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(from Hyundai Press Release) Hyundai’s Rear-drive Sport Coupe Receives More Powerful Powertrain Technologies, More Aggressive Design, Upscale Interior Refinement and Blue Link(r) Telematics

DETROIT, Jan. 9, 2012– Hyundai Motor America today introduced the significantly redesigned 2013 Genesis Coupe in a North American debut at the Detroit North American International Auto Show. In keeping with impressive performance upgrades, Genesis Coupe now sports more aggressive coupe styling, complemented by improved interior materials and design. Both 4-cylinder and V6 engines benefit from significant technology enhancements, with the 3.8-liter V6 engine receiving sophisticated direct-injection technology and the 2.0-liter turbocharged engine upgrading to a more precise twin-scroll turbocharger and larger intercooler. Automatic transmissions for these two models now have 8-speeds, with paddle-shift SHIFTRONIC(r) manual-shifting capability. Hyundai’s proprietary telematics platform, Blue Link(r), is now available, providing Genesis Coupe owners with a variety of infotainment services to meet their individual connectivity needs.

HIGHLIGHTS FOR 2013 GENESIS COUPE
* Refreshed, more aggressive exterior design
* New front fascia, grille, headlight, fog light, hood designs
* New 18- and 19-inch wheel
* New LED-enhanced taillight design
* Available LED daytime running lights (DRLs)
* 3.8-liter V6 engine receives direct-injection technology
* 348 horsepower, 295 lb.-ft. torque (rating with premium fuel)
* Improved fuel economy for both transmissions
* 18 city/28 highway – 8-speed A/T
* 18 city/27 highway – 6-speed M/T
* 2.0-liter 4-cylinder turbocharged engine receives new twin-scroll turbocharger and larger, more thermally-efficient intercooler
* 274 horsepower, 275 lb.-ft. torque (rating with premium fuel)
* Improved fuel economy for A/T
* 20 city/31 highway – 8-speed A/T
* 21 city/30 highway – 6-speed M/T
* New, in-house-developed 8-speed automatic transmissions
* Paddle-shift SHIFTRONIC(r) capability
* New, retuned low-velocity-control suspension dampers
* Blue Link(r) telematics available on 3.8 Grand Touring/Track and 2.0T Premium
* Electroluminescent gauge cluster with information display
* Telescopic steering wheel (added to tilt function)
* Driver seat power lumbar adjustment
* Redesigned center stack appearance and gauges

AGGRESSIVE DESIGN CUES MATCH ENHANCED DYNAMIC PERFORMANCE

The refreshed Genesis Coupe strikes a more menacing demeanor, with an aggressively redesigned front fascia, grille, headlights, LED daytime running lights, fog lights and hood with heat extractor cues. The side view reveals new, aggressive 18- and 19-inch alloy wheel designs with deeper dimensional sculpting. Finally, the rear taillights provide a visual spark via premium LED illumination and new contours. Of course, the traditional rear-drive sport coupe proportions remain, with a long wheelbase and short front and rear overhangs producing a classic wedge-like profile. Genesis Coupe’s bodyside character line is an innovative “Z”-shaped design that integrates seamlessly with a unique, drop-beltline rear window graphic.

Genesis Coupe’s arching roofline and tapering greenhouse highlight the exterior profile and emphasize the car’s broad shoulders and wide stance. To complete the aggressive sports car look, the depth between the fenders and the greenhouse has been maximized.

Enlarged openings in the front fascia allow for better engine breathing along with a more aggressive look. Dual asymmetrical exhaust tips integrated with the blackout rear diffuser treatment complete the performance message from the rear.

POWERTRAIN ENHANCEMENTS

Both Genesis Coupe engines receive significant technology upgrades, backing up its new design statement with impressive performance gains. The 3.8-liter Lambda DOHC V6 engine adds sophisticated direct-injection technology, adding 42 horsepower (a generous 14 percent increase) and 29 lb.-ft of torque (an eleven percent increase). Peak horsepower rises to 348 at 6,400 RPM, with peak torque increasing to 295 lb.-ft. at 5,300 RPM on premium fuel. In addition, lambda-engine anti-knock technology gives this V6 the versatility to run on regular fuel. This new direct-injected engine will easily propel the Genesis Coupe from zero to 60 mph in the lower five-second range on its way to an impressive 149 mph electronically-limited top speed. The Lambda V6 intake system also now employs an intake sound induction pipe into the cabin to ensure this engine’s aural character matches its visceral appeal.

To further broaden the power band, the 3.8-liter engine uses Dual Continuously Variable Valve Timing (Dual CVVT) and a Variable Intake System (VIS) that helps cylinders breathe most efficiently at both low and high RPM. The combination of high-pressure, precisely-metered direct injection with efficient cylinder breathing results in outstanding throttle response and off-the-line acceleration coupled with remarkable fuel efficiency. The V6 engine uses an alloy block and cylinder heads for lighter weight and thermal efficiency and features durable, quiet timing chains with no scheduled maintenance.
All these technologies serve to give Genesis Coupe 3.8 an impressive power-to-weight ratio of only 10.0:1; significantly lower than the more expensive Infiniti G37 and BMW 335i.

