Hyundai is trying to open some eyes to the performance potential of its N vehicles, and its cars in general. Of course, five straight championships in IMSA’s Michelin Pilot Challenge in the TCR class with Bryan Herta Autosport goes a long way toward establishing performance cred, but it doesn’t reach everybody. So, Hyundai has launched the Hyundai Driving Experience in the U.S.
Hyundai has run similar programs elsewhere — South Korea, Germany, and China, for example — but recently held its first U.S. event at Sonoma Raceway. Over the course of five days, 200 people had the opportunity to experience Hyundai’s N performance vehicles in a series of safety oriented tests and lead-follows around the California road course.
“It’s bringing enthusiasm to life, so to speak,” explains Erik Thomas, the director of Experiential and Multicultural Marketing at Hyundai Motor America. “Not as many people as we would like know about Hyundai N and when they do. They understand it’s about performance … but just seeing isn’t believing; you really need to get behind the wheel and have that experience. We’re still finding that sort of surprise and delight, and this is just part of the story of Hyundai’s performance, and it’s integral that people have that experience. It starts with the products, but also a motorsports story that really kind of proved that. And now that the motorsports stories are built out, we’re bringing that experience to consumers to actually have for themselves.”
The Experience plays out over a day and a half, starting with a safety briefing after checking into the hotel. The safety briefing is followed by a gourmet dinner, in this case featuring the area’s celebrated wines. The next day is filled with driving. First is a series of safety-oriented experiences — oversteer control, emergency braking, avoidance, and braking while turning, along with a timed slalom course. Then, after a nice lunch, it’s time for lead-follows around the track. Those lead-follows could be about as spirited as the participants were comfortable with.
“Part of this event is very much the lifestyle. It’s really telling the story of where our brand is and who we are. So this experience is not just the driving but a combination — great food, great drink the night before, in moderation of course — and driving entertainment,” says Thomas.
The surprising thing about the Experience? It’s free. And that includes the hotel, meals and the day of driving. (Side note: Hyundai wanted me and other journalists to participate enough that they provided a flight to the Bay Area and gave me a bright red 276hp Kona N, one of the vehicles used in the Experience along with the Elantra N, to drive while there. Otherwise I received the same experience that anyone else would receive). Hyundai does require a deposit from invited participants, returned upon participation, to make sure people don’t claim spots they won’t use.
Attendees at the inaugural event included owners and those who have expressed an interest in the Hyundai N line. One of those was Nicholas Moore, who visited a Hyundai exhibit at an IMSA race weekend and gave his e-mail to receive more info.
“I think for a free event, this is one of the best intro experiences to track driving you can have,” says Moore. “They put us up in a hotel for the night. The instructors were extremely welcoming and they had most of the instruction the night before, which is perfect — that way you’re not spending a lot of time in the morning before you get out there. They’ve done a great job with a lot of driver training exercises before you do some lead-follow track driving. Overall, a great experience.”
Hyundai Motor America was pleased with the way the event played out, and is planning two more in 2024, likely returning to Sonoma. But they’ll also be looking at other locations that allow a similar experience. Beyond that, other experiences, such as winter driving, may be added.
“We’re delighted with the results, and it’s part of a larger plan to continue to grow these experiences across the U.S. to tell the story,” says Thomas. “We’re executing here performance and safety, really showcasing the N product; but long-term, the driving experience speaks to all the Hyundai products including electric vehicles, winter-type driving or capability driving that will really demonstrate our SUVs and our HTRAC all-wheel-drive system. It will augment and continue to build on showcasing N … and what’s neat about N is it speaks to not only ICE, but also electrification. The new Ioniq 5 N was just launched, and with production next year, we’re going to be adding it to the Experience as well. It brings a whole new dynamic of driving experience and fun.”
Hyundai will be reaching out to customers and those who have expressed an interest in its products, particularly the N vehicles, for the next Experience. So if you’re one of those, keep an eye on your inbox.