Racing Icon Joins Genesis for Brand Revamp

Racing legend Jacky Ickx joins forces with Genesis to conquer the automotive world.

Genesis has revealed plans to team up with ex-Formula 1 racer and Le Mans champion, Jacky Ickx, in a new partnership that will see him become an official partner of the brand, fulfilling roles as a representative and consultant. Ickx will be closely collaborating with Luc Donckerwolke, Genesis’s head designer, suggesting that his contributions will have a significant impact on the company’s upcoming vehicles.

“We couldn’t be more thrilled about our special collaboration with Jacky Ickx,” Donckerwolke remarked. “His remarkable accomplishments, priceless expertise, and determination to shape the evolution of the automotive industry make him an ideal fit for our brand principles.”

Ickx expressed his desire to “live in the future, move on from the past, reinvent, move forward.”

It should come as no shock that a collaboration of this nature has formed, considering the developments happening at the Korean car manufacturer. There have been murmurs about the creation of a BMW competitor with hybrid capabilities, as well as the introduction of a tailor-made service catering to high-end consumers who typically purchase from luxury brands like Bentley and Rolls-Royce. Additionally, there are indications that they have plans to release a sports car, potentially named the GT90.

The Speedium sports car concept from Genesis has been making waves since November 2022, with several different versions being displayed. With the recent addition of a renowned motorsport icon to their team, it’s hard not to speculate whether Ickx’s involvement is in anticipation of an upcoming release of the production-ready Speedium coupe or convertible.

The appointment of Ickx by the Hyundai Motor Group could be significant, considering the company’s history of hiring top talent. Back in 2015, they brought on Albert Biermann, who had a successful career at BMW for over thirty years. While he recently retired as head of R&D at Hyundai N in 2021, during his tenure, Biermann played a crucial role in developing groundbreaking vehicles that have elevated the brand’s reputation among car enthusiasts. These include the i20 N, the i30 N, and the stunning Stinger. Without his expertise almost ten years ago, the Ioniq 5 N would likely not even exist today.

While we recognize that Ickx’s advisory position may not have the same level of influence at Genesis, it is crucial for the brand’s goals of expanding beyond its current boundaries and rivalling Europe’s top competitors. We are eagerly anticipating the outcome of this partnership and the potential it holds.


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