Yesterday's announcement by BMW that it is leaving Formula 1 as part of a brand repositioning focused on sustainability and viability leaves a market niche open for driver's cars. I actually agree with BMW's move based on long-term societal trends, but for the next 5-10 years I think the "Ultimate Driving Machine" niche will still exist and be a profitable one.
So in to the market vacuum left by BMW, I hereby nominate Hyundai as its successor. If you are laughing at that suggestion, take three minutes to watch this inspiring video of Rhys Millen setting a new Pikes Peak hill climb record in his Hyundai Genesis (albeit a modified one):
Great performance brands are forged in the heat of competition. Hyundai, your forge master is Millen.
Yes I miss your Unabashed Gearhead Gnarlyness posts. Yes, I have been following your writing for a while now.
But
I am on to your love for Hyundai. First, the Hyundai Genesis Coupe is the new Mustang and now, Hyundai is the New BMW. Amazing! I have to admit the video is pretty convincing. It is a great way to tell the story! Far better than beautifully written prose.