Hyundai will launch a series of high performance road cars under a new sub-brand, called N.
The name has been chosen in reference to the firm's Korean base, in Namyang, Korea. The N brand will be based in Alzenau, near Frankfurt, which also acts as the base for Hyundai's WRC team.
The first road car to bear the branding will be the 2014 WRC vehicle, which is based on the Hyundai i20 and will start competing in the Monte Carlo rally next month.
A range of new performance cars will also become part of the sub-brand. It is unclear whether these will be new vehicles or if Hyundai will choose to modify existing models.
Speaking at a media event in Frankfurt, Hyundai motorsport president Gyoo-Heon Choi said: "This is the start of a new chapter in Hyundai's history, one that we expect to have a positive impact on our brand around the globe."
Michel Nandan, Hyundai Motorsport team principal said: "We will communicate more about N next year. The idea is to use the connection between the research and development centre in Namyang and the motorsport division in Alzenau, Germany, to put all the engineering capability into special car models".