Hyundai Motors actively enhances its brand competitiveness in the Chinese market by leveraging the technology of its high-performance N brand.
On the 18th (local time), Hyundai officially unveiled the design of the ‘New Avante N’ at the Shanghai Convention Center during the ‘2023 Shanghai International Motor Show’, kicking off the entry of the high-performance N brand into the Chinese market.
Alongside this, Hyundai also debuted the ‘Mufasa,’ a locally strategic SUV, for the first time in the world, demonstrating a strong will to recover in the Chinese market.
Lee Hyuk-jun, Executive Director of Hyundai Motor Group China, stated during his welcome speech, “Hyundai will realize a new leap through active transformation and will do its utmost to transition into a smart mobility solution provider.”
In addition, the plans for the Chinese market were introduced, mentioning that Hyundai will continue to enhance its electrified lineup and collaborate with excellent local enterprises to contribute to the green transformation of China’s commercial vehicle market and the formation of a hydrogen ecosystem, supporting China’s carbon neutrality goals.
He further stated, “This year, we will introduce our high-performance N brand into the Chinese market, providing Chinese customers with a unique driving experience with outstanding quality and technology.”
Hyundai has officially announced the launch of the high-performance N brand in the Chinese market by unveiling the exterior design of the New Elantra N for the first time in the world.
By officially entering the Chinese market, which is Asia’s largest high-performance car market, Hyundai plans to reveal the excellent product offerings of the N brand and provide differentiated customer experiences to build brand fandom and enhance competitiveness in the Chinese market.
A Hyundai representative mentioned, “The high-performance N brand, recognized for its outstanding product quality in the global high-performance car market, symbolizes Hyundai’s advanced technology. We expect it to significantly contribute to enhancing Hyundai’s brand value in the Chinese market.”
The ‘New Elantra N’, which was unveiled that day, is a high-performance sedan model based on the newly revised ‘New Avante’ released in March. It features not only a high-quality basic car design but also reflects a dynamic driving sensation inspired by motorsports.
The front part of the New Elantra N has an enlarged black trim compared to the basic model and is completed with external color garnishes, achieving an even lower posture. The bolder bumper character particularly manifests the dynamic and aggressive look of high performance.
The side view features N-exclusive red strips that run across the front and rear bumpers including side sill molding, emphasizing the distinct impression only high-performance cars can convey.
For the first time in N models, the black anodized emblem on the New Elantra N has elevated its sporty image.
The rear also features an enlarged black bumper, adding bumper boat detailing to accentuate the sporty image of high-performance cars while simultaneously enhancing aerodynamic efficiency.
Hyundai plans to launch the New Elantra N in the Chinese market in the second half of this year.
Til Batenberg, Executive Director of N Brand & Motorsport Division, stated, “The New Elantra N, beloved by fans of the N brand worldwide, is set to be a game changer in the Chinese market as well,” expressing confidence in entering the high-performance market in China.
He continued by introducing the rolling lab (mobile research facility) ‘RN22e’ and ‘N Vision 74’, which showcase the specific electrification vision of the N brand, emphasizing the three essential elements of the N brand: ‘Cornering Maestro (curvilinear driving capabilities), Everyday Sports Car, Race Track Driving Capability,’ to enhance the understanding of N brand’s competitiveness and vision.
Hyundai revealed its plans for launching N brand models in the Chinese market and specific N brand-specific marketing strategies, demonstrating a commitment to aggressively targeting the high-performance market in China.
Starting with the launch of the New Elantra N in the second half of this year, Hyundai is set to roll out various high-performance N models in China.
The first electrified model of the N brand, the ‘Ioniq 5 N,’ is scheduled for a global reveal in July and will be launched in the Chinese market next year, as part of a continuous showcase of high-performance electrified models.
Til Batenberg noted, “The Ioniq 5 N, which combines all three essential elements of the N brand, will open a new horizon for the era of high-performance electrified vehicles and set a new benchmark for sustainable high performance.”
Starting with this Shanghai Motor Show, Hyundai shared its ambitions to conduct various localized marketing efforts to promote the N brand while contributing to the activation of high-performance culture in the Chinese market.
Hyundai will actively implement various high-performance experience programs, enabling more customers to directly experience the emotional enjoyment and technological excellence the N brand offers.
From May to September, Hyundai will operate ‘Track Days,’ a circuit experience event where customers can drive high-performance vehicles from the N brand on tracks, allowing them to experience outstanding product quality in major cities such as Shanghai and Beijing.
Additionally, Hyundai plans to participate in TCR China, starting in May, organizing events that link track day customer experience activities with TCR team send-off ceremonies, aiming to build fandom for the N brand in China.
There are also plans to host a one-make race competition from next year in China, where participants compete with identical race cars of the same model and specifications, contributing to the cultivation of motorsports culture among Hyundai high-performance N customers in China.
Hyundai will also pilot the ‘Hyundai Driving Experience’ program this year in China, allowing a diverse range of customers, from novice drivers to motorsport enthusiasts, to experience the driving performance of Hyundai vehicles and enjoy the thrill of driving.
In addition, Hyundai plans to host the digital motorsports competition called ‘Hyundai N e-Sports Racing Challenge’ and operate online customer communication channels, offering new customer experiences in digital environments.
Til Batenberg emphasized, “By carrying out various localized brand activities in the Chinese market, we aim to establish an ‘N-thusiasts’ fandom (passionate fans of the high-performance N brand) who enjoy new brand experiences and share a passion for high performance from N.”
Lee Sang-jin daedusj@autodiary.kr