On Monday, Genesis released a short aurora exploration documentary, “The Pursuit for the Northern Lights Adventure,” on its official YouTube channel as part of a new brand campaign. The project follows aurora explorer and photographer Virgil Reglioni as he embarks on a journey to capture the Northern Lights in Arctic regions, including Tromsø, Norway, using the recently updated GV60 model. Notably, the documentary features the GV60 in its new exterior color, Tromsø Green.
A Genesis spokesperson highlighted the unique qualities of the Tromsø Green color, explaining that it reflects the natural environment of Tromsø and the Arctic region, famous for its aurora. “The color showcases a mesmerizing interplay of light and surface, creating a captivating and mysterious ambiance,” they said. They also emphasized the GV60’s technical prowess: “Equipped with an 84 kWh fourth-generation battery, it ensures stable energy supply even in low temperatures. The smart regeneration system 3.0 also efficiently recycles energy generated during deceleration and braking, demonstrating stable driving performance even in extreme cold.”
Genesis believes this project symbolically demonstrates its brand vision of complete electrification and a spirit of challenge. Through ongoing EV technology development and innovative marketing initiatives, Genesis aims to solidify its luxury electric vehicle brand position.
Meanwhile, Genesis is hosting a special exhibition in Seongdong-gu, Seoul, until March 16. Visitors can experience the new GV60 firsthand. The exhibition features lighting that simulates the Arctic night sky and showcases aurora footage on large screens, immersing visitors in the Northern Lights experience.
