Hyundai Motor and Kia Rechallenge the Chinese Market with 'High-Performance + Electric Vehicles'

2023 Shanghai International Motor Show Participation
Hyundai Motor Launches High-Performance Brand N in China
Kia Announces 6 Electric Vehicles by 2027

Hyundai Motor Company and Kia presented a blueprint to target China, the world's largest automobile market, through the '2023 Shanghai International Motor Show.' Hyundai emphasized its differentiated technology with the launch of the high-performance N brand. Kia revealed its vision to become a leading brand in the Chinese electric vehicle market by announcing plans to release at least one electric vehicle model annually from this year through 2027.

First, Hyundai unveiled the Avante (local name Elantra) N design for the first time in the world at the '2023 Shanghai International Motor Show' held at the Shanghai Convention Center on the 18th (local time). The Avante N is a high-performance sedan model of the Avante facelift model launched in March. It reflects a high-quality design inspired by motorsports and a high-performance driving sensation.

The New Elantra (Avante) N

Hyundai Differentiates Technology with High-Performance N Brand

Hyundai has set a strategy to enhance competitiveness in China with the high-performance N brand, which can showcase differentiated technology. Following the launch of the Avante N in the second half of this year, Hyundai will introduce the locally strategic sports utility vehicle (SUV) Mupasa in June and the Ioniq 5 N in July in China.

The Avante N, unveiled for the first time in the world on this day, has a lowered body compared to the existing model. The addition of black trim parts and exterior color garnishes completes a dynamic design. The more intense bumper character expresses the aggressive appearance of a high-performance vehicle.

Til Vattenberg, Executive Director of Hyundai Motor Company's N Brand & Motorsports Division, declared the launch of the N brand in the Chinese market at Hyundai's press conference during the 2023 Shanghai Motor Show on the 18th.
[Photo by Hyundai Motor Company]

Starting with this motor show, Hyundai has prepared various local specialized marketing activities to promote the N brand. From May to September, 'Track Days' will be held monthly in major Chinese cities such as Shanghai and Beijing, where participants can experience driving N brand high-performance vehicles on the track. Additionally, from next year, a 'one-make race competition' will be held in China, where participants compete with race cars of the same model and specifications. The 'Hyundai Driving Experience' program, which offers customized driving education for beginners to motorsports enthusiasts, will also be piloted locally starting this year. Hyundai plans to provide comprehensive support to help motorsports culture take root in China, the world's largest automobile market.

Locally Strategic Compact SUV 'Mupasa' Unveiled Worldwide for the First Time

On this day, Hyundai unveiled the locally strategic compact SUV Mupasa for the first time worldwide. Hyundai developed the Mupasa under the concept of a 'Moving Smart Home SUV,' creating a comfortable mobile space like a home.

The front features a parametric pattern radiator grille, hidden daytime running lights, and vertical headlamps connected to create an emotional yet innovative image. The bumper design is wide, giving a strong and dynamic impression. The sides and rear complete a futuristic and solid SUV image.

Hyundai Motor's Local Strategy SUV Mupasa
[Photo by Hyundai Motor]

The Mupasa's overall length is 4475mm, width 1850mm, height 1665mm, and wheelbase (distance between the centers of the front and rear wheels) 2680mm. Compared to domestic models based on wheelbase, it is larger than the Kona EV (2600mm) but slightly smaller than the Niro EV (2700mm).

The powertrain is equipped with a 2.0 gasoline engine, delivering a maximum output of 160ps and maximum torque of 193Nm. In line with the 'Moving Smart Home' concept, the Mupasa offers spacious interior features such as best-in-class trunk capacity (451ℓ) and 6:4 folding rear seats.

It also features an air purification system equipped with a PM 2.5 filter that removes ultrafine dust. Convenience features include a Bluetooth key, smartphone wireless charging system, and power tailgate. Furthermore, the Mupasa is equipped with a class-leading number of advanced driver assistance systems for driving safety and convenience, including ▲Forward Collision-Avoidance Assist - Junction Turning (FCA-JT), ▲Blind-Spot Collision-Avoidance Assist (BCA), ▲Navigation-based Smart Cruise Control (NSCC), and ▲Highway Driving Assist (HDA).

Kia to Launch Six Electric Vehicles by 2027... Aiming to Become a Leading Electrification Brand

On this day, Kia unveiled its electric vehicle lineup, including the high-performance EV6 GT, large electric SUV concept EV9, and compact electric SUV concept EV5. Starting with the EV6 this year, Kia announced plans to release at least one electric vehicle model annually through 2027. Over the next five years, including this year, a total of six electric vehicle models will be launched.

Kia will launch the first China-produced electric SUV, the EV5, by the end of this year. Next year, the flagship electric SUV model EV9 will be introduced to Chinese consumers. Additionally, in 2025, an entry-level SUV, in 2026 a premium sedan, and in 2027 a mid-size SUV will be launched consecutively to rapidly increase Kia's market share in the Chinese electric vehicle market.

Kia 2023 Shanghai International Motor Show Participation Photo
[Photo by Kia]

Kia EV5 Concept

While accelerating the development of electric vehicle models, Kia plans to expand research and development investments in advanced technology fields such as ▲mobility, ▲electrification, ▲connectivity, and ▲autonomous driving. Collaborating with global energy company Shell, Kia will build electric vehicle charging infrastructure and expand the charging network through partnerships with local Chinese charging companies.

By the end of this year, Kia will launch an integrated application that allows management of everything from vehicle purchase to service and infotainment. A Kia official said, "With the app launch, we will provide customers with various information more quickly and help efficient vehicle management."

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