Genesis has unveiled a high-performance estate concept, the G90 Wingback, signaling its intent to compete directly with luxury performance wagons like the BMW M5 Touring. The vehicle debuted alongside the launch of Genesis’ new “Magma” sub-brand, designed to emphasize the company’s future direction in blending luxury with aggressive performance.
Genesis’ New Performance Focus
The G90 Wingback isn’t just a concept; it’s a demonstration of Genesis’ willingness to explore new segments. While no production plans are officially confirmed, Genesis executives have strongly hinted at the possibility if market demand warrants it. The vehicle showcases the bespoke ‘One of One’ project, but internal development suggests a production version would be feasible.
Technical Specifications and Design Philosophy
The Wingback shares its powertrain with the current G90 saloon, offering a 3.5-liter petrol V6 engine in 375bhp and 409bhp configurations. Beyond power, the concept embodies Genesis’ vision of combining refined elegance with raw performance. Creative boss Luc Donckerwolke describes it as “an iron fist in a velvet glove,” demonstrating Magma’s role as the peak of the Genesis lineup.
Internal Development and Future Prospects
Interestingly, the project carries the internal codename “Dr Evil,” a playful nod to Donckerwolke’s nickname for the model. The concept highlights Genesis’ ambition to offer extreme performance alongside luxury, embodying a “Dr Jekyll and Mr Hyde” duality in its design. The G90 saloon has been sold in Europe since 2023, but not in the UK, making this potential estate variant a significant expansion of the brand’s global reach.
The G90 Wingback’s existence demonstrates Genesis is serious about entering the high-performance luxury wagon market, a segment dominated by European automakers. Its development signals a shift in brand identity, moving beyond traditional luxury towards a more aggressive and sporty image. If produced, the Wingback would represent a bold step for Genesis, challenging established players in a competitive yet underserved niche.
