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VW planning to push Hyundai for World Cup eyeballs

Adidas was an official sponsor of the 2010 World Cup in South Africa, but the German sportswear company got drowned out of early advertising buzz by Nike, which wasn't a World Cup sponsor. The American company's Write the Future ad put it at the top of Nielsen's study of online buzz, ahead of Adidas. The same thing happened to official World Cup sponsor Budweiser when it got drummed out of the top ten in Nielsen's buzz ratings, while Danish brewer Carlsberg - not a Cup sponsor - ranked sixth.
Volkswagen hopes to score the same goal on Hyundai during this year's World Cup in Brazil. Hyundai and Kia have been official sponsors of the global soccer federation FIFA since 2002 and are official sponsors of the World Cup through 2022. VW has "a major ad buy" planned to run on ABC, ESPN and Univision as well as digital and social media channels during the competition, which begins June 12, to promote the GTI. VW of America's VP of marketing said the Cup's attraction to young males and Hispanics makes it the perfect place to promote the hot hatch.
The sparring between Hyundai and VW has already begun. Volkswagen's Gol compact, named for the Portuguese word for a soccer goal, has been the best selling car in Brazil for 27 years, and the German company sponsors the national soccer team. When Hyundai Brazil began a promotional campaign promising to extend its five-year warranty for six if the Brazilians won a sixth world cup, Volkswagen of Brazil complained to the soccer federation, which asked Hyundai to pull the campaign. As of this writing, that hasn't happened, so we expect it'll be boots on, gloves off, on and off the pitch this summer.

2019 Hyundai Veloster N First Drive Review | Naughty and Nice

NuRBURGRING, Germany — The N in the 2019 Hyundai Veloster N's name supposedly represents Hyundai's R&D base back in Namyang. For the excuse to visit Germany I'm glad N also stands for Nurburgring, the track on which it was honed and symbolic of the car enthusiast culture it wants a piece of. Because here in the Eifel mountains it feels like a permanent party for gearheads. The parking lot where you access the Nordschleife for the legendary "tourist laps" is buzzing with cars from every corner of Europe. The air around the track is thick with barbecue smoke, hot brakes and adrenaline, high-performance engines echoing across the rolling landscape long after the track has shut down for the day. It's a heady atmosphere, and exactly the spirit Hyundai wants to capture for an American audience in the Veloster N. The man tasked with doing that is Albert Biermann, recruited from an equivalent job at BMW M for his instinctive understanding of what enthusiast drivers want. Proof of that is evident in the number of M2s and M3s you see pounding the Nordschleife tourist sessions. Hyundai is clearly hoping he can channel that expertise into its own products. He makes the right noises about the brand's home being in Korea, but on a sunny evening in the German countryside with a pilsner in hand, it's clear this is his comfort zone and N most definitely stands for Nurburgring. Next day we're out on the track itself, the exit from the pit lane so abrupt I've barely selected second gear before filtering out onto the Nordschleife. I've bagged first place in the train of cars behind an instructor in an i30 N, the Elantra GT relative that launched the performance brand to the European market last year to critical acclaim. And I'm determined to make him work for his lunch. They might have a different look and distinct chassis tuning, but the i30 N and its Veloster cousin are pretty much interchangeable in terms of hardware. Like all N products, the Veloster N will be manual-transmission only for the near future, partly out of deference to enthusiasts and partly out of lack of a suitable in-house gearbox. And they have the same 2.0-liter twin-scroll turbocharged engine driving the front wheels with 275 horsepower and 260 pound-feet of torque. That's a big jump from the 201-hp, 1.6-liter Veloster Turbo Ultimate and puts it square between the Golf GTI and all-wheel-drive R, which is no accident given Volkswagen's performance products are the benchmark Hyundai needs to exceed.

WRC driver fills radiator with beer from sponsor Corona

Rallying requires lightning quick reflexes and the ability to turn off one's sense of self-preservation. This much is not in doubt. Anyone that's ever seen a rally car hurtle along a tree-lined spit of dirt road at high speeds could tell you that. What many people don't know is that it also requires a strong mechanical sense. Knowing how to repair one's car when far from the service garages is a must. A strong sense of ingenuity is pretty handy, as well.
It was that sense of ingenuity that came to the aid of Thierry Neuville (shown above during last weekend's Rally Mexico), a WRC driver for the Hyundai Motorsport team, after his i20 suffered a radiator leak during the drive back to service. Neuville and his co-driver, Nicolas Gilsoul, hopped out of the car, assessed the issue and realized they needed to patch the radiator leak and refill the coolant, which they were fresh out of. So, instead, they used beer.
The pair had been awarded a magnum-sized bottle of Corona from the Rally Mexico's corporate sponsor after the final power stage. As Neuville doesn't drink, they tossed the beer in the back of the i20 and set off for the garages. It was a good thing they did, as adding the Mexican lager to the car's system allowed them to limp back to service.