Hyundai launches marketing offensive in China with N brand

Hyundai Motor Co. will launch its high-performance vehicle brand Hyundai N in China in the second half of the year as part of its offensive on the related market there.

At this year's Shanghai International Motor Show, aka Auto Shanghai 2023 at the Chinese city's National Convention and Exhibition Center on Tuesday, the carmaker unveiled to the world its design for the new Avante N, dubbed Elantra N in China, in announcing the brand’s debut on the Chinese market.

The Elantra N is a high-performance sedan with changed parts from the new Avante released last month. Along with high-quality basic car design, it reflects high-performance and dynamic driving sensibility inspired by motor sports.

From the second half of the year, Hyundai Motor will launch a string of the brand's high-performance models on the Chinese market, starting with the Elantra N. Hyundai N's first electric vehicle IONIQ 5 N is scheduled for global release in July and debuts in China next year.

To promote Hyundai N in China, Hyundai Motor from next month through September will conduct monthly test-drives of the brand's high-performance vehicles on tracks in major Chinese cities such as Shanghai and Beijing. It will also host an interactive circuit event to show the model's excellent quality.

In addition, the company will build a customer fan base for the brand in China by participating in TCR China Touring Car Championship next month and holding a "one-make race" next year featuring cars of the same model and specifications.

Write to Sung-Soo Bae at baebae@hankyung.com