Hyundai seeks youth vote with special editions

• Hyundai is going to try to appeal to young buyers with personalization
• It's the same formula that Toyota has used for its Scion brand
• The cars look more cool and are still priced fairly cheap

Another automaker has learned a lesson: If you want to lure young car buyers, appeal to their desire for personalization.

This time it's Hyundai, which, as Toyota did with Scion, is going to offer special editions of some of its most popular youth-oriented models to make them stand out from the crowd.

Hyundai's Veloster RE:MIX edition adds a unique body kit, special alloy metal wheels and a killer sound system to a sporty hatchback coupe. It looks as if it will also come with available outside graphics. It was born out of a series of concert and concept car programs that Hyundai has put on around the country under the RE:MIX name. But it has never sold a car under the name before.

Get used to it, says Hyundai Motor America CEO John Krafcik. He says there is likely to be at least one new RE:MIX edition model a year. They won't all be Velosters.

Hyundai's plan might sound familiar because it's not unlike the formula that Scion has followed for years. Scion built enthusiasm for the brand by holding concerts and art shows aimed at twentysomethings. It introduced concept cars to show potential customers how they can make a vehicle their own. Then it found ways to make some of them available for sale with its "Release Series" editions.

The new RE:MIX Veloster will certainly be priced to appeal to young buyers. The Veloster RE:MIX will have a base price of$19,900 for the one with a manual transmission and $21,150 for the one with the automatic transmission, plus a $775 shipping charge.