Hyundai Motor is considering launching a new in-house premium tuning division to help bolster the brand’s image globally. 

Local sources suggest that Hyundai has held meetings with Mercedes-Benz’s Brabus and other leading tuning companies, with a view to possible collaboration and for benchmarking purposes.

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Also under the spotlight are BMW Motorsport, Toyota Racing Development and Nissan Nismo, and a new division could be established as early as 2014.

The source suggests that vehicle tuning is not yet popular in South Korea and that Hyundai Mobis, a key in-house technology and chassis system supplier, already has a separate tuning division called Tuix.

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