Hyundai Motor Company unveiled its ‘N’ brand philosophy and vision at Nürburgring. While disclosing their plans for the “N” brand, Thomas Schemera and Albert Biermann highlighted that the company’s goal was to create high performance vehicles that demonstrate high standards of excellence, while also being practical and fun to drive.
Speaking about the philosophy of the brand, Thomas Schemera, Executive Vice President, Head of High Performance Vehicle & Motorsport Division said that models like the i30 N, Veloster N and i30 Fastback N share a strong character and performance orientation. They come with highly sophisticated technological features and design elements. He said that the goal was not just to build cars, but to create emotions, feelings and desire with the ethos at Hyundai being geared to accepting new challenges and trying different things in order to deliver groundbreaking experiences for the company’s customers.
Currently the N brand is available in selected international markets, and it is expected that N brand models will be launched in the Africa and Middle East region from 2019. Hyundai has already established the name and reputation of the N brand in global motorsports with its models performing at the highest level of racing right from the inception of the brand in 2015. Hyundai N has tasted success in the FIA World Rally Championship, the Nürburgring’s VLN series, the TCR International Series, Pirelli World Challenge, and the grueling Nürburgring 24-hour endurance race. Hyundai has brought its performance-oriented N vision and philosophy to life in a well structured product portfolio that comprises top-notch consumer and competition vehicles including halo models built with high-performance powertrains and chassis which have the capability to deliver outstanding vehicle dynamics.
N models including the i30 N and Veloster N come with engine performance and technological features meant for the most diehard performance-oriented enthusiasts. The latest N car, the i30 Fastback N, rounds out the first phase of the N performance vehicle rollout.
The new N Line, offers customers a wide range of choices with specific design and performance-enhancing elements. These vehicles can be recognized instantly thanks to their distinct design elements. N Options will offer N-produced customization parts for drivers who desire uniqueness coupled with improved performance.
Instead of focusing on performance numbers, the N experience is based on aligning with driver’s heart racing with the company saying that the focus is on the emotional appeal of the models to customers with revolutions per minute (RPM) taking a back seat to Beats per minute (BPM). With this fun-to-drive nature as its defining characteristic, the N models deliver the agile cornering ability you expect from a sports car combined with everyday drivability and race track capability.
“We aren’t afraid to do things differently here,” said Albert Biermann, President and Head of Hyundai Motor Company’s Vehicle Performance Division. “Our N cars balance performance and practicality so that they are fun to drive every day. Every N car loves cornering, hence the nickname we have given to their character: ‘Corner Rascal’. Whether it’s urban commuting or track driving, N handles it beautifully.”
Biermann leveraged his extensive expertise in developing high-performance production cars to spearhead the development of Hyundai N Brand.
The name ‘N’ represents two key elements; the Namyang district in South Korea, which is where Hyundai Motor Group’s global R&D center is located and the Nürburgring racetrack in Germany, which serves as the home to Hyundai’s Technical Center with the racetrack being used to further refine the N vehicles. Finally, the ‘N’ logo itself is also a graphical representation of a classic racetrack chicane; a tight serpentine turn in the road.
The Hyundai Veloster N offers a complete range of features which differentiate it from the Veloster Turbo. It has an exclusive N-design front fascia and grille and dedicated forward air ducts for enhanced brake cooling. Other specific characteristic elements of the Veloster N include the N Power Sense Axle, upgraded turbo, tires, brakes and interior features which are geared towards ultra-high performance.
Veloster N offers a range of driver-controlled performance parameters via its N Grin Control drive mode selection system. The custom mode’s uniquely customizable settings enable each tunable driving attribute to be tailored to the driver’s preferences. Every drive in the Veloster N is an exciting ride built to delight and engage the driver.
i30 Fastback N
The i30 Fastback N further enhances the success of the i30 N, and shares the same blueprint. It is unique in its segment, as it combines the sophisticated design of the i30 Fastback with the emotional thrills of the five-door i30 N.
The i30 Fastback is the only five-door coupé in the mainstream C-segment, and the model-specific performance and styling upgrades further enhance the model. Hyundai will announce more details about this model closer to its launch.
Initial sales of Hyundai N products have exceeded expectations. Almost 3,000 i30 N units were sold in the first half of 2018 in Europe. One hundred units of the i30 N First Edition in Germany sold out in just 48 hours, purely online, and are still on a hot streak.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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