Genesis has big plans with its new endurance racing team, Genesis Magma Racing. They are serious about it, given the resources devoted to a multi-car team. Here's the surprising twist: Genesis wants to spark genuine motorsport enthusiasm in South Korea, a challenge that even Formula 1 legend Bernie Ecclestone couldn't meet.
Unlike North America and Europe, which are vibrant hubs of racing culture, South Korea's enthusiasm for motorsports has been lukewarm. Although South Korea hosted Formula 1 races at the Korea International Circuit from 2010 to 2013 under Ecclestone, they eventually stopped holding these events.
Excitement returned briefly with the 2022 Formula E Seoul ePrix, but this was cut short by stadium renovations that took the event off the schedule.
Luc Donckerwolke, the president and chief creative officer of Hyundai and Genesis, expressed optimism at the Genesis Magma Racing launch. “I believe we can create passion around racing,” he said. He highlighted existing racetracks and solid financial backing, noting Genesis's goal to ignite a motorsport culture despite the lack of a deep-rooted tradition.
Donckerwolke, a racing fan himself, regrets the lack of a Korean racing scene since he joined Hyundai. He has a long-term vision to make racing popular in the country over the next decade.
Koreans' love for sports figures like Son Heung-min, a Premier League icon, shows the potential for motorsport success if local representation can stir national pride.
The challenges are significant, but Donckerwolke is undeterred. "It is my goal to make this happen," he declared, ready to tackle the challenge of transforming South Korea’s motorsport landscape.
Summary: Genesis, through its Magma Racing initiative, aims to ignite a strong motorsport culture in South Korea—a challenge that Bernie Ecclestone was unable to overcome with F1. Despite obstacles, Genesis remains confident that a cultural shift led by Korean pride is achievable.
