Former Toyota executive claims Hyundai could be a potential new manufacturer in NASCAR
It is no secret that NASCAR needs a new manufacturer or two, and Hyundai has popped up as a new potential partner in the sport. Honda has been rumored as being interested as well, but Hyundai is a new name to watch for.
No matter what motorsport it is, more manufacturers are almost always a good thing—different cars, engines, and strategies. Apparently, the reduced horsepower in the Cup Series right now is supposed to attract new manufacturers.
In a new report from Sports Business Journal, Ed Laukes, a former senior executive at Toyota and current Joe Gibbs Racing consultant, named Hyundai as a potential addition to NASCAR. All of the talk about Honda has circulated for a while now. However, this is the first real mention of Hyundai.
In the report from Adam Stern, he writes:
“NASCAR has been in discussions with Honda to persuade the Japanese giant to become its fourth manufacturer, joining Chevrolet, Toyota and Ford, and Laukes mentioned Hyundai as another brand that could see NASCAR as a viable marketing platform.”
It is clear that NASCAR is courting manufacturers. The single source parts and “cost reducing” measures are all to attract other brands to the Cup Series. Make the cost low, make it accessible, and then work on the other stuff later, like fixing the short track package.
After Sunday’s epic finish at Kansas, who wouldn’t want to be in NASCAR? Ratings have been solid this season, for the most part. Social media engagement is good. Lord knows there is a health amount of debate and discussion in the sport among fans and teams.
I do wonder how much the charter negotiations are getting in the way of a new manufacturer joining. Or maybe I’m overthinking things.
Hyundai in NASCAR? It could happen
For many years things like this were pitched as “NASCAR attracting new manufacturers” but nothing ever came of it. Remember when Volkswagen was going to get involved, allegedly? Yeah, that never panned out and here we are without another manufacturer to join Chevy, Ford, and Toyota.
In the last year, Honda has been specifically named, multiple times. I think there is some smoke there and maybe even a fire. However, hearing Hyundai named specifically is very interesting. What car would they want to run in the Cup Series if they did join?
Could you imagine an Elantra or Sonata in a Next Gen body style? Perhaps an Ioniq? Right now, Hyundai races in IMSA in the TRC class. Last season, they won the Makers Championship in their class. In that series they run Veloster and Elantra models. Given that information, I think an Elantra in NASCAR would be the move.
Speaking of those cars, they are sports cars, touring cars. Not much different than the modern Cup cars. These Next Gen models are made for road course racing, resembling Australian Supercars. Would you rather want Hyundai, Honda, or is the more the merrier?