SEOUL, Hyundai Motor Co. said Tuesday it has unveiled two new Genesis concept vehicles in New York as it strives to further strengthen the independent Genesis brand. Hyundai Motor introduced the brand's first flagship electric SUV concept, the Genesis Neolun Concept, and the GV60 Magma Concept, which is an upgraded version of the existing electric GV60 SUV in terms of performance, at Genesis House New York. The name "Neolun" is derived from the Greek "neo," or new, and the Latin "luna," which means moon. The Neolun Concept's exterior adopts the principle of "reductive design," which is characterized by clean, refined lines that eliminate any unnecessary details, Hyundai said in a statement. The most prominent exterior features are the distinctive coach doors, without any B-pillars connecting the vehicle's body and roof. Compared to conventional vehicle structures, this layout provides a much more open interior space and maximizes convenient passenger access. The swiveling function of the front-row seats maximizes space and practicality for passengers. The GV60 Magma Concept will be the first model under the Genesis Magma program, which was officially launched in the Genesis showroom in New York, a Hyundai spokesperson said. Hyundai said it aims to develop high-performance Magma models for all of the Genesis models in the existing lineup, though it will take a couple of years before their mass production. "Genesis Magma presents an exciting opportunity to push the boundaries of performance and luxury for new interpretations in high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis," Genesis Chief Creative Officer Luc Donckerwolke said in the statement. The brand will continue to reveal experimental concepts with careful consideration of both technological and aesthetic elements, he said. Hyundai plans to display the two concept models and three other vehicles in the Magma program -- GV80 Coupe Concept, G80 Magma Special and X Gran Berlinetta Concept -- at the New York International Auto Show due from March 29 through April 7. Source: Yonhap News Agency