GENESIS EMBRACES NEW BEGINNINGS WITH "BLANK CANVAS"
Genesis announced its “Blank Canvas” advertising campaign, an expression of its new “Welcome to Genesis” creative. The campaign sets the tone for championing new beginnings and freedom from legacy thinking.
The campaign features television and streaming spots with visuals of the brand’s product lineup, including the GV80 SUV and G90 flagship sedan, along with the X Gran Berlinetta and Neolun Concepts, coming to life off the canvas. Custom “Blank Canvas” content will also be featured on the brand’s social media platforms, evoking Genesis’ continuous pursuit of creating something new.
The Genesis X Gran Berlinetta VGT Concept’s design language is pure and muscular with volumes centered around the wheels. Its design orchestrates the cab backwards proportions with Genesis’ typical anti-wedge attitude that is structured around a virtual parabolical tensioned theory, which is common to the Genesis model line-up. The package design maximizes the dash-to-axle ratio while moving the driver and powertrain rearward for a lean mid-engine layout.
The X Gran Berlinetta VGT Concept sports Genesis’ new front fascia, which abstracts the Crest Grille and links it with the Quad Lights. This structures the volumes and connects the front and rear with Genesis’ Two Lines brand identifier in a lightweight aerodynamic construction. Flowing through the bodyside past the gently arching front fender, the parabolic gesture is a sculpturally dominant feature, accentuating the powerful rear fender forms.
The fuselage extrudes towards the rear, culminating in an elliptical concave volume, which is common to Genesis vehicles. It is framed by a rear spoiler and lateral trailing edges for aerodynamic high-speed stability. The contrast of energetic body sculpture with technical aero details creates the ultimate expression of grand touring spirit.
The Magma color continues the X Gran Berlinetta VGT Concept’s energetic theme. Inspired by the Genesis brand’s Distinctly Korean ethos, the bold hue references Korea’s volcanoes and the emotion, passion and vibrancy of the nation’s culture.
High performance was clearly the goal for Genesis designers, who worked to achieve impressive aerodynamic fluidity. By integrating aerodynamic aids and orchestrating internal and laminar flows, the Genesis X Gran Berlinetta VGT Concept’s drag coefficient stands at just 0.34.
The X Gran Berlinetta VGT Concept’s interior derives Genesis’ Beauty of White Space attitude by creating a purist environment for the pilot. The essential functions are prioritized to maximize focus while on the racetrack. The digital panoramic interface serves as an information center. It is linked to the surround digital monitoring system, which provides unobstructed views of nearby vehicles. The steer-by-wire grip commands allow for precise and decisive maneuvering, giving the pilot a competitive edge.
The carbon cabin strategically incorporates soft touch points wherever the driver comes into contact. The quilted, padded bolsters protect the pilot while racing and while exiting and entering the car during pit stops.
The Genesis X Gran Berlinetta VGT Concept is powered by a front mid-mounted Lambda 11 V6 engine, electrically assisted by Genesis E-SC technology. The hybrid race-spec drivetrain delivers a total of 1071hp 986 lb-ft of torque, ensuring that this car is as powerful as it is beautiful. The V6 screams at 10,000 RPM while delivering a maximum output of 870hp and 790 lb-ft while the Yasa E motor generates an additional 201hp and 196 lb-ft of torque.
