Genesis LMDh launch makes its level of commitment clear

Genesis’ LMDh program launch at the base of the Burj Khalifa -- the world’s tallest building -- in Dubai felt like a statement of intent. The presentation was slick and impressive, truly a sight to behold. It delivered the message that Genesis Magma Racing doesn’t intend to do anything by half measure when it goes racing in the FIA World Endurance Championship and IMSA's WeatherTech SportsCar Championship in the years to come.

After sharing the overall vision for the program and taking the wraps off a scale model of its WEC and IMSA-bound GMR-001, Genesis’ senior management and drivers, plus representatives from partners ORECA and IDEC Sport, spoke at length to the media. Perhaps the most crucial soundbite came when RACER asked Cyril Abiteboul, the Genesis Magma Racing team principal, about the length of Genesis’ commitment to this new venture.

Choosing to join a formula multiple years into a regulation cycle was always going to be a challenge, but Abiteboul feels Genesis has the right mentality to succeed. He stressed that the young South Korean brand is coming because it intends to build something.

Asked if Genesis was committed through to the end of the regulation cycle, which was extended earlier this year through to the end of 2029, he replied, “Absolutely! In WRC [with Hyundai] we’ve had 12 years of continuity. When we enter something, we do it to make it work and secondly, with stability. We know that performance takes time to develop.

“We are not here to do one thing and move on to something else. We are here to stay, to do a good job, to be competitive and build up the narrative. If you switch your program every year or every other year, you don’t build.

“We are building a race team in Paul Ricard, moving facilities in the Frankfurt area to one that is a better fit for this type of program. So moving more than 200 people, you do not do that for a short-term program.”

To get this project off the ground quickly, Genesis has already had to make a number of key decisions. First, it opted to go down the LMDh route rather than LMH for its prototype. This allows it to lean on its chassis partner ORECA for expertise and utilize a twin-turbo V8 engine based on Hyundai’s WRC unit with the spec LMDh hybrid system from Bosch as a shortcut.

“We looked into that (LMH),” Abiteboul said. “We need to be humble, pragmatic and realistic about the learning curve. We are not strangers to circuit racing because we (Hyundai) do TCR, but the difference between that and prototype racing is big.

“So we need to start with a set of regulations that is most accessible. Maybe in the future, there will be another step, but it’s all about taking the right step at the right time.”

Genesis has also opted to stagger its entries into Hypercar and GTP, debuting as a factory in WEC in 2026 before joining IMSA in 2027. This isn’t because it sees less value in IMSA or the North American market but because it recognizes how tough it would be for a manufacturer new to endurance racing to dive head-first into two championships at the same time.

ORECA founder Hugues de Chaunac agrees it’s a sensible decision. “One of the key points of the WEC is the Le Mans 24 Hours, and it’s one of the biggest targets,” he said. “The dream is to win Le Mans, so to start with the WEC I think makes sense. To win Le Mans you need two years minimum to understand everything, so it’s the normal choice to start with WEC in year one.”

This really is a project that was green-lit at the 11th hour. It wasn’t signed off until Sept. 1 this year, meaning everything will need to come together in just 16 months to make the 2026 WEC season opener.

Luc Donckerwolke -- the Hyundai Motor Group’s president and chief creative officer -- shared that he first put the wheels in motion 18 months ago, when he invited Abiteboul to his design studio to discuss his dream of having Genesis race at Le Mans.

When Genesis was looking for an entry point into motorsport, Formula 1 and Formula E were both on the table. But in the end, a top-class endurance racing program was seen as the most logical route to achieving internal goals.

“Two months ago, I pitched the idea to our top leadership about entering endurance racing,” he said. “And in three days, including a weekend, I got approval for what could become a defining moment for a brand.

“We introduced different categories to the board and explained the level of investment. And it was the point of no return -- either we start, or we don’t do it. It’s now that we had a slot to enter, with this calendar and level of investment. The answer was yes.

“We’d already been discussing with Hugues (de Chaunac) about how to do it and I’d sent my team of designers to him before the decision. So I had to do it -- I told them to go flat out. It was a strategic decision.

“It is very important for us to race and to get a return on investment. I don’t mean on marketing, I mean on technological know-how and inspiration for design. That’s why we are motivated to enter this category of motor racing.

“It’s technology, aerodynamic research that’s more applicable than open-wheel racing. This is why we believe in endurance. And we want to make sure we have a step between normal products, the Magma products -- which is high performance -- and motorsport.”

The next 12 months are set to be crucial for all involved. Through 2025, Genesis will set up its race base, begin track testing its car and make a number of decisions regarding it IMSA program and driver roster, all while competing with IDEC Sport in the European Le Mans Series to prepare for its WEC debut.

RACER asked Abiteboul when Genesis will need to make a final call on who will operate its GTP cars.

“We were in Petit Le Mans (back in October) having discussions with interested parties," he said. "We understand that they would like to know as early as possible. But we have a bit of time; we want to make the right choice. It’s a decision to be made in Q2 of 2025 -- that’s a timeline we have shared with most of the people we have met. It’s workable for everyone.

“The one thing we really want is people with experience of the IMSA championship. I would feel much more comfortable. Prototype experience is not a must. It’s going to be down to a cultural fit. We want a one-team approach, with everyone talking to each other. I want a partner who is prepared to embrace what we are doing in WEC and build something.”

On the driver front, it’s a similar story. There are important choices to be made in the months ahead to ensure that its drivers in the WEC and IMSA give it the best chance to win each race weekend.

Are the three drivers set to race with IDEC Sport on behalf of Genesis in the ELMS (Logan Sargeant, Jamie Chadwick and Mathys Jaubert), all being considered for full-time factory seats?

“We have multiple choices of endurance drivers, lots of them who deserve it," Abiteboul said. "But we wanted to give an opportunity to drivers who may not normally be considered. We are assessing the combination, it’s an expression of what we want to do in the sport.

“But we have to recognize that we are just three months into this process. It’s in their hands -- it’s up to them to show what they are capable of doing in fair conditions. We want to offer them a fair chance to prove their worth, whether it’s a reserve or race job, who knows? It could be a one- or two-year plan, we don’t know.”

With a chassis partner selected, a car concept being worked on, an engine solution found, and the foundations for a driver crew laid, Genesis looks well-placed to become a key addition to the Hypercar and GTP grids at first glance. Abiteboul though, is under no illusions that winning races, titles and of course, Le Mans, will be no simple task.

“Discussions we’ve had with Hugues [de Chaunac] and ORECA have been instrumental. When it comes to different elements, we know ORECA clearly has the playbook on how to build this kind of car, and competitive cars.

“The crucial point is on the powertrain side. If you look at how our competitors were when they started their program, they already had their engines up and running. So that’s why we decided to go for that shortcut of using the WRC engine as a base engine -- it may sound strange, but it’s a good shortcut. That side is critical, but there is a way forward.

“The other thing is the team side. It’s not just making up the numbers or filling an organization chart for the sake of it -- we need the right people and that takes time. That’s why the partnership with IDEC Sport is quite crucial. We wanted a fast track on the process. We hope we are doing the right strategy to mitigate those risks.

“It’s a big challenge, but we accept it.”