Despite the thrill and excitement of NASCAR races, many opine how the American racing series is disconnected from the rest of the world. Seemingly, the engine technology is outdated, which renders it irrelevant to other carmakers. NASCAR uses an eight-cylinder engine that isn’t compatible with new cars that Americans drive. This situation makes it difficult for current OEMs (Ford, Toyota, and Chevrolet) to expand their potential. Or even to woo other manufacturers to the sport.

However, the winds of change are rustling the executives. Global concerns about climate change and Tesla’s spellbinding success have spurred speculations about the electrification of the sport. Race teams may adopt hybrid models, if not a total shift to EVs. And this falls in line with the plans of a $42 billion automobile manufacturer.

Korean brand may grace NASCAR’s OEM list

NASCAR unveiled its first-ever electric vehicle at the Busch Light Clash earlier this year. Now thoughts are afoot about further trips down the green lane. But a full-fledged shift into EVs may not be on the cards given current market trends. Case in point, in only the first months of 2024, EV sales rose by a meager 2.7% while hybrid (a combination of gasoline and electric) rose by 43%.

Rick Hendrick, owner of HMS and a big car dealer, explained the situation. His dealerships in Northern California have a waiting list for Lexus hybrid cars but have to “put big discounts” on Lexus EV cars. He further elucidated: “I’ve been in the automobile business for almost 50 years, and you can’t force customers to buy what they don’t want. We were too aggressive with the EV market.” This unique situation raps on the door of a Korean car brand’s plans: Hyundai. 

Journalist Adam Stern shared his article on X, tweeting a fascinating rumor. “While @NASCAR has been in discussions with @Honda, former Toyota exec Ed Laukes said that @Hyundai is another brand that could see NASCAR as a viable marketing platform.”

Earlier this year, Hyundai’s current Executive Technical Advisor and former R&D, Albert Biermann, said a hybrid powertrain may be incoming. He said the Elantra N (aka i30 Sedan N) “could be an option—technically it’s in there”. Biermann did not confirm whether the performance Sedan, will be electrified but admitted it’s technically possible.

Ed Laukes, a former senior executive of Toyota Motor North America, gave the example of a new twin-turbo hybrid engine. “If you take that engine and figure out a way where you can modify the engine and still bring parity … then you’ve got something because now you’ve driven your cost into a quasi production engine and still have a great racing product.”

However, Hyundai’s approach to NASCAR is nothing new, as they have fiddled with entering the American racing series earlier.

New OEM talks have been going on for a while

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NASCAR is still negotiating with Honda about a possible entry. The question was active back in 2019 as well. Honda thought NASCAR did not fit their image, despite the Acura brand already racing in the IMSA series. Similarly, Hyundai has also engaged in talks with NASCAR executives about becoming a potential OEM for the series. However, the prospects seemed low as the car brand didn’t share a definite answer with regards to their plans. 

The very specific spec components of a Cup car that NASCAR mandates threw up cost problems. Additionally, the hybrid and electric element was also a factor for mismatch. So Thomas Schemera, then the head of global product strategy and design for Hyundai and Kia, shook his head. “There is still a lot to cover,” he said, while adding, “It would be a very expensive proposition.”

But with NASCAR’s evolving approach toward hybrid vehicles, Hyundai may very well enter the series soon. Would be like to see the car brand make its way to stock car racing? Let us know!