Cars with Fun Factor
Interview with Mr. Stefan Ph. Henrich, Marketing & PR │ Director, about Hyundai Motorsport GmbH
Hyundai Motorsport – where innovation meets tradition. In conversation with Stefan Ph. Henrich, we take an exclusive look behind the scenes of a company conquering the racetracks of the world – from thrilling rally duels to pioneering steps towards e-mobility. The Director reveals how Hyundai Motorsport balances classic racing and the electric future, and what opportunities the revolution of electric motors holds for the world of motorsport. Ready for a ride into the future of motorsport?
Wirtschaftsforum: Mr. Henrich, Hyundai Motorsport is known for its activities in the Rally World Championship. What makes motorsport so important for Hyundai?
Stefan Ph. Henrich: We primarily use motorsport as a platform to energize our brand. It's not just about winning races, but about presenting the Hyundai brand globally and sharpening its perception. We operate in a league with Toyota and Ford, the two largest car manufacturers in the world. Our involvement in motorsport strengthens our image, especially through the slogan 'Win on Sunday, sell on Monday' – no one wants to buy a product from a company that isn't successful.
Wirtschaftsforum: What role does e-mobility play in it? Can e-motorsport evoke the same excitement as conventional drives?
Stefan Ph. Henrich: A valid question. Of course, e-motorsport lacks the "rumble" that many fans associate with traditional motorsport. However, we started an electric touring car project in 2021 and 2022, which was not continued, but it brought us many valuable experiences. We have since developed the IONIQ 5 N, an electric performance car that packs a punch – both technically and emotionally. Interestingly, we even included simulated shifting noises to make the driving experience more exciting.
Wirtschaftsforum: How can motorsports impact road vehicles? Is there a direct connection?
Stefan Ph. Henrich: Absolutely. Motorsport serves as a testing ground for new technologies. Everything we develop in motorsport eventually flows into mass production. Our expertise in high-performance engines and chassis, which we test on the racetrack under extreme conditions, helps us to improve the everyday usability of our production vehicles. It is thus a symbiosis: Motorsport strengthens the brand, and the brand benefits from the technological advances we make in racing.
Wirtschaftsforum: They discussed the global influence of motorsport. How is Hyundai Motorsport positioned internationally?
Stefan Ph. Henrich: Hyundai Motorsport operates worldwide, our Rally World Championship is just that – a World Championship. We have markets where rally sport is of great importance, for example in Southern Europe, South America, and Asia. There, the combination of motorsport and brand relevance is particularly strong. At the same time, however, we must face challenges in markets like Germany, where interest in rallying is relatively low. Therefore, we strongly focus on international expansion and innovative technologies to stay relevant everywhere.
Wirtschaftsforum: How do you see the future of motorsport, especially with regards to sustainability?
Stefan Ph. Henrich: Motorsport is facing a transformation. Hybrid and electric drives are not only a theme in the consumer market but also in racing. We are now competing in the Rally World Championship with plug-in hybrids, which shows that sustainability is also gaining importance in the high-performance sector. It is clear that the future of motorsports will be green, even if that means we have to say goodbye to some traditional elements.
Wirtschaftsforum: Hyundai has achieved impressive success in motorsport in recent years. What were the key milestones?
Stefan Ph. Henrich: One of the greatest accomplishments was certainly our entry into the touring car segment. With the i30 N, we not only managed to develop a high-performance car but also to successfully employ it in customer racing. This step has brought us closer to the end consumer and strengthened the connection between motorsport and street vehicles.
Wirtschaftsforum: Hyundai Motorsport is not only about performance, but also about emotions. How important is the aspect of driving pleasure?
Stefan Ph. Henrich: Driving pleasure is a central aspect of our work. When we made the decision in 2011 to engage more actively in motorsports, it was not only about performance but also about developing cars that evoke emotions and are fun to drive. The transition from purely a 'Value-for-Money' offering to a vehicle that is enjoyable to drive, fun, and creates desirability was important to us. With the introduction of our N models, starting with the i30 N, we wanted to close this gap. These cars should not only be reliable but also make the heart beat faster - whether on the racetrack or in everyday life.
Wirtschaftsforum: Apart from technology and driving pleasure – what does motorsport mean for the drivers?
Stefan Ph. Henrich: Motorsport is a world full of extreme emotions and risks. Our drivers literally risk their lives, especially in rallysport. They drive at speeds of up to 200 km/h on narrow forest paths, often weaving between trees. It's not just about technique, but about the relentless ambition to be the best. These drivers want to win in every situation, not just on the track. It is this indomitable will to win that drives them, and not only in motorsport. Many of them carry this competitive spirit in all areas of their lives. That is the spirit that defines Hyundai Motorsport – always striving for peak performance and never giving up.
Wirtschaftsforum: What can we expect from Hyundai Motorsport in the coming years?
Stefan Ph. Henrich: We will continue to focus on two main areas: works sport, i.e., rallysport, and customer sport, where we develop vehicles for private customers and teams. Additionally, electrification will play a central role, not only in road traffic but also in motorsport. Our goal is to remain a leader in terms of innovation and performance.