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 i20 and i40. “You’ve got to have some link between the WRC and your mass-market vehicles,” he said.