From F1 to WRC: Why Hyundai's new boss could be an inspired signing

On paper, Hyundai’s appointment of Cyril Abiteboul as team principal of its World Rally Championship squad seems a strange decision, but it could be the change of leadership it required. The Frenchman has spent the majority of his career in Formula 1, as team principal at Caterham before snaring the top role at Renault until it rebranded to Alpine in 2021. But by his own admission, he is new to rallying and has a lot to learn about the discipline.

For a team desperate to return to the top of the WRC pyramid, it seems odd to hire someone with no rally experience. In the past, team bosses have transferred from rallying to F1 – think Jean Todt (Peugeot to Ferrari in 1994) and more recently Jost Capito, who enjoyed roles at McLaren (2016) and more recently Williams until the end of last year after guiding the dominant Volkswagen WRC team. But few have gone the other direction.

When Abiteboul’s name emerged as a candidate to join Hyundai as head of its rally and customer racing programmes, there was speculation that the signing may be an indication that the South Korean marque has aspirations to move into F1. That may still be the case in the future although, according to the man himself, the lure of joining the “most innovative and fastest-growing manufacturer among the top global brands” was key to taking up the role.

Speculation of an expansion into F1 aside, on closer inspection Hyundai may have pulled a masterstroke by biding its time to find a successor to its charismatic former leader Andrea Adamo, who left in December 2021.

The prospect of fresh eyes from operating in F1 could give Abiteboul an edge in an WRC environment. A combination of experience, new ideas and strong leadership could be a potent but valuable concoction for the Alzenau squad. But perhaps his management skills are where Hyundai could gain the most after a myriad of internal struggles last year.

While Hyundai is yet to deliver a drivers’ title and was comfortably beaten to the manufacturers’ crown in the past two seasons, Abiteboul acknowledges that the team “does not need to be built. It is established, it functions, and it is capable of delivering extremely good results.”

Hyundai upset the formbook by delivering a 1-2 last year's Japan season finale, recovering well after a terrible start to 2022

Photo by: Vincent Thuillier / Hyundai Motorsport

Last season is a good case study of what Hyundai can achieve, despite adversity at times. The late arrival of an underdeveloped and unreliable i20 N built to the new Rally1 hybrid rules, amid a team scrambling for leadership following the departure of Adamo (its boss of six years), meant it was six months behind rivals Toyota and M-Sport Ford.

But amid internal struggles, by the second half of the season, under the guidance of Julien Moncet, the i20 N was regularly outscoring the pacesetting Toyota. Despite a horrendous start, Hyundai ended the year scoring five wins, its best-ever return from a WRC campaign.

As Abiteboul says, the team is capable, but where the 45-year-old can lift it to the next level is through clear leadership and implementing lessons learned from F1. Abiteboul has been described as an honest character. This was evident last week, when he admitted that he needs to be patient while he learns and absorbs the WRC scene.

“From a professional perspective, this will be my first foray into rallying, but I have been an observer of the series over the years,” he said. “In motorsport when you work in one category, you need to be so focused and become extremely specialised, so by virtue of what I was doing, I was specialised in Formula 1. Now I need to do the same in rally, which will take time, but I am very enthusiastic about the DNA and heritage of the sport.

Abiteboul is known to be a strong leader, unafraid to make big calls. Pinching Daniel Ricciardo from Red Bull while in charge at Renault is perhaps one example

“It is still all very new, and I still need to learn a lot, but I am very excited by the challenge. I think the Hyundai brand has been greatly enhanced through its motorsport activities, and it is now my responsibility to continue and further this growth.

“I’m approaching this like all the others I’ve been through in my life; with lots of humility, but I am excited and patient about what can and needs to be done. The challenge will be more within myself with the learning I need to go through, and quickly. There is not only an expectation but also an obligation to deliver. That is what lies ahead but I am up for it.

“To a certain degree, I can see the targets, processes and attention to detail are very similar; the relentless dedication to work and to consider the short, medium and long term at the same time. On the other hand, I can also see that this is totally different to what I have experienced before.”

Abiteboul recognises he needs to learn quickly, but has proven he's unafraid of making big calls in the past and could provide the impetus Hyundai needs

Photo by: Sam Bloxham / Motorsport Images

Abiteboul is known to be a strong leader, unafraid to make big calls. Pinching Daniel Ricciardo from Red Bull while in charge at Renault is perhaps one example. It doesn’t matter what sport you are competing in – this is a key trait for any leader and one Hyundai will relish.

His voice, experience and political nous will be invaluable not only for Hyundai. The WRC is assessing its future as it bids to form a regulation package that can achieve its target of attracting more manufacturers. In Abiteboul, the WRC has a valuable asset.

For now, all eyes will be on Abiteboul on the Monte Carlo Rally to see how he tackles his first rally as WRC team boss for a squad targeting a drivers’ and manufacturers’ double.

Can Hyundai make a better start to the 2023 season in Abiteboul's first event than it managed last season?

Photo by: Red Bull Content Pool