HWASEONG, South Korea — Hyundai Motor Co. is expanding into performance cars and luxury cars, but what about performance-luxury cars?
Executives in charge of Hyundai’s new N performance subbrand and Genesis luxury marque say pulse-pumping thrills must be part of the Genesis experience. But it may be a long time before the neophyte premium contender gets its own division to challenge the likes of BMW’s M, Mercedes-Benz’s AMG or Cadillac’s V series.
Hyundai is already dabbling with the idea. The N division for the mass-market Hyundai brand was formed in 2012. The first N production entry, a souped-up variant of the next-generation Elantra, arrives next year and targets European customers.
Albert Biermann, the former head of BMW’s M performance unit who was lured away by Hyundai to steer the N subbrand, says performance must be part of Genesis’ DNA.