Hyundai Trademarks "N Members" as it Prepares to Expand High-Performance Ecosystem

Hyundai Motor is preparing to take customer loyalty and ownership experience to the next level. Following the pilot run of its paid high-performance lifestyle membership, ‘the Nthusiast’, the South Korean automaker has officially filed four trademark applications for ‘N Members’, according to a new report from Newspim signaling an upcoming overhaul and expansion of its dedicated N brand ecosystem.

According to data from the Korea Intellectual Property Rights Information Service (KIPRIS), Hyundai applied for the "N Members" trademark under both wordmark and N-logo integrated formats across Class 35 and Class 41.

What the "N Members" Trademark Covers

The scope of services registered under the new trademark highlights Hyundai’s intent to build an all-in-one platform connecting parts purchasing, vehicle maintenance, circuit experiences, and motorsport participation.

• Class 35 (Commercial & Retail Services): Covers customer loyalty program management, promotional operations, online shopping malls, automotive parts/accessories retail and brokerage, and tire retail.

• Class 41 (Education, Leisure & Sports): Covers driving instruction, organization and management of car races, sports facility provision, leisure/recreation services, sports event ticketing, and club memberships.

Rather than acting merely as a discount club, the designated classes confirm that Hyundai aims to encapsulate the entire N ownership lifecycle—from buying replacement performance parts to track day bookings—into a cohesive digital platform.

From ‘the Nthusiast’ Pilot to a Full-Scale Platform

Hyundai originally introduced ‘the Nthusiast’ during the 10th anniversary of the N brand as a domestic paid membership program. Designed around the high-performance lifestyle, it provides perks spanning:

• Daily Car Care: Fuel/charging discounts, car wash services, wrapping/protective film benefits.

• Performance Experiences: Priority booking for Hyundai N Festival events, HMG Driving Experience Center track days, karting, and dedicated car wash academies.

• Dedicated Commerce: Access to purchase N Performance Parts, the N Collection, sim-racing accessories, exclusive merchandise, and tires.

Transition Timeline: What Lies Ahead?

When the preview service for the Nthusiast launched, Hyundai initially scheduled a 5-month preview run leading up to a formal rollout. To align with platform development and back-end integration, the pilot phase has been extended.

• Pilot Extension: Hyundai expects the current pilot service to operate through February 24, 2027 (subject to development milestones).

• Official Relaunch: Following the conclusion of the pilot, Hyundai plans to roll out an enhanced, full-scale regular membership platform.

"While the pilot service will wrap up, we are reviewing plans to launch an expanded and upgraded regular membership platform immediately following," a Hyundai Motor official noted.

Will ‘N Members’ Replace ‘the Nthusiast’?

While the trademark timing coincides directly with Hyundai’s platform upgrades and shares an almost identical scope of services with the Nthusiast, Hyundai has not officially confirmed whether "N Members" will become the permanent name for the platform.

A representative stated that specific rollout plans and the exact relationship with existing membership services cannot be confirmed while trademark examinations are ongoing.

Regardless of whether the brand retains the Nthusiast or transitions to N Members, the move clearly shows Hyundai’s strategy: locking in long-term enthusiast loyalty by integrating vehicle ownership, after-sales tuning, track access, and community culture into a single ecosystem.