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Genesis Chooses Endurance Racing Over Formula 1
Genesis, the luxury automotive brand of South Korea’s Hyundai Motor Group, has confirmed that it considered entering Formula 1 before ultimately opting for a participation in the 2026 World Endurance Championship (WEC) with its Genesis GMR-001 Hypercar. The decision was publicly unveiled during an event in Dubai, where the company displayed a scale model and concept images of the new vehicle set for testing next year.
In determining its future in motorsport, Genesis conducted a comprehensive assessment of various racing categories, ultimately deciding that an endurance racing program aligns better with its strategic goals. Luc Donckerwolke, the chief creative officer of both the Hyundai Motor Group and Genesis, indicated that despite having several former F1 personnel, including ex-team boss Cyril Abiteboul, the focus is firmly on sportscar racing at this time.
“In our discussions about high-performance motorsport, the idea of participating in F1 was certainly considered,” Donckerwolke stated. “However, we are prioritizing endurance racing for now. The future is uncertain, and while we may revisit the idea of F1 down the line, our immediate mission is clear—endurance racing.”
Donckerwolke also emphasized the distinct advantages that come with engaging in the WEC compared to Formula 1. He noted that the connection between the WEC format and Genesis’s consumer vehicle lineup is significantly closer. This enables the brand to align its racing vision with its core values.
“Endurance racing is in sync with the aspirations we have for our brand. We aim to bring more than just a marketing message; our focus includes sustainability and advanced technologies, such as utilizing hydrogen as a logistics solution,” he explained. “Moreover, through partnerships with companies like Boston Dynamics, we’re looking to enhance the efficiency of our racing crews using robotics.”
Key to Genesis’s decision-making was the increasing relevance of hybrid technology within the WEC framework. Donckerwolke highlighted the importance of obtaining valuable technological insights from the racing experience, explaining that the evolving powertrain technologies present an optimal opportunity for inspiration and innovation.
“Every racing experience should yield concrete returns, not just in terms of visibility but also regarding technological advancement and design inspiration,” he noted. “This is an exciting time as we explore new possibilities with advanced powertrains.”
Furthermore, he touched on the aerodynamics research associated with endurance racing, pointing out that the findings are more easily transferable to consumer vehicles compared to the distinct approaches seen in open-wheel racing, such as Formula 1. This compatibility with their brand ethos—characterized by luxury and performance—reinforces Genesis’s commitment to endurance racing.
As Genesis lays the groundwork for its venture into sports car racing, Abiteboul asserted that considerations regarding an F1 program are not on the immediate agenda. “Our current strategy is well-aligned with our brand’s vision, and we need to focus on executing our plans in this realm before contemplating further expansions,” he said.
With these developments, Genesis is poised to make its mark in the world of endurance racing while keeping the door open for future possibilities in other forms of motorsport.
Source
www.autosport.com