A PROUD Coventry businessman has made history and fulfilled a lifelong dream by breaking a record at one of the world’s most famous motorsport events.
Jim Morris set a new front-wheel drive record at the renowned 104th Pikes Peak International Hill Climb in Colorado Springs, USA.
Jim tackled the legendary 12.42-mile course – known as the ‘Race to the Clouds’ – conquering its 156 demanding turns and ascending to a breathtaking 14,115 feet.
Behind the wheel of a custom-built Volkswagen Golf GTI, Jim’s target was to surpass the previous FWD record of 10:48.094 – set in 2018.
Crossing the finish line in 10:33.104, Jim – the owner of Lifeline Fire and Safety Systems – beat the existing record by nearly 15 seconds, marking an extraordinary achievement for both driver and team.
His rookie debut performance was all the more impressive as one of the two competing front wheel drive Time Attack Hondas was edged out by a mere 0.07 seconds, securing Jim’s place in Pikes Peak history and showcasing the capabilities of his Lifeline-backed machine.
In the lead-up to the event, Jim devoted three weeks to familiarising himself with the mountain’s unique challenges, carefully driving the route in a rental car to learn each twist, turn and bump of the unique course.
During practice week, his skill was tested on the three separate sections, but race day marked his first full-speed attempt at the entire mountain course.
Jim said: “We set out over four years ago to design and build the ultimate front wheel drive car to tackle Pikes Peak and break the existing front wheel drive record.
“Today we achieved that, bringing the record to the UK. I would like to thank everyone who has helped and supported this great team effort”.
An experienced racing driver with success in the UK and Europe, Jim has wanted to tackle the race since childhood.
He said: “Pikes Peak has been a dream of mine since I was young, so to be here is incredibly special.
“I am proud to be flying the flag for Coventry and the wider Midlands with a project that reflects so much hard work, engineering expertise and support from businesses back home.”
Raised in Balsall Common and educated locally, Jim comes from a family with strong motorsport roots. His father, John Morris, was a well-known competitor in the British Saloon Car Championship during the 1970s and early 1980s.
Jim’s long association with the Volkswagen brand made the project a natural fit.
And his triumph brought together years of preparation, engineering excellence and support from businesses across the Midlands.
Jim owns and runs several motorsport-related businesses focused on safety, and the car reflects the wider Midlands manufacturing and engineering network.
As well as Coventry-based Lifeline Fire and Safety Systems, Jim also owns and runs Old Hall Performance and Grove Motorsport, as well as Lichfield-based SPA Design and Silverstone retailer Trident Racing Supplies.
The car, which produces more than 500 bhp, incorporates many of the products and engineering expertise developed across the group.
