Mercedes Benz

NüRBURG, Germany — Encouraged by the promising start of its performance line among demanding European consumers, Hyundai hopes its upcoming Veloster N sports car can improve its perception among U.S. buyers. The Korean automaker, no longer satisfied with being just a rational choice for penny pinchers, believes injecting its value-oriented image with a dose of high-octane emotion can win over customers who never considered a Hyundai. "We're fishing in a different pond," said Thomas Schemera, the former BMW executive who heads Hyundai's high-performance vehicle division, while testing continued for the preproduction Veloster N here on Germany's premier proving ground. The rise of the N brand represents a significant step in Hyundai's evolution as a global competitor and comes at a critical time for the company. For years, Hyundai's formula was value, surprisingly well-equipped cars sold for a few ticks below the big-name Asian competitors. It solidified tha...