In the mid-2000s, Hyundai faced the challenge of not being perceived as “cool” in the US market. Despite decent sales figures, the brand lacked enthusiast loyalty which could elevate its reputation. To capture the enthusiast market, Hyundai ventured into the sports car segment with the aim of building its own car.
Hyundai’s first car, the Excel, arrived in 1986 and despite its shortcomings, it sold well due to its low price. However, it led to a two-pronged reputation for Hyundai, where buyers appreciated the cheap cars while non-buyers saw the vehicles as lacking in features. The introduction of the Scoupe and Tiburon also highlighted Hyundai’s struggle to establish itself as a cool brand.
In the mid-2000s, Hyundai made a pivotal decision to focus on building a cool car in the rear-wheel sports car market. This led to the creation of the 2010 Genesis Coupe, a rear-wheel drive car with multiple engine options and affordable pricing. Despite the positive attributes, the car failed to be perceived as cool due to its styling.
However, Hyundai’s fortunes changed with the recruitment of Albert Biermann, an experienced chassis engineer. Biermann’s role at Hyundai’s N division led to the development of N cars such as the Veloster N, Elantra N, and Kona N – all of which garnered praise for their performance and handling.
Hyundai’s focus on building good cars eventually led to the production of one of the best budget sports cars in the world with the Veloster N. The company’s shift towards performance vehicles under the N division has significantly improved the perception of Hyundai among car enthusiasts.
Hyundai’s future in the enthusiast market looks promising, with potential plans for an N-treated Ioniq 5 EV and a mid-engine hatchback. Additionally, Hyundai’s efforts to collaborate with aftermarket vendors and influencers have positively influenced car enthusiasts’ perceptions of the brand.
Ultimately, Hyundai’s transformation from uncool to cool is attributed to its commitment to building performance-oriented vehicles and engaging with the car enthusiast community.
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How did Hyundai get cool?
Hyundai’s journey to becoming cool began with their entry into the American market in the mid-80s with the Excel, a budget-friendly car that garnered significant sales despite its limitations. Over time, Hyundai attempted to capture the enthusiast market with models like the Scoupe and Tiburon, though these attempts faced challenges. However, in the mid-2000s, Hyundai’s approach shifted with the launch of the Genesis Coupe, a rear-wheel-drive sports car that checked all the boxes for performance and affordability, showcasing Hyundai’s commitment to building good cars. Albert Biermann, formerly from BMW’s M division, played a crucial role in elevating Hyundai’s performance cars through the N division, resulting in the production of impressive models like the Veloster N, Elantra N, and Kona N. This shift towards performance has garnered enthusiast loyalty and positive responses from car enthusiasts.
Are Hyundai cars cool?
The perception of whether Hyundai cars are cool is subjective. While Hyundai’s journey to build cool cars faced challenges initially, the company’s focus on performance and the creation of the N division have led to the production of impressive and exciting cars. The Veloster N, in particular, has garnered significant praise and positive responses within the enthusiast community, establishing Hyundai as an exciting and accessible brand in the automotive market.
What’s next for Hyundai’s performance cars?
Hyundai’s performance cars, particularly those under the N division, have made significant headway in the automotive market, persuading people to join Team Hyundai. The company has signaled its commitment to further enhancing its performance lineup, with plans for future releases, including a mid-engine hatchback and the potential for the Ioniq 5 EV to receive the N treatment. Additionally, Hyundai’s efforts to collaborate with aftermarket vendors and performance experts, such as Bisimoto, aim to strengthen the aftermarket support for their cars, showcasing a forward-thinking approach to performance and enthusiast engagement.