Hyundai Performance Sub-Brand Planned

Hyundai Performance Sub-Brand Planned

There’s a performance sub-brand coming from Korean automaker Hyundai.

Still at least a year away, the yet-unnamed branch will use Hyundai’s 2014 return to WRC as a springboard. Hyundai opened a dedicated test facility at the Nurburgring in August meant to test and improve its European vehicles.

Looking to make a splash with younger buyers and driving enthusiasts, Hyundai Motorsport team principal Michel Nandan says the company plans to link its turbocharged all-wheel drive i20 WRC car to a series of high-performance street cars.

SEE ALSO: Hyundai Nurburgring Test Center to Open

“I think whatever performance is on the WRC car it always makes your performance better,” Hyundai Motorsport team manager Alain Penasse said. “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.”

But the notion of high-performance hatchbacks being tuned for European drivers is hardly new. Ford began selling high-performance versions of the Focus and Fiesta in North America after years of marketing even more enthusiastic versions in Europe.

GALLERY: Hyundai i20 WRC



Discuss this story at our Hyundai performance cars forum.

  • korichneveygigant

    I would kill for a 2 door hatch AWD Veloster Turbo