Hyundai's "N" Division Ponders New Performance Car - What Segment Should They Target First?

Hyundai's

Hyundai is considering a small sports car. European MD Allan Rushforth told Autocar that discussions about a sports car have taken place and that there is an appetite for one.

If the car makes production, it will not be a relaunch of the Coupé. The market for such a car is difficult to sustain, according to Rushforth, who also revealed he is leaving Hyundai for a senior role at Nissan.

“Cars like these, such as the Audi TT, create a huge demand when they’re new, but then that dies off quickly,” he said. “It’s about demographics, too. The buyers of the old Coupé no longer want these cars.”
 


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TomMTomM - 10/21/2014 3:04:42 PM
+1 Boost
IF Hyundai/Kia is actually serious about ATTEMPTING to address anything other than the Introductory market - they MUST first create a separate Marque for them. Even Toyota knew that it could not compete with Mercedes Benz using the Toyota name - and the Toyota name did not have the cheapness associated with Korean cars at that time either.

Otherwise = they will get sales as long as they are locked into selling cars for LOTS less money than the competition - because that is the only way MOST will buy them. That will only work until - like Japan - they no longer have a distinct labor cost advantage. When it goes away - like it did in Japan - they will have to scramble to survive.


iamdabest1iamdabest1 - 10/21/2014 3:18:35 PM
0 Boost
they can battle against the non existent acura type -S...
making a performance line is not that easy, lexus' F line was a joke for a while and still struggling to sneak into the race against V, AMG, M AND RS ..
look at infiniti's IPL ... oh so sporty.. you hardly see them.. its not just about a "red badge", its gotta be real..


MorePowerMorePower - 10/21/2014 4:03:42 PM
+1 Boost
Three things more important than Hyundai considering a "N" Division, and mentioned in the above article:

1. Hyundai has a 1.6l 262hp Turbo four laying around
2. Another Hyundai exec. has been lured away by another prestigious automaker
3. PassoCorto is not just a mid-engined, good looking concept car, it's also from Hyundai


MDarringerMDarringer - 10/21/2014 7:45:51 PM
-2 Boost
Love the parade of anti-Korean bigots


40flash40flash - 10/24/2014 11:02:50 AM
+1 Boost
The PassoCorto Has great potential for production. Would be a great halo car for Hyundai.


HughJassHughJass - 10/29/2014 9:39:07 PM
+1 Boost
A new performance car? I didn't know they had an old one.
How hard is it to copy something the Japs already did? I'm surprised they haven't released an LFK yet.

Can't wait until these garbage Korean companies all get bankrupted by the Chinese. Atleast they don't pretend to be original after stealing everyone's ideas.


HughJassHughJass - 10/29/2014 9:39:38 PM
+1 Boost
btw, what does "N" stand for? "Not an ounce of originality"?
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