2021 will be the first year when Hyundai Motor Company’s high-performance vehicle strategy that Albert Biermann, who is the head of R&D Division at Hyundai Motor Group, will be popularized. After introducing i30 N, which is the first vehicle released under the N brand, back in 2017, Hyundai Motor Company plans to release three new N models this year and complete its lineup of seven high-performance vehicles.
The N brand along with the IONIQ brand is a sub-brand that represents Hyundai Motor Company’s different strategy on its products. Chairman Chung Eui-sun of Hyundai Motor Group recruited President Biermann, who used to be in charge of development of BMW’s M series, himself at the end of 2014. The launching of the N brand took place the following year. President Biermann became the first foreigner to be the head of the group’s R&D Division in 2019 after being recognized for successful development of high-performance N models.
Hyundai Motor Company plans to add a N model to its major models such as Avante, Kona, and Tucson and target high-performance vehicle markets in South Korea and foreign countries. Its new N models will be competing against other high-performance models from global automakers.
Although the company had primarily focused on hatchback models such as i20, i30, and Veloster that have a high level of preference from the European market regarding the N brand, it plans to add N models to its sedans and SUVs this year according to market demands.
The company’s strategy on high-performance N models can be divided into four stages. The first stage and the second stage will be made up of racing cars and sports cars respectively. The third stage will be made up of high-performance N models while the fourth stage will be made up of N Line models equipped with parts that are used for N models. The Avante N Line and the Kona N Line that are currently on the market correspond to the stage four while Avante N, Kona N, and Tucson N that will be released this year correspond to the stage three.
The company is currently selling four N models throughout the world, and they are i20 N, i30 N, i30 Fastback N, and Veloster N. It is also selling seven N Line models, and they are i10 N Line, i20 N Line, i30 Fastback N Line, Avante (Elantra) N Line, Sonata N Line, Kona N Line, and Tucson N Line.
The reason why the company decided to add more N models is because its current N and N Line models are receiving positive feedbacks from different parts of the world. Its N models that were released in Germany back in 2017 and other parts of Europe such as England, France, and Italy have been viewed as high-performance vehicles with excellent price compared to performance by car maniacs from those countries. So far, about 30,000 N models were sold in Europe alone and the number of sales is considerably high considering the fact that N models are popular mostly amongst car maniacs.
The Kona N, which will be the catalyst that will popularize the N brand, shares the Veloster N’s 2.0-liter four-cylinder gasoline turbo engine and provides 250 horsepower and 36 kg-m of torque. Its horsepower goes up to 275 if it is applied with performance package. Its engine can be connected to an 8-speed DCT (Dual-Clutch Transmission). It will be available as an all-wheel-drive model.
The number of the N models will increase from four to seven once Hyundai Motor Company releases the Avante N, the Kona N, and the Tucson N this year. It is expected that an entry barrier to high-performance vehicles will be lowered as consumers will be given a wide selection of high-performance vehicles. The increase in the number of the N models will also make a contribution towards the company’s profitability as N models are typically 40% more expensive than normal models.
It is reported that the company is also working on high-performance electric vehicles as well. As many electric vehicles now come with excellent ranges due to development of battery technology, consumers are now demanding electric vehicles with higher performance.
“High-performance vehicles can be seen as a vehicle for enjoyment rather than as a method of transportation.” said one official from the industry. “Not only do they improve a company’s sales based on excellent degree of completion and durability, but they also improve an image of the company’s brand.”
Staff Reporter Jung, Chiyeon | chiyeon@etnews.com