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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.

Hyundai working on some sort of secret, single-seat EV

Hyundai's big electric push at the Geneva Motor Show this week was its three-pronged Ioniq line-up. But there will apparently be at least two other electric vehicles coming from the South Korean automaker in the near future, according to Reuters. These vehicles are a single-seat EV and an electric scooter. Neither of these EVs were mentioned in Hyundai's press releases. Neither of these EVs were mentioned in Hyundai's official press releases from Geneva, so details are sparse, but Reuters says that these non-standard vehicles slot nicely into Hyundai's future mobility plans. The Korea Herald says that the automaker is going to invest more in future projects that don't necessarily involve new cars. The idea is to increase the "mobility freedom" for people, according to a presentation from Hyundai Motor Group vice chairman Chung Eui-sun during Geneva. Hyundai would not confirm the news of the scooter or the single-seat EV to Reuters and requests for more information from AutoblogGreen were also ignored. When we learn anything official, we will let you know. Given the lack of details, we'll make some educated guesses. Electric scooters are extremely popular in Asia, and we don't think this will stray too far from the two-wheels-and-a-battery model that already works well. As for the one-seat EV, we have to think that Hyundai will take a page from the Renault Twizy or Toyota i-Road, both sleek little electric runabouts that are quirky, sure, but also perfect for running errands in an urban environments. We expect some sort of carsharing program, as well. The official Ioniq vehicles were three powertrains in one body style: a hybrid, PHEV, and pure EV. You can get all the details that we know about these vehicles so far here. Related Video: Related Gallery 2017 Hyundai Ioniq Electric: Geneva 2016 View 14 Photos News Source: The Korea Herald, Reuters Green Hyundai Transportation Alternatives Electric scooter hyundai ioniq ioniq

Hyundai Veloster Turbos strut their SEMA stuff

Hyundai brought a pair of very yellow Velosters to this year's SEMA Show. The first is the car you see above - the Veloster Hylighter. Built in a partnership with aftermarket accessory supplier EGR Group, it's based on a Veloster Turbo, but has been extensively modified for its trip to Vegas.
The paint, a custom color called Yellowcake, a type of uranium powder used to prepare fuel for nuclear reactors, certainly catches the eye. And if for some reason it doesn't, black graphics and a LED light bar on the roof most certainly will. An EGR widebody kit has been fitted for an even bigger visual impact, while the DPE three-piece wheels add some flair. The cabin sports a pair of Takata racing seats and harnesses, as well as a roll cage from Creations n' Chrome.
The engine is an uprated version of the turbocharged, 1.6-liter engine found in the standard Veloster Turbo, but it's been fitted with an AEM intake and a MagnaFlow exhaust, for a bit of extra oomph. A coil-over suspension from ARK, an AEM strut-tower bar and Toyo Proxes R888 tires afford a bit more handling potential for the VT, while a Brembo brake package can bring things to a rapid halt.