2013 Hyundai Genesis Coupe 3.8 Track on 2040-cars

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Hyundai and Rhys Millen reunite, will return to Pikes Peak with new RWD racer, Genesis Coupe

Last September, Hyundai confirmed that it was exiting all of its motorsports programs in North America. That left Rhys Millen Racing without a title sponsor for its Formula Drift and Global RallyCross Championship series challengers. It also looked to have meant the end of a partnership that last year resulted in a record-setting run at Pikes Peak when Rhys Millen established the new benchmark for a run up the Colorado mountain in a production-based race car.
Hyundai clarified that September report by saying it was "reconsidering our continued involvement in Pikes Peak International Hill Climb, having achieved the world record in a Hyundai Genesis Coupe this year." The return is official, with Hyundai saying it is going back to the peak with Millen and two cars, one of them a "purpose-built unlimited class rear-drive," the other being the Hyundai Genesis Coupe-based racer that set last year's record in the time attack two-wheel-drive class.
Hyundai wants to show off the strength of its engineering, so the unlimited car will have something like 900 horsepower and 800 pound-feet of torque while using the production block, cylinder heads, bearings and accessories of its Lambda V6 engine. You can read more about the effort in the press release below, and click the image above for an enlarged view of what's coming.

We want a Hyundai with this N prototype's crackly engine

Hyundai produces quality, mainstream machinery, but with the exception of the Genesis Coupe and Veloster Turbo, it hasn't brought many enthusiast-oriented vehicles to the table. Hyundai plans to change that with their in-house performance brand, N. The group will develop race cars and high-output versions of production cars, and if this prototype video is anything to go by, Hyundai N products will sound fantastic. The video shows what looks to be a Hyundai i30 hatchback, which we get in the States as the Elantra GT. And it sounds wonderful with a cackling, popping exhaust reminiscent of a rally car. Hyundai has not confirmed whether we will get this car or engine. We wouldn't be surprised if we didn't get the car, since a new generation Elantra hit dealers not long ago. As far as the engine, we certainly hope we will get it eventually, whether it's in an Elantra or something else – Veloster N anyone? Either way, we will get a slightly hopped-up Elantra Sport soon. Hyundai showed the Korean-market Avante Sport recently, which Hyundai confirmed would become the US-market Elantra Sport, more or less. It will feature the same 201 horsepower engine of the Veloster Turbo, and if it sounds even half as impressive as the i30 N prototype, it should tide us over while we wait for our own N-badged model. Related Video:

Kevin Hart tracks his daughter's Genesis in Hyundai Super Bowl ad

As the official automotive sponsor of the NFL, Hyundai has a massive advertising presence during Super Bowl 50, including four commercials premiering before or during the game. A newly released spot titled First Date markets the Genesis sedan (soon to be the Genesis G80) with humor by casting comedian Kevin Hart as a concerned dad who spies on his daughter's date. The commercial highlights Hyundai's Blue Link Car Finder that lets owners track their vehicle from a smartwatch. Hart uses it to follow his daughter on her date in increasingly absurd ways. By the end of the spot, he's hanging off a helicopter to keep an eye on her. This is also the second automotive ad to use a Queen song this year. Where Hyundai's commercial uses Another One Bites the Dust, Honda picks Somebody to Love for its Ridgeline spot. The 60-second commercial airs during the pre-kick time slot and joins Ryanville and The Chase among Hyundai's Super Bowl ads. The still unreleased Better premieres during the pre-game and shows the automaker's desire to improve its vehicles and customer experience. Related Video: