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Strange, unfunny Hyundai N Performance commercials badly miss the mark

Take a minute and watch the video above. After, you might have questions. I will try to help you with these. But first, here are some questions for you: No matter whether you thought the ad was good or not, does it get you excited about the N Performance subbrand? Do you want to find out more about it? I suspect the answer is "no" for most of you reading. Unfortunately, reading what Hyundai and the ad agency said about these ads isn't going to help much. Intended to skewer traditional luxury advertising tropes, the agency says, these ads are a "tongue-(stuck firmly)-in-cheek poke at automotive and luxury brands taking themselves too seriously." R/GA is the ad agency behind these ads, and its chief creative officer, James Temple, told AdAge, "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of 'N' that they make cars that are fun to drive and which aren't like anything else out there." OK. So, poke fun at luxury and automotive advertising that takes itself too seriously. And to be fair, this sort of thing has been done before to great success and general acclaim. Remember Volkswagen's "Unpimp The Auto" campaign? It cleverly took aim at a then-trendy aspect of the tuner culture and literally crushed it with a new GTI. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The message was clear: Your over-tuned Ford Focus is both gaudy and inferior. Step up to a GTI, which by the logic of the ad, you don't need to throw tuner parts at to have fun. It built excitement for the hot hatch while earning some automotive credibility by throwing shade at MTV's over-the-top " Pimp My Ride," at that point rapidly losing its halo of tuner coolness. "Pimp My Ride" was a big, easy target to mock. And the relationship to automotive performance (or lack thereof (most were plays on the "Yo dawg I heard you like ..." theme, anyways) made the analogy work. Where the Hyundai ads step off is the target for ridicule. R/GA claims it's roasting automotive brands, and they can say that all they want — I don't see it. I see a childlike understanding of how to dismantle the tropes of a classic Calvin Klein ad — monotone, lots of black, shirtless models, personal beauty products — over which the lightest veneer of automotive reference is applied. So the perfume smells like burning tires. That's still a humorous ad about perfume.

A brief taste of Korea's latest dish | 2018 Hyundai Kona

Disclaimer: We were limited to a short 10-minute drive at Hyundai's research and development facility in Namyang, about a 90-minute drive from the South Korean Capital of Seoul. The closed loop didn't provide much in the way of road variation, and we reached a blistering top speed of 45 mph with all of three opportunities to use the brakes. The Kona we drove was a Korean-spec model. Suspension and steering tuning will be adjusted for the US, though we couldn't get a clear answer on what sort of changes that entails. Expect the US model to be a bit softer than what the Koreans and the Europeans will see, though we'll have to wait until a full first drive to be sure. Hyundai has been on a roll lately, releasing a series of solid if not exactly groundbreaking products, though until now they company was missing an entry into the ever-burgeoning B-segment crossover. For several years, compacts like the Honda HR-V and Mazda CX-3 have ruled the class, but Hyundai is going all-in on crossovers, with several new models on the horizon. The first one out of the gate is the Kona. In the next few years, we'll see a model that slots below the Kona and a large SUV that will sit above the Santa Fe. We got our first look at the new model at Hyundai's new Motorstudio, a place that's half interactive museum and half high-end conference space. The Kona's styling, a mix of original and derivative design elements, is sure to be divisive. The most standout feature is the plastic cladding that comes in either black or grey, depending on the body color. Hyundai is calling it armor. We just hope it's affordable to replace. The front wears Hyundai's cascading grille, an element that's making it's way across the automaker's lineup. It's flanked by what Hyundai is calling is calling composite headlights. It's a split design that places the slit-like turn signals above and separate from the actual headlights. It looks very similar to the current Jeep Cherokee, odd considering the controversy that model caused a few years ago. There's also a bit of Nissan Juke in there, though substantially toned down. You best get used to it, though, as design chief Luc Donckerwolke says it's the new face of the brand. Expect to see some variation making its way across the automaker's lineup. Not so with the rest of the Kona, as Donckerwolke said each model will get unique elements only found on that particular car. For the Kona, it's the armor.

Hyundai mulling new Lexus-fighting upscale crossover

The idea of Hyundai marketing a luxury automobile might have seemed ridiculous a decade ago, but that was before the Genesis sedan, Genesis coupe and Equus came along. Now that buyers seem more accustomed to the notion of an upscale Hyundai, the Korean automaker is said to be considering launching a luxury crossover to take on the likes of the Lexus RX and Cadillac SRX.
The report comes from our compatriots at Edmunds, who spoke to Dave Zuchowski, head of Hyundai's North American unit, who said that the project is not yet part of the company's plan, but that "it is something under consideration."
The last time Hyundai entered that territory was with the Veracruz (pictured above), a model that was sometimes compared to but ultimately failed to compete with the Lexus RX when it was sold between 2006 and 2011. The Veracruz was effectively replaced by the seven-passenger Santa Fe with which it shared its underpinnings. This new project being considered would similarly be based on the latest Santa Fe, and the challenge Hyundai is facing once again would be to position it as a sufficiently upscale product to warrant a premium sticker price.