When we visited Hyundai N HQ (they say it’s a building but we kind of rather think of it as a racetrack) we were struck by the number of people there who wanted to be there. How it was really a collection of people who were enthusiastic about driving and motorsports and cars who just found somewhere to be together.
After having spent so much time with them and after discussing this on social media and connecting with people all around the world on this, we started to see something.
There are little pockets of enthusiasts and fans all over the world.
And it’s pretty real. You can tell, really, if something is real or in today’s latest unfortunate marketing byword “authentic”. It does come across, even through flashes of moments on a small screen.
That doesn’t mean it isn’t helpful to a brand. It is very good for Hyundai N to have these people that are passionate about their cars. And it is beneficial for Hyundai to support them.
I would argue it is their responsibility.
I think it is a responsibility for those that can to lead others, to help them, to give them exposure and understanding and a safe place to be. Many organizations grow from a small number of passionate individuals, or sometimes just one key person, into something bigger. Along the way, the responsibilities become more about the organization than they so about what got them there. Which is, of course, a responsibility.
What we see happening with Hyundai N is similar to what we see in other groups, whether European sports cars and sedans or Japanese modern classic or vintage American muscle. But it is a little different. When we spoke with younger people years ago about what cars they were tuning, we started hearing Hyundai more. Often, it was because it was the family car that they were able to get their hands on and mess around with, or a first car after getting a first job that had to be reliable but still needed to be fun.
I was expecting quite a bit from the Ioniq 5 N when we tested it on track. It was, after all, a World Car Award winner, and it was built up from a blank sheet of paper to be a fun electric. What I was surprisingly impressed with was when I spent time with the Elantra N and with the people who enjoyed it. The car was a good daily driver but built up for serious fun. Not just badging or a nod to something that can let you say “look what my car has.” The car, which is based on a volume-selling sedan, was extremely communicative and consistent at speed and around corners exactly as it would come off the showroom floor.
It is this car that is developing the sense of community at a younger level than the fun electrics.
The Ioniq 5 N has its meetups and such of course, as somewhat high-profile events all around the world. They aren’t just track days either, sometimes they are just weekend parking lot get-togethers.
I have always tried to support enthusiasm at any level. Not just the expensive cars or the flashy cars, and not just the usual marketing talk either. I am surprised by the number of teenagers and young adults who want to learn more about cars and how they work and why they feel the way they do. They just want someone to talk to them, they just want a place to learn.
So, is it a great business idea to nurture enthusiasm and the desire for education and understanding? Yes.
Is it a responsibility to do it if you can? No question.
Will they see through you if you fake it? Definitely.
