Hyundai Motor Company (HMC) is stepping up the presence of its high-performance N Brand line-up in the Middle East and Africa, the Korean car-maker has revealed.
During a launch event held this week in Dubai, the company showcased its N model expansion plan for Middle East and Africa region which includes the Veloster N, Elantra N, Kona N.
HMC also highlighted N Brand’s high-performance philosophy and its commitment to sustainable e-performance, giving a glimpse of the future direction for motorsport initiatives and how it will serve as a basis for upcoming N models.
The N line takes its name from its origins at Hyundai’s R&D Center in Namyang, Korea, but also takes its name from legendary German racetrack Nürburgring, where Hyundai hones its N technol ogies.
The curves of the racetrack are the inspiration behind the N Brand logo, says HMC.
With technology inspired by motorsports, N Brand is based on the three pillars of N ─ Corner Rascal, Everyday sports car, Racetrack Capability. N Brand aims “to create high performance vehicles that adhere to high standards of driving excellence while ensuring fun-to-drive as they are practical.”
Bang Sun Jeong, head of HMC Middle East & Africa HQs, explained: “We are thrilled to share the philosophy behind N Brand and our vision to be a leader in the high-performance category.
“The expansion of N Brand to the region will allow customers to experience the exhilarating feeling of the ‘fun to drive’ offering delivered, something which our customers are enjoying in Saudi Arabia and other markets.”
N Brand was launched in 2015 with development focused on engine performance and dynamic technology “innovations to satisfy performance-oriented enthusiasts”.
The Dubai event highlighted the N DCT transmission, the enhanced version of Hyundai’s in-house developed 8-speed wet DCT. The transmission control unit is calibrated for N, resulting in “faster shifting and enabling a range of exclusive driving features”.
All N models have sportier exteriors, enhanced powertrains, track-ready suspension and exhaust notes while N Line models have sportier exterior and N inspired interior compared to the base models.
“Our goal with N Brand is to push the limits of performance and to help drivers discover how fun driving can be,” said Till Wartenberg, head of N Brand Management & Motorsport sub-division, HMC. “We want them to do more than simply drive and enjoy every second of the driving experience. N models can carve corners on the racetrack and bring excitement to everyday driving. This is reflected with our new N Brand slogan ‘Never just drive’.”
