Hyundai: Better places than F1 to burn money Hyundai: ?Better places than F1 to burn money' Hyundai have no intention of joining Formula 1, with boss Albert Biermann stating that the sport is far too expensive. Manor's collapse following the 2016 season has seen the Formula 1 grid dwindle to 20 cars but there is hope of attracting new manufacturers in future. The likes of Audi have been present at recent engine meetings with a view to potentially joining Formula 1, but Hyundai have no such plans. "Formula 1 is like burning money," said Biermann. "There are more interesting ways of burning money." Hyundai, who are in the process of growing their N sub-brand, instead see their future in the Touring Car Racing championship. "t's essential to have that link to the high emotional racing environment, this is why we initiated the TCR project," Bierman added. "TCR is developing nicely into a global racing platform and this is exactly what we need, we need that race car out there."
The Horror... no Huyndai in F-1. But I totally get it, F-1 needs more diversity in manufactures.... I think Kia or Huyundai would be great, as well as Toyota back in - as engine mfg's. .... I really do think that current engine suppliers should have their customer engines rebadged as one of their other brands: Mercedes - Opel or Mybach Ferrari - Alfa, or Maserati - Lancia Renault - Nissan Honda ... well, any name at the moment would be better.
Hyundai is of course Korean and they largely have little interest in things going on outside of Korea for the most part. They are an interesting people and very different than for instance the Japanese and Chinese who are more culturally diverse. Korea would only be interested if Korean drivers were racing. I find it hilarious when one of the couple professional baseball teams in the US with a Korean player come to town that the number of Koreans in attendance dominates anyone else (Atlanta has a large Korean pop in the north burbs). They really are that much of a nationalistic culture. I say this as my spouse is Korean and she will absolutely be the first to advise of this barrier.
I think that F1 has become such a specialist sport, that motor manufacturers don't see much relevance in it, unless they have some "heritage" to protect, like Mercedes or Renault. "Win on Sunday, sell on Monday" has more chance to ring true if the public sees some sort of resemblance with the product, however tenuous it is, like in rallying, NASCAR, or touring car racing, also in GT. So, it's no surprise that the up and coming car manufacturers like Huyndai/Kia decline to participate in F1. It may seems glamourous, but it's a bottomless pit too. Regarding your rebadging suggestion, Opel now belongs to Renault, so I don't think that Mercedes could use their brand name. There is already a crossover between Renault and Nissan; they share engines in motor racing, etc... and Nissan is apparently going to take over Renault's Formula E team. I believe that Honda races in the US under the Acura name, so they could rebadge using that brand. Sauber-Acura would sound less ominous than Sauber-Honda nest year !
Hummm, Korean car manufacturers are easily dismissed as the Japanese ones were. The Japanese were laughed at and their products derided until they became world leaders !! The Japanese car companies see Koreans as their rivals in future. Hyundai owns KIA and is on course to become the 5th larger car manufacturer. Hyundai already produces outside Korea, in Europe, and has assembly plants on other parts of the world too. Korean are on their way to take over the European entry level market. That's the bread and butter of most car manufacturers. The cars aren't bad either ...
Opel belonged to General Motors and now to Peugeot. About Hyundai, I think that they´re already having enough troubles in a much cheaper championship like WRC so trying F1 would be definitely a bad idea.
Jeez, if you were an F1 driver, and your manager said 'hey, got you a new drive, its with hyundai', must be like a new cop turning up in the garage, only to be given the keys to a Prius, or a pushbike......... I think I'd turn my gun on myself hehehehe
Hyundai doesn't need F1. Their product lines have steadily been gaining ground on the competition wherever they go. They make good products and are doing what Honda and Toyota did a few decades ago.
Bugatti is no less than Volkswagen pet project, so they have the money! But maybe fixing the Dieselgate and compensating customers worldwide is more of a priority now.
Albert Biermann should know from his days at BMW what the investment in F1 looks like, and the likelihood that there is any meaningful benefit.
Nope -- they are VW. Its a way to get VW into racing through one of the great names in racing history. I think more than BMW quitting it was Toyota quitting that really hurt the idea of new teams being created. If Toyota, probably the biggest car maker in the world didn't think the investment was worth it, why would anyone else? I have no idea why Renault continues other than French pride.
Good point , never thought of it that way. Vw should get Bugatti up front, but if they don't see the return on investment, Audi would be the best choice of their brand line up.
It has to be an ego thing. Because there is ZERO business case for F1 unless you're Red Bull who's profit per unit sold has to be 98% of what they wholesale that crap for.
F1 should focus more in privateers. Manufacturers leave when times are bad and when they achieved their goals.
But they still offer 5yr/60K full warranty to any owner; something nobody else does, including premium brands. At least they put their money where their mouth is. I like that. Honda only offers 3/36; go figure.
Agreed. Far too many people hanging on the emotions of racing, but in terms of marketing ROI, it's simply not there.
