Second Asian WEC Round “Not a Priority” for Genesis

Photo: Andrea Lorenzina/DPPI

A second FIA World Endurance Championship round in Asia is “not a priority” for Genesis according to Magma Racing team principal Cyril Abiteboul, with the Korean automaker’s focus set on exposing the brand into new markets, primarily in Europe.

Genesis, in its first year of sports car racing competition, has been making steady gains in results since its debut in April’s season-opener at Imola, while also increasing its brand activation at circuits.

While Silverstone will make its series return next year as part of an expanded nine-round championship, Abiteboul dismissed any strong desire to push for a home race in South Korea, it’s largest market, or potentially in China, where Genesis launched in 2021.

“It’s not a priority for us,” he told reporters at last month’s 24 Hours of Le Mans. “The current footprint of the championship is actually very consistent with where we need to expand as a brand.

“The main driver for this program is the expansion in Europe and also an expansion into a more high performance territory for production cars.

“Actually, we’re already pretty happy with the footprint.”

Genesis used last month’s Le Mans event to make several product announcements, including an updated interior for the Genesis Magma GT Concept, in an event that also had the all-electric Magma GV60 also on display.

It also took the wraps off its GT3 concept car, although provided no precise timeline, or confirmation of that matter, that it will be built.

Abiteboul said next year’s WEC calendar currently suits the manufacturer’s marketing goals in sports car racing.

“Building a calendar is not just about ticking boxes,” he said. “Sometimes people say, ‘We need to have a race in China. We need to have a race in the U.S.’

“No. We need to make sure there’s also a good fit between the sport and the markets.

“These things take time; you can’t burn steps there.

“The championship, the way it is, is already very good enough for us.”

Abiteboul revealed that Genesis will now not enter the IMSA WeatherTech SportsCar Championship until 2028 at the earliest, despite it currently being the brand’s second largest market.

Source: Sports Car 365