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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.

Less stressful than a taxi: We ride in Hyundai's Autonomous Ioniq Electric

The day after California told Uber to halt the testing of its driverless cars, Hyundai gave us a brief ride in an autonomous Ioniq Electric. The trip was mostly uneventful — our driver/engineer didn't hit anyone, and, unlike Uber's, Hyundai's car didn't run any red lights. You may think that's faint praise, but at the speed of advancement we take nothing for granted. More than once during our ride around a pre-mapped, all-right-turn route in Las Vegas, the Ioniq had to sort things out for itself, and the longer you ride the more you realize the scope of data we humans process without noticing. This Ioniq was identified only by its Korea-spec origins — dual charging ports for fast and regular recharge and no side marker lights — and Nevada's autonomous vehicle license plate. Tourists were completely unaware that it was driving itself. The autonomous Ioniq uses one 140-degree and two 110-degree Ibeo LiDAR units in the front fascia, plus a camera array inside the cabin at the top of the windshield. A single camera is used for traffic-light detection, with stereo units for the driving assistants. According to Hyundai, the autonomous gear detects objects knee-high but also will not drive into a low-hanging tree branch. We're also told the system works in rain and snow, citing the all-conditions approval certificate from Nevada, though that center front sensor looks prime for snow packing in heavy stuff. Essentially, one processor collects all the input data and combines it to a singular view, and a second processor tells the car what to do about it. Hyundai notes that minimal system power consumption was a primary target. The cabin sports the prototype-standard large red kill switch, an extra display atop the center of the dash, and two real-time monitors hanging behind the rear seats. The dash display is there so human drivers know the car is aware of its surroundings — it shows traffic lights as red or green (yellow is not detected but it will not panic stop if it loses a green light), speed limit, vehicle speed, route, a steering wheel to denote autonomous operation, and pedestrians detected. One rear monitor shows what the traffic-light camera sees, the other what the LiDAR units are picking up, from road curbs to people, vehicles and buildings. The ride experience is drama-free if a bit on the cautious side. Braking is often moderate to heavy, more on/off than the modulation range of many human drivers, but we felt no panic braking or ABS intervention.

Hyundai opens up European Test Centre at N"urburgring

Anyone who's anyone among automakers tests at the Nürburgring, and the latest to join them is Hyundai. After fifteen months of construction and a €6.6-million investment - just shy of $9M USD - the Korean automaker has finally completed its new trackside testing center that was initially announced back in January.
Hyundai's new European Test Centre encompasses nearly 40,000 square feet of floor space on four levels in a glass and steel building that houses workshops, offices and hospitality areas. Acting as an extension of the company's European R&D center in Rüsselsheim, Germany, the new Nürburgring test center will allow Hyundai to conduct more regular and rigorous testing around the 73 corners and 13 miles of tarmac that make up the famous racetrack - definitely a good thing for a powerhouse brand that still sometimes fumbles when it comes to the dark arts of suspension and steering tuning.