2007 Hyundai Santa Fe Gls on 2040-cars

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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.

2013 Hyundai Elantra GT

GT Stands For "Generous Trunk"
If ever there were an award for the most bastardized label in the automotive world, the Gran Turismo/Grand Touring/GT moniker would be an easy frontrunner. Once reserved solely for sporty coupes, the GT letters have taken a big hit over the years, but things got downright embarrassing with the BMW 5 Series Gran Turismo. For 2013, Hyundai is helping to muddy the waters even further by slapping a GT badge onto the hatchback version of its top-selling model, the Elantra.
In the case of the 2013 Hyundai Elantra GT, though, this name is just recycling the Elantra GT name from the early 2000s, albeit on a more stylish, modern and all-around better five-door. Hyundai has created quite a competitive lineup since its Fluidic Sculpture design language hit the market, but one area that it has paled in comparison to rival automakers is in the hatchback department. With a plethora of budget-minded compact cars currently on sale, Hyundai now finds itself in the unique position of being the only automaker to offer a compact sedan, coupe and hatchback with the 2013 Elantra. Still, with the compact segment more crowded than a public school classroom, we spent a week with the new Elantra GT to see how it stacks up against the hatchback competition.

2013 Hyundai Veloster Turbo: March 2013

Much of my time spent with the Veloster Turbo was under gray skies dumping inches of snow.
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