The off-road vehicle boom shows no signs of slowing down, and Genesis is embracing this trend with the limited-edition GV80 Desert Edition.
The Genesis GV80 Desert Edition is an off-road luxury SUV designed for racing legend Jacky Ickx. The car comes with rugged retrofits that bode well for the future of Genesis' Magma performance subbrand.
Unveiled ahead of this year’s Dakar Rally in Saudi Arabia, the GV80 Desert Edition celebrates Ickx's remarkable motorsport legacy. Among his many achievements, winning the 1983 Dakar Rally is particularly iconic. That year, the rally blazed through the African desert, finishing in Dakar, Senegal. Although the event has since relocated to Saudi Arabia, the spirit of adventure that defined Ickx's victory continues to inspire
In the 1980s, Ickx was a regular at the Dakar Rally, competing almost every year and representing five different manufacturers. After retiring in 2000, his name became synonymous with endurance racing. This legacy was cemented in February 2024 when Genesis partnered with Ickx, aligning their ambitious vision with his storied career.
Design and Features
The GV80 Desert Edition stands out with a unique blend of style and functionality. Key features include:
Tow hooks for rugged terrain
Raised suspension to accommodate off-road tires and reinforcements
A roof rack with integrated lighting strips
The most powerful V6 turbo engine available in selected markets
Adding to its exclusivity, the vehicle's Dubai license plate is inscribed with "Performance by W Motors," hinting at collaboration with the renowned Middle Eastern supercar specialists. Genesis left no stone unturned, ensuring the GV80 Desert Edition embodies the spirit of an off-road champion.
The Future of Genesis: Magma Performance
Genesis is not just venturing into off-road territory—it’s laying the groundwork for a high-performance future. The Magma Performance sub-brand aims to rival automotive giants like BMW M and Mercedes-AMG.
Magma Performance isn’t limited to retrofitting luxury vehicles; it’s also venturing into motorsport. The division plans to compete in the Hypercar and GTP categories of the FIA World Endurance Championship and the IMSA SportsCar Championship. And who better to lead the charge than Jacky Ickx?
Currently, Genesis is developing the GMR-001 Hypercar, an advanced race car expected to make its debut on the track in 2026.
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Adrian is an Editor. Psychology graduate with over 4 years in the automotive industry, 3 in front of the camera. Occasionally seen at his family owned tyre shop. He will only buy cars that pass the big bottle test.
