Aussie N buyers to lead the charge

HYUNDAI has released details of its very first all-electric N model this week, the Ioniq 5 N tipped to do to the EV market what the i30 N did to the hot hatch market eight short years ago.

But interestingly, the South Korean manufacturer says it is not just early adopters of electric vehicle technology that are expected to embrace its hyperactive EV hatch, but also current N buyers who wish to shift into something more powerful, while also doing their part for the environment.

Speaking to media gathered for an online discussion about the incoming Ioniq 5 N this week, Hyundai Motor Company vice president and head of N brand and motorsport, Till Wartenberg, said the current N range should give an idea of who is interested in the all-electric model.

“I think you’re able to see what the enthusiast is expecting from us – we do have a legacy in our short eight years of the N brand and combustion engine vehicles – and what we are doing is bringing that excitement for driving into the era of electrification,” he explained.

Noting Australia’s higher uptake of N-enhanced models, Mr Wartenberg said he expects a similar response to the electrified Ioniq 5, remarking that Hyundai had worked hard to ensure the characteristics of its combustion-powered N models translated into the electric sports car.

“The Ioniq 5 N must clearly prove itself and meet our N expectations of being a corner rascal, racetrack capable, and an everyday sports car,” he insisted.

“Australia has a lot of driving enthusiasts, and it is a very important market for us, so we are expecting the Ioniq 5 N to do well. And yes, I think we will transform many of our fans into this era of electrification, simply because the Ioniq 5 N is a very competitive vehicle.

“We see (that) the Ioniq 5 N will offer everything our customers are expecting – and the N brand will continue to deliver even further in the future, and also be very, very dominant.”

Mr Wartenberg said that with few direct rivals, the Ioniq 5 N is certain to carve out a niche that will serve Hyundai’s interests for years to come, and though the brand has yet to detail price, believes it is a point of difference that will play to the brand’s advantage.

“When we talk about the segment of this car, it is actually not yet described, (therefore) we believe we can see the new benchmark of a high performance NEV and the segment will define the others that will be coming,” he said, painting the model as a mold-breaker.

“We haven’t looked so much at others. We look at ourselves and (know) that we provide the best experience in driving. This was our aim with the Ioniq 5 N and we believe in driving enthusiasm. We can encourage and start this belief in the era of electrification – this is our objective.

“We are the first to provide a superior quality product, and we are confident that we can be very competitive in this market,” he concluded.