M, F, F, AMG, RS, RS, TRD, SRT…and now N? Thoughts on Hyundai N performance
Car companies have been rolling out performance brands for years, now we have the Hyundai N performance arm…
I THINK IT’S SAFE TO SAY no car has ever been marketed as being “unsporty, but comfortable and safe”. Cars are mostly sold on emotion, and chief amongst the feelings marketers play on is the desire to be cool, dynamic, fast and different. That’s why everything from an 1800kg luxury SUV to a peoplemover is sold as sporty. Here’s a tip, by the way. There is an inverse relationship between the effort manufacturers put in to telling you something and the actual capability of the vehicle. For example, Lotus makes perhaps the sportiest cars on the planet yet their marketers do not feel the need to resort to the sort of hyperbole surrounding lesser vehicles.
Here’s the explanation: