2014 Hyundai Santa Fe Sport 2.4l on 2040-cars

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Where is Hyundai's upscale Genesis brand going, and what is it, anyway?

"Genesis is the beginning, where everything sprung from. That's where the light is, and that's where we see ourselves." Manfred Fitzgerald. A genesis is an origin story, a new start. So when Hyundai had accomplished its original mission of achieving near parity with the top Japanese marques in the middle-class car market and decided to attempt to move upscale into the profitable luxury automotive sector a few years ago, it made some sense that this was the moniker it bestowed to its spinoff brand. "Genesis is the beginning, where everything sprung from," says Manfred Fitzgerald, the global brand chief. "That's where the light is, and that's where we see ourselves." But now that genesis has turned to germination. A pair of production sedans have been launched, the G80 and G90 luxo-barges. A smaller, 3 Series-fighting sedan, the G70, was previewed as a concept in last year's New York Auto Show. And now, last week in New York, the brand showed something in the all-important crossover category, the GV80. Powered by a hydrogen fuel cell, it's a look ahead at what Genesis' SUV line could be like, though the fuel-cell element faces hurdles. View 2 Photos "We have great resources with our brand partners in fuel-cell technology, so when it came to alternative propulsion, this was a natural," says Fitzgerald. "Not just for the US market, but looking at this globally, this is the best technology, but there are a lot of pain points to overcome, especially in terms of infrastructure." Genesis has promised us a handful more cars by 2020, including a coupe and another crossover. Expansion into additional vehicle realms ought to help flesh things out a bit. Though the brand can't really flesh things out any less. Only Maserati, Alfa Romeo, Smart, and Bentley sold fewer cars so far this year, and two of those brands are a century old and Italian, one is a century old and extremely exclusive, and the other is irrelevant in the United States. Given that company, where does that place Genesis? After a recent test drive in a G90, we have to say that we're not sure. The styling is acceptable, if a bit derivative and anodyne. The level of delight is quite lackluster. And the ride is cushy, quiet, and competent, but no better than a contemporary Buick. In a category in which excellence and exquisiteness are the point of entry, what does Genesis represent, what is its category-killing feature or component or capability? "We are known for being audacious.

Why BMWs are cheaper than Hyundais in Korea

Bloomberg reports shifting tariff regulations have upended the traditional automotive pecking order in Korea. Thanks to cheaper import taxes, foreign brands have seen market share jump from 28 percent to 41 percent over the last two years. BMW, Mercedes-Benz and Audi have all capitalized on the shift, with domestics like Hyundai and Kia suffering at the hands of their German rivals.
Taxes on European imports have fallen from 8 percent in 2011 to just 3.2 percent today. Over the next few years, tariffs will all but be eliminated for most imports, and taxes on US-made vehicles are expected to fall to just 4 percent in 2014. By 2016, that number will be zero. Needless to say, Hyundai and Kia are concerned about the shift.
Hyundai has seen profit fall by 15 percent last quarter, and the company says it is on pace to see the slowest sales growth since 2007. The company's shares have fallen by 12 percent. In order to stem the losses, Hyundai has discounted its midsize sedans and started working on diesel engine options.

2019 Hyundai Nexo Quick Spin Review | A better hydrogen fuel cell crossover

PYEONGCHANG, S. Korea — When we travelled to South Korea to test out the new Hyundai Santa Fe, we also got a chance behind the wheel of the new hydrogen-powered Nexo fuel-cell SUV. Hyundai unveiled the Nexo at CES in January as a replacement for the Tucson Fuel Cell, which logged miles and gathered data in 18 countries over the course of its generation. The Nexo is an improvement: It's more efficient, packed with smarter driver assistance technologies and, in our opinion, is more attractive. With a clean an uncluttered exterior, it has a familiar crossover profile, but the front end, is a little more unique with a large grille and uber-thin lighting tucked high under the front of the hood. The rear end offers a lot of blank sheet metal, which looks fetching in white. Aerodynamic vents behind the rear quarter windows open up at the back of the car beneath a sporty-looking spoiler. But it's the clean, sustainable future that its hydrogen fuel may provide that's most important. Which is not to diminish the benefits battery electric cars offer in the interim — and likely for the foreseeable future — but renewable electricity is intermittent. So how does one store massive amounts of clean electricity for long periods to use when it's not readily available? Hydrogen electrolysis – using an electric current to decompose regular water into oxygen and hydrogen. The beautiful thing about the abundant element is that it can be converted back to electricity, either on a grid-scale, or in the fuel cell of a passenger vehicle. (The less beautiful thing is how to store hydrogen safely, but that's another story.) Our first stint inside the vehicle took place in the back seat, where we had plenty of legroom and clean surroundings. The interior was white and grey with matte silver metallic trim. The plastics in the Nexo aren't particularly soft, but somehow Hyundai makes them look premium with fine grains and patterns — one of the tricks Hyundai uses to make its affordable cars feel like higher-end automobiles. We were comfortable back there, especially with rear seat heaters to ward of the winter chill in the Korean mountains as we drove past the Winter Olympics in PyeongChang. When it came our turn to get behind the wheel, we felt right at home in the comfortable driver's seat. The steering wheel was attractive in its two-tone leather, and smooth to the touch.