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?