After discovering that Hyundai would be running two separate commercials during the Super Bowl to introduce the Genesis coupe to the masses, we've been trying to imagine what kind of "precision driving footage" Rhys Millen would provide "matched to a completely distinct soundtrack" from cellist Yo-Yo Ma. The two spots share a single theme, "The Epic Lap." Rhetorical ads aside, we're genuinely excited about the upcoming Genesis Coupe, which will be offered with either a 210-horsepower (220 with premium fuel) 2.0L turbocharged four or a 306 hp 3.8L V6 driving the rear wheels. Considering how cool Hyundai's other Genesis Coupe commercials have been, we're looking forward to seeing this one too. You can count us among the millions of viewers who'll be tuning into the big game on Sunday, Feb. 1st, regardless of who happens to be playing. Later, Hyundai will launch a contest where online users can edit their own "Epic Lap" commercials. That sounds like it should get the creative juices flowing rather nicely.
The Genesis Coupe isn't even out yet and the primary pen behind it is leaving the company. Joel Piaskowski, Hyundai Motor America's chief designer since 2003, is walking out the door. Besides his work on the upcoming Genesis Coupe, Piaskowski is also known as being the driving force behind Hyundai's HCD concepts like the Hellion (above), and has been credited with beginning to develop a consistent design language among the automaker's vehicles.
When Hyundai publicly unveiled the Genesis Coupe at the New York Auto Show earlier this year, it did so with a barrage of stunt driving and indoor drifts that made us badly want to get behind the wheel. The marketing team over at Hyundai must have picked up on that vibe, because they've produced a nearly two-minute long commercial for the South Korean market that consists of a gun metal gray Genesis Coupe slip sliding across a baron landscape. The resulting montage of Genesis Coupe clips shows it drifting elegantly through a cloud of its own dust and makes us want the RWD coupe that much more. Good job, Hyundai Marketing Dept. The entire video was shot to look almost completely black and white, which makes the contrast of the Genesis Coupe's curves stand out in a most complementary way. We were somewhat disappointed by one graphic that states a 0-100 km/h time of 6.5 seconds, but that's in line with what we've been hearing for the V6 model (keep in a mind a 0-60 mph time would be a smidge quicker). Hit the jump to see the video for yourself, and let us know if you agree that it looks a lot like recent Mazda Zoom Zoom commercials.
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Hyundai is currently holding the first round of press drives featuring the Korean-spec Genesis Coupe and CAR's Middle-Eastern arm has released the first ever review of the automaker's entrant into the realm of rear-wheel-drive performance. CAR's test was apparently limited to the 310-hp, 3.8-liter V6 model equipped with the six-speed automatic gearbox, allowing the 3,500-pound coupe to sprint to 62 in 5.9-seconds. With more torsional rigidity than the E46 BMW M3, the imported British pub reports that tail-out antics are easily achieved and the exhaust note is "thoroughly enjoyable." The list of gripes is brief, including steering that's a bit too light for the tester's taste, some less-than-savory plastics, the lack of paddle shifters on the steering wheel and compromised trunk space on account of the hatch's odd shape. But overall, CAR seems suitably pleased with the Genesis Coupe, impressed with the bang-for-the-buck quotient and the fact that the new two-door delivers something the Koreans have lacked up until now: soul and emotion.
Hyundai's trifecta of SEMA-bound Genesis Coupes is complete, and the latest tuned, rear-wheel-drive two-door comes courtesy of Street Concepts. Unlike the turbo'd models from RMR and HKS, the Street Concepts Coupe is packing the 3.8-liter V6 fitted with a custom cold-air intake and a Magnaflow exhaust. According to Street Concepts' owner, Shawn Williams, their aim is to "maximize the driving capabilities of the Genesis Coupe while striving for a level of practicality..."
To that end, the only performance mods – outside of aiding the V6's breathing – include a modified suspension, Brembo brakes and 19-inch Volk wheels shod in performance rubber. The exterior benefits from a black camo and "stealth fighter-inspired paint design," along with tinted head and taillights, APR rear wing and custom grille. Inside, carbon fiber trim joins a pair of Cobra seats with black suede accents and an Infinity audio system.
With the Coupes covered, we're waiting to see who Hyundai tapped to tune its three Genesis sedans. We're sure they won't be nearly as entertaining on the track, but a few VIP-styled sedans could do a lot to stoke the image of the Genesis.
