Hyundai Motor officially announced the full-scale launch of the N brand in China with the unveiling of the new Elantra N’s exterior design.
By entering China, Asia’s largest high-performance vehicle market, Hyundai Motor plans to promote the N brand’s product competitiveness and differentiated customer experiences while building Hyundai’s local fan base and strengthening its competitiveness in the Chinese market.
The new Elantra N, whose exterior design was unveiled for the first time in the world today, is a high-performance sedan based on the facelifted new Elantra standard model, which launched in Korea in March. It is characterized by its refined base car design and dynamic driving capability inspired by technological advances made by Hyundai Motorsports.
“The new Elantra N, one of the most beloved N brand models around the world, will be a game changer in the Chinese market,” said Till Wartenberg, Vice President and Head of N brand & Motorsports, expressing his confidence about N brand’s entry into the Chinese high-performance market.
The front of the new Elantra N has a lower stance with enlarged black trim and exterior color garnish compared to the base model, and the bolder bumper design details give it a dynamic and aggressive look that embodies high performance.
On the sides, N-specific red strips across the front and rear bumpers, including the side sill moldings, complete the distinctive look of a high-performance vehicle. In addition, the black anodized emblem, which will be the new design identity of the N brand starting with the new Elantra N, accentuates the model’s sporty image.
At the rear, the black bumper has been enlarged and a boat tail detail has been added to emphasize the car’s sporty image while improving aerodynamics.
After the new Elantra N’s design reveal, the company detailed its plans to launch N brand models in China with specialized marketing campaigns, emphasizing its intention to accelerate its expansion into China’s high-performance market with the quality, capabilities and technologies of N brand vehicles.
Hyundai Motor revealed that it plans to launch a new high-performance N model in China, starting with the new Elantra N in the second half of this year. The company will introduce high-performance electrified model IONIQ 5 N in July this year as well, based on N brand’s first-ever electrified model and scheduled for launch next year.
“With all three of N brand’s core driving characteristics, IONIQ 5 N marks the beginning of a new era of high-performance electrification, and we are confident that it will set a new benchmark for sustainable high performance,” said Wartenberg.
Hyundai Motor also introduced the N brand’s acclaimed ‘rolling lab’ concept cars, RN22e and N Vision 74, which further demonstrate the brand’s electrification vision while embodying its motorsport-inspired performance characteristics — corner rascal, racetrack capability and everyday sportscar — to further enhance understanding of N brand’s competitiveness and vision.
Contributing to the revitalization of high-performance culture in the Chinese market
Starting with its showing at Auto Shanghai 2023, Hyundai Motor plans to continue various localized marketing efforts to promote N brand and contribute to the revitalization of high-performance culture in the Chinese market.
In particular, the company will actively carry out various engagement programs so that more customers can experience the emotional pleasure and high-performance technologies that N brand delivers.
Every month from May to September, Hyundai Motor will hold a ‘Track Day’ circuit experience event in major Chinese cities, such as Shanghai and Beijing, where customers can drive high-performance N brand vehicles on the track and experience their excellent product quality and ‘fun to drive’ character.
Hyundai Motor also plans to pilot a ‘N Driving Experience’ program in China, starting this year, so that customers ranging from beginners to motorsports enthusiasts can experience N’s driving performance.
In addition, the company plans to participate in the 2023 TCR China Touring Car Championship, which will be held in May, to build the fan base for N brand in China by holding events in conjunction with the ‘Track Day’ customer experience event.
Starting next year, Hyundai Motor will create various touchpoints for customers to experience high-performance driving culture by holding the ‘One-Make Race Competition’ in China, a car race where participants compete with the same car model and specifications.
Additionally, the company plans to create new customer experiences by hosting the Hyundai N e-Sports Racing Challenge, a digital motorsports competition, and operating online customer communication channels.
“Through various local brand activities in the Chinese market, we will strive to build ‘N-thusiasts’ who enjoy the brand experience brought by N and have a passion for high performance,” said Wartenberg.