Hyundai evolves as frontrunner in high-performance vehicle market
Hyundai Avante N series / Courtesy of Hyundai Motor Group
By Kim Hyun-bin
Hyundai Motor Group has come a long way to become a leading player in the global automotive industry, but it has often been given the cold shoulder in the high-performance vehicle sector in the past. In 2012, the conglomerate established a specialized branch for the development of high-performance vehicles but was instantly met with skepticism from those questioning the conglomerate's capability to compete in the sector.
High-performance vehicle-related technologies are recognized and rated through motor sports participation and how successful the brand's vehicle ranks against competitors. It was difficult for Hyundai to overcome these barriers until recent years due to a lack of investment and participation in motor sports events.
In 2014, Hyundai Motor Group launched its high-performance “N” brand to compete with global powerhouses such as BMW M, Mercedes Benz AMG and Porsche in the sector.
The N lineup, which started off underrated, evolved quickly as a major player through increased participation and outstanding results in the global motor sports arena racking up a number of top finishes in highly regarded races.
The N series lineup has gained traction under Hyundai Motor Group Chairman Chung Euisun's exquisite leadership capabilities by deciding to increase investments and hiring top-notch experts in the field to speed up development of its high-performance segment.
Hyundai Motor Group Chairman Chung Euisun
In 2015, Chung hired the BMW high-performance automotive specialist Albert Biermann as executive vice president and head of vehicle testing and high performance development. Biermann was the mastermind in upgrading the Genesis G70 and the N brand series and technology to a global top-tier level.
He is currently president and head of the R&D division at Hyundai Motor Company and Kia Corp.?
Thomas Schemera, global chief marketing officer (CMO) and head of the customer experience division at Hyundai Motor Company, joined the conglomerate in 2018 and took the role of marketing the N series high-performance motor sports business.
Starting 2014, the N brand series has taken part in international motor sports events starting from the World Rally Championship (WRC) and since then has been successful in accumulating data and technology in the field.
Just five years after its debut on the international stage, the company was able to achieve two consecutive WRC titles and such exceptional results have changed the perception of the N series.
Earlier this month, the N brand topped the podium at the Nurburgring race in Germany which is known to be among the most difficult race tracks in the world, coming in first and second place taking the double podium in the N TCR and i30 NTCR.
A total 121 vehicles took part, with 99 of them (81.8 percent) completing the course ― and a win at Nurburgring ― which brings Hyundai's overall accumulated rank to 32nd place for the year.
Over the weekend, Hyundai Motorsport celebrated its titles in Pure ETCR as well as registered an impressive 1-3 result in the Rally de Espana, the penultimate round of the 2021 FIA WRC, marking the team's 20th in total WRC podium stands. The 12th and final round of the 2021 FIA WRD will take place at Rally Monza from Nov. 19 to 21.