This week, on the event of the New York Auto Show, Genesis made its efficiency ambitions clear. The model debuted its “Magma” project, a coming collection of sporty fashions to sit at the top their respective model lines. Surprisingly, Genesis has additionally introduced on six-time Le Mans winner Jacky Ickx as an official marketing consultant and model ambassador. 

In a presentation at a pre-Auto Show occasion Monday, Icxk talked about desirous to be a part of a “winning team,” and Genesis Chief Creative Officer Luc Donckerwolke instructed these gathered to not simply fasten their seatbelts, however racing harnesses too. It’s arduous to not learn this not simply as Genesis desirous to get into efficiency vehicles, however racing too. Combine that with the brand’s increased presence in the Gran Turismo series, and you’ll see the place that is presumably going.

Unfortunately, there’s nothing on the horizon now. “Racing is interesting,” Donckerwolke instructed Motor1 on the Auto Show flooring Wednesday. “We have to find the right moment as well because today, racing with the instability of the regulations, you can’t bet on that, because with electrification all the motorsport regulations are changing. So we have to wait a little bit.”

So it is undoubtedly on the radar, if not one thing we will count on in two or three years. As for Icxk, Donckerwolke mentioned he is “bringing another dimension to the group. It’s a support for the Magma program.”

Earlier within the week, Icxk instructed Motor1 he determined to begin working with Genesis after an eye-opening journey to Korea on Doncerwolke’s invite. “I had the option to chose either to stay in the past, or come in the future and live with some people who are at the present and in the future,” he mentioned. “So it’s just a fantastic option.”

But for now, he isn’t like a Niki Lauda for Mercedes or Helmut Marko for Red Bull sort. At least, not but.