Hyundai Poaches Apple And Porsche Talent

In a strategic move that has the automotive industry talking, Hyundai has snagged Manfred Harrer, a seasoned veteran from Porsche and Apple. Harrer will be tasked with leading the Genesis brand into its next electrified chapter.

Manfred Harrer spent some quality time as Apple’s exec involved in the doomed Apple Car project. Before that, he worked for Audi, BMW, and Porsche, where he earned his stripes in chassis development, electronic systems, software development, and ADAS. You could say Harrer’s fingerprints are all over some of the most iconic cars on the road.

Genesis Magma Project

Genesis GV60 Magma — Image Credit: Hyundai.

Harrer has been officially appointed the Executive Vice President and Head of Genesis & Performance Development Tech Unit. It’s a bit of a mouthful, but one word should make it clear — Magma. That’s right. Harrer will be heading the development of Genesis’ performance vehicles under the Magma designation, like “N” vehicles for Hyundai or AMG for Mercedes.

Genesis recently unveiled two Magma prototypes – the GV60 and the G80 EV. Both are based on the current electric vehicles and promise a lot more performance. Details are thin on the ground, but the smaller GV60 Magma will share its powertrain with the Hyundai Ioniq 5 N, which means over 650 horsepower and enough torque to warp the tarmac like pizza dough. With Harrer’s experience in chassis development, we can expect the Magma vehicles to be more than just fancy wheels and spoilers.

EV Landscape Is Shifting

Genesis G80 EV Magma — Image Credit: Hyundai.

Hyundai aggressively hiring top talent isn’t just about making cool cars. It’s a reflection of a seismic shift taking place in the automotive industry – electric vehicles are no longer a niche market. They are the future, and Hyundai is making it clear that it won’t be left behind in the race to the top.

The EV transition has its challenges. There are infrastructure issues, battery technology problems, and, of course, the inevitable resistance from those who love the roar of a gasoline engine. But with people like Harrer in charge of performance EV development, we should expect to see some ground-breaking developments.