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This is the Genesis I've been waiting for

In November Hyundai finally confirmed everyone's years long suspicion and announced the creation of its own global luxury brand, naming it the obvious choice, Genesis. The press release revealed a few important details, the biggest probably being that six models will be under the new brand by 2020. We can already account for at least two of these models as newly branded Equus and Genesis sedan models (possibly the coupe as a third) but we are left wondering for the rest. There is a strong argument for the Azera, as it was recently cut from Hyundai's line-up and the obvious choice of bringing in some ever important crossover models, especially while remembering the Veracruz experiment. The newly minted luxury name adds another player to an ever crowded high-end market, but a growing one, where there is room for deviation from the pack. Can Hyundai fill that niche and crack a historically expensive market to enter? I think so. Part of the Genesis plan is in crafting a proper luxury buying environment, what it calls its "hassle-free customer experience." It is unclear if this will mean fixed market pricing and no-negotiating terms but we can certainly draw that conclusion. As much as consumers claim they don't want to hassle, past attempts at fixed pricing have had mixed results. Though, with the emergence of Tesla as a real luxury contender using that kind of pricing model, maybe it's something thats time has finally come. When Hyundai introduced the Equus to the American market they placed an emphasis on the customer experience, requesting that each Equus qualified Hyundai dealership assign an "Equus Champion" to specifically handle all Equus inquires and follow a meticulously designed sales process. This salesperson had to take extra online training and pass multiple choice tests to maintain their position to sell Equus. Hyundai knows that customers buying a $60,000 vehicle expect a different experience than those buying a $30,000 one. The former group is more in tune to the concierge experience, a complete envelopment of the buyers attention and needs. Hyundai achieved this with personal on call attention from the Equus Champion, who went so far as picking up the customers vehicle well after purchase, dropping off a Genesis sedan loaner, and taking care of the entire vehicle service process (included free of charge of course) without barely any customer involvement.

Hyundai says, maybe driverless cars won't be so bad

The allure of autonomous driving for many people is the tech's ability to free up their time behind the wheel from paying attention to the road. However, the driverless future might also increase the mobility of folks all over the world. Toyota's recent billion-dollar research investment aims to tackle both of these questions, and Hyundai now has a moving commercial that offers a glimpse at some of these possibilities. Hyundai also used a clever approach to show off its driver assistance systems in an ad last year, but this time it took a more emotional style to demonstrate the future. We don't want to spoil the optimistic spot's hook, but the video stars a little boy who just wants to drive. The way that he does it is heartwarming and beautifully shot. The commercial is in Korean, but like any good piece of marketing, the visuals break down the language barrier.

2018 Hyundai Kona pricing announced: Compact SUV starts at $20,385

We've already had a brief first drive in the 2018 Hyundai Kona, and although associate editor Reese Counts didn't get a lot of time behind the wheel, he walked away generally impressed. The surprisingly sharp driving dynamics and interior quality were especially noteworthy. Here's everything we know about the U.S.-spec Kona. We still need a far more thorough drive of Hyundai's new sub-compact SUV, but at least we know how much one will set you back. Pricing starts at $20,385, including $885 destination, for the base front-wheel-drive SE trim level. That trim, along with the SEL, come with a 2.0-liter naturally aspirated four-cylinder engine and a six-speed automatic. The Limited and Ultimate get a 1.6-liter turbocharged four-cylinder and a seven-speed dual-clutch automated manual. Pricing for the entire lineup is below. The 2018 Hyundai Kona goes on sale in March. All prices include $885 destination charge. SE FWD: $20,385 SEL FWD: $22,035 SEL FWD w/ Contrast Roof: $22,185 Limited FWD: $25,585 Ultimate FWD: $29,585 Adding all-wheel drive adds $1,300 to each price. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Featured Gallery 2018 Hyundai Kona - U.S. Spec View 34 Photos Hyundai SUV hyundai kona