Genesis just unveiled its new Magma GT Concept, a luxury performance car that might one day be spoken of in the same breath as the BMW M1 or Lexus LFA. That is, a new halo car that not only is outstanding in its own right, but redefines a whole brand.

The marque unveiled the Magma GT Concept at an event in France, where it also announced the Magma sub-brand, which will be Genesis‘s version of BMW’s M, Mercedes’s AMG, or Lexus’s F. The Magma GT Concept was shown exterior-only, with none of the insides revealed. Details about the powertrain weren’t provided, either, though Car & Driver thinks it’ll be an internal-combustion engine, likely a V-8 that makes upwards of 670 horsepower.

Genesis described the Magma GT Concept as its “first pure sports car typology,” but it looks like—and will likely have the power of—a true supercar. More than that, the marque wants the car to be a driver’s delight, much like the LFA.

“It isn’t defined by raw aggression or uncompromising speed—it is defined by balance,” Luc Donckerwolke, Genesis’s president, said in a statement. “This is a car that feels instinctively connected to its driver, composed under pressure, and meticulously tuned so that every component serves a single purpose: to make performance effortless.”

Left unannounced was when, how, or even if the Magma GT Concept would make it into roadgoing production form. Though, at the very least, a race car version seems like a sure bet, and Genesis confirmed that its ambitions for the car include GT racing. Indeed, the Magma GT Concept follows on the heels of the company’s first race car, the GMR-001, which will go hypercar racing with a turbocharged V-8.

That engine may yet make it into the Magma GT Concept in a modified form. For more grocery-minded consumers, the newly debut car previews, stylistically, the next decade of the Magma brand, which will encompass not just cars like the GT Concept but also SUVs like a GV60 Magma that was also shown at the event. That suggests a whole future lineup of such vehicles, giving cars like the BMW X3 M a run for their money.

Magma is just at its beginning, in other words, and gives the Korean automaker the tools it needs to really go after BMW and Mercedes. The next 10 years should be Genesis’s most interesting yet.

Click here for more photos of the Genesis Magma GT Concept.