Genesis enters motorsports at full speed

The luxury arm of Hyundai launched its racing team in just 500 days, debuting in the World Endurance Championship's Hypercar class in April 2026.

Le Mans finish marks major milestone

Just months into their first season, Genesis Magma Racing completed the grueling 24-hour Le Mans race, a monumental achievement for an endurance racing newcomer.

Strong American debut at Austin

At the Lone Star Le Mans in Austin, car number 17 finished seventh, the team's best result yet, despite pit lane issues and an early race incident.

Winning takes more than a fast car

Three-time Le Mans champion Jacky Ickx, now a consultant for the team, emphasizes that success requires engineers, mechanics, coaches, and analysts working together as one group.

“You only win because there is a group.”

Genesis treats fans like honored guests

The brand's philosophy of son nim, meaning honored guest, shapes how they engage fans with air-conditioned lounges, simulators, track access, and personalized touches like custom cowboy hats.

Comfort matters in Texas heat

Genesis provided ice cold paletas, neck towels, ventilated car seats, and welcome baskets with sunscreen and fans to keep guests comfortable in late summer temperatures.

“The best gift [we can give our guests this week] is air conditioning.”

Drivers connect directly with fans

Genesis drivers quickly sign merchandise and take photos with fans, while support staff generously distribute flags and driver cards, creating personal connections.

Performance and access build new fandom

Genesis is competing against storied teams like Ferrari and Porsche by combining on-track results with unmatched fan experiences, betting that American audiences will follow.