Hyundai secured its first-ever Driver and Co-Driver Championship this year. (Image courtesy of Hyundai·Kia Communication Center)
SEOUL, Dec. 3 (Korea Bizwire) – Hyundai Motor Company has solidified its position in global motorsport by achieving significant milestones in the World Rally Championship (WRC) and setting its sights on endurance racing with the Genesis luxury brand.
The WRC, organized by the Fédération Internationale de l’Automobile (FIA), is one of the most demanding motorsport events, requiring modified production cars to compete across diverse terrains, from paved roads to icy tracks. Durability and maintainability are critical for success.
After withdrawing from WRC in 2003, Hyundai re-entered the competition in 2014, marking a slow but steady rise. The company clinched its first manufacturer titles in 2019 and 2020 and, this year, secured its first-ever Driver and Co-Driver Championship, finishing second in the Manufacturer standings with 558 points.
Hyundai’s participation in WRC has driven technological advancements, many of which have been incorporated into its production vehicles, enhancing their durability and global reputation. Despite the significant financial investment required, industry experts view the returns as substantial, both in technology and brand equity.
Looking ahead, Hyundai’s premium brand Genesis is preparing to compete in the Le Mans Daytona hybrid (LMDh) class. This hybrid category features in iconic endurance races such as the 24 Hours of Le Mans and Daytona.
Competing against established players like BMW, Porsche, Lamborghini, and Cadillac, Genesis aims to prove its performance capabilities by building a car that excels in both speed and endurance.
Genesis has expressed confidence in its LMDh venture, describing it as a platform to showcase cutting-edge technology and performance-driven design. “Endurance racing aligns with Genesis’s motorsport ambitions and supports the development of future mobility technologies,” the company stated.
Industry experts emphasize the importance of motorsport participation for latecomers like Hyundai and Genesis to enhance brand recognition and technical prowess. Success in high-profile races could cement Genesis’s status as a global contender in the premium automobile market.
Kevin Lee (kevinlee@koreabizwire.com)