Today is the day reservations become available for the Hyundai Genesis Coupe in Korea. To celebrate, Hyundai has released a new commercial which you can watch after the break. Those placing orders now should begin taking possession of their new two-door, rear-wheel drive coupe on September 26. Pricing for the new hotness from Hyundai is very reasonable for the Korean market with a base price of 25,360,000 WON (about U.S. $23,000). Stepping up to the "Stylish Pack" (seriously?) nets you 19-inch rims, a limited slip diff and optional Brembo's for 26,920,000 WON (U.S. $24,500). Well worth it in our estimation. A loaded 3.8-liter V6 Genesis Coupe will go for 33,150,000 WON (U.S. $30,100), which buys you over 300-horsepower and a full leather interior.
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Hyundai made a huge splash at the New York Auto Show this year with its Genesis Coupe, and it's looking for a repeat performance next month at the SEMA Show in Las Vegas. The Koreans are working with several aftermarket tuners to create special coupes for the tuner show and they just passed along a photo of one of them. This example was created by HKS USA and includes the usual array of body work mods along with plenty of mechanical upgrades. Hyundai hasn't provided details on the engine re-work yet other than noting it's got an HKS GT Turbo package, so presumably this car will use the 2.0L turbo four-cylinder as its starting point. Since the guts of the engine are being beefed up, we can safely assume this thing will be running considerably higher boost than a stock Genesis. Hopefully the HKS Hipermax III fully-adjustable suspension will help make all this power usable on the street as well as the track. The Genesis Coupe may just yet prove to be a very formidable competitor to all those new Mustangs, Camaros and Challengers appearing over the next few months, and we can't wait for our chance to drive one.
Remember: When traveling to faraway locales, always have your camera. A reader by the name of Steve did just so and was rewarded with some pictures of Hyundai's latest and greatest models. Why, you may wonder, was the Korean automaker testing these vehicles? They were likely undergoing high elevation testing, as they were snapped on Mount Evans in Colorado. The Mount Evans Scenic Byway, leading to the summit overlook, is the highest paved road in North America (thanks, Wikipedia!). There's plenty to see here. We've all seen the Genesis Coupe before, but not in yellow, and it looks good. The Portico doesn't really get the blood boiling, but it could turn into an important Edge\Traverse fighter for the Koreans. Perhaps the most interesting car here is what appears to be a heavily disguised Equus sedan. Being that its covered head-to-toe, we had to look closely to spot the rear fender bulge which seems to identify the car. Update: As our readers have pointed out in the comments, this appears to be the new Kia based on the Hyundai Azera.
Hyundai's first foray into the world of rear-wheel-drive needs to be a success in order to justify the development, manufacturing and launching costs. Hyundai's vice president for product development, John Krafcik, told reports that the automaker expects to sell 50,000 Genesis models annually in the U.S. – 20,000 sedans and 30,000 coupes. But the Genesis is only part of Hyundai's image makeover. The Korean manufacturer intends to launch its first hybrid model by 2010, equipped with a next generation lithium-ion battery pack. According to Krafcik, "Our first U.S. hybrid is going to be the Sonata," however, Hyundai has no plans to offer the new sedan with a plug-in option. That's a strategy that's served Toyota well, and Hyundai is clearly trying to follow in the Japanese juggernaut's footsteps.
Even before the Hyundai Genesis coupe made its big reveal in New York, its aftermarket potential was apparent. While the 3.8-liter V6-equipped model will undoubtedly find an audience with the hairdresser set, the 223 hp, turbocharged 2.0-liter model – directly related to the inline four found in the Mitsubishi Lancer Ralliart and Evolution X – is where it's at. Hyundai realizes if it's to be taken seriously as a true performance player, the Genesis coupe has to be embraced by the aftermarket. So it invited 20 tuners to its North American headquarters in Fountain Valley, California to take a look under the hood.
While production hasn't officially begun, Hyundai wanted aftermarket firms to get a head start on development. Among the companies represented at the "measuring" session were HKS, Garrett-Honeywell and Gale Banks Engineering. John Espino, an engineer for Gale Banks, said "I'm more excited about this [the 2.0-liter turbo] than I am about that one [the V6]." However, in addition to turbocharger and intercooler upgrades for the boosted 2.0-liter, Gale Banks plans to develop a supercharger for the V6.
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