2013 Genesis Coupe 3.8-liter Lambda Direct-Injected DOHC V6 Engine

Not to be outdone by its bigger brother, the turbocharged, intercooled 2.0-liter DOHC inline four-cylinder substitutes a new twin-scroll design for its turbocharger in addition to a larger intercooler with enhanced thermal efficiency. The twin-scroll design is more efficient at recovering exhaust energy and produces cooler cylinder temperatures than the former single-scroll design. In addition, the twin-scroll is more precise, with improved combustion efficiency, reduced turbo lag, leaner air/fuel ratios and more evenly distributed pressure in the exhaust ports, resulting in simultaneous power, efficiency and emissions improvements. Also, a 53 percent larger intercooler further reduces intake temperatures, providing denser, cooler air from which to develop even more power.

This turbocharged engine also benefits from Dual CVVT on both intake and exhaust camshafts. The 2.0-liter turbo now generates 274 horsepower (a massive 30 percent increase) and 275 lb.-ft. of torque (an impressive 23 percent increase) on premium fuel. And, unlike many competitive turbo engines, this turbo’s anti-knock sensors automatically adjust ignition timing and engine mapping to run perfectly on regular fuel, yielding 260 horsepower at 6,000 RPM and 260 lb.-ft. of torque at 2,000 RPM. The turbo engine also features a cast-aluminum cylinder block and cylinder head. All these improvements give the Genesis Coupe 2.0T a power-to-weight ratio of 12.3, superior to the upcoming Scion FR-S sports coupe and the Honda Civic Si.

2013 Genesis Coupe 2.0 Twin-scroll Turbocharged DOHC 4-cylinder Engine

Both V6 and 4-cylinder engines also feature deeper, baritone-sounding dual cat-back exhausts to complement more efficient breathing on the intake side. To ensure that all this new power is evenly distributed to the pavement, Genesis Coupe also offers an available Torsen(r) limited-slip differential on R-Spec and Track models.

REAR-WHEEL-DRIVE ARCHITECTURE

2013 Genesis Coupe Body Shell Architecture

Genesis Coupe’s body shell makes generous use of ultra-high-tensile steel. The rear-wheel drive powertrain configuration provides a well-balanced 55:45 front-to-rear weight distribution for the 2.0T, and 56:44 for the 3.8 model.

SPORT-TUNED SUSPENSION

No well-tuned sport coupe chassis should give the perception of being overwhelmed by its powertrain, and Genesis Coupe is no exception to this rule. Spring, damper, and bushing ratings all have been precisely recalibrated to match these new powertrains with better road feel, more precise body motion control and improved ride comfort.

Genesis Coupe employs a MacPherson strut dual-link front suspension and a five-link rear suspension setup. The front suspension is mounted to the body via a solid subframe that is lighter and stronger than a comparable multi-piece component would be. To help reduce body roll and tune the Genesis Coupe’s at-the-limit handling for maximum predictability, 23-mm diameter front and 19-mm diameter rear stabilizer bars are fitted.

2013 Genesis Coupe MacPherson strut dual-link front suspension & five-link rear suspension

While all Genesis Coupe models offer a true rear-drive sport driving experience, the high-performance Genesis Coupe R-Spec and Track models raise the bar even higher with differentiated, track-tuned suspension calibrations. The R-Spec/Track suspension features both firmer front spring rates (seven percent) and rear spring rates (eleven percent), with matched damper rates. The Genesis Coupe R-Spec/Track models also deliver a significant increase in roll control over other versions of the Genesis Coupe via thicker stabilizer bars (24mm front/20mm rear). For 2013, all Genesis Coupes receive improved low-velocity-control dampers for refined ride comfort coupled with improved body control.
In addition, all R-Spec and Track models now receive front strut camber adjustment bolts that can be easily installed in the front strut assembly at their owner’s discretion. These camber adjustment bolts allow approximately -1.5 degrees of negative front camber adjustment for sharper, more responsive apex turn-in and significant understeer reduction in competitive events.

Of course, superb Genesis Coupe structural rigidity sets the fundamental foundation for dynamic precision, regardless of specific suspension calibration.

STEERING

Hydraulic, RPM-sensing rack-and-pinion steering has been recalibrated with an even quicker, 13.8:1 ratio, delivering both linear feel and agile response to driver inputs. This new steering ratio is a full seven-percent quicker than the previous model, yielding intuitive steering response and precision. To further optimize driver ergonomics, telescopic adjustment also has been added to tilt adjustment for 2013.

TRANSMISSIONS

Both engines are mated to standard six-speed manual transmissions which have been extensively refined to provide more driver-friendly shift gating and balanced weighting precision. The clutch take-up, feel, and engagement characteristics also have been refined for optimum shifting ease and feel. Both engines now offer an in-house-developed eight-speed automatic with paddle-shift SHIFTRONIC(r) manual-shifting capability. Each transmission has been specifically tuned to match its engine’s unique power and torque curve characteristics.

