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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.

Hyundai planning N-badged Genesis performance models

Speaking with Australian media ahead of the launch of the new Genesis G90 at the Detroit Auto Show this week, Albert Biermann, performance chief at Hyundai, confirmed that there will be N-badged versions of both Hyundai and Genesis models. And he ought to know. Biermann was recently poached over to South Korea after having served as chief engineer at BMW's M division. "N is a sub-brand and with N high-performance cars we work for both brands — so you have to be ready for N versions for Hyundai and for Genesis," said Biermann. "We have a nice roadmap for the next five years... There will be Genesis cars included" that will offer "the full package... real racetrack-going high-performance cars." The first model that the N division is expected to fettle is the next-generation i30 hatchback – Hyundai's challenger to the likes of the Ford Focus and Volkswagen Golf. That ought to give the Korean automaker a solid rival to the Focus ST and Golf GTI, and a venue for Hyundai to showcase everything it's learned in the World Rally Championship. But that's not all Biermann and company have in store. Hyundai is working on a new Genesis G70 that will take on the BMW 3 Series and its many competitors. The G70 would make a prime candidate for the N treatment, and with the benefit of Biermann's expertise, it could prove the sweet-handling and hot-performing Korean sports sedan we've been waiting for. We wouldn't at all be surprised, either, to see N performance versions of the new G90, the G80 that was launched just recently as the Hyundai Genesis sedan, and other future products under both brands – particularly a successor to the Genesis Coupe. Related Video:

2019 Hyundai Santa Fe unveiled

Hyundai has unveiled its next-generation, 2019 Santa Fe. First, to clarify, the Santa Fe nameplate will take the place of the current five-passenger Santa Fe Sport. This new generation features a new design, new technology, and a new diesel engine option. The Hyundai Santa Fe has a new look that comes off less crossover and more SUV than before. It looks wider, more muscular and bigger than the vehicle it replaces, with Hyundai's large cascading grille and available 19-inch wheels. Inside, it has a horizontal layout to provide a sense of width. Large window openings provide improved visibility, despite the rising beltline. It features a new instrument panel with a three-dimensional look, and the infotainment screen has been repositioned to reduce glare. A new head-up display will also be available. The 2019 Santa Fe will offer a 2.4-liter four-cylinder engine good for 185 horsepower, or a turbo 2.0-liter four-cylinder offering 232 hp. A 2.2-liter diesel engine will be available providing about 200 hp and 320 pound-feet of torque. The diesel model will be the only one to offer optional third-row seating. Each will be connected to a new eight-speed automatic transmission. For comfort's sake, Hyundai has revised the suspension, particularly in the rear, to provide a smoother ride. Hyundai also offers an optional load-leveling suspension to maintain a consistent ride height, even when loaded with cargo or towing. Its all-wheel-drive system provides capability in crummy weather, and features different modes to distribute torque for improved performance. To improve safety and convenience, Hyundai includes a number of driver assistance aids in the new Santa Fe. This includes lane-keep assist, stop-and-go adaptive cruise control and an around-view monitor. Additionally, it offers a Rear Seat Occupant Alert using an ultrasonic sensor to detect motion of kids or pets in the back. It also offers Safe Exit Assist, which prevents you from opening the door when a motorcycle, bicycle or other vehicle approaches from behind. We'll have more on the next-generation Hyundai Santa Fe soon, once we get a turn behind the wheel. Related Video: Featured Gallery 2019 Hyundai Santa Fe View 32 Photos News Source: Hyundai Hyundai Crossover SUV