Hyundai Australia says that no matter how good its upcoming i30 N hot hatch may be, there will be certain elements of the market that will never accept such a vehicle from a Korean brand.
Speaking to CarAdvice this week, the brand’s public relations manager, Bill Thomas, admitted the brand is not relying on its limited heritage in the performance space, but rather seeking those that will judge its performance cars on merit.
“We are aware that we have no heritage in the hot-hatch segment, so we are also aware that we must enter the game at the highest level possible and let the customers decide,” Thomas said.
“Some may never accept that a high-performance hatch with a Hyundai badge can be best in class or even close to it, no matter how many independent comparison tests they read in which the N car has done exceptionally well or beaten its more fancied opposition.
“We aren’t interested in appealing to those people. We want to attract true car enthusiasts who can understand and appreciate a car on its merits. They will judge whether the i30 N is good enough, and they may decide to own one. We truly hope they won’t be disappointed with that choice.”
Meanwhile, the i30 N hatch will be followed by the fastback version that in conjunction, the company hopes will allow it to establish the level of integrity in engineering performance vehicles that will see it expand into other segments.
“The intent with the N line is to establish credibility and authenticity first, then expand into other segments. So, it starts with the PD i30 N five-door hatch – bang in the centre of the hugely popular and competitive hot hatch segment – and moves forward with the i30 N Fastback and another N product that you’ll see quite soon.”
The Hyundai i30 N will go on sale in Australia in the first quarter of 2018. The company is still deciding whether or not to bring one or two variants of the hot hatch to market.