In addition to the steering wheel-mounted paddle shifters, each automatic offers shift capability via the shift lever according to individual driver preference. A clear LCD readout on the instrument panel shows the selected gear at all times.

HIGH PERFORMANCE BRAKING SYSTEMS

Brembo(r) four-piston calipers clamp down on fade-resistant 13.4-inch ventilated front brake rotors and 13-inch ventilated rear rotors on both R-Spec and Track models. All other models get substantial 12.6-inch front ventilated rotors and 12.4-inch rotors in the rear with floating single-piston calipers.

UPSCALE INTERIOR REFINEMENT

The 2013 Genesis Coupe interior has been enhanced with distinctive, upscale features and design cues. The instrument panel crash pad features a stitched-seam appearance for a distinctly upscale look, and the parking brake lever is leather-wrapped on leather-equipped models. The instrument cluster now features an electroluminescent gauge cluster for premium ambience and superior readability. A new driver-side rear seat walk-in assist function has been added for more convenient rear seat access from the driver’s side. Convenient seatbelt assist guides make it easier for front passengers to buckle up.

In addition, driver seat power lumbar support is now available and front seatback pockets are standard on all Genesis Coupes. A center stack multi-gauge cluster with instantaneous mpg, torque level (3.8 models) or turbocharger boost pressure (2.0T models), and oil temperature is standard on all trims. A center fascia tray with cover has been added for enhanced storage, and interior surfaces now have a softer touch with lower sheen for a more up-market feel. Sport front seats with deep side bolsters offer superb lateral support for enthusiastic driving in all trim configurations.

Among other premium features are an available Infinity(r) premium audio system and two-stage front seat heaters. Genesis Coupe also offers the convenience of a Proximity Key and push-button start.

INNOVATIVE TECHNOLOGIES

Genesis Coupe offers Xenon high-intensity discharge (HID) headlights, for brighter illumination intensity, more daylight-like lighting character and reduced power consumption. In addition, the visual cut lines of these HID headlights are razor sharp, providing maximum nighttime visibility to the driver without the risk of blinding oncoming traffic.

Music lovers will welcome the Genesis Coupe’s standard auxiliary input jacks (3.5 mm mini-jack and USB input) to accommodate and charge personal audio devices such as an iPod(r). When an iPod or flash drive is connected through the USB port in the center storage compartment, not only does it play music through the vehicle’s audio system, but it also charges the iPod and allows the driver to access tracks with the steering wheel audio controls. This system also allows both driver and passengers to easily view song/artist/title information and control the music from the audio head unit rather than the iPod unit. This safety-oriented function allows the driver to keep his or her focus on the road at all times.

HYUNDAI BLUE LINK(r)

Hyundai Blue Link telematics is available on 2013 Genesis Coupe with a 90-day complimentary trial period. The Blue Link platform is available on 3.8 Grand Touring/Track and 2.0T Premium trim levels. Blue Link can be accessed from the buttons on the rearview mirror inside the Genesis Coupe, the web and via smart phone. Blue Link is offered in three telematics service packages: Assurance, Essentials and Guidance.

“Blue Link combines safety, service and infotainment into a complete package that works to both help simplify Hyundai owners’ lives and reduce distracted driving,” said Barry Ratzlaff, director of customer satisfaction and service business development, Hyundai Motor America. “We’ve carefully studied how drivers rely on smart phones and navigation systems as an innovative link to the outside world. Blue Link brings that seamless connectivity directly into the car with technology like voice text messaging, Point-of-Interest (POI) web search download, turn-by-turn navigation, and monthly vehicle reporting. Our agent-assisted advanced voice recognition system offers a 21st century solution to performing POI searches in the vehicle. This unique and innovative approach enables Hyundai to deliver fast, accurate searches and downloads of POIs to vehicles without the unnecessary costs of traditional operator-only type systems of our competitors.”

More details on Hyundai Blue Link are available at www.HyundaiBlueLink.com.

SEGMENT-LEADING STANDARD SAFETY TECHNOLOGIES

In keeping with Hyundai’s focus on offering segment-leading standard safety technologies across its lineup, the 2013 Genesis Coupe includes a wide range of both active and passive safety features. Standard safety technology includes driver and front passenger advanced frontal airbags, along with front seat-mounted side airbags, side air curtains and active front head restraints.

Genesis Coupe has strong unibody construction, along with front and rear crumple zones, bodyside reinforcements and five-mph energy-absorbing bumpers. The hood also includes buckling creases and safety stops.

The front seatbelts have pretensioners and force limiters, and the rear seats feature LATCH (Lower Anchors and Tethers for Children), which make affixing child safety seats easier.

All Genesis Coupe models feature standard four-channel ABS with Electronic Brake-force Distribution (EBD) to optimize brake performance under various dynamic loading conditions. The system also includes Brake Assist, which provides maximum ABS-level braking force when a panic stop is detected.

Electronic Stability Control (ESC), one of the industry’s most effective life-saving technologies, is standard in all Genesis Coupe models. Insurance Institute for Highway Safety (IIHS) studies suggest vehicles equipped with ESC experience 56 percent fewer fatalities in single-vehicle crashes than those without it.

