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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.

2019 Hyundai Santa Fe First Drive Review | A safely stylish crossover

To help it stand out in today's crowded, highly competitive midsize crossover market, Hyundai has given the new 2019 Hyundai Santa Fe has a bolder SUV-like exterior design. The Santa Fe's changes are evolutionary rather than seismic, but in a market that includes rivals like the Ford Edge, Jeep Cherokee, Nissan Murano, Chevrolet Equinox, and Honda CR-V, every detail matters. Buyers still have a choice of two four-cylinder engines - just like the outgoing Santa Fe Sport – one of them turbocharged, with each paired to an updated 8-speed automatic transmission. The Santa Fe also offers all-wheel drive across its five trim levels, while delivering a modest bump in overall cargo space and rear legroom. A few notes before we dive further in: The new Santa Fe doesn't include the "Sport" in its name. Anyone in immediate need of a Santa Fe with a third-row seat will have to settle for the Santa Fe XL, a one-year-only offering based on the previous generation model. We highly recommend test driving the new model, if you can do without a third row. Some form of hybridization is also planned, though Hyundai would not comment on technical aspects or a projected on-sale date. Ahead of taking the wheel on the wide-open roads surrounding the charming ski-cation town of Park City, Utah, Hyundai told us that they strove to make it less of a high-riding minivan, both in terms of its style and stance on the road. To do this, Hyundai shortened the front overhang, added a more upright front grille with a chainmail pattern, and pushed the headlights lower in the front fascia. Those slim lighting units that flank the grille are the LED daytime running lights and turn signals. (Yes, it's okay if you initially thought they were super skinny headlights, too.) The 2.6-inch longer wheelbase makes the Santa Fe look more planted, while adding about an extra inch of rear legroom compared to the previous model. The more horizontal side profile and large glass area – especially the small side windows, ahead and behind the A- and C-pillars – help improve visibility. And unlike some SUVs and crossovers that opt for tapered tail-ends that look sporty, but create claustrophobic-levels of cargo space, the squarish rear of the Santa Fe translates to 35.9 cubic feet of cargo room behind the second-row seats. That's up from 35.4 cu-ft. offered in the previous model. Styling is subjective, but to our eyes, the Santa Fe has a lot more presence than it previously did.

Hyundai's Genesis G90 stretches out back home in Korea

Hyundai is getting serious about competing in the luxury market with the launch of its expanded Genesis line. And in the Far East it calls home, that means stretched limousines. Enter the new EQ900L. The Korean automaker's new luxury flagship stretches the wheelbase of the vehicle we now know as the Genesis G90 – or as the Equus in its previous iteration – by an extra 11.4 inches to give the top executives at Samsung and LG extra room to stretch out while in transit from the office to the Psy concert. The elongated cabin space also allows for first-class reclining rear seats, adjustable in 18 directions and upholstered in semi-aniline leather. A long center console runs the entire length of the cabin loaded with everything from ambient lighting to a Lexicon sound system. The same 5.0-liter Tau V8 still provides motivation, channeling 425 horsepower through an eight-speed automatic transmission to all four of the 19-inch wheels. That may not be enough to keep pace with the V12-powered Mercedes-Maybach S600 we get here, but it comes close to the S500 version sold overseas. Unfortunately for those of us living outside of Korea, the EQ900L is only being offered in its domestic market for the time being, where titans of industry can pick one up for 100 million won – equivalent to $84,000 at current exchange rates. Related Video: