Hyundai N 2025 Vision Gran Turismo previews new sub-brand

While still under wraps, Hyundai said it will unveil its radical N 2025 Vision Gran Turismo Concept at the Frankfurt Auto Show. A virtual entry for the Sony PlayStation Gran Turismo 6, Hyundai promises that this dramatically styled prototype coupe "highlights sustainable technology and race car design" and will be available for download shortly after its debut. However, the real significance of Hyundai’s track-focused one-off is its role as a harbinger of future production models created under a new performance-oriented N sub-brand.

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Seeking to leverage its success in motorsports — most notably its i20 World Rally Championship entry — Hyundai plans to use this offshoot to meet two prime strategic goals: Challenging existing perceptions by establishing real and emotional connections with its customers as well as creating "striking and pioneering high-performance cars." We should know more about how the N sub-brand plays out on a global scale, and more importantly what impact it will have here in the U.S. when the wraps come off of the N 2025 Vision Gran Turismo Concept next month. But to the extent Hyundai follows through on this stated mission "to drive future performance-oriented and race-track-capable models forward," we could see some very interesting product hit the showrooms at some point between now and 2025.