For decades Hyundai have struggled with image issues, but perceptions are changing...
If we could chart the Hyundai model range through the decades since they were founded in 1967, it wouldn’t be particularly harsh or unduly unfair to say that the South Korean company haven’t really, until recent years, produced cool cars. Perception is powerful for marketing and public relations, however it’s not something the South Korean brand has typically scored well at. Of course, it should be pointed out that rating coolness is subjective, which means interpretation plays its part.
Nevertheless, the general consensus in this instance is that Hyundai haven’t been a desirable brand that has captured the hearts and minds of people in the past. Moreover, they’re a budget brand that served the fundamental purpose of transporting occupants, and that’s about it. The model ranges have been unimaginative, the driving experiences have been uninspiring and what credible reputation they had for being affordable and reliable was not a formula for success that would transform the ingrained impressions of what was the underwhelming Hyundai brand.
The upside with that though was at least you knew what you were getting. Whatever shortcomings they had were overlooked, and you put up with the foibles. But that’s hardly a comforting notion when you compared Hyundai products to equivalents produced by rivalling brands, especially when you factor the more performance orientated cars into the equation, if you can even call them that. These sportier models had a counterfeit sort of vibe about them, and lacked the authenticity to convince you otherwise.
They were like those fake sunglasses you can purchase that look similar to the branded products. Sure, they cost a fraction of legitimate examples, but you can still tell that they are cheap. At casual glances, they pull off the impersonation you want, but on closer inspection, the illusion falls apart. The first attempt from Hyundai illustrating this point came back in 1986 with the awkwardly named Excel. It wasn’t an interesting model by any stretch. Despite the exterior being designed by the illustrious Giorgetto Giugiaro, its relative mediocrity meant it was still rather uncool.
"The struggle to shift their image and raise their profile held Hyundai back"
But what made it viable for many people was its attainability. The cost of an Excel was comparatively cheap to many other alternatives, and despite its inferiority, it was still decent. Hyundai had a product that slotted into a gap in the market, which meant it wasn’t disastrous in terms of sales – they sold one million examples worldwide. All the same, its mundane blueprint set the tone for the type of cars Hyundai would be producing in the subsequent decades ahead. The struggle to shift their image and raise their profile held Hyundai back.
The company weren’t able to come up with a credible hot hatch to challenge the Volkswagen Golf GTI and Honda CRX at the time. It was difficult to break into that category and claim territory from what were the benchmark cars in that segment. But that didn’t mean they didn’t try in others. Several generations of the Hyundai Coupé between 1996 and 2008 attempted to plant the brand in the accessible sportscar market. It was great value for what it was and you could see some of the appeal in certain aspects. But they didn’t execute the blueprint all that well, although it did evolve and improve through each iteration, which equates to tangible progress.
Yet despite the good intentions, it never really caught on in the way Hyundai had hoped. I don’t think it pulled off the cool image they were after either, especially when you compared it to the Toyota Celica at the time, which definitely came with more street credibility. Consequently, you would sidestep the Coupé. What’s vogue defines trends, and this entry level sportscar didn’t make the cut. But Hyundai were undeterred and in 2010 they returned with the Genesis Coupe. This was in ways an upgraded version of the Coupé, as it was more performance orientated.
It was rear-wheel drive and had manual transmission, as well as independent rear suspension and a selection of engines that included a turbocharged version. On paper it was a promising proposition. Yet when contrasted with the Nissan 370Z, despite all the positive attributes it had, it paled into insignificance. It just wasn’t what you’d call cool. There’s no doubting it was much better from what went before, but it still lacked the intangible aura that was eluding Hyundai which the company so wanted to improve their budget brand image.
In 2016 though, Hyundai hired Albert Biermann from Germany, who was the boss of the BMW M division. It was a shrewd move that paid dividends. His expertise specialised in chassis engineering, and one of his many innovations was a steel roll cage that made the E30 M3 twice as stiff despite being a lighter component. He had been assigned the task of developing the Hyundai performance division, called the N brand. It was a project that was in the preliminary stages, and one which Biermann would have control over. It was crucial that these products were markedly different from regular Hyundai models.
The N brand name now has a dual meaning. It originally stood for Namyang, which referenced the Hyundai test headquarters in South Korea. However, Biermann felt it would be more relevant to link it with the company’s research centre at the Nürburgring. Hence it now stands for both, which is quite a neat dovetail on reflection. Since it was established in 2016, there has been six performance N brand cars. There are three bespoke examples for America, and three custom models for Europe. However, the two most notable that are available in Britain are the i20 and i30 N hatchbacks.
The i20 N is the smaller compact version, but given that it has a 1.6-litre turbocharged engine that produces 201bhp, it still packs a punch. That output means 0-62mph takes only 6.2 seconds, and a top speed of 143mph. It’s far from the stereotypical Hyundai in performance terms then, and that theme continues with exterior design. Sure, from some angles the i20 N does look slightly awkward, but the sporty stance isn’t unappealing, just distinctive. The interior has the quality touch too. It’s not plush, but far from budget brand. What seals the deal is the driving experience – balanced, poised, connected – which is everything you want it to be.
In many ways the i30 N is similar, although the bandwidth is broader. That’s epitomised by the bigger 2.0-litre turbocharged engine which produces 276bhp. The increase in power results in improved performance: 0-62mph in 5.9 seconds and a 155mph top speed. Yet despite the faster statistics, the i30 N is the more conventional Hyundai between the two, with the more restrained exterior design and better practicality. To all intents and purposes, Biermann transformed Hyundai with the N brand, turning average sportscars into great performance cars. There’s no denying that the company has become a credible and serious player to consider. But the question is... are these N cars cool?
"it merges together the past and future of Hyundai in the present moment – it’s like a time machine"
Well, when you consider that the i20 N costs £25,750 and the i30 N costs £33,595, they are great value compared to more expensive rivals. You do get a comprehensive package, there can be no disputing that, so they are certainly respectable and likeable. Yet the intrinsic nature of coolness is open to interpretation, as the matter is subjective. Personal preference is the name of the game here. What I might consider cool, someone else may not, and that's okay. Differences in perspective are what makes life interesting, and all are equally valid, and should be mutually respected. The i20 and i30 N break the mould for Hyundai, so I would say they are cool cars.
That trend looks set to continue with the upcoming Ioniq 5 N, which will be the company's first electric high-performance model. And then, on what Hyundai called N Day 2022, two high-performance concepts were revealed. The RN22e and N Vision 74 are both the very essence of cool in my opinion. The second of those is a hydrogen-powered car that reinterprets the iconic Pony Coupe concept, so it has mythical significance for the company. It also means that it merges together the past and future of Hyundai in the present moment – it’s like a time machine.
What could possibly be cooler than that.
Photos: Hyundai
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