Genesis Needs “Compelling Business Case” to Enter IMSA

Genesis Magma Racing team principal Cyril Abiteboul said the manufacturer “still needs to build a compelling business case” to enter the IMSA WeatherTech SportsCar Championship as it continues to monitor the series.

The Genesis GMR-001 Hypercar made its debut in the FIA World Endurance Championship at the start of this season but, ever since the car was first launched, the Hyundai brand has talked of a desire to also enter the WeatherTech Championship in 2027.

Initially, it was felt that entry could come as soon as next season but, by the end of last year, Abiteboul said Genesis likely would not join until the middle of 2027 at the earliest.

At the start of this year, he told Sportscar365 that a decision would not be made until after the 24 Hours of Le Mans to enable the team to assess how its rookie WEC season had been been progressing.

But, after stating at Le Mans that any North American expansion would not be until 2028, now Abiteboul is reluctant to put any time frame on the potential program.

“We’re monitoring the situation of the championship,” he said. “As everything, we’re monitoring the return on investment.

“We have regular discussions with stakeholders externally, IMSA, the team we could be working with.

“We also have discussions internally because a program like IMSA would be a program that we would do first and foremost for the U.S. market so we are working on this.

“What does that mean, what does it take to be successful from a business perspective?

“Because all of that needs to be supported by marketing dollars, marketing expenditure and we need to make sure it’s competitive against many other options we have to support the brand Genesis in North America.

“At this level of expenditure, we need to make sure it’s a place that is suitable from a corporate perspective, in terms of B2B, in terms of hospitality platform and so on.”

He was speaking to reporters from the spacious Genesis Lounge at the Circuit of The Americas and described that facility as “a good demonstration of what we expect from a sport.”

Abiteboul added: “And this type of environment would never be possible in IMSA and that’s something that we need to reflect in our overall decision.”

In addition to the business case, Abiteboul said a WeatherTech Championship program also needs to make sense from a sporting perspective.

He spoke of the need “to understand how the sport is evolving” amid concerns about entry numbers in the top GTP class following Acura’s decision to exit the series at the end of this season.

Genesis’ position towards the WeatherTech Championship is similar to that of 2027 WEC newcomer McLaren.

It has also spoken of a desire to race its MCL-HY Hypercar in the series but has also not made any firm commitments yet, with the lack of permanent hospitality facilities at the majority of IMSA tracks also being a factor for the British manufacturer.

When asked last month for an update on the potential plans to join the grid, McLaren Endurance Racing team principal James Barclay said: “When it comes to desire, the desire is absolutely there.

“But the philosophy I definitely have is we want to make sure we walk before we run on this one.

“We need to set up the team to be successful, we need to develop the car, we need to develop our infrastructure.

“Are we in the thick of making a decision now? No, because right now we’ve got a first job to do. We will earn our freedom once we’re at that point.

“First job first, let’s get this set up successfully, let’s prove we’re competitive and we’re in a position to fight and be successful. And then, when we are, let’s take that next decision when that time comes.”