Hyundai Performance Sub-Brand Planned

Luke Vandezande
by Luke Vandezande

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.

Luke Vandezande
Luke Vandezande

Luke is an energetic automotive journalist who spends his time covering industry news and crawling the internet for the latest breaking story. When he isn't in the office, Luke can be found obsessively browsing used car listings, drinking scotch at his favorite bar and dreaming of what to drive next, though the list grows a lot faster than his bank account. He's always on <A title="@lukevandezande on Twitter" href="">Twitter</A> looking for a good car conversation. Find Luke on <A title="@lukevandezande on Twitter" href="">Twitter</A> and <A title="Luke on Google+" href="">Google+</A>.

More by Luke Vandezande

Join the conversation
 1 comment