Genesis, the South Korean luxury automotive brand, has announced its ambitious entry into the 2026 World Endurance Championship with its new Genesis GMR-001 Hypercar. This represents a big move for the brand, driven by a clear alignment with its technological aspirations and brand values, as well as a crew supported by Boston Dynamics robots.
“We have Boston Dynamics through robotics, where we aim to make the life of the crew team easier and better by supporting them with robotics,” said Luc Donckerwolke, Genesis’s Chief Creative Officer via Motorsport.com, highlighting the pioneering approach Genesis is adopting. The decision was made after evaluating various racing leagues, including Formula 1, and launching the GMR-001 Hypercar concept at the Abu Dhabi Grand Prix earlier this year.
Donckerwolke explained that Genesis’s decision to focus on endurance racing stemmed from the compatibility of the sport with the brand’s current portfolio and technological goals, as well as its audience.
“But clearly, we have decided to go for endurance,” he said. This decision involved experienced motorsport personnel, including Cyril Abiteboul, a former F1 team boss now spearheading Genesis Magma Racing.
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As Genesis begins work on this new venture, the benefits of participating in endurance racing become evident. The sport aligns seamlessly with the brand’s environmental and sustainability goals, particularly through the use of hybrid technology.
“We are more than just an automotive brand, we have a lot of technology and potential that we would like to apply,” Donckerwolke confirmed. On top of this, the collaboration with Boston Dynamics is aimed at improving the efficiency of the crew team using robotics, adding another layer of optimization to Genesis’s approach.
The GMR-001 Hypercar, set to debut in the 2026 WEC and later compete in the IMSA WeatherTech SportsCar Championship, boasts a carbon chassis from Oreca and hybrid components from leading suppliers like Williams, Bosch, and X-Trac. These technical features enable Genesis to leverage aerodynamic research that is significant for technological advancement in road vehicles.
“The aerodynamic research we’re doing is applicable more than if you do, for instance, open-wheel racing. That is a completely different discipline,” Donckerwolke admitted.
Participating in WEC not only affords Genesis the technical gains associated with endurance racing but also bolsters its branding as a luxury marque with a rich heritage. The ethos of gentleness, precision, and sophistication associated with endurance racing is a natural extension of Genesis’s brand image.
“And this is actually the essence of endurance racing. It has been the discipline of the gentleman drivers. So we believe that there is absolute compatibility from that point of view as well,” Donckerwolke added.
Although a future into Formula 1 is not off the table for the future, current efforts are focused on executing the endurance program effectively. Abiteboul stated:
“It’s a brand strategy. I think what we are doing and what we’re announcing now makes complete sense from a brand strategy.”
