Hyundai will launch a performance brand in 2015 - Hyundai Elantra Forum
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post #1 of 15 (permalink) Old 10-15-2013, 11:31 AM Thread Starter
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Hyundai will launch a performance brand in 2015

Hyundai has announced plans to launch a performance brand that will hopefully help the company move beyond its value-focused brand image, and bring in more young customers. The sub-brand will rival Nissan performance arm Nismo and debut in 2015 at the same time that the company will release its next-generation i20 and i20-based WRC race car.

Hyundai Motorsport team principal Michel Nandan said, "The idea of Hyundai was to connect the experience, engineering-wise, of the sport program with high performance concept," adding that the project is still at least a year away.

The upcoming performance brand will likely be developed at Hyundai's new testing facility at Nurburgring.

Do you think this is the right move for Hyundai which has been looking for ways to diversify its brands to be competitive in a wider area of the auto industry?
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post #2 of 15 (permalink) Old 10-15-2013, 11:44 AM
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this is a good move on their part, best way to move Hyundai up and give people a better impression about them. I just hope their performance brand delivers performance as good as AMG, BMW's 'M' and others like them.



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post #3 of 15 (permalink) Old 10-16-2013, 10:17 AM
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cool idea but what pedigree are they going to pull from? Hyundai can compare themselves to NISMO all they want but NISMO has track tried performance research for over 20 years.. Hyundai has a building at the Nurburgring... OK sure....

Performance isn't just some bolt on after thought, oh well, best of luck to Hyundai maybe we'll start to see the return of the small RWD hatch!
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post #4 of 15 (permalink) Old 10-16-2013, 12:02 PM
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I wouldn't be so quick to judge Hyundai with their effort for a performance brand. Just look how well the Genesis 2.0T and 3.8 models perform. It's a good example of what they can do.



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post #5 of 15 (permalink) Old 10-16-2013, 12:55 PM
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I think that Hyundai likely already has some idea of what they are doing when it comes to performance, and even if they didn't, you have to start somewhere, right? I think that this is a really good move for Hyundai. Sports packages could be a really enticing option for many buyers.
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post #6 of 15 (permalink) Old 10-17-2013, 11:06 AM
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never said it was a bad idea, what was asked was where is Hyundai going to pull from? They have no racing history let alone performance history. Every other in house performance shop was spawned from the makers racing program. SVT, M, Mopar, NISMO, Mugen, TRD...

Plus its Euro only for now... Genesis is a cool car but its not winning many races is it... Win on Sunday, Sell on Monday...
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post #7 of 15 (permalink) Old 10-17-2013, 01:15 PM
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It's not clear where Hyundai is going to be pulling its racing technology from, but maybe they already have some stuff up their sleeve that has been in development in a while. Hyundai is still going to take years before this performance division is completely up and running, so whether the hard work has already started, or is about to begin, the real goal is still pretty far down the road.
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post #8 of 15 (permalink) Old 10-17-2013, 03:34 PM
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That is a good way to exoand their line. Having to participate in a racing progrma is pretty much trial and error and with a WRC i20 on it way this could only mean good.
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post #9 of 15 (permalink) Old 10-17-2013, 07:57 PM
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Very true, with racing involvement it just means more performance models for the masses, it's the next best step for Kia and Hyundai.



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post #10 of 15 (permalink) Old 10-21-2013, 11:41 AM
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anyone thought that maybe Hyundais "performance" division could be no better than Infiniti's IPL?
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