Genesis has indicated that a second FIA World Endurance Championship round in Asia is not a current priority for the brand, as stated by Cyril Abiteboul, head of Magma Racing. The Korean automaker is channeling its efforts toward introducing the Genesis name to new markets, with a particular emphasis on Europe.
In its inaugural year of competing in sports car racing, Genesis has been posting steady progress since its season opener at Imola in April, while also boosting its brand presence at race circuits.
Although Silverstone is set to rejoin the series next year as part of an expanded nine-round schedule, Abiteboul made clear that there isn’t a strong push to stage a home race in South Korea—its largest market—or even in China, where Genesis launched in 2021.
“It isn’t a priority for us,” he told reporters at the recent Le Mans event. “The current footprint of the championship aligns very well with where we need to extend the brand.”
“The main driver for this program is European expansion, along with extending into a higher-performance space for production cars.”
“We’re actually quite satisfied with the footprint as it stands.”
At Le Mans last month, Genesis used the occasion to unveil several product updates, including a refreshed interior for the Genesis Magma GT Concept, with the all-electric Magma GV60 also on display at the event.
The brand also revealed its GT3 concept car, though no firm timeframe or confirmation was given regarding whether it will be produced.
Abiteboul noted that the schedule for next year’s World Endurance Championship currently supports the company’s marketing objectives in sports car racing.
“Developing a calendar isn’t just about ticking boxes,” he said. “There are people who urge us to race in China or the United States.”
“No. We must ensure there is a strong fit between the sport and the markets.”
“These things take time; you can’t rush them.”
“The championship, as it stands, is already quite adequate for us.”
Abiteboul also confirmed that Genesis will not enter the IMSA WeatherTech SportsCar Championship until 2028 at the earliest, despite the United States being the brand’s second-largest market.
