The first thing that strikes spectators is the 140-decibel screeches and howls from the custom-built race cars as they gyrate around the track. The size and age of crowds is also striking – thousands of petrol-heads (mostly younger). This is Georgia’s fastest-growing sport, drifting.
Millions of Laris will be spent in the next few years to build dedicated circuits of international standards across the country, to add to the brand new arena at Lilo and existing facilities at Rustavi.
But drifting in Georgia is more than just a sport. It is a consumer industry that has a growing number of ancillary businesses. According to Sandro Lomadze (GASF President and racing driver) you can have up to one million fans if you add together the people who watch the drivers on the tracks and the social media followers.
Lomadze says, “Our plan is expand the motorsport infrastructure of Georgia and build four compact tracks that can be used for Drift Rally Cross and Kart.” The Lilo Arena project will be followed by a new one in Kutaisi for which investors have already begun talks, then Kakheti, and Adjara.
The Rustavi Motorpark does not have an official drift track. Tbilisi City Hall allocated nine hectares near the Kakheti end of the market for the construction a multi-functional complex that includes a sophisticated drifting circuit. The official grand opening will take place in September, even though the main track has already been completed and races have begun.
The project has received official backing, as it is not just about professional racing but also about bringing street-racing by amateurs into a safe, organized environment and providing driving training. The sport, and its main players, are strong advocates for safe driving and road safety initiatives. The government already supports racing by exempting cars from paying taxes. Last year, Tbilisi was pleased to host a drift race on its streets despite Covid-19 complications.
After the first stage of Lilo is completed, a track for off-road driving and a zone for children will be built, along with other motor-related activities and catering, as well as parking and necessary parking. The total cost of the project is estimated at $5 million. It is expected to be completed in five years.
Mevlud Meladze, Georgia’s most renowned drift driver, multiple-time champion, and vice-president GASF, who came up with the idea for Lilo Complex, announced last year to journalists that the 2023 European Drifting Championships would be held at Lilo Arena. Its architecture is a combination of top tracks from around the world. The design incorporates jump sections, difficult corners, and flat-out layouts.
Lomadze says that this layout “gives Georgia the opportunity to bring in international competition series such as the Drift Masters European Championship and the FIA International Drift Championship in 2023-24.”
The FIA stands for the Federation Internationale de l’Automobile. It is the governing body for many motorsports, including Formula 1. The FIA is the Federation Internationale de l’Automobile, which governs many motorsports, including Formula 1.
Drifting defined
What is drifting, exactly? According to drifting websites and journals, it is a style of driving where the driver uses the clutch, brakes and steering inputs to maintain the car in an oversteer state while navigating from turn to turn. Drifters focus on car control, coordinating the amount and timing of counter-steer or opposite lock with the simultaneous modulation and braking of the throttle to shift the car’s weight balance through the turns. They also strive to achieve this by adhering to standard racing lines, or designated “clipping point” if they are drifting in competition, and maintaining extreme slip angle. Aficionados claim it is the most challenging, exciting, and demanding way to drive a vehicle on a track.
The racers must complete a course that is pre-defined and are judged based on their ability to reach “clipping points”, the car’s setup, speed (faster means better, time is irrelevant), style, driving strategy and style. After individual runs, the winning drivers are paired up for twin battles. The aim is for the chaser to follow the leading driver as closely as they can. The essence of the race is superb control, and for spectators it’s a rush of adrenaline!
Tbilisi City Hall allocated over nine hectares to the construction of a multifunctional motor complex. This includes a sophisticated drifting circuit, which is capable of hosting international drift competitions.
Drifting began in the 1970s as a form of informal racing on the twisting mountains roads of Japan. It gave drivers the opportunity to perfect new control techniques. When drifting was first popularized, it was not legal and very underground, which heightened the excitement. The popularity of drifting grew after the 1995 release of the manga series Initial D. This manga series highlighted the world of Japanese street racing in magazines, then on TV and film. It is now a part of the motor racing world, with both amateur and professional drivers (male and female) competing.
Japan is still a major influence with its cars dominating the scene. Drift cars are typically rear-wheel drive coupes and sedans that are light to moderately heavy and offer a range of power levels. Internationally, drifters use localized versions of the most popular vehicles. The drivetrain, clutches and gears, brakes and steering, as well as the suspension and steering, are all modified. A racing seat and a five-point harness is also installed. Tires used by drifters have a tread wear of around 200, making them one of the most expensive items for racers.
The sponsors are diverse and come from a variety of companies, including tire and car manufacturers, petrol companies, alcohol and soft drink firms. (The Red Bull energy drink company dominates the international sponsorship market with its heavy presence). As can be seen by the logos and cars on social media, the same types of companies also sponsor championships in Georgia. SOCAR is a major sponsor, and Wissol is another. As well as tire companies, the microfinance company Euro Credit is also a sponsor. SOCAR, Euro Credit and others sponsor entire teams.
“For many, many years, auto loans and finance have been the leading product of the company and the major industry direction. We have a good understanding in this area.” Euro Credit’s Mikhail Nonikashvili said to BM.ge in the autumn of last year that motorsport was gaining more and more interest. As proof, he cited the FIA Rally Star Georgia qualifying round which was divided into four parts and each part had 100 drivers.
Georgian petrolheads were enlightened by the international films, advertisements, and social media coverage of drifting in the 21st century. It’s a very showy activity. As online magazine grassrootsmotorsport.com comments: “Drifting is seen as an adrenalized expressway to the youth market, and its brink-of-control drama made for terrific photo stills and video to spice up any advertisement.”
Georgian racers welcome interest from international competitors
Sandro Lomadze says that there are 69 professional racers and 130 amateurs (males and females) registered in Georgia. Mevlud and Nodar Kodua are among the most prominent personalities, as are Vakho Khurtsidze and Mevlud.
Mevlud has been a motorsports promoter for many years, even though he is now 50 years old and still racing internationally. He spent his early life competing in martial arts, where he won international prizes. Lomadze says that his success in international competitions for drifting in recent years has helped Georgia become a world leader in drifting. Mevlud, however, has made a point of promoting road safety. He is a driving instructor, and a consultant to the Ministry of Internal Affairs, and its police academy, among others.
His former pupil Nodar Khurtsidze (24), and Vakho Kodua, who is a few years younger, are two other young drivers who have won through to international competitions.
The low cost of drifting in Georgia has attracted both international spectators and foreign buyers of modified cars. Professional drivers can earn money by modifying and selling cars to foreign enthusiasts. Latvian racers, who are huge fans of drifting, are regular buyers. However, engineering work to modify cars on the Latvian market is much more expensive. One of the attractions of the sport is the fact that you can compete with a $10,000 vehicle as well as a $200,000 car.
The life of a professional driver is expensive and not just because it’s a sybaritic lifestyle. The bills for car modifications and tires, in particular, are high. Irakli Pipia (31) is one of the most successful professional drivers. He says that racing car owners spend between $50,000 and $100,000 during the racing season. Pipia is a professional driver who also sells drift cars and manages a 20-hectare winery. For those who enter international competitions, costs are even more expensive – hence government assistance.
He welcomed the plans for new arenas, which will “… increase the interest in this sport for companies, and encourage them to sponsor a greater number of drivers than they do today.”
Irakli, a drifter since his teens, is passionate about the sport’s appeal: “To know why people love drifting, visit an event, feel the energy and atmosphere and see two cars drifting and dancing together – that will be something you remember for the rest of your life.”
Sally White for Investor
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