Photo: Hyundai
Hyundai has announced plans to launch a performance brand that will help the Korean company ditch its value-focused image and attract younger customers. The sub-brand is expected to rival Nissan performance arm Nismo and debut in 2015, when the company will release its next-generation i20 and i20-based WRC race car.
“The idea of Hyundai was to connect the experience, engineering-wise, of the sport program with high performance concept,” said Hyundai Motorsport team principal Michel Nandan, adding that the project is at least one year away.
Hyundai Motorsport team manager Alain Penasse believes the World Rally Championship campaign will improve the automaker’s image and increase sales of future performance vehicles.
“I think whatever performance is on the WRC car it always makes your performance better. You attract and hold the attention of the younger people, which is the aim of Hyundai. So in the future they have decided they need to do something to make their brand younger and more dynamic,” Penasse said.
The company’s upcoming performance vehicles will most likely be developed at Hyundai’s new testing facility at Nurburgring.
Story via Drive
Hyundai Motorsport team manager Alain Penasse believes the World Rally Championship campaign will improve the automaker’s image and increase sales of future performance vehicles.
“I think whatever performance is on the WRC car it always makes your performance better. You attract and hold the attention of the younger people, which is the aim of Hyundai. So in the future they have decided they need to do something to make their brand younger and more dynamic,” Penasse said.
The company’s upcoming performance vehicles will most likely be developed at Hyundai’s new testing facility at Nurburgring.
Story via Drive
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