Hyundai is continuing to monitor the sports car market for a possible future launch but has yet to make a business case for such a car, according to UK boss Tony Whitehorn.
Now-departed Hyundai Europe boss Allan Rushforth had previously said the firm was looking at a premium sports car to help increase the emotional appeal of the brand, with inspiration coming from 2014’s PassoCorto concept. However, since Rushforth left Hyundai for Nissan, the idea appears to have been put on the backburner.
“Not many people make money out of sports cars,” Whitehorn said. “The sports car market is shrinking dramatically, and even firms with heritage and a great product are struggling. Aside from the Audi TT and Mazda MX-5, it is a tough place to be.”
Instead, Hyundai is said to currently favour producing warmer versions of its existing line-up, culminating with 2017’s N brand launch. “If you can produce cars that add shine to the rest of your range, the case is that much stronger,” said Whitehorn.
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