Genesis used its 10th anniversary celebration to unveil a new concept vehicle that signals both confidence and ambition, introducing a performance-oriented station wagon aimed at reshaping perceptions of the young luxury brand. The G90 Wingback Concept debuted alongside the launch of Magma, Genesis’ new performance line positioned to compete with established high-performance divisions from BMW, Mercedes-Benz, and Lexus.
The G90 Wingback Concept is built as a statement rather than a confirmed production model, and Genesis has not disclosed any powertrain specifications. Instead, the company focused on design and presence, using the concept to showcase how a performance wagon could fit into its evolving identity. The vehicle features an aggressive exterior with enlarged front air intakes, flared wheel arches that create a wider stance, and large 22-inch wheels fitted with low-profile tires. At the rear, twin spoilers reinforce the performance theme and distinguish the concept from Genesis’ existing sedan lineup.
Inside, the concept leans heavily into bespoke materials and detailing. The cabin is trimmed in Chamude, a suede-like material highlighted as a key interior element. Magma-specific touches appear throughout, including unique stitching patterns and branding integrated into the seats, underscoring the concept’s role as a flagship for the new performance sub-brand.
Genesis has framed the G90 Wingback Concept as a deliberate counterpoint to the dominance of SUVs in the luxury market. While the brand already offers a full range of luxury sport utility vehicles, including the Electrified GV70, it sees an opportunity for renewed interest in non-SUV body styles as the segment becomes increasingly crowded. The station wagon concept reflects a belief that variety in vehicle design remains essential to long-term brand relevance.
Beyond SUVs and sedans, Genesis continues to experiment across segments. The brand has shown convertible, grand touring, and coupe concepts, is developing a performance division, and has a racing program and race car in progress. It has even previewed an ultra-luxury full-size SUV concept that could one day compete with the highest tier of the segment.
Just a decade into its existence, Genesis is signaling that it intends to compete broadly and creatively as a full-scale luxury automaker, with the G90 Wingback Concept serving as another step in that strategy.
