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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.

Hyundai Vision G Coupe Concept debuts ahead of Pebble Beach

This is the Hyundai HCD-16 Vision G Coupe Concept, and it previews the automaker's future upmarket offerings. At an intimate gathering at the Los Angeles County Museum of Art, Hyundai offered us an early sneak peek of its Pebble Beach Concours d'Elegance concept car, one that takes a deliberately scaled-back approach to premium, luxurious design. Peter Schreyer, Hyundai-Kia design chief, says the Vision G reflects "a DNA that balances design and performance with the idea that you don't need to be over the top in terms of glitz and stereotypical luxury cues." The coupe sends a decidedly different message than the last luxury concept that came from Hyundai's California Design center, the HCD-14. While that model was striking – albeit a little gaudy with suicide rear doors and oversized carbon-fiber wheels – the Vision G aims to be understated, despite its grand size and dramatic lines. The end result is an attractive package, with an alluring, sleek style. The HCD-16's design is characterized by a long hood, high beltline, and cabin that presents a "slingshot-like" appearance. Christopher Chapman, head of Hyundai's US design center, says the styling is meant to speak to the owner, rather than "the spectators" that might see the car on the road. Hyundai says the idea of respectful luxury carries through to the interior, where elegant lines and finishes are meant to set the mood, rather than stand out as over-the-top elegance. At the heart of the Vision G Coupe Concept is Hyundai's 5.0-liter Tau V8 – the same engine found in the Equus and Genesis – with 420 horsepower at 6,000 rpm and 383 pound-feet of torque at 5,000 rpm. That said, the Vision G solely represents Hyundai's upscale inspiration moving forward. It might seem like good inspiration for a next-generation Genesis Coupe, but that isn't necessarily the case. One particularly neat feature is the "valet door," that opens when the driver approaches, as if by a valet. Perhaps this is something that could work its way into the next-generation Equus as an upscale option? The HCD-16 derives its nomenclature from the studio in which it was designed, with "HCD" being an acronym for Hyundai California Design, and the number 16 representing the 16th concept to come out of that center.

Hyundai keeps building mid-engine Velosters for some reason

Hyundai returned to the Busan Motor Show in South Korea this past weekend with the RM16 concept, a mid-engined prototype that takes the Veloster into even more radical territory. If the idea sounds familiar to you, that's because this is the concept's third iteration. Sadly, it doesn't seem any closer to reaching production. The project was first presented at the same show two years ago as the Veloster RM, packing a 2.0-liter turbo four behind the two-seat cockpit. The concept resurfaced last year in Seoul as the RM15 with even more extreme bodywork. And now it's back again. The engine stays right where it was, helping give the test bed 43/57 front-rear weight distribution. This time, however, the conventional turbocharger is replaced by an electric compressor, similar to the ones you might find in the Audi SQ7 TDI or Bugatti Chiron, and there's an electronic differential to channel its 296 horsepower to the road. The RM16 uses a six-speed manual transmission. The RM16 also features a new front end to put a fresh face on the carbon-fiber bodywork, an active rear wing, and an electronically variable exhaust. All of which is well and fine, but while the prototype is supposed to inform the forthcoming N-badged performance models, we wouldn't hold our collective breath waiting for a mid-engined hot hatch like this in Hyundai showrooms. Related Video: Hyundai Motor Demonstrates its Passion for High-Performance at the 2016 Busan International Motor Show • Hyundai Motor builds anticipation of high-performance 'N' models with RM16 concept • RM16 hints at future Hyundai 'N' model characteristics June 2, 2016 - Hyundai Motor today reinforced its high-performance aspirations with the world premiere of RM16, its latest 'N' model concept, at the 2016 Busan International Motor Show in South Korea. Hyundai Motor's performance-focused exhibits, which included the Hyundai N 2025 Vision Gran Turismo, hint at future N model characteristics. Hyundai Motor's high performance sub-brand 'N' was launched in September 2015, demonstrating the company's commitment to manufacture responsive, intuitive performance vehicles that bring 'Fun to Drive' to a broad range of customers.