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If these little things perform nearly as well as a BMW M, then I'm all for it. I will not replace my M, but I will buy these Hyundai N and take it to the race track for a fun track day with no regrets. I wouldn't feel as bad trashing a $40k car as opposed to an $80k M.
And to some people badges>>products.
For example: if you were a big shot business consultant working for Mckinsey or other large profile consulting company and you were invited to a black tie event with other big executives and the conversation turns from business to pleasure (in regards to motorsports) would you rather say "I drive a BMW M(3, 4, 5, 6)" or "I drive a Hyundai N". Not everyone is shallow, but a lot of people attribute cars to success (or a deep trust fund left by parents).
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