Hyundai Motorsport is stepping into the world of endurance racing, which may not sound like a big deal except that it is doing it with its luxury Genesis brand along for the ride.

The company has hinted that it is not happy be a mere also-ran, it is aiming for overall victories with an LMDh prototype, a car capable of competing in the top-tier GTP class of IMSA or the WEC Hypercar category. This move will also put Genesis in direct competition with some of the most legendary teams in motorsport history—think Porsche, Cadillac, and others.

Though Hyundai hasn’t officially confirmed whether it will race in IMSA, WEC, or both, this represents a major leap for the Genesis brand. Competing in some of the world’s toughest and most prestigious races could significantly elevate Genesis’ reputation as a premium performance marque. If the Genesis name finds itself racing alongside heavyweights like Ferrari, Lamborghini, Porsche, Cadillac, and BMW, it will earn serious credibility among motorsport fans—a key goal for Hyundai.

“Genesis is proud to announce its ambitious entry into the world of endurance racing through the LMDh program,” Hyundai Motorsport and Genesis stated, as reported by the FIA. “Genesis is actively exploring programs to enhance its high-performance image, and after thoroughly evaluating several options, we determined that LMDh is the most strategic direction for us at this time.”

The LMDh class features the highest-performing prototypes, which compete for overall wins rather than just class victories. This means Genesis will need to develop a bespoke hybrid hypercar from the ground up, not just modify an existing platform.

While other racing categories allow manufacturers to race souped-up versions of their road cars, LMDh requires completely unique vehicles. The car’s chassis must come from one of four approved suppliers—Dallara, Multimatic, Ligier, or Oreca—and it must use a hybrid powertrain that produces 500 kW (671 horsepower), while weighing no less than 1030kg.

 

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Hyundai and Genesis haven’t disclosed an official timeline for their LMDh debut, making a 2025 entry seem unlikely. However, whenever they do hit the track, it will be thrilling to watch Genesis go head-to-head with some of the most storied manufacturers in racing history. Hyundai has certainly come a long way!