Hyundai Motor Continues Strategy to Strengthen High-Performance Vehicles

Recruitment of Marketing Personnel for Motorsports and High-Performance Brand N

Hyundai Motor Company WRC race car in action. (Photo by Hyundai Motor Company)

[Asia Economy Reporter Kim Ji-hee] Hyundai Motor Company's strategy to strengthen its high-performance vehicles is gaining momentum. As achievements become visible, such as winning the World Rally Championship (WRC), one of the two major motorsport competitions, last year, the company is accelerating its high-performance vehicle marketing activities.

According to industry sources on the 10th, Hyundai is currently recruiting new employees for motorsport marketing and the high-performance brand N global marketing. These are the only areas where new hires are being made in the marketing division. The roles will involve establishing and planning comprehensive brand-related marketing strategies, including motorsport field marketing applying Hyundai's eco-friendly technologies such as hydrogen fuel cells, as well as e-sports marketing.

This recruitment aligns with Hyundai's ongoing strategy over recent years to strengthen its high-performance vehicle brand. In 2018, Hyundai established a high-performance division and declared the expansion of its high-performance vehicle and motorsport business. At that time, related tasks that had been scattered were integrated, and efforts were made by recruiting Thomas, an expert in high-performance vehicles with 30 years of experience at Germany's BMW. Hyundai also set a policy in its mid-to-long-term roadmap '2025 Strategy,' announced at the end of last year, to expand the high-performance N brand to electric vehicles and sports utility vehicles (SUVs).

The reinforcement of motorsport marketing personnel is in the same context. Motorsport competitions are considered the best stage to gain recognition for product quality and technological prowess in the global high-performance vehicle market. Additionally, applying the know-how gained from motorsport to mass-produced vehicles is attractive because it can rapidly enhance technological capabilities. For this reason, Hyundai returned to motorsport competitions in 2012, after previously withdrawing without notable success, and has since been making a strong impact.

Results are appearing one after another. Last year, Hyundai won the overall manufacturer championship in the WRC after six years of participation. The rise of the N brand is also remarkable. Hyundai's high-performance strategy particularly targets the European market. While in the other major market, North America, the three pillars for market penetration are 'eco-friendly, SUV, and Genesis,' in Europe, high performance is emphasized instead of Genesis. In this motorsport marketing new hire recruitment, Hyundai also listed experience with local culture and local communication in the European region as preferred qualifications.

This content was produced with the assistance of AI translation services.