A Pinnacle of Experience – The Genesis White Turf “Son-Nim” Experience

Few experiences rival the thrill of navigating the winding Swiss alpine roads to St. Moritz, flanked by towering snow walls on a crisp, sunlit day. Yet, one exception stands out: experiencing it behind the wheel of the Genesis Electrified GV70, an SUV in which the whisper-quiet electric powertrain and effortless, lightning-fast acceleration augmented the journey to pure exhilaration. Setting off for the White Turf event this year at St. Moritz, I had the pleasure of driving a Genesis Electrified GV70 SUV car. Upon entering the vehicle, it automatically adjusted to my size and position. I was impressed by the car’s current speed displayed on the windscreen in my line of sight, along with the synchronised camera showing the blind spot while overtaking another vehicle. However, what truly captured my interest was the ‘boost mode’ function, activated by a button on the sports wheel. The acceleration was incredible, as I discovered, 0 to 100 km/h in just 4.2 seconds!

En route from Schwyz, I needed to charge the car—an unexpectedly challenging task for a novice electric car driver. At the service station, I observed other drivers reversing into position at the electric pumps and instinctively followed their lead. Only then did I realise that the charging port on the Electrified Genesis GV60 is discreetly concealed within the front grille, remaining hidden unless one knows precisely where to press to reveal it. This is yet another aesthetic feature of the functional yet beautiful Genesis design.

I scanned the QR code on the electric pump and paid significantly less than I would have for refuelling my petrol-hybrid car. My phone promptly displayed the battery’s current charge level and the estimated time to reach full capacity. Once refuelled, I continued on my ascending drive to St. Moritz.

Upon arriving at the newly renovated Grace La Margna Hotel, a Genesis brand partner in St. Moritz, I was warmly welcomed by a Genesis representative and the attentive hotel staff. The hotel personnel swiftly took my car away for parking, charging, and cleaning—a welcome service. Perched gracefully overlooking the shimmering St. Moritz Lake and the majestic Alps, the five-star Grace La Margna haven spares no detail. Its decor masterfully fuses chalet chic with modern elegance, seamlessly blending tradition and contemporary allure.

Before dinner, I refreshed myself in my spacious, deluxe junior suite in the La Margna Wing. The sophisticated, neutral interior palette exuded a serene calm—an essence captured by the Korean term “Son-Nim 손님” and embraced as Genesis’ guiding philosophy. With welcome gifts and handwritten notes, time seemed to pause in that timeless haven. The snow-laden balcony beckoned with a rejuvenating breath of crisp, invigorating air and a moonlit view of the Alps.

That evening, I met the guests at the Beefbar for a gastronomic selection of exquisite beef and vegetarian dishes in a Euro-Asian style. Enjoying engaging conversations, we lingered over supper before dancing off the meal with after-dinner drinks at the hotel’s N/5 – THE BAR.

The following day, we were chauffeured to a stunning frozen lake for the highly anticipated reveal of the GV60 MIV. However, due to unfavourable ice conditions, the scheduled White Turf horse racing for the first weekend had to be postponed. This marks the fourth year Genesis has been a major sponsor of this renowned Swiss event. With international spectators and horses imported globally, it is a yearly highlight on the calendars of many equestrians and globetrotters.

Inside the Genesis white tent lounge on the lake, we were treated to hot tea, coffee, champagne, wine, an exquisite sushi spread, dinner, and delectable desserts.

On the second White Turf Weekend – The dynamic Two-Michelin-starred and 18 Gault Millau points chef Dominik Hartmann, a brand partner of Genesis, provided a hallmark alpine gastronomic journey within the VIP tent and also at The View restaurant at the Grace La Marina hotel with the hotel’s chef Andrea Bonini, further delighting guest with the ‘son-nim’ hospitality. 

From the comfortable position at the tented lounge, there was a prime view of the famous equestrian thrilling White Turf races.

The horse racing entertained us, and we were also introduced to the new Genesis GV60 MIV concept car, which was revealed earlier this year at the World Economic Forum in Davos.

The GV60 MIV Concept is designed for extreme conditions. It features snow tracks for rugged terrain and a cabin equipped with upgraded sports seats, medical supplies, and advanced emergency systems which support mountain rescue operations. Extended carbon fibre wheel arches protect occupants while a silent powertrain minimises noise and environmental impact. A vehicle-to-load system provides auxiliary power, and a custom roof rack with modular rear storage adds versatile utility.

While seated in the vehicle, even with a 50km/h top speed, the flat ice creates the illusion of driving faster, and the grip on the ice is impressive. And yes, you can order the caterpillar wheels for your own Genesis vehicle.

Notable celebrities at the White Turf were Christa Rigozzi, the Swiss television presenter and influencer and four-time Le Mans winner, and André Lotterer, the Genesis Magma Racing Pilot.

After a thoroughly exciting weekend, I received my freshly cleaned and recharged car and drove home, appeased and thoroughly enjoying the car’s grip on the winding alp roads.

I was impressed by the technology and, more importantly, the aesthetics of the GV70. However, I regret not having the car longer to test the Fingerprint Authentication System, which allows access to the vehicle and driving without a key. It also facilitates in-car payments and valet mode (self-parking).

“Son-Nim” the Korean honour hospitality experience, is fully embraced by Genesis Switzerland and is a luxurious encounter at the White Turf, a pure pleasure.