Hyundai is launching an advertising campaign for the new i30 N featuring petrolheads debating the i30 N, the first car from Hyundai’s new N Performance division.
That Hyundai should choose to deliver a hot hatch in its next step for world domination is no surprise; after all, they’ve managed to go from 20th century cheap as chips for car buyers who don’t really like driving, to entirely credible 21st century mainstream makers to rival all – from Ford to Volkswagen.
So having done the mass market bit and turned Hyundai in to something only Hyundai ever thought was possible, to deliver a new hot hatch to attempt to rival the Ford Focus ST and VW Golf GTI is logical, although we all though it would take a few generations of cars to get it right – and make it credible.
But having enlisted BMW M’s Albert Biermann in to the new N Performance fold at Hyundai, what arrived in the new i30 N has blown the socks off the media, and made many wonder how on earth Hyundai has delivered such a compelling and appealing package as the i30 N straight out of the gate. But they have, and it’s just the precursor to a much wider range of N Performance cars from the Koreans.
The UK is already the second biggest market in Europe for the i30 N, and Hyundai in the UK are using that success to launch a new ‘Turning Petrol Heads’ campaign for the i30 N, a campaign which headlines the i30 N but is all about the N Brand as a whole, highlighting the changing perceptions of a performance Hyundai and casting a glow on the rest of Hyundai’s offerings.
It uses clever animation to turn people in to ‘real’ petrol heads, animatedly ‘discussing’ the merits of the i30 N without actually saying a word, mimicking, as Hyundai say, the discussions petrol heads are having about the i30 N all over the UK.
David Pugh, Hyundai UK’s Marketing boss, said:
…with the launch of our ‘N’ range, it puts Hyundai firmly on the map as a credible performance car brand. The reception the new i30 N has received so far has been nothing short of phenomenal. It’s a true performance car that is already getting noticed by real petrol heads – like our 3 protagonists in this UK-specific campaign. The strategy and campaign idea to support the ‘turning petrol heads’ launch is very simple; reflecting the ‘N’ debate that is starting to happen right now among real car enthusiasts all around the UK.
Hyundai’s Turning Petrol Heads campaign starts this weekend in the UK.