Genesis has built yet another version of the stunning X Gran Berlinetta Concept. This one, though, can do something that the other versions of its glorious styling exercise couldn’t. It can run and drive, and it will do exactly that. This is an important step in elevating the brand beyond mere luxury. The G90 is a fine car, but Genesis can aim even higher.
Genesis
Genesis was initially launched as a Hyundai vehicle model – the Genesis sedan in 2004 – but in 2015, it became a standalone luxury brand in the same vein as Toyota’s Lexus or Honda’s Acura. Since then, the G90 has become a symbol of Korean luxury in a German-dominated premium market, and with new plans to take on the likes of AMG with a Magma performance sub-brand, Genesis is showing no signs of slowing.
- Founded
- 2015
- Founder
- Hyundai
- Headquarters
- Seoul, South Korea
- Owned By
- Hyundai Motor Group
- Current CEO
- Jae-Hoon Chang
To help celebrate the brand’s plans to go racing starting in 2026, it is bringing the X Gran Berlinetta Concept to the legendary Mt. Panorama circuit in Australia, where racing icon Jacky Ickx (who was hired just a year ago) will take the car on track for a series of “spirited demonstration laps.” It will be the first time the X Gran Berlinetta has ever been seen driving on track.
Genesis Magma Is Heating Up To Go Racing
Genesis is showing up in a big way for the Bathurst 12 Hour, set for the weekend of January 30. The Korean luxury car company is bringing Ickx, who has been working with Genesis to help develop its new Magma series of performance driver’s cars to life, to drive the X Berlinetta.
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The first Magma car, the Genesis GV60 Magma Concept, will also be at the track. Genesis plans to send it out for hot laps, demonstrating just how much performance the electric crossover can deliver. The GV60 Magma comes off the back of setting a record for the fastest four-seat production car at the Goodwood Festival of Speed in 2024.
Ickx Playing Major Role In Genesis Performance Brand
Genesis calls Ickx the “Gentleman Disruptor” inside the company. The Belgian racing driver moved from two wheels to four when he entered Formula 1 in 1967. He has multiple wins at the 24 Hours of Le Mans on his resume, eight F1 wins, and a best finish of second in the Drivers’ Championship. Clearly, he’s one of the most talented people to ever control a self-propelled vehicle.
“With his phenomenal achievements over many years, his unique knowledge, and contributing a strong desire to influence the automotive landscape, Jacky aligns perfectly with our brand. As a prominent figure who has been consistently ingrained throughout the evolving automotive performance landscape over the years, it is an honor to have Jacky on board to help shape the future of Genesis.”
– Justin Douglass, Head of Genesis Motors Australia
Genesis first showed the X Gran Berlinetta Concept in 2023 as part of the Gran Turismo World Series Finals. A Jacky Ickx tribute version arrived in 2024. The car made it into the game series that year, but while it raced on the virtual track it never saw a real one. The concept car in its deep Magma paint finish is part of the Genesis racing effort that will bring it to the World Endurance Championship in 2026 and to IMSA SportsCar the following year.
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