The WRC should strive to emulate F1's marketing approach and ability to draw in new fans, according to Hyundai's new boss Abiteboul.
Abiteboul is attending his first WRC round this weekend in Monte Carlo, taking change of the South Korean factory squad as its new team principal.
Abiteboul was keen to stress that the championship is “not broken” but could do better in telling its unique stories to engage a new audience, like F1 has succeeded in through its hit Netflix: Drive to Survive series. “Formula 1 has had it own way to address a tricky situation in which it was in a decade or five years ago. There is one area [to focus on] and it is marketing.
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