In an attempt to entice young car enthusiasts and retain the old ones, Hyundai is set to satisfy owners’ passion by upgrading its performance parts.

“We want to create some excitement with the brand, something that gets the blood pumping,” said John Vernile, Hyundai Canada’s vice president of sales and marketing.

Hyundai owners and enthusiasts can now go to their Hyundai dealers and select from a display filled with goodies, all coming from major aftermarket suppliers and all with available dealer installation and a Hyundai-backed warranty. Owners are given the chance to personalize their Hyundai cars. This includes a custom wheel selection that offers more choices than any other car maker. More than 60 different wheels are available, according to Hyundai’s national parts marketing manager Michael Handy, who heads Hyundai’s performance parts program. The wheels are designed to suit a variety of Hyundai products, from the sporty Tiburon to the Sonata and Azera sedans and even the Veracruz crossover and Entourage minivan.

The South Korea’s largest automaker has launched its lineup of other performance parts this week. Initiated by Hyundai Canada, the newest performance parts include the stainless steel exhaust systems, suspension and brake upgrades, cold-air intake systems, strut tower braces, short-throw shifters for manual gearboxes, performance clutches, and even a couple of bolt-on supercharger kits, still in the development stage. In addition to these, there are kits and parts that will upgrade the interior and exterior of Hyundai cars. Also expected to be launched are Hyundai’s high-performance sound systems.

To give car enthusiasts a sneak peek at what it has to offer, Hyundai staged a track session on the road course at the Dunnville Autodrome. Among the tricked-up cars was a pair of Sonatas that had been changed from daily drivers to sporty sedans with Eibach spring sets, subtle body kits, performance tires, and gorgeous alloy wheels. The changes gave the Sonata a new personality—the one ideal for drivers who need a family sedan but do not want to compromise having fun.

In the same event, Hyundai also presented its two models—the Accent SR hatchback and the Tiburon sports coupe. Available only in Canada and introduced last year, the Accent SR was the catalyst for the performance parts program. The model incorporates a great deal of upgrades, such as stainless steel exhaust tip, a Clarion sound system, custom body parts (front and rear fascia, side skirts, wheel flares), 16-inch alloy wheels and high-performance tires. Four-wheel disc brakes plus an anti-lock braking system with electronic brake-force distribution is standard.