Genesis GV80 custom-made for Jacky Ickx, dubbed Desert Edition, is a unique model.
Genesis Unveils GV80 Desert Edition and Racing Program at Dakar Rally
The Dakar Rally, currently taking place in Saudi Arabia, played host to an exciting announcement by automotive brand Genesis. The event, an off-road rally-raid competition, saw the unveiling of the GV80 Desert Edition, a special off-road version of Genesis's GV80 SUV, and the reveal of Genesis's new racing program.
The GV80 Desert Edition, a collaboration with supercar builder W Motors, boasts typical off-road modifications such as a raised ride height, knobby tires, a roof rack with LED light bar, and prominent recovery hooks. The vehicle was presented to racing legend Jacky Ickx, who is serving as an advisor to the new racing program.
Jacky Ickx, a six-time winner of the 24 Hours of Le Mans and a former winner of the Paris-Dakar Rally, is no stranger to desert racing. In 1983, he won the Paris-Dakar Rally, a feat he achieved after scoring eight Formula 1 victories and winning a Can-Am championship.
Genesis's racing program, set to begin in 2026, will see entries in the premiere Hypercar and GTP classes of the FIA World Endurance Championship and IMSA SportsCar Championship. The brand is also developing a race car named the Genesis GMR-001 Hypercar for the program.
In addition to the racing program, Genesis is also establishing a new performance sub-brand named Magma, aiming to compete with BMW M and Mercedes-AMG. Albert Biermann, former head of BMW M division, will serve as the consultant for Magma. The D2 Racing team will also be involved in the development and participation of the racing program.
Genesis's partnership with Jacky Ickx is not new. In February 2024, Jacky Ickx became a brand partner of Genesis. The partnership continues to strengthen, with Jacky Ickx's extensive racing experience proving invaluable in Genesis's foray into the world of racing.
The presentation of the GV80 Desert Edition took place on the eve of the 2025 Dakar Rally, marking a significant step forward for Genesis in both desert capabilities and racing ambitions. As the rally continues, the spotlight remains on Genesis, with the GV80 Desert Edition and the upcoming racing program capturing the attention of fans and racers alike.
