Hyundai plotting N frenzy
Full-blown N or simply sporty N Line treatment for all but three models in the Hyundai rangeHyundai is about to go all-in on N cars for Australia with a three-pronged attack under the battle cry of ‘Let’s Play’.
Only three current models will escape the N, N Line or N Performance treatment as Hyundai Australia uses a performance focus to drive away its cheap-and-cheerful position in showrooms from 2021.
Apart from the iLoad/iMax and the upcoming Hyundai Palisade, these include the Venue baby SUV and its big daddy, the Santa Fe large SUV, a facelifted version of which arrives here next month.
In 2021 alone, Hyundai Australia is expected to release eight new N or N Line models, starting with a facelifted and DCT auto-equipped version of its original hot hatch, the i30 N, and the all-new i30 Sedan N based on the bigger new US Elantra.
Hyundai’s next full-blown N model is likely to be the Kona N.
The only two full-fat N-cars that might not make it Down Under are the i30 Fastback N, which may be discontinued when the 2021 i30 N hatch and sedan arrive, and the Veloster N, which is built only in left-hand drive.
Hyundai is already seeing a shift in sales toward more upscale versions of its various models and believes an N badge can accelerate the trend.
“It’s one of our product pillars that we’re focusing on to help change the brand perception,” the general manager of product at Hyundai Australia, Andrew Tuitahi, told carsales.
“What we’re seeing is the product has evolved far faster than people’s perceptions. If you talk to a lot of people about Hyundai they are talking about cars from 10 years ago.
“With cars like the N models it expedites things. We need to let people know that Hyundai is fun, not just value for money – that we’re good at motorsport and technical advances, not just a car that gets you from A to B.
“There are no rules around what models will get N or N Line. Small hot hatches are always going to be the hero, but the focus is to make our way through the model line-ups and see which will be best served. At least for next year we should see N or N Line models for i30, i30 sedan, Kona, Sonata and Tuscon.”
Tuitahi says there will be three tiers of N from 2021: full-house N models, N Line variants that bring cosmetic and performance enhancements, and N Performance products available to upgrade a range of models.
“The N flagship models are similar to the i30 N, typically hot hatches and sports performance cars. Small hot hatches are always going to be the hero,” he said.
“Then we have N Line, similar to Audi’s S line, which are in the style of N, still fun to drive, with some small level of performance increase, but not quite as hot.
“All N Line models, versus their donor vehicles, will have larger bespoke N Line wheels, a body kit, badging. Many of them will have different headlights, tail-light or grille treatments. On the inside, they will have N Line-specific seats, steering wheel and shifter.
“Then, to support those, there is an N accessory brand,” he said.
Hyundai’s N drive in Australia is part of a global program and it’s already paying off in showrooms.
As the i30 N is about to get an automatic (dual-clutch) transmission, Hyundai says more than 17,000 followers have joined its N Performance page on Facebook.
Sales of the i30 N topped 1120 in 2019 are expected to increase significantly in 2020.
The DCT version of the i30 N will arrive in the first quarter of 2021 and Tuitahi has big hopes for the car.
“Our expectation is that we should be able to effectively double our volume. We will see a much larger percentage of sales with the DCT, [although] there will be a fair amount of cannibalisation of the manual.”
He says Hyundai is “definitely sticking with the manual”, unlike Volkswagen which has dropped the manual version of its Golf GTI, and that there will only be a manual in the baby i20 N that is coming around April next year.
Tuitahi said development of the N Line cars and N Performance accessories is a global program.
“There are some pilot programs in Korea, focusing on Veloster. If it’s not from Korea, most of the other N Performance products are being done in Europe. Once there are more vehicles on the road in the USA we might see some things coming from there as well," he said.
“We’re involved in all of the discussions around N Line packaging and configuration. There may be slight differences to other markets.
“With i30 sedan and hatch, there is a bespoke tune. The Kona N Line [chassis tune] will be unique to Australia.
“Sonata N Line is the global tune but has been through the local evaluation and passed with flying colours.”
All of these N models will soon be promoted Down Under with a new marketing slogan, Hyundai revealed to carsales.
“It’s time to say ‘Let’s play’. We need to let people know that they need to come and try it,” said Tuitahi.
“N has got to rub off on every car in the range. Yes, it’s important that we sell N and N Line cars, but the most important thing is to have that positive influence on everything we sell. That’s the critical bit.”
N cars coming from Hyundai in 2021:
i20 N
i30 N DCT hatch
i30 N DCT sedan
i30 Sedan N Line
Kona N and N Line
Sonata N Line
Tucson N Line
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