In a nod to enthusiasts, 2013 Genesis Coupe now offers a specially-tuned three-stage driver-selectable ESC mode. This new three-stage ESC function offers more options for various driver preferences and road conditions:

* Full-on ESC function (default mode on start-up)
* Intermediate ESC function with driver powertrain override control and retained ESC/TCS braking function
* Full-off ESC function for uninhibited driver vehicle control in all conditions

The driver-selectable full-off ESC mode has been calibrated to provide drivers with a larger performance envelope should they choose to participate in competitive events such as autocrosses or track days. The Genesis Coupe anti-lock braking system function (ABS) remains fully functional in all ESC modes to help drivers maintain steering control under adverse braking conditions.

COLOR PALETTE

With Genesis Coupe’s more aggressive exterior design cues, fresh exterior color offerings are now available, with seven new colors added to the palette. In keeping with Genesis Coupe color names selected at launch, all new color names are derived from world-famous racing circuits and their most challenging track segments. These new colors include: Parabolica Blue, Catalunya Copper, Monaco White, Becketts Black, Circuit Silver, Gran Premio Gray, and Shoreline Drive Blue.

To further complement Genesis Coupe’s freshened interior design and premium materials, a new tan leather interior, a new red leather bolster/red cloth insert interior, and a new gray leather bolster/gray cloth insert interior have been added to the interior color environment selections.

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(from Hyundai Press Release) HYUNDAI REVOLUTIONIZES THE COUPE WITH THE ALL-NEW VELOSTER AT THE DETROIT INTERNATIONAL AUTO SHOW

Advanced Technology Three Door-Coupe Features Hyundai Blue Link® and Up to 40 MPG

Hyundai today introduced its cutting-edge Veloster three-door coupe in a world debut at the North American International Auto Show. The 2012 Veloster delivers innovation to the compact coupe segment with a unique third door for easy rear-seat access, Hyundai’s Blue Link telematics system, Pandora internet radio with seven-inch touch-screen display, and a new 1.6-liter direct-injected four-cylinder engine mated to Hyundai’s first dual-clutch transmission.

HIGHLIGHTS FOR 2012 VELOSTER

• All-new three-door coupe design
• Coupe design with the functionality of a hatch and a passenger-side forward-hinged rear door
• All-new 1.6-liter GDI Gamma engine paired with proprietary Hyundai six-speed manual transmission and Hyundai’s first dual-clutch transmission
• Up to 40 mpg highway (estimated)
• Better highway fuel efficiency than Honda CR-Z Hybrid
• Standard multi-function seven-inch touch-screen display
• Pandora® internet radio capability
• Gracenote® display technology with voice recognition
• Virtual CD downloading
• AVI and mpeg video playback via USB
• Video game console connectivity with 115-volt power outlet
• Bluetooth® hands-free phone system with voice recognition
• Standard Blue Link telematics platform
• Blue Link Assurance provides a free introductory period of complementary core safety services including Automatic Crash Notification (ACN) and Assistance, SOS Emergency Assistance, and Enhanced Roadside Assistance.
• Blue Link Essentials provides Voice Text Messaging, Remote Door Unlock / Lock, Remote Horn & Lights, Panic Notification, Remote Vehicle Start, Alarm Notification, Quick Tips, Location Sharing, Automated Diagnostic Trouble Code Notification, Maintenance Alert, Monthly Vehicle Report, Recall Advisor, Web Vehicle Diagnostics, Stolen Vehicle Recovery, Stolen Vehicle Slowdown, Vehicle Immobilization, Valet Alert, Geofence, Speed Alert, Curfew
• Blue Link Guidance provides Turn-by-Turn Navigation, POI Search by advanced voice recognition system, POI Web Search & Download, Daily Route Guidance with Traffic Condition, Traffic, Gas Station Locations & Gas Prices, Eco-Coach, Restaurant Ratings, Weather

Veloster is the sixth vehicle in Hyundai’s 24/7 version 2.0 product initiative (seven new models in 24 months), on the heels of the all-new Tucson, Sonata, Equus, Elantra and the soon-to-be released all-new Accent. The 2012 Veloster poses some intriguing questions:

Why can’t a sporty coupe get 40 miles per gallon?
Why can’t a car have the same connectivity as portable electronic devices?
Why does coupe design dictate only two doors?
Why can’t an affordable coupe offer premium features?
Why can’t Hyundai have two coupes – a playful front-wheel drive model targeting the likes of Mini Cooper and Scion tC to complement the sport-focused, rear wheel drive Genesis Coupe?

MOTORCYCLE INSPIRATION

Veloster’s unique design takes inspiration from a high-performance sport bike. Veloster has distinctive black A-pillars that give the glass a motorcycle helmet visor appearance. In the front is an aggressive form of Hyundai’s signature hexagonal front grille, hood scoop detailing, and unique Hyundai-signature LED position lights. Optional packages add a chrome grille surround, piano black highlights, fog lights, and a massive panoramic sunroof.

