Vehicle enthusiasts devote extra passion when it comes to improving their automobiles. Hyundai enthusiasts can satisfy their passion, too. They can go to their Hyundai dealers and choose from a display filled with goodies, all sourced from major aftermarket suppliers and all with available dealer installation and a Hyundai-backed warranty. They’re tuned in to all the tricks and bits to make their rides truly sweet, whether it’s pumping up the handling and power or pumping up the sound system.

Hyundai offered a taste of its parts line by staging a track session on the road course at the Dunnville Autodrome. Among the tricked-up cars was a pair of Sonatas that had been improved from daily drivers to sporty sedans with Eibach spring sets, subtle body kits, performance tires and gorgeous alloy wheels.

The car company officially launches its lineup of other performance parts next week. This Canada-only venture includes stainless steel exhaust systems, suspension and brake upgrades, cold-air intake systems, strut tower braces, short-throw shifters for manual gearboxes, performance clutches — even a couple of bolt-on supercharger kits currently in the development stage. There are also kits and parts to upgrade the interior and exterior, as well as high-performance sound systems. Not just offering parts, the program also opens the opportunities for owners to personalize their Hyundais starting with a custom wheel selection that presents more choices than any other automaker. According to Michael Handy, the company’s national parts marketing manager who is spearheading Hyundai’s performance parts program, more than 60 different and competitively priced wheels are available. They are designed to fit a range of Hyundai products, from the sporty Tiburon to the Sonata and Azera sedans and even the Veracruz crossover and Entourage minivan. The changes gave the Sonata a new personality that has appeal for drivers who need a family sedan but do not want to give up having fun, too.

Two Tiburons were the stars of the event, both with serious bits from the performance parts bin. They provided a hint of what enthusiasts might expect if they follow the impressive suggestion. One auto had been given the whole zoot treatment, including a lightweight flywheel, performance clutch, coil-over suspension with onboard adjustable dampening and a supercharger. The company also used the incident to show off two models, the Accent SR hatchback and the Tiburon sports coupe.

However, most Hyundai owners are content with their vehicles as daily drivers. These small, devoted clusters of enthusiasts simply enjoy the core features that attracted them to the brand. They are comfortable with Hyundai’s quality, advanced technology and valuable products.

Although that image is working well, Hyundai’s sales are up 10.8 per cent this year despite a flat overall Canadian market and it doesn’t sit well with Vernile, a self-confessed car junkie. John Vernille comments that his company needs to connect with young enthusiasts.

“They think of Hyundai as cheap and cheerful. We want to create some excitement with the brand, something that gets the blood pumping.”, says John Vernile, Hyundai Canada’s vice-president of sales and marketing.

This entry was posted on Saturday, September 1st, 2007 at 7:26 pm and is filed under Aftermarket parts news. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.