at a time when luxury design has become increasingly SUV-dominated. Donckerwolke has been vocal about resisting what he describes as a “typology monoculture,” instead advocating for emotionally resonant alternatives that blend elegance with performance. The Wingback Concept delivers precisely that, adopting a sleek grand touring wagon silhouette that feels both aristocratic and assertive.
While the underlying platform remains unchanged, with the G90’s generous 3.2-metre wheelbase and 5.1-metre length, the Wingback Concept dramatically reshapes familiar Genesis proportions. The signature Crest Grille, Two-Line lighting and Parabolic Line are intensified, paired with a sculpted front fascia featuring Magma badging, functional canards and large lower air intakes. Flared wheel arches house bespoke 22-inch wheels wrapped in low-profile tires, giving the concept a confident, planted stance.
In profile, the extended roofline flows seamlessly into a sharply raked rear window, replacing the traditional sedan trunk with a functional tailgate. Dual spoilers and a performance-inspired rear diffuser emphasize the car’s grand touring ambitions while maintaining a sense of restraint, a hallmark of Genesis design.
Finished in a deep, understated green rather than Magma’s signature orange, the Wingback Concept reinforces the brand’s philosophy that performance need not shout. As Donckerwolke explained, Magma represents balance, care and respect, an “iron fist in a velvet glove”, where power exists beneath a refined surface.
Inside, the cabin blends luxury and performance cues with subtlety. Quilted Chamude seats, suede-like in texture, are accented with green Magma stitching and embroidered logos. Matching details appear across the steering wheel, dash and console, offering visual reminders of the performance capability hidden beneath the G90’s serene interior environment.
More than a design exercise, the G90 Wingback Concept offers insight into Genesis’ broader ambitions. The brand has confirmed that the Magma program will expand across multiple vehicle types; from sports cars to coupes and convertibles, suggesting that high-performance luxury will become a defining pillar of Genesis’ next decade.
As Genesis enters its second chapter, the G90 Wingback Concept stands as a confident declaration: luxury performance, reimagined with restraint, craftsmanship and emotional depth.
Why the G90 Wingback Concept Matters
Concept cars often exist to provoke conversation, but the Genesis G90 Wingback Concept does something more strategic. It demonstrates how the brand’s new Magma performance philosophy can be applied beyond traditional body styles, reimagining the flagship G90 as a refined grand touring machine rather than a conventional luxury sedan.
At a time when the premium market is increasingly dominated by SUVs, the Wingback Concept signals Genesis’ belief that emotionally driven design still has a place in modern luxury. By blending bespoke craftsmanship, subtle performance cues and a new typology, the concept suggests a future where luxury performance is defined less by aggression and more by balance, elegance and individuality.
Whether or not this exact form reaches production, the G90 Wingback Concept offers a clear message: Genesis is thinking beyond trends, and shaping what comes next.