There Is A Substitute: Hyundai Steps In For Porsche, Takes On MINI Challenge

Edward Niedermeyer
by Edward Niedermeyer
We’re committed to finding, researching, and recommending the best products. We earn commissions from purchases you make using links in our articles. Learn more here

With apologies to Robert Burns, the best laid schemes o’ mice an’ marketers gang aft agley. That’s certainly what’s happened to MINI’s plan to race a Porsche 911. Porsche said “no thanks” to MINI’s challenge, which is exactly what MINI was looking for. Then Hyundai had to come in and force MINI out of its underdog status, making it defend itself against a cheaper competitor. And the search for a meaningful race-as-marketing-stunt continues…

Edward Niedermeyer
Edward Niedermeyer

More by Edward Niedermeyer

Join the conversation
6 of 16 comments
  • Russycle Russycle on Jun 19, 2010

    I doubt there's much cross-shopping between these two, from what I can see on Hyundai's website they don't offer anything close to the Mini's option choices. But they are small, similarly priced coupes, I hope Mini accepts the challenge.

    • See 1 previous
    • Signal11 Signal11 on Jun 20, 2010

      The 21 year old college student (who also works a full time job) across the street from my house in Baltimore drives a Genesis Coupe, in red. There's another one a few blocks down. Here in TX, I haven't seen a single one. Here, there's a much higher proportion of domestics than I'm used to seeing on the coasts. Obviously, this is a function of where you live.

  • Carlos Villalobos Carlos Villalobos on Jun 20, 2010

    +1.000.000. MINI has to accept. I hope Hyundai (like Sunday, lol) wins.

  • Hanksingle Hanksingle on Jun 20, 2010

    Wonderful stuff - side note: in real life, the Genesis is completely gorgeous - they are starting to pop up around the state and just...real, real looker of an automobile. There is no chance that Mini takes this challenge, bravo Hyundai.

  • NotFast NotFast on Jun 21, 2010

    Attention whores, both of 'em.