It was just as Jacky Ickx remembered from 42 years ago, when the Belgian racing legend drove to victory at the 1983 Dakar Rally. 

Ickx, a Genesis Brand Partner, was back at the grueling off-road race, but this time as an “honorary guest” in the newly built Genesis GV80 Desert Edition. 

For two weeks, Ickx tracked 6,000 kilometers out of the nearly 8,000-kilometer Dakar route in Saudi Arabia, journeying from Bisha to Shubaytah and stopping at each bivouac along the way to connect with young racers and share his insights.

From conception to realization, here’s how it all unfolded.

Development of the GV80 Desert Edition spanned several months in 2024 and was executed in partnership with the auto company W Motors, headquartered in Dubai.

Genesis Chief Creative Officer Luc Donckerwolke, center, led the project, ensuring that the brand’s dedication to “Athletic Elegance” was well-demonstrated in the vehicle’s enhanced performance capabilities.

The vehicle was presented to Ickx on Dec. 30, 2024, at Genesis Wallan Showroom in Riyadh, Saudi Arabia, in celebration of his 80th birthday, which took place two days later.

In honor of his birthday, the Dakar organizer also gifted Ickx with an “E80” sticker.

“I’m proud to be a part of this remarkable project,” Ickx said as he signed the engine cover, just days before he would finally put the vehicle to the test.

Behind the wheel, one of the first things Ickx noticed was how aggressive it was. The enhanced front lighting system, upgraded adjustable suspension and all-terrain tires quickly became his favorite features.

Ickx was later joined by his daughter Vanina, a former racing driver herself, midway through the rally.

It wasn’t the father-and-daughter’s first time at the event. Together they participated in the 2000 Paris-Dakar-Cairo Rally, which memory they both hold dear to this day.

“The GV80 Desert Edition calls for adventure, yet with an undeniable touch of elegance and comfort,” said the younger Ickx. “From the distinctive wheels to the remote-controlled lamp rack on the roof that illuminates the desert, the vehicle is really full of curiosity, audacity and performance.”

After an exhausting 6,000 kilometers, the journey was finally over. Once again, Genesis demonstrated its fearlessness, Ickx thought. “They make everything happen for the sheer pleasure of their customers," he said. "They are never afraid.”

Frankfurt, Germany, Jan. 21, 2025 — Jacky Ickx has completed his Dakar 2025 journey in a unique Genesis GV80 Desert Edition.

More than four decades on from his historic win at the 1983 Dakar, Ickx returned to the desert behind the wheel of the bespoke all-terrain GV80. Created by Genesis in celebration of the legendary racing driver and Genesis Brand Partner for his 80th birthday, the GV80 Desert Edition was unveiled during an exclusive handover ceremony at Genesis Wallan Showroom in Riyadh, Saudi Arabia, on Dec 31. An “E80” sticker was also gifted to Ickx by Dakar organizers that day in honor of his birthday.

Designed to bring Genesis’ signature luxurious onboard experience to the most extreme conditions, the GV80 Desert Edition is inspired by Ickx’s pioneering spirit and relentless passion for adventure. Based on Genesis’ flagship SUV, the desert edition features a comprehensively enhanced offroad specification to deliver style, resilience and elevated performance, retaining the GV80’s effortless convenience and unrivalled comfort.

Ickx and the GV80 Desert Edition immediately embarked on their first adventure, tracking the 6,000-kilometer route of Dakar 2025 from Bisha to Shubaytah, with Ickx joining the competitive teams at each bivouac along the way. 

An honorary guest at the formidable event, Ickx is a highly respected advisor within the Dakar Rally community. Throughout the competition, Ickx took the opportunity to visit checkpoints and share his support with the drivers and teams, also being joined by Genesis Magma Racing team driver Andre Lotterer along the way. 

Power, Presence and Performance 

Immediately recognizable by its wider, purposeful stance, the GV80 Desert Edition’s arches are extended by 40 millimeters at the front and rear to accommodate bespoke 20-inch forged alloy bead-rock wheels and all-terrain tires. 

A comprehensively upgraded adjustable suspension system has been specifically engineered for desert conditions, providing maximum ground clearance, superior damping, and enhanced stability on soft sand and rocky trails. 

A dedicated desert setting is also accessible through the GV80’s Intelligent Drive Mode system, optimizing the powertrain for the most demanding conditions, underlining the desert edition’s performance credentials. 

Elegance and Resilience 

At the front, Genesis’ advanced Intelligent Front Lighting System is enhanced with a Baja Designs-integrated lighting system, incorporating LED auxiliary lights on the fog lights, A-pillars, and roof to offer exceptional visibility. As well as accommodating an LED light bar, the custom roof rack includes mounts for fuel canisters, sandboards and a rooftop tent. 

The desert edition’s unique blue bodywork and single white stripe livery also pay tribute to Ickx, honoring the iconic race helmet colors worn throughout his career. 

Practicality Meets Luxury 

The GV80 Desert Edition’s interior balances adventure-ready utility with Genesis’ signature onboard entertainment and convenience features. 

In the cargo area, an integrated drawer system now securely stores a full-size spare wheel, tools and essential emergency equipment, with additional compartments for water supplies, first aid kits and communication devices. 

An Enduring Collaboration 

Approaching his second year as Genesis Brand Partner, Ickx’s phenomenal racing achievements and pioneering spirit position him as the perfect ambassador. The partnership continues to evolve as Genesis expands into high-performance models and motorsports, drawing on his illustrious racing career to offer strategic insights. 

At the recent launch of Genesis Magma Racing in Dubai, Jacky Ickx was announced as the team’s official racing advisor. The new role will complement his existing duties, encompassing brand ambassador, diplomat and advisor to the development of Genesis cars. 

The Genesis GV80 Desert Edition project was managed by Luc Donckerwolke, Chief Creative Officer of Genesis, built in partnership with Genesis Middle East and renowned customization specialist W Motors.