Genesis Unveils Magma Project at New York Auto Show
The New York Auto Show saw a major announcement from Genesis this week as they revealed their ambitious “Magma” project, which will include a series of sporty models positioned at the top of their respective model lines. The brand’s Chief Creative Officer, Luc Donckerwolke, made it clear that Genesis is not only aiming for performance cars but also considering entering the world of racing.
Legendary racer Jacky Ickx joins Genesis as consultant and brand ambassador
In a surprising move, Genesis has brought on six-time Le Mans winner Jacky Ickx as an official consultant and brand ambassador. Ickx expressed his desire to be part of a “winning team” during a presentation at a pre-Auto Show event, while Donckerwolke hinted at the possibility of Genesis venturing into the world of motorsports.
Racing ambitions on hold due to regulatory instability
Despite the excitement surrounding Genesis’s entry into performance cars and racing, Donckerwolke acknowledged that they need to wait for the right moment due to the instability of current motorsport regulations. With the rapid changes in regulations brought about by electrification, Genesis is taking a cautious approach to their racing ambitions.
Jacky Ickx’s role in supporting the Magma program
Ickx’s involvement with Genesis is seen as a valuable addition to the Magma program, bringing a new dimension to the brand’s performance aspirations. While Ickx’s influence may not be as direct as other racing icons associated with automotive brands, his presence signals Genesis’s seriousness about their future in performance cars and potentially in motorsports.
Future possibilities for Genesis in racing
Although racing may not be on the immediate horizon for Genesis, the brand’s partnership with Jacky Ickx and their increased presence in the Gran Turismo series hint at potential developments in the future. Donckerwolke’s comments suggest that racing is a long-term goal for Genesis, but they are being strategic in their approach to ensure success in a rapidly changing automotive landscape.