Currently reading: Hyundai rules out sports car in favour of more performance models
Hyundai UK boss Tony Whitehorn says the firm will grow its brand image with hotter versions of existing products, rather than with a new sports car

Hyundai UK boss Tony Whitehorn has dashed rumours of a new sports car for the brand, instead saying the Korean firm will focus on hotter, performance versions of its existing products.

Speaking to Autocar at the company’s annual business briefing in London, Whitehorn said: “Putting a new sports car into that segment isn’t easy. It’s a big risk. I think that going into the sports car segment is a risk for the UK.”

Previously, Hyundai Europe boss Allan Rushforth had said the company was looking at a new, premium sports car to help increase the emotional appeal of the brand, with inspiration coming from 2014’s PassoCorto concept.

Instead, Whitehorn said Hyundai will look to its WRC success to inform future developments: “What WRC does is show there’s a desire to be more emotional. We have previously been a rational purchase; now we want to be an emotional one. I don’t think that necessarily means you need to have a sports car.”

The recently revealed i30 Turbo could become the first model from the range of hotter cars, which could come under the N Performance sub-brand. Whitehorn says there’s an “opportunity” to produce performance versions of the new Hyundai i20 and i40. “You’ve got to have some link between the WRC and your mass-market vehicles,” he said.

Former BMW M engineering boss Allan Biermann has recently joined Hyundai and is understood to be helping to develop the new range.

The addition of new models will help Hyundai to reach its target of selling 5.05 million cars globally in 2015, with 88,000 of those coming from the UK. By contrast, the company sold a total of 4.96 million cars worldwide in 2014, and 82,159 units in the UK.

Part of the sales push will come from an overhaul of Hyundai’s dealer network. As well as adding five new dealers in 2015, pushing the total to 165 in the UK, the brand will look to increase the visibility of its network with new signage and a refreshed corporate image.

The recently launched Rockar virtual showroom is also being watched with great interest, Whitehorn said. The ‘digital dealership’ was launched in November and has since seen 35,250 visits from potential customers.

Although fewer than 100 cars have been sold through the Rockar showroom since its launch, Hyundai says it is a good asset to grow its brand image.

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ben1grogan 29 January 2015

The problem with Hyundai

The problem with Hyundai is it sells everything, from the tiny i10 right up to the Genesis coupe(sports car) and the Equus(s class rival) and so its brand image is too confused, it needs to focus on one image globally, it cant be both a budget brand, sporting brand and a luxury brand. And more importantly, it needs to make sure its brand image is a different from KIA's
fadyady 29 January 2015

Hyundai choosing performance

Hyundai choosing performance models over sports car perhaps indicates that this car maker has its feet well grounded in reality.
We may see a Hyundai sports car as a halo model (not for chasing sales) in near future. Actually I should've finished that with a question mark.
LP in Brighton 29 January 2015

What are Hyundai's brand values

Am I the only one who is confused by Hyundai and Kia's place in the market? There was a time when Hyundai was supposed to be the more mature comfort oriented brand, with Kia more youthful and sporty. But now the two company's seem hell bent on competing against each other. And neither is a budget brand any more, with prices now matching most mainstream competitors.