They Hyundai 'business' plan is behind this. It is about selling cars. Yes they will do their best to be competitive.
Hyundai want a motorsport division to sell cars, built on similar lines to Nismo. Hyundai Australia said they wanted to have something along the lines of the Clio, Megane, Focus ST, in their stable within 5 years.
Having drivers that young male buyers can identify with is really important.