"Moreover, our customers can identify with the car as it is based on a production model and not some engineering fantasy.... Our competitors in the production cars market are similar to the ones we have in the WRC and that makes the challenge potentially rewarding."

"Entering the WRC is rather part of a broader development... Hyundai Motorsport is thought to become an engineering platform for commercialization of performance cars. By transferring emotive and performance learning from the WRC car to the production cars, and by that getting some ROI, it is the first step of making the Hyundai Motorsport somewhat similar to what AMG has been to Mercedes"

Director of Marketing & PR at Hyundai Motorsport, Stefan Ph. Henrich talking to Hans Erik Næss in 2013. (The promotional value of motorsport culture: a sociological investigation of the FIA World Rally Championship)