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Hyundai announces N performance sub-brand at WRC launch

It's been well over a year since Hyundai revealed its initial prototype for the i20 WRC at the 2012 Paris Auto Show. Now it's revealed the final version (pictured above, complete with Shell Helix livery) and it's also announced the full team that will field it next year in the World Rally Championship, including Thierry Neuville and additional drivers Juho Hänninen, Dani Sordo and Chris Atkinson. That's plenty exciting for rally fans, but the news that caught our attention was buried deeper in the press release.
That is the announcement of Hyundai's new N performance sub-brand. Named after the company's R&D facility in Namyang, South Korean, the N brand "will be used to symbolize Hyundai's high performance technology," not just on the rally car but also "future mass-produced high performance cars" for the road. The WRC car wears the logo that we'd expect to represent that new cadre of performance Hyundais.
Having hinted at the emergence of a European performance sub-brand a couple of months ago, the Korean automaker hasn't revealed any further details on which those road cars might be, but promises to transfer lessons it learns from the rally stage to the marketplace. We're looking forward to finding out more, but a roadgoing i20 hot hatch would be a good first bet. Here's hoping the North American product lineup won't be left out.

All new Hyundai Elantra revealed in Korea

After thoroughly teasing the next-generation Elantra, Hyundai is finally unveiling its latest sedan for the South Korean market (where it's called the "Avante"). While the names might be different, expect the revised model to look just like this for the North American debut at the Los Angeles Auto Show in November. Although, the powertrain range might be tweaked when crossing the Pacific. Hyundai is reworking the swoopy Fluidic Sculpture design language into a sleeker, simpler shape for the latest Elantra, and the company calls the new direction "Modern Premium." Up front, there's a big hexagonal grill to grab attention, and it's matched with squinting headlights on each side. The roof now simply flows back elegantly to the trunk, and the sides are left largely unadorned beyond an understated crease along the shoulders. At the rear, narrowing taillights stretch horizontally across the trunk. Also, while the upgraded styling is meant to make the Elantra look low and wide, the dimensions grow less than an inch in length and width. Beneath the upgraded design is a revised platform that's made of 53 percent advanced high strength steel, versus 32 percent before. The result is a stiffer frame that Hyundai claims leads to better crash test results and lower NVH. Drivers get added security from a safety suite that includes autonomous emergency braking, high beam assist, blind spot detection, and rear cross traffic alert. Hyundai is clear that powertrains can vary with region, but South Koreans get three choices in the Avante. A 1.6-liter gasoline-fueled four-cylinder offers 130 horsepower and 119 pound-feet of torque, and a 1.6-liter diesel makes 134 hp and 221 lb-ft. There's also a 2.0-liter petrol mill running on the Atkinson cycle that produces 147 hp and 132 lb-ft. Rumors suggest North America might get the turbocharged 1.6-liter from the latest Tucson with 175 hp and 196 lb-ft. Hyundai Motor Holds World Premiere of All-new Elantra in Korea 09 September, 2015 • Hyundai Motor's best-selling model evolves with innovative design • Award-winning compact sedan inspires driver confidence with enhanced performance and stable handling • Class-leading convenience and safety features are tailored to customer needs September 9, 2015 – Hyundai Motor Company, South Korea's largest automaker, today unveiled the 'All-new Elantra (named Avante in Korea)', a sophisticated evolution of the brand's long-established compact sedan.

Hyundai: Dad

Even though we know Hyundai is launching Genesis as its own brand, Kevin Hart is here to tell you something very important about the current Hyundai Genesis: it's great for helicopter parents wanting to keep an eye on unchaperoned sons and daughters. There are other perfectly good uses for Hyundai's Blue Link smartwatch app, but we think concerned parents will pay close attention to this feature. Watch the ad and see if Kevin Hart delivers the laughs. Marketing/Advertising Hyundai Super Bowl Commercials 2016 super bowl ad