South Korean automaker Hyundai is on a serious roll. Model after new model is arriving in showrooms, and it seems that every one is a knockout with bold styling, top-notch technology, exceptional fuel economy, and seamless fit and finish. The automaker has been producing winners in nearly every category: Family cars? SUVs? Electric vehicles? Yep. But one area Hyundai wants to flesh out is its performance cred. Why? The company believes (rightly so) that driving enthusiasts are a key part of any full-line automaker’s customer base because such passionate customers often become invaluable brand ambassadors. Make something that just looks sporty, and you’ll attract customers who want to look sporty. Make something that actually is sporty, and you’ll get folks who then go out and sing your praises on social media, at car gatherings, at shows and cruise nights, and soon this can impact your whole image.
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That’s the general idea behind Hyundai’s nascent N division. N stands for a few things: Namyang, South Korea, for one, where Hyundai has a development center; Nurburgring, in Germany, the legendary racetrack and development course where Hyundai tests its performance cars; also, the letter itself looks like a racecourse chicane, according to the company. All in all, it’s meant to represent a legitimate performance vehicle — one that you can commute in daily but also drive directly to a racetrack on the weekend, do hot lap after hot lap, and then drive home without issue. Think of it as Hyundai’s version of BMW’s M division or Mercedes-Benz’s AMG group: a specialty skunkworks within the company whose mission is to turn out cars that driving enthusiasts will positively covet.