In profile the Veloster features “Fluidic Sculpture” character lines, muscular wheel arches, bodycolor door handles and mirrors, and wraparound headlights and taillights. Veloster comes standard with 17-inch alloy wheels and offers two types of 18-inch wheels. The top-of-the-line 18-inch wheel comes with painted inserts, a segment first.

Veloster’s dynamic rear design has a distinctive glass hatch, dual centered chrome exhaust tips and black lower fascia that complements the assertive front fascia.

Inside, the center stack and controls resemble a sport bike fuel tank and incorporate an available push-button starter. The air vents are inspired by motorcycle tailpipes, while the floor console mirrors the seat of a bike. Metallic accents abound throughout the interior. Alloy pedals and a leather wrapped steering wheel and shift knob are also available.

THE THIRD DOOR

Veloster combines the style of a coupe and the functionality of a hatchback, while also incorporating an additional passenger-side door. In the past, some coupes have used smaller rear-hinged access doors. These coupes have always been compromised by having to open the driver-side door before the rear door could be opened, proving to be inconvenient for both the driver and passenger, and extremely difficult to operate in tight parking lot situations. Hyundai’s fresh take here implements a conventionally hinged door on the passenger side of the Veloster, providing safe and ready access to the surprisingly spacious rear seats. The passenger-side rear door handle is hidden to maintain the coupe design.

GAMMA 1.6-LITER GDI ENGINE

The all-new Gamma 1.6-liter four-cylinder engine is the smallest Hyundai engine to use Gasoline Direct Injection (GDI). GDI technology helps deliver estimated highway fuel economy of up to 40 mpg, lower emissions and higher reliability.

“Gasoline-direct-injection technology allowed Hyundai engineers to create an engine that is powerful, fuel-efficient, and has fewer emissions,” said Hyundai American Technical Center Inc. (HATCI) powertrain director, John Juriga. “Despite its small size, it generates some big numbers, with both impressive horsepower output and up to 40 mpg on the highway.”

Through the use of GDI, the Gamma 1.6-liter engine delivers an estimated peak output of 138 horsepower at 6,300 rpm and maximum torque of 123 lb.-ft. at 4,850 rpm. But GDI is only part of the story as the new Gamma also features Dual Continuously Variable Valve Timing, an electronic throttle control, a roller timing chain, variable induction and innovative anti-friction coatings such as CrN Physical Vapor Deposition (PVD) coating and Diamond Like Carbon (DLC) coating.

Gamma highlights include:

• Dual Continuously Variable Valve Timing (D-CVVT)
• D-CVVT (intake and exhaust camshaft phaser) camshafts and hydraulic engine mounts provide optimum power, efficiency and refinement. Using CVVT on both camshafts has several advantages when compared to using it only on the intake camshaft including an improvement in performanc (increased volumetric efficiency) and fuel economy (reduced pumping loss), and a reduction in hydrocarbon emissions.
• Roller Timing Chain
• Helps increase the reliability of the Gamma 1.6-liter engine.
• Electronic Throttle Control
• This system accurately controls air intake and engine torque, improving drivability, response and fuel economy.
• Innovative Anti-Friction Coatings
• A Diamond Like Coating (DLC) was added to the tappets to help reduce friction in the valvetrain.

Working together, the complete range of engine technologies produce an engine that offers:

• Best-in-class specific output at 86.3 horsepower per liter
• Excellent fuel economy
• Lower emissions with ULEV certification
• High reliability backed by a 10-year / 100,000-mile powertrain warranty

NEW SIX-SPEED DUAL-CLUTCH TRANSMISSION

Hyundai’s commitment to making the Gamma engine extremely fuel efficient continues by pairing it with a standard six-speed manual transmission or an all-new, six-speed dual-clutch transmission (DCT) developed by Hyundai.

Hyundai’s new DCT takes the benefits of a manual transmission, including low fuel consumption and sporty driving, and blends them with automatic transmission benefits, such as high comfort levels and smooth shift quality. In addition, the DCT enables direct connection for high efficiency and uninterrupted torque transfer during shifts. Automatic transmissions lose power and fuel economy in the torque converter.

Other improvements of a DCT over a traditional automatic include a five to six percent improvement in fuel efficiency as well as a three to seven percent improvement in acceleration performance.

Veloster’s DCT can be thought of as two traditional manual transmissions, each with its own clutch operating in parallel and alternating shifts. Veloster is a six-speed with one clutch acting on gears one, three and five and the other used for two, four, six and reverse. This shifting process results in quick smooth transitions with none of the efficiency loss normally associated with torque convertors. The clutch actuator assembly features electric motors for actuation, and an external damper improves NVH.

This powertrain also has an Active Eco mode which modifies engine and transmission control for improved fuel economy that translates into more than a seven percent improvement in real-world fuel economy.

[youtube=http://www.youtube.com/watch?v=JD_n7ExZVZk]

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Kia Motors will be retiring the young Borrego SUV for 2011.  Though the model may return thereafter, high fuel prices and a sharp shift away from sport-utes have forced the Korean automaker to pull out of the SUV wars in America.  The Borrego was released for ’09 as a luxury SUV, offering a spiffy interior, four-wheel-drive, a 6-spd. AT, and a 337 hp 4.6 L V-8.  The Borrego’s starting price was nearly $27,000, with full-spec models hitting up to $42,000.  High fuel prices have contributed to the Borrego’s poor sales performance: it was intended to sell 20,000 units in the US, but has failed to hit half that number.

Hyundai’s new Sonata clearly looks more creative than the old.  The radical styling takes many cues from the Mercedes CLS-class–and we’re not complaining.  No V-6 will be available for the Sonata; instead, Hyundai will be pushing ahead with improved safety, interior amenities, and fuel economy.  Weight is down to a total range between 3,100 and 3,400 lbs.–an astonishing figure for the growing mid-size range.

The standard engine will hover around variations of a 2.4 L direct-injection unit averaging just under 30 mpg and achieving 190+ hp.  Engines will be linked to either a 6-spd. manual or automatic transmission.  Interior space and luggage capacity are both greater than their top competitors from Honda and Toyota.  Hyundai will be making a “Blue Drive” gas-electric hybrid system available for preview soon after the regular sedan’s release.  A more powerful turbo-charged 2.4 will be offered for drivers seeking output in a V-6 range.

We’ve grown used to hearing good news about Hyundai prospering during these sour times, but not everything’s bright for the Korean giant.  The company will be fleeing the Japanese market after struggling there since its launch in ’01.  Hyundai failed to get past its “cheap” stigma in the Land of the Rising Sun, selling just fifteen thousand vehicles there in eight years.

From Advertising Age:

Consider the state of affairs when viewers tuned into the Super Bowl in February: Banks had failed, a stimulus package still hadn’t been announced, and unemployment was surging toward 8%, up from 4.8% the year before. Escapism was the order of the day, and most advertisers played right along, with brands like Coke and Pepsi offering saccharine happy-happy joy-joy visions that jarred with the bleak reality.

There was one advertiser, however, that didn’t. In the third quarter, in an otherwise standard-issue cars-rolling-through-landscape spot, a voice-over brought into the light of day something that ranks up there with death and erectile dysfunction as something people don’t want to talk about. “Now finance or lease any new Hyundai, and if you lose your income in the next year, you can return it with no impact on your credit.”

With that bold stroke, Hyundai — yes, Hyundai — an automaker not historically known for fearless marketing, began in earnest a frontal assault on a recession that was not dampening consumer enthusiasm but drowning it. But while its Assurance Program received heavy support, it wasn’t the sole route of advance. Hyundai also took an upmarket route, with its very successful efforts to push the Genesis, its entry into the premium-car market that was also pushed during the Super Bowl as well as during the game’s female-skewing equivalent, the Academy Awards, where the carmaker bought an eye-popping nine spots.

Engaging with both the broken dreams and the intact ones through high-profile ad buys that garnered plenty of positive press was in sharp contrast to the tail-between-the-legs mode of Hyundai’s rivals, many of whom had slashed budgets and retreated into retail-focused advertising. An example of the opportunism: Those nine Oscar spots — purchased when GM, then on the verge of bankruptcy, bailed out of the show. For Hyundai, the overall results were clear: Sales and market share were up, and its brand image overhauled.

Hyundai’s market share jumped to 4.3% in the first ten months of 2009 from 3.1% in the same year-ago period. In September, while the industry overall suffered a 22% sales drop in a post-Cash for Clunkers hangover, Hyundai managed to increase its new-vehicle tally by 27% to 31,511 units.

Scott Fink, chairman of Hyundai’s national dealer council, said he has more showroom traffic today than two years ago. And while his New Port Ritchie, Fla., dealership used to get mostly Detroit model trade-ins, he’s now seeing mostly Japanese nameplates. Mr. Fink said he’s getting “a lot of Acuras” traded in, along with BMWs and Mercedes Benz cars, for the new Genesis. “We’re really eroding other brands.”

Before the recession, “these same people [that] never would have been caught dead in a Hyundai” might have worried about what their neighbors would think, said Mr. Fink. “Now people are very comfortable because the brand has been elevated. We used to be a price player, but now we’re a mainstream player.”

Searching for stability
A lot has been done to change a very ingrained image of Hyundai in a very short time. Hyundai entered the U.S. market in 1986 with small, affordable, entry-level models that were often the butt of jokes by late-night TV hosts. After early success with these cars, Hyundai hit a speed bump with quality. The automaker started building momentum in late 1998 after introducing the industry’s first 100,000-mile warranty, repricing its lineup closer to transaction prices and slashing build combinations. In the middle part of this decade, Hyundai management ranks had a revolving door, and there was a great deal of instability at the company. Ex-Chief Operating Officer Steve Wilhite disbanded all regional dealer ad groups shortly after he signed on in 2006. That angered many dealers and slowed momentum, as the move eliminated some $300 million in regional ad spending for uniform messages, though most groups have re-formed now.

In early 2007, things began to stabilize when Joel Ewanick, Hyundai’s VP-marketing, arrived from Richards Group, then Hyundai’s creative and media agency, where he had been director-brand planning. In Chris Perry, the director-marketing communications who had been at Hyundai since 2000, Mr. Ewanick found an ally who thought along the same lines he did.

Mr. Ewanick said the two men “share the same mindset” when it comes to marketing, so they don’t need to be at all the same meetings. That’s why Mr. Perry has autonomy in many cases to make decisions for fast-track online ad deals, and “he doesn’t have to wait for me,” Mr. Ewanick said.

One major move came quickly. In April of that year, Mr. Ewanick ditched his old shop and hired Omnicom Group’s Goodby, Silverstein & Partners to handle advertising duties after a two-month review.

One of the team’s most important challenges was helping Hyundai to get into the driveways of more affluent drivers, something auto pundits were skeptical of. The then-new Genesis sedan started in the $30,000 range and was the automaker’s most ambitious and priciest product ever. (It was the two-door coupe version that Hyundai launched during the Super Bowl this year.)

Nevertheless, Hyundai Motor America was in a funk at the end of 2008. With the U.S. auto industry in a tailspin due to the economy, the credit crunch and plummeting consumer confidence, the marketer’s fourth-quarter sales dropped by 41% — more than the total industry’s 34.7%. And the company’s 2008 vehicle sales slid 14% from the prior year’s tally of 467,009 units — the highest since the American arm of the South Korean carmaker started selling here in 1986. The Genesis launch, too, wasn’t exactly a huge hit, as early sales targets were missed and dealers became disenchanted with Goodby’s “Think About It” campaign. By fall, there were reports that the Hyundai-Goodby relationship was about to fall apart.

The genesis of Assurance
This year, however, was a different story. The automaker announced in the first week of January it was launching the Hyundai Assurance program to let buyers or lessees return their new vehicles for up to a year if they lost their jobs. The program was launched with Goodby’s high-profile commercial in the Super Bowl and another in-game spot dubbed “Bosses” that touted the Genesis win as North American car of the year at the Detroit Auto Show. Hyundai scooped up sponsorship of the pre-game show, and a trio of 30-second commercials there.

“This is a recession of fear,” Mr. Ewanick told Advertising Age back in February. “We realized that the elephant in the room was the fear of losing your job. I feel the same way. We all do. The idea of giving people the option to give the car back if they were struggling . . . seemed a great way to make customers comfortable and increase our market share in an economy like this.”

In a recent interview, Mr. Ewanick said the Assurance program came together in 37 days from concept to ads on the air. A relatively lean, flat organization has been one of the automaker’s core strengths, he said. “One of the things that have served us well is our ability to adapt quickly to the changing economy and competitive marketplace.”

Nielsen’s online post-game survey found 43% of participants said Hyundai’s Super Bowl ads improved their opinion of the brand. Rebecca Lindland, research director of consultant IHS Global Insight’s automotive group, said the Assurance plan “made people feel Hyundai cared about their situation — that they were sympathetic, and there’s a lot of human emotion sort of selling there.” She said Hyundai is “certainly outpacing the market this year, gaining significant share.”

Americans were apparently so wowed by the ads and press exposure of the Assurance program that consideration for new Hyundai vehicles jumped to 59% in the first two months of the year, CNW Marketing Research found.

Filling a void
Hyundai followed up its Super Bowl gambit with an ad blitz in ABC’s Academy Awards broadcast, its first national play with the Oscars. The automaker’s new media agency, Initiative, Irvine, Calif., had alerted Hyundai to the void left by financially ailing GM as exclusive auto sponsor of the program, a vacuum Hyundai will be filling for three years after inking a deal less than two months before the broadcast. Hyundai also signed a deal with Fox to place its vehicles in “24″ and advertise during the show after Ford pulled out.

In April, the marketer dropped Goodby and moved its national creative account, including digital, without a review, to Innocean Worldwide Americas, a subsidiary of Korean parent’s Hyundai Motor Group. Innocean also provides media oversight, promotion and events planning for both Hyundai and affiliate Kia Motors America. Jim Sanfilippo, exec VP and CEO of Innocean’s Irvine, Calif., office, said Goodby was “a tough act to follow.” After reviewing all the metrics, which Innocean had as media coordinator, Innocean opted to stick with the “Think About It” theme.

“We love the brand voice that Joel [Ewanick] has achieved, and that’s rare in automotive these days,” said Mr. Sanfilippo. Hyundai is “no longer an alternative, we’re a rival.”

At the end of the half-year mark, Hyundai posted an all-time high U.S. market share of 4.2% compared to 3.1% at the end of June 2008. Not only that, even though Hyundai’s monthly June sales slid by 24% from the prior June, it outsold Chrysler Group’s volume Dodge brand for the first time, boosting the brand to the sixth biggest by sales in the U.S. in the industry’s worst climate in decades. June 2009 marked Hyundai’s best monthly sales tally ever, even with decreased sales. June brought another accolade to the brand. Hyundai ranked fourth behind Lexus, Porsche and Cadillac, respectively, in consultant J.D. Power and Associates’ annual Initial Quality Survey. In 2008, Hyundai ranked thirteenth in that survey, in which consumers rate their new vehicles at 90 days of ownership.

The Fountain Valley, Calif., automaker kept the pressure on competitors in July. Rather than advertise vehicle incentives that can damage brand image, Hyundai introduced Assurance Gas Lock, which guaranteed summer-month buyers $1.49-per-gallon for a year. The feisty marketer then jumped the gun in early July, weeks ahead of the Cash for Clunkers’ program, with an ad campaign saying it was already offering the tax credits ahead of Uncle Sam’s July 24 start date.

Good marks
“We saw the [clunkers] program coming, and we understood the [government's] rules, so we mobilized the program and had ads running July Fourth weekend,” said Mr. Ewanick. Hyundai’s messages of the early clunker rebates, along with Assurance and the Gas Lock programs, gave the marketer “a better and richer story to tell,” he said.

In early October, the marketer started advertising the new HyundaiMomentum.com microsite, a place for people to see what third parties are writing about the brand’s cars and trucks. Ads from Innocean will run online and during NFL TV broadcasts through November.

“We have been receiving a lot of accolades, awards and positive reinforcement from the press and consumers, and shoppers are noticing this,” said Mr. Perry. “We needed to find a way to harness this momentum and offer it up in a way that is easy for the consumer to access and understand.”

“Hyundai is really ahead of the game,” said CNW Marketing Research President Art Spinella, and the brand has managed to capture a lot of shoppers who had Toyota on their lists. He said Hyundai is building its brand and consideration the same way Toyota did decades ago — “with a good car at a good price and a lot of exposure with a lot of ads.”

The marketer said 60% of Americans today are now aware of Hyundai and willing to buy the brand, compared to just 40% two years ago. Mr. Ewanick credited better products backed by the “Think about it” campaign. “It’s a proof campaign, and we are giving people evidence about our cars and our quality and our styling, and we keep shoveling on the facts and information.”

Different buyers
Mr. Ewanick admitted his budgets have been flat and will stay that way in 2010, give or take a few percentage points. This year he shifted dollars from print to online, buying more on newspaper and magazine sites. The automaker spent nearly $115 million in U.S. measured media in the first half of 2009 vs. $107 million in the same six-month period of 2008, according to TNS Media Intelligence. Both figures are without internet spending. The marketer spent $348 million last year, including internet, TNS reported.

“Hyundai has been very successful with their new-product launches,” especially the Genesis line, said Alexander Edwards, president of consultant Strategic Vision’s auto group. The sedan and coupe models attract buyers with median annual household incomes of $120,000 vs. $75,000 across the rest of Hyundai, Strategic Vision data show. “Clearly the Genesis has brought in a new kind of buyer to Hyundai,” Mr. Edwards said.

As for what rivals make of Hyundai’s innovation streak, he said the “Bosses” Super Bowl spot showing German and Japanese-speaking car execs screaming at underlings because of Genesis’ car-of-the-year win, isn’t so farfetched. Competitors he wouldn’t name, including mass and premium makers, are asking Mr. Edwards, “What do we have to worry about with Hyundai?”

“Everybody wants to find out what Hyundai will do next,” he said.

Press Release:

When the colors of your new turbocharged rear-wheel-drive sport coupe are named after international racing circuits, you’d better have the performance and confidence to back it up. Now, Hyundai is upping the ante by announcing an R-Spec version of the all-new 2010 Genesis Coupe, designed to appeal to true enthusiasts who want a low starting price and the ability to tune their car to their own specifications. R-Spec will be available as a mid-2010 model year introduction.

R-Spec provides genuine track-readiness in an affordable model. The R-Spec adds core performance equipment to the most affordable 2.0T model, such as: Track-tuned suspension, 19-inch gunmetal-finish alloy wheels with performance summer tires, Brembo® braking system, Torsen limited-slip differential, and R-Spec badging. To further reduce cost and weight, it also eliminates some non-essential convenience equipment such as: Bluetooth®, automatic headlights, cruise control, trip computer, chrome interior accents and steering wheel audio controls. The Genesis Coupe R-Spec will be priced at $23,750 and $3,000 less than the 2.0T Track model, leaving tuners with extra cash for their own choice of aftermarket performance upgrades. Appropriately, the R-Spec will be available in three performance oriented exteriors colors: Karussell White, Bathurst Black and Tsukuba Red.

The continuing story of Hyundai just gets more interesting by the day.  After wowing the automotive world with the Genesis luxury sedan and sport coupe, we now get a view of Korea’s new flagship.

The current Sonata was considered the first piece of the new Hyundai, with excellent build, reliability, and equipment.  With the ’11 model, the Sonata has a flashy new appearance, an upgraded interior, and better performance.  The styling, done at the company’s Irvine center, has fluid creases along the body lines.  Front and rear, the car reminds the viewer of a prettier Toyota Solara.

The base engine will be a direct-injected 2.4 L inline-four, said to put out approximately 190 hp and average 27 mpg.  An optional 3.5 L V-6 will be made available with peak output around 260 hp with an EPA estimate of 24 mpg.

Make of it what you will, but it’s definitely more eye-catching than the four-door Accord and Camry.