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  3. Genesis Is Interested In Racing, But Not Yet

Genesis Is Interested In Racing, But Not Yet

01 Apr 2024
  • What drove Jacky Ickx to join Genesis, and what does his involvement say about the brand's high-performance ambitions?

Genesis, the luxury vehicle division of Hyundai Motor Group, is stirring up excitement in the automotive world with its latest announcements. This week, on the occasion of the New York Auto Show, Genesis unveiled its "Magma" project, signaling a bold step into the realm of performance vehicles. The brand's Chief Creative Officer, Luc Donckerwolke, made it clear that Genesis is gearing up for something big, hinting at a potential foray into racing.

A Sign of High-Performance Ambitions

A Sign of High-Performance Ambitions

One of the most intriguing aspects of Genesis' recent developments is the involvement of legendary racing figure Jacky Ickx. With six Le Mans victories under his belt, Ickx brings a wealth of experience and expertise to the table. His role as an official consultant and brand ambassador signifies Genesis' serious intentions in the realm of high-performance automobiles.

During a presentation at a pre-Auto Show event, Ickx expressed his desire to be part of a "winning team." This sentiment resonated with Genesis' ambitious plans for the future. Donckerwolke further fueled speculation by urging attendees to fasten not just their seatbelts, but racing harnesses too. It's evident that Genesis is not merely content with producing luxury sedans and SUVs; they are eyeing the adrenaline-fueled world of motorsport.

The brand's increased presence in the Gran Turismo series also hints at its racing aspirations. By showcasing their vehicles in a virtual racing environment, Genesis is not only engaging with enthusiasts but also testing the waters for potential real-world racing endeavors.

Ickx's decision to join forces with Genesis came after a transformative visit to Korea at Donckerwolke's invitation. Reflecting on his experience, Ickx emphasized the importance of embracing the future rather than dwelling in the past. This forward-thinking approach aligns perfectly with Genesis' vision for innovation and advancement in the automotive industry.

For now, enthusiasts will have to wait patiently as Genesis continues to lay the groundwork for its performance-oriented future. With the Magma project setting the stage for what promises to be an exhilarating journey, the prospect of Genesis' entry into racing is an exciting development that has captured the imagination of automotive enthusiasts worldwide. As the brand navigates the complexities of the racing world, one thing is certain – Genesis is ready to push boundaries and redefine the limits of luxury performance.

Wael Nakhle

BY Wael Nakhle

Wael is an automotive content writer specializes in creating written content for Motor 283. Producing a wide range of content, including blog posts, articles, product descriptions, reviews, and technical guides related to cars, trucks, motorcycles, and other vehicles, with an unprecedented passion for cars, and motorcycles.

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