Hyundai has a ‘Vision and Philosophy’ for its N Brand. Who knew?

Hyundai has announced that it has a vision and philosophy for its performance N Brand cars, encompassing fun to drive with everyday usability.

We shouldn’t be surprised that Hyundai has successfully delivered the start of a performance range of cars, for road and track, with the new N Brand cars but, in truth, we all are.

Having transformed the perception of Hyundai from cheap as chips, bargain basement and, frankly, uninspiring in just a decade, it shouldn’t be a surprise that, with their first N Brand car, Hyundai has managed to deliver a car the match, at least, of competition like the Ford Focus and VW Golf. But it is astonishing nonetheless.

It seems the success of the i30N – and the Veloster N in the US – wasn’t just a lucky accident with the stars aligning, but there was actually a real brand philosophy and vision behind the N Brand. Who would have guessed? We just assumed Hyundai rolled the dice with Albert Biermann and a big wodge of readies and kept their fingers crossed.

But now Hyundai can add the N Brand to its list of successes (assuming what’s to come at least matches what we’ve seen so far), it’s decided to put its pompous hat on, roll out the marketing speak and ‘unveil’ its ‘N Brand Vision and Philosophy’ at the Nurburgring. As you would.

We’d assumed fun to drive, affordable and properly bolted together covered the N philosophy, but Hyundai rolled out the big guns to elaborate. Thomas Schemera (a man with a very long ‘Performance’ job description) said:

i30 N, Veloster N and i30 Fastback N have the same performance gene and share a strong character. They are equipped with sophisticated technology and design elements.

At Hyundai, we always accept new challenges and try different things to deliver groundbreaking experiences for our customers. We aren’t here to simply build cars, we want to create emotions, feelings, and desire.

And Albert Biermann, the man Hyundai threw cash at and kept their fingers crossed, said:

We aren’t afraid to do things differently here.

Our N cars balance performance and practicality so that they are fun to drive every day. Every N car loves cornering, hence the nickname we have given to their character: ‘Corner Rascal.’ Whether it’s urban commuting or track driving, N handles it beautifully.

So now you know. Hyundai has an N Brand Philosophy and Vision.