I can't believe I'm saying this, but I feel like Hyundai's (and Kia's) marketing efforts are not up to the standards of their products. Even the Veloster N, as great of a car as it is, doesn't feel hyped up enough - it doesn't feel like a big deal in the same way that the Civic Type R or even the Golf R do. Lesser cars, like the Elantra GT N-Line or Kia Forte GT feel even less compelling. I think Hyundai tried to create a marketable moment with the Genesis and Kia attempted the same with the Stinger, but I don't think either one of them has gotten beyond "good alternative" to establishment players. By comparison Honda built its legacy on its involvement with Formula 1, the original NSX and the Type R models of the 90s and can use that heritage to make the new Civic Type R feel truly special. Hyundai & Kia need to do something big to build a legacy for themselves. I know they are in WRC, but with how detached that series has become from production cars, I don't think it can offer the same legitimacy it did for Audi, Lancia, Ford, Subaru and Mitsubishi, even if they are wildly successful. I get the sense that Hyundai & Kia are fairly conservative businesses, they aren't going to build a product that they are going to lose money on. I argue that they should...build something really special (they clearly have the engineering & design talent to do so) for a niche that isn't already crowded and write it off as a marketing expense. Maybe that's what the MR Veloster will do, if it ever happens. I'd do something even more bananas though, like a mid-engined, Dakar-spec Palisade. But then actually run it at Dakar. So you only sell 100 of them...it would still be absolutely unforgettable.
