Hyundai Launches N Performance Brand for High-Performance Road Cars
Hyundai has established its N sub-brand, drawing on experience from its WRC programme, to develop a new line of high-performance models based in Germany.
Hyundai has officially introduced its N Performance sub-brand, marking a new push into the high-performance road car market. The announcement confirms that N will be responsible for developing a series of performance-focused models, leveraging the company’s experience in international rallying.
The N brand takes its name from Namyang, Hyundai’s main research and development centre in South Korea. However, engineering and development for N models will be based in Alzenau, near Frankfurt, Germany. This is the same site as Hyundai Motorsport’s World Rally Championship (WRC) team, which is central to the new sub-brand’s technical direction.
WRC roots and technical base in Germany
Establishing the N brand in Alzenau gives Hyundai direct access to the motorsport expertise developed through its WRC programme. The first N model will take its cues from the i20 WRC car, which is set to compete in the Monte Carlo Rally in January 2014. Hyundai’s intention is to use lessons from rallying to inform the design and engineering of its future high-performance road cars.
The company has not yet confirmed whether N-badged cars will be entirely new models or uprated versions of existing Hyundais. The first road-going N model is expected to be influenced by the i20 WRC, but details on specifications, launch dates or production volumes remain under wraps. Hyundai has stated that the N sub-brand is designed to boost its image among driving enthusiasts and compete with established performance divisions from rival manufacturers.
Competition in the performance segment
Hyundai’s move follows similar strategies by other manufacturers, including Toyota and Lexus with their TMG sub-brand and BMW’s M division. The N brand is positioned to take on these rivals in the increasingly crowded performance car market. Hyundai has previously signalled its intent to expand the N line-up, later approving models such as the Tucson N and Kona N performance SUVs.
- N brand draws on WRC experience for technical development
- Alzenau base provides access to motorsport engineers
- First car to be based on the i20 WRC platform
The launch of the N sub-brand signals Hyundai’s ambition to be recognised not just for value and reliability, but also for performance and driving dynamics. More details on the first N production models are expected as the WRC programme progresses and the brand establishes its presence in the performance sector.
