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Hyundai is plotting a performance takeover in Australia, which could include bespoke N Performance studio spaces, a host of new models and the rollout of hi-po hybrids as the brand seeks to cement its affordable performance crown against Toyota's GR and Honda's Type R.
The plan forms part of new Hyundai Australia boss Don Romano's tear-it-up strategy for the brand in Australia, which will focus on everything from warranty coverage periods to a new EV sales strategy to the arrival of a Hyundai-stamped ute.
And the brand's N division hasn't escaped his attention, with a view to potentially convert the brand's 'Genesis Studio' spaces into stand-alone N performance hubs, which would become a place for N owners to congregate and explore new models.
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And new models is something there will be a lot of, with Hyundai committing to a "full spectrum" of models, including replacements for each of its current N cars, with ICE and hi-po hybrids to carry the brand into tomorrow.
The straight-shooting CEO concedes the direct-to-customer strategy employed — in which retail property was owned by Hyundai, and sales staff were employed by the brand — when Genesis launched in Australia was a misstep, and moves are being made to expand the premium brand's traditional dealership footprint.
That begs the question of what is to be done with the brand-owned and high-profile Genesis Studios (there is one on Pitt Street in Sydney, another on Lonsdale Street in Melbourne and a third in Brisbane's Fortitude Valley).
"Whether we keep them or not will depend on how they continue to attract," Mr Romano said. "It's kind of like anything else. As long as we continue to see the flow of traffic and the leads that come out of it that will be dispersed to the retailers, I think we'll keep them. If not, we won't keep them.
"I just got back from Indonesia, where they have a whole N Brand Studio. So we were talking about the Genesis studio, and if I don't feel that the Genesis studio is producing the results that we expect, because they've been there for quite some time, maybe it's time to evolve and make that an N Brand Studio.
"We have the property, so we'll have to take a look at those options, but I think there's still a lot of brand recognition that is lacking with the N brand that we have an opportunity to expand on."
Mr Romano promised the N brand in Australia would get "bigger" and said N delivered driving credibility for Hyundai.
"I want to be considered one of the leaders in each segment, and N brand helps us build that credibility, that we have the technology, and that we're capable of producing some pretty fun driving dynamics."
Hyundai will double-down on ICE power for its N range, too, with a mix of outright petrol and petrol-electric the powertrains of tomorrow.
"There are successors to existing ICE (N) models that will retain an ICE powertrain, I just can't share too many details today," said Hyundai's Director of Marketing and Product, Andrew Tuitahi.
"ICE or hybrid, or both. I can't confirm more today, but there will be a spectrum of small through medium (vehicles